SEO
How To Read Google Patents In 5 Easy Steps
Reading and understanding patents filed by Google can be challenging but this guide will help you to understand what the patents are about and to as avoid the many common mistakes that lead to misunderstandings.
How To Understand Google Patents
Before starting to read a patent it’s important to understand how to read the patents. The following rules will form the foundation upon which you can build a solid understanding of what patents mean.
Step #1 Do Not Scan Patents
One of the biggest mistakes I see people make when reading patents is to approach the task as if it’s a treasure hunt. They scan the patents looking for tidbits and secrets about Google’s algorithms.
I know people do this because I’ve seen so many wrong conclusions made by SEOs who I can tell didn’t read the patent because they only speak about the one or two sentences that jump out at them.
Had they read the entire patent they would have understood that the passage they got excited about had nothing to do with ranking websites.
Reading a patent is not like a treasure hunt with a metal detector where the treasure hunter scans an entire field and then stops in one spot to dig up a cache of gold coins.
Don’t scan a patent. Read it.
Step #2 Understand The Context Of The Patent
A patent is like an elephant. An elephant has a trunk, big ears, a little tail and legs thick as trees. Similarly, a patent is made up of multiple sections that are each very important because they create the context of what the patent is about. Each section of a patent is important.
And just like how each part of an elephant in the context of the entire animal helps to better understand the creature, so it is with patents that every section only makes sense within the context of the entire patent.
In order to understand the patent it’s important to read the entire patent several times in order to be able step back and see the entire patent, not just one part of the patent.
Reading the entire patent reveals what the context of the entire patent is, which is the most important thing about the patent, what the entire thing means.
Step #3 Not Every Patent Is About Ranking
If there’s any one thing I wish the reader to take away from this article is this rule. When I read tweets or articles by people who don’t know how to read patents, this is the rule that they haven’t understood. Consequently, the interpretation of the patent is wrong.
Google Search is not just one ranking algorithm. There are many algorithms that comprise different parts of Search. The Ranking Engine and the Indexing Engine are just two parts of Search.
Other elements of search that may be referred to are:
- Ranking engine
- Modification engine
- Indexing engine
- Query reviser engine
Those are just a few of the kinds of software engines that are a part of a typical search engine. While the different software engines are not necessarily a part of the ranking part of Google’s algorithms, that does not minimize their importance.
Back in 2020 Gary Illyes of Google tweeted that Search consists of thousands of different systems working together.
He tweeted about the indexing engine:
“The indexing system, Caffeine, does multiple things:
1. ingests fetchlogs,
2. renders and converts fetched data,
3. extracts links, meta and structured data,
4. extracts and computes some signals,
5. schedules new crawls,
6. and builds the index that is pushed to serving.”
He followed up with another tweet about the thousands of systems in search:
“Don’t oversimplify search for it’s not simple at all: thousands of interconnected systems working together to provide users high quality and relevant results…
…the last time i did this exercise I counted off the top of my head about 150 different systems from crawling to ranking, so thousands is likely not an exaggeration. Yes, some things are micro services”
Here’s The Important Takeaway:
There are many parts of Search. But not all parts of Search are a part of the ranking systems.
A very important habit to cultivate when reading a patent is to let the patent tell you what it’s about.
Equally important is to not make assumptions or assume that something is implied. Patents don’t generally imply. They may be broad and and they may seem to be so repetitive that it almost feels like a deliberate attempt obfuscate (make it hard to understand) and they consistently describe the inventions in extremely broad terms, but they don’t really imply what they are describing.
Patents, for legal purposes, are actually quite specific about what the patents are about.
If something is used for ranking then it will not be implied, the patent will say so because that’s an important quality to describe in a patent application.
Step #4 Entity & Entities: Understand The Use Of Abstraction
One of the biggest mistakes that happens to people who read patents is to overlook the context of where the invention can be used. For example, let’s review a specific patent called “Identifying subjective attributes by analysis of curation signals.”
This patent mentions entities 52 times and the word “entity” is mentioned in the patent itself 124 times. One can easily guess that this patent is probably about entities, right? It makes sense that if the patent mentions the words “entities” and “entity” nearly 200 times that the patent is about entities.
But that would be an unfortunate assumption because the patent is not about entities at all because the context of the use of the words “entity” and “entities” in this patent is to refer to a broad and inclusive range of items, subjects, or objects to which the invention can be applied.
Patents often cast a wide net in terms of how the invention can be used, which helps to ensure that the patent’s claims aren’t limited to one type of use but can be applied in many ways.
The word “entity” in this patent is used as a catch-all term that allows the patent to cover a wide range of different types of content or objects. It is used in the sense of an abstraction so that it can be applied to multiple objects or forms of content. This frees the patent to focus on the functionality of the invention and how it can be applied.
The use of abstraction keeps a patent from being tied down to the specifics of what it is being applied to because in most cases the patent is trying to communicate how it can be applied in many different ways.
In fact, the patent places the invention in the context of different forms of content entities such as videos, images, and audio clips. The patent also refers to text-based content (like articles, blog posts), as well as more tangible entities (like products, services, organizations, or even individuals).
Here is an example from the patent where it explicitly refers to video clips as one of the entities that the patent is concerned with:
“In one implementation, the above procedure is performed for each entity in a given set of entities (e.g., video clips in a video clip repository, etc.), and an inverse mapping from subjective attributes to entities in the set is generated based on the subjective attributes and relevancy scores.”
In this context, “video clips” are explicitly mentioned as an example of the entities to which the invention can be applied. The passage indicates that the procedure described in the patent (identifying and scoring subjective attributes of entities) is applicable to video clips.”
Here is another passage where the word entity is used to denote a type of content:
“Entity store 120 is a persistent storage that is capable of storing entities such as media clips (e.g., video clips, audio clips, clips containing both video and audio, images, etc.) and other types of content items (e.g., webpages, text-based documents, restaurant reviews, movie reviews, etc.), as well as data structures to tag, organize, and index the entities.”
That part of the patent describes “content items” as entities and gives examples like webpages, text-based documents, restaurant reviews, and movie reviews, alongside media clips such as video and audio clips. This and other similar passages show that the term “entity” within the context of this patent broadly encompasses multiple forms of digital content.
That patent, titled Identifying subjective attributes by analysis of curation signals, is actually related to a recommender system or search that leverages User Generated Content like comments for the purpose of tagging digital content with the subjective opinions of those users.
The patent specifically uses the example of users describing an entity (like an image or a video) as funny, which can then be used to surface a video that has the subjective quality of funny as a part of a recommender system.
The most obvious application of this patent is for finding videos on YouTube that users and authors have described as funny. The use of this patent isn’t limited to just YouTube videos, it can also be used in other scenarios that intersect with user generated content.
The patent explicitly mentions the application of the invention in the context of a recommender system in the following passage:
“In one implementation, the above procedure is performed for each entity in a given set of entities (e.g., video clips in a video clip repository, etc.), and an inverse mapping from subjective attributes to entities in the set is generated based on the subjective attributes and relevancy scores.
The inverse mapping can then be used to efficiently identify all entities in the set that match a given subjective attribute (e.g., all entities that have been associated with the subjective attribute ‘funny’, etc.), thereby enabling rapid retrieval of relevant entities for processing keyword searches, populating playlists, delivering advertisements, generating training sets for the classifier, and so forth.”
Some SEOs, because the patent mentions authors three times have claimed that this patent has something to do with ranking content authors and because of that they also associate the patent it with E-A-T.
Others, because the patent mentions the words “entity” and “entities” so many times have come to believe it has something to do with natural language processing and semantic understanding of webpages.
But neither of those are true and now that I’ve explained some of this patent it should be apparent how a lack of understanding of how to read a patent plus approaching patents with the mindset of treasure hunting for spicy algorithm clues can lead to unfortunate and misleading errors in understanding what the patents are actually about.
In a future article I will walk through different patents and I think doing that will help readers understand how to read a patent. If that’s something you are interested in then please share this article on social media and let me know!
I’m going to end this article with a description of the different parts of a patent, which should go some way to building an understanding of patents.
Step #5 Know The Parts Of A Patent
Every patent is comprised of multiple parts, a beginning, a middle and an end that each have a specific purpose. Many patents are also accompanied by illustrations that are helpful for understanding what the patent is about.
Patents typically follow this pattern:
Abstract:
A concise summary of the patent, giving a quick overview of what the invention is and what it does. It’s provides a brief explanation. This part is actually important because it tells what the patent is about. Do not be one of those SEOs who skip this part to go treasure hunting in the middle parts for clues about the algorithm. Pay attention to the Abstract.
Background:
This section offers context for the invention. It typically gives an overview of the field related to the invention and in a direct or indirect way explains how the invention fits into the context. This is another important part of the patent. It doesn’t give up clues about the algorithm but it tells what part of the system it belongs to and what it’s trying to do.
Summary:
The Summary provides a more detailed overview of the invention than the Abstract. We often say you can step back and view the forest, can step closer and see the trees. The Summary can be said to be stepping forward to see the leaves and just like a tree has a lot of leaves, a Summary can contain a lot of details.
The Summary outlines the invention’s primary objectives, features, and the minutiae of how it does it and all the variations of how it does it. It is almost always an eye-wateringly comprehensive description.
The very first paragraph though can often be the most descriptive and understandable part, after which the summary deep-dives into fine detail. One can feel lost in the seemingly redundant descriptions of the invention. It can be boring but read it at least twice, more if you need to.
Don’t be dismayed if you can’t understand it all because this part isn’t about finding the spicy bits that make for good tweets. This part of reading a patent is sometimes more about kind of absorbing the ideas and getting a feel for it.
Brief Description Of The Drawings:
In patents where drawings are included, this section explains what each drawing represents, sometimes with just a single sentence. It can be as brief as this:
“FIG. 1 is a diagram that illustrates obtaining an authoritative search result.
FIG. 2 is a diagram that illustrates resources visited during an example viewing session.
FIG. 3 is a flow chart of an example process for adjusting search result scores.”
The descriptions provide valuable information and are just as important as the illustrations themselves. They both can communicate a sharper understanding of the function of the patent invention.
What may seem like an invention about choosing authoritative sites for search results might in the illustrations turn out to be about finding the right files on a mobile phone and not have anything to do with information retrieval.
This where my advice to let the patent tell you what it’s about pays off. People too often skip these parts because they don’t contain spicy details. What happens next is that they miss the context for the entire patent and reach completely mistaken conclusions.
Detailed Description Of The Patent:
This is an in-depth description of the invention that uses the illustrations (figure 1, figure 2, etc.) as the organizing factor. This section may include technical information, how the invention works, how it is organized in relation to other parts, and how it can be used.
This section is intended to be thorough enough that someone skilled in the field could replicate the invention but also general enough so that it can be broadly applied in different ways.
Embodiment Examples:
Here is where specific examples of the invention are provided. The word “embodiment” refers to a particular implementation or an example of the invention. It is a way for the inventor to describe specific ways the invention can be used.
There are different contexts of the word embodiment that make it clear what the inventor considers a part of the invention, it is used in the context of illustrating the real-world use of the invention, define technical aspects and to show different ways the invention can be made or used.
That last one you’ll see a lot of paragraphs describing “in another embodiment the invention can bla bla bla…”
So when you see that word “embodiment” try to think of the word “body” and then “embody” in the sense of making something tangible and that will help you to better understand the “Embodiment” section of a patent.
Claims:
The Claims are the legal part of the patent. This section defines the scope of protection that the patent is looking for and it also offers insights into what the patent is about because this section often talks about what’s new and different about the invention. So don’t skip this part.
Citations:
This part lists other patents that are relevant to the invention. It’s used to acknowledge similar inventions but also to show how this invention is different from them and how it improves on what came before.
Firm Starting Point For Reading Patents
You should by this point have a foundation for practicing how to read a patent. Don’t be discouraged if the patent seems opaque and hard to understand. That’s normal.
I asked Jeff Coyle (Google Scholar Webpage), cofounder of MarketMuse (LinkedIn) for tips about reading patents because he’s filed some patent applications, authored a research paper, is a 20+ year SEO and has read thousands of patents, an expert.
Jeff offered this advice:
“Use Google Patent’s optional ‘non-patent literature’ Google Scholar search to find articles that may reference or support your knowledge of a patent.
Also understand that sometimes understanding a patent in isolation is nearly impossible, which is why it’s important to build context by collecting and reviewing connected patent and non-patent citations, child/priority patents/applications.
Another way that helps me to understand patents is to research other patents filed by the same authors. These are my core methods for understanding patents.”
That last tip is super important because some inventors tend to invent one kind of thing. So if you’re in doubt about whether a patent is about a certain thing, take a look at other patents that the inventor has filed to see if they tend to file patents on what you think a patent is about.
Patents have their own kind of language, with a formal structure and purpose to each section. Anyone who has learned a second language knows how important it is to look up words and to understand the structure that’s inherent in what’s written.
So don’t be discouraged because with practice you will be able to read patents better than many in the SEO industry are currently able to.
I intend at some point to walk through several patents with the hope that this will help you improve on reading patents. And remember to let me know on social media if this is something you want me to write!
SEO
16 Essential Paid SEO Tools That Are Worth the Money
SEO professionals know the value of investing in the right tools. While free SEO tools have their place, some paid options offer more features and deeper insights.
This article examines 16 paid-for SEO tools that we think you may find are worth the investment, depending on your needs. We’ll highlight key features, discuss use cases, and offer tips to make the most of them.
Our Top 16 Paid SEO Tools
1. Semrush
Semrush is an all-in-one SEO toolkit ideal for handling large amounts of data.
In practice, we’ve used Semrush for keyword research. The Keyword Magic Tool helped surface long-tail phrases with lower competition.
It also assists with competitor analysis, making it possible to reverse engineer top-ranking pages.
Semrush is a valuable tool for SEO professionals due to its comprehensive features and extensive data. Its keyword database is among the largest in the industry, providing users with a wealth of information for content and optimization strategies.
One of Semrush’s key strengths lies in its competitive analysis capabilities. You access data on rivals’ top-performing pages, target keywords, and backlink profiles.
The platform’s intuitive design ensures that even those new to SEO can navigate its various tools and features, making it accessible to professionals at different experience levels.
Potential Drawbacks:
- Higher price point compared to other tools.
- It can be overwhelming for beginners due to the wealth of data and features.
Tips And Tricks:
- Use the Keyword Magic Tool’s “Questions” filter to find long-tail keyword opportunities.
- Set up weekly site audits to stay on top of technical SEO issues.
- Leverage the “Backlink Gap” tool to uncover link building opportunities based on competitor analysis.
Best Hack:
- Create a custom “Content Template” in Semrush’s Content Marketing Toolkit. Enter your target keyword, and Semrush will analyze top-ranking pages to provide recommendations.
Price Range:
- $139.95 – $499.95 per month.
2. Ahrefs
Ahrefs is known for its extensive backlink database, which is updated every 15 minutes.
We find Ahrefs shines at link building, and regularly use Site Explorer to analyze competitors’ backlinks and identify new opportunities.
Screenshot from Ahrefs, September 2024We also appreciate the “Link Intersect” feature, which shows sites that link to multiple competitors but not to you (yet).
Ahrefs has established itself as a go-to SEO tool, renowned for its backlink database. This resource is considered one of the best in the industry.
The platform’s Site Explorer feature offers a comprehensive view of any website’s SEO performance. This tool allows for in-depth analysis of various metrics, helping professionals understand both their sites and those of competitors.
Ahrefs’ Keywords Explorer is another standout feature, offering robust keyword research capabilities. This tool lets you uncover keyword opportunities, analyze search trends, and refine content strategies.
Potential Drawbacks:
- Steeper learning curve compared to some other tools.
- Higher price point.
Tips And Tricks:
- Use Content Explorer to find top-performing content in your niche and analyze what makes it successful.
- Filter for followed links in Site Explorer to focus on the most valuable backlink opportunities.
- Set up Rank Tracker to monitor your target keywords and get alerted to position changes.
Best Hack:
- Leverage Ahrefs’ “Content Gap” feature to find keywords your competitors rank for but you don’t. Plug in multiple competitors to surface keyword opportunities you may be missing.
Price Range:
- Starter plan for $29 per month.
- $129 – $449 per month.
3. Moz Pro
Moz Pro is an SEO platform offering keyword research, link analysis, site audits, rank tracking, and on-page optimization.
We’ve used Moz Pro for on-page SEO. The On-Page Grader provides actionable recommendations, ensuring pages are optimized for search engines and users.
Screenshot from Moz Pro, September 2024Moz Pro has carved out a niche in the SEO industry by offering a user-friendly platform catering to beginners and experienced professionals.
One of Moz Pro’s standout features is its comprehensive on-page optimization toolkit. It provides insights and recommendations for improving your website’s content, structure, and overall SEO performance.
The platform is also known for providing reliable and accurate data. Moz Pro’s metrics and reports are widely trusted within the industry.
Potential Drawbacks:
- Some features aren’t as comprehensive as specialized tools (e.g., backlink data vs. Ahrefs).
- Monthly limits on certain features like keyword queries.
Tips And Tricks:
- Use MozBar (free Chrome extension) for on-the-go metrics while browsing the web.
- Leverage the “SERP Analysis” feature in Keyword Explorer to understand the competitive landscape for target keywords.
- Set up custom reports to track key metrics like keyword rankings, link growth, and site crawl issues.
Best Hack:
- Run your site through Moz Pro’s “Site Crawl” and prioritize the identified issues by “High,” “Medium,” and “Low” impact. Focus on resolving the “High” impact issues first.
Price Range:
4. Majestic
Majestic is renowned for its backlink database, making it a go-to tool for link analysis and acquisition.
We’ve used Majestic for backlink audits. The “Backlinks” tab in Site Explorer shows your site’s link profile, allowing you to identify potentially toxic links and spot opportunities.
Screenshot from Majestic, September 2024Majestic has made a name in the SEO industry primarily due to its extensive backlink database. This resource provides current link data and offers historical information.
The platform stands out with its proprietary link quality metrics: Trust Flow and Citation Flow. These unique indicators offer a nuanced view of a website’s link profile quality.
Majestic also excels in comparative analysis. Its tools let you compare link profiles of multiple websites side by side.
Potential Drawbacks:
- User interface can be less intuitive compared to some other tools.
- Primarily focused on link data.
Tips and Tricks:
- Use the “Clique Hunter” to find sites that link to multiple competitors but not to you.
- Analyze linking sites’ “Topical Trust Flow” to ensure relevance and authority.
- Set up the “Link Alerts” feature to be notified of new backlinks to your site (or your competitors).
Best Hack:
- Use Majestic’s “Link Context” feature to see a backlink’s exact placement and surrounding text. This can provide valuable insights and help you craft pitches for outreach emails.
Price Range:
- $49.99 – $399.99 per month.
5. Screaming Frog SEO Spider
Screaming Frog is a tool for crawling websites and uncovering technical SEO issues.
It’s ideal for site audits. By crawling a site and exporting the data to Excel, you can spot and fix technical SEO issues at scale.
Screenshot from Screaming Frog, September 2024Screaming Frog is recognized for its powerful site crawling capabilities. Its speed and efficiency make it an invaluable asset for technical SEO audits and routine site checks.
The software excels in delivering comprehensive analysis of on-page SEO elements. It examines factors such as meta tags, headings, content, and internal linking structure.
One of Screaming Frog’s key strengths is its high level of customization. You can tailor crawl settings, configure custom extraction rules, and set up specific filters to focus on particular aspects of the website.
Potential Drawbacks:
- Requires some technical knowledge to leverage its capabilities fully.
- It can be resource-intensive for very large sites.
Tips And Tricks:
- Use the “Custom Extraction” feature to pull specific data points at scale.
- Integrate with Google Analytics to pull performance metrics into your crawl data.
- Leverage the “Visualization” feature to generate sitemaps and spot orphaned pages.
Best Hack:
- Set up a custom “Search” filter to identify pages with specific issues (e.g., missing meta descriptions, duplicate page titles). Export this list and use it as a prioritized action plan for your on-page optimizations.
Price Range:
6. Serpstat
Serpstat is an all-in-one SEO platform with features for keyword research, competitor analysis, backlink analysis, and site audits.
We found Serpstat effective for keyword clustering and topic modeling. By analyzing semantically related keywords and their search intent, you can create targeted content that better answers user queries.
Screenshot from Serpstat, September 2024Why It’s Good For SEO:
- Broad feature set covering multiple aspects of SEO.
- Strong keyword research capabilities, including related questions and search suggestions.
- Affordable pricing compared to some other all-in-one platforms.
Potential Drawbacks:
- User interface can be overwhelming initially due to the many features.
- Some advanced features (e.g., API access) are limited to higher-tier plans.
Tips And Tricks:
- Use the “Tree View” in Keyword Research to visualize keyword relationships and create topic clusters.
- Leverage the “Missing Keywords” feature in Competitor Analysis to identify quick-win opportunities.
- Set up regular “Site Audits” to monitor your technical SEO health over time.
Best Hack:
- Use Serpstat’s “Content Marketing” tool to analyze top-ranking pages to inform your own content creation and optimization.
Price Range:
7. CognitiveSEO
CognitiveSEO is a tool suite focusing on backlink analysis and link building.
In practice, we found CognitiveSEO helpful for link profile cleanups. The “Unnatural Link Detection” feature uses machine learning to identify potentially toxic links, saving time in the disavow process.
Screenshot from CognitiveSEO, September 2024Serpstat’s all-in-one approach allows users to manage multiple SEO tasks within a single tool, from keyword research to competitor analysis and rank tracking.
The platform’s keyword research capabilities are noteworthy. Serpstat provides extensive data on search terms, including related questions and search suggestions.
One of Serpstat’s key selling points is its competitive pricing structure. The tool offers a robust feature set at a more affordable price than other all-in-one platforms.
Potential Drawbacks:
- The primary focus is on link analysis (less comprehensive for technical SEO or content optimization).
- Higher price point compared to some other specialized link analysis tools.
Tips And Tricks:
- Use the “Link Velocity” graph to spot unnatural spikes in link acquisition that could trigger a manual review.
- Leverage the “Link Juice” metric to prioritize high-impact link opportunities.
- Set up alerts for new and lost links to your site (and competitors).
Best Hack:
- Take advantage of CognitiveSEO’s “Link Explorer” bookmarklet. When browsing the web, you can quickly analyze any page’s backlink profile without manually entering the URL into the tool.
Price Range:
- $129.99 – $499 per month.
8. Advanced Web Ranking
Advanced Web Ranking (AWR) is a rank-tracking and reporting tool that helps you monitor your search engine positions across multiple locations and devices.
AWR is used extensively for tracking and reporting client rank. The tool’s ability to track rankings at a granular level (e.g., by city or zip code) and generate custom-branded reports help demonstrate SEO progress and value.
Screenshot from Advanced Web Rankng, September 2024AWR is known for its precise and dependable rank tracking capabilities, allowing users to monitor their SEO performance confidently.
AWR excels in tracking rankings across various geographical locations and search engines.
The platform’s integration with Google Analytics and Google Search Console allows users to create comprehensive reports that combine ranking data with website traffic and performance metrics.
Potential Drawbacks:
- Primarily focused on rank tracking.
- Higher price point compared to some other rank tracking tools.
Tips And Tricks:
- Use the “Keyword Groups” feature to organize your tracked keywords by theme or strategy.
- Set up automated reports to inform clients or stakeholders of ranking progress.
- Leverage the “Competitor Benchmarking” feature to identify opportunities and threats.
Best Hack:
- Use AWR’s landing page report to identify which pages drive the most organic traffic and rankings. This can help prioritize your SEO efforts and replicate success across other pages.
Price Range:
9. Mangools
Mangools is a suite of SEO tools designed for simplicity and ease of use.
While it may lack some of the advanced features of other platforms, its intuitive interface makes it a great option for beginners or those who prefer a more streamlined toolkit.
Mangools is particularly useful for local SEO. KWFinder’s location-based keyword suggestions and SERP analysis make it easy to identify local search opportunities and optimize for regional keywords.
Screenshot from Mangools, September 2024Mangools offers a suite of straightforward features designed to be accessible to users of all skill levels.
One of Mangools’ standout offerings is KWFinder, its keyword research tool. KWFinder discovers and analyzes keywords, helping users identify valuable content creation and optimization opportunities.
Mangools sets itself apart with its competitive pricing structure and flexible plans. The platform offers various subscription options to suit different needs and budgets.
Potential Drawbacks:
- Fewer advanced features compared to more comprehensive SEO platforms.
- Limited data for certain tools (e.g., backlink database not as extensive as some competitors).
Tips And Tricks:
- Use KWFinder’s “Autocomplete” and “Questions” features to uncover long-tail keyword opportunities.
- Leverage SERPChecker’s “Domain Strength” metric to gauge the competitiveness of a SERP.
- Set up automated reports in SERPWatcher to keep stakeholders informed of ranking progress.
Best Hack:
- Utilize Mangools’ “SEO Browser Extension” to get quick, on-the-fly metrics while browsing the web. You can see key data points like search volume, CPC, and SERP snapshot for any keyword, right from your browser.
Price Range:
10. Conductor
Conductor is an enterprise SEO and content marketing platform that expanded its capabilities in 2023 by acquiring European competitor Searchmetrics. The combined company provides a comprehensive SEO solution on a global scale.
Screenshot from Conductor, October 2024.The core Conductor platform offers tools for keyword research, rank tracking, site auditing, and performance reporting.
Searchmetrics bolstered Conductor’s feature set with additional capabilities such as content optimization insights and backlink data.
In practice, the unified platform can assist throughout the full optimization workflow.
Potential Drawbacks:
- Higher price point befitting an enterprise-grade platform.
- Initial learning curve due to the breadth of features.
Tips and Tricks:
- Leverage Searchmetrics’ content optimization tools to reverse-engineer top results.
- Set up Insights Streams for automated issue monitoring and alerts.
- Use the unified platform to seamlessly move between keyword research, content planning, technical audits, and reporting.
Best Hack:
- Connect Conductor’s API to your business intelligence tools, surfacing SEO insights across the organization to better inform marketing and product decisions.
Price Range:
- Varies by usage (free trial available).
11. Yoast SEO (Premium)
Yoast SEO is a popular WordPress plugin that helps optimize your website’s content for search engines and readability. While the plugin offers a free version, the Premium version includes additional features.
Yoast is invaluable for optimizing blog posts and landing pages.
The Premium version’s ability to optimize for multiple keywords and provide internal linking suggestions has helped us create more comprehensive content.
Screenshot from Yoast SEO, September 2024Due to its seamless integration, Yoast SEO has become a staple tool for WordPress users. This plugin offers on-page optimization features directly within the WordPress interface.
One of Yoast SEO’s key strengths is its dual focus on SEO and content readability. The tool provides real-time feedback on SEO factors while offering suggestions to improve readability.
The plugin offers specific, easy-to-implement suggestions for improving various aspects of on-page SEO, making it easy to use regardless of skill level.
Potential Drawbacks:
- Limited to WordPress websites.
- Some advanced SEO tasks may require additional tools.
Tips And Tricks:
- Use the “Readability Analysis” to ensure your content is engaging and easy to read.
- Leverage the “Internal Linking Suggestions” to boost your site’s link equity and topical relevance.
- Optimize for semantic variations by using the “Multiple Focus Keywords” feature.
Best Hack:
- Use Yoast’s “Schema” feature to add structured data markup to your content. This can help your pages stand out in the search results with rich snippets.
Price Range:
12. Woorank
Woorank is a web-based SEO audit and monitoring tool that provides insights and recommendations for improving your website’s search visibility.
Woorank excels at quick, high-level SEO audits. The tool’s user-friendly interface and actionable recommendations make it easy to identify and prioritize key SEO tasks, even for newcomers.
Screenshot from Woorank, September 2024Woorank presents complex SEO concepts in a digestible format, providing straightforward recommendations you can readily understand and implement.
The tool provides a holistic view of a website’s SEO performance, allowing you to identify and address various aspects of your strategy.
Woorank’s pricing structure is designed to accommodate different needs and budgets. The platform offers flexible plans, making it accessible to small businesses and individual users.
Potential Drawbacks:
- Audit insights may not be as in-depth as some other specialized audit tools.
- Keyword data and backlink analysis may be less comprehensive than standalone tools.
Tips And Tricks:
- Use the “Priorities” feature to focus on the highest-impact optimization opportunities first.
- Leverage the “Keyword Tool” to identify long-tail keywords and content gaps.
- Set up weekly or monthly reports to track progress over time.
Best Hack:
- Utilize Woorank’s “Page-Level Analysis” to examine specific pages on your site to uncover opimization opportunities.
Price Range:
- $19.99 – $199.99 per month.
13. Ubersuggest
Ubersuggest is an affordable, all-in-one SEO tool that provides keyword suggestions, competitor analysis, and content ideas.
The tool aims to make SEO accessible to businesses of all sizes.
Screenshot from Ubersuggest, September 2024Ubersuggest has gained popularity in the SEO community largely due to its competitive pricing structure.
Despite its affordability, Ubersuggest delivers comprehensive SEO data and insights. Users can access information on keywords, backlinks, content ideas, and competitor analysis, all within a single platform.
One of Ubersuggest’s strengths lies in its ability to provide actionable recommendations. The tool doesn’t just present data; it offers specific suggestions for improving various aspects of SEO performance.
Potential Drawbacks:
- Data may not be as extensive or up-to-date as some other tools.
- Limited advanced features compared to more comprehensive platforms.
Tips And Tricks:
- Use the “Keyword Ideas” feature to uncover long-tail opportunities and content gaps.
- Leverage the “Top Pages” analysis to identify competitor content that’s performing well.
- Check the “SEO Analyzer” for quick, actionable insights on improving your pages.
Best Hack:
- Utilize Ubersuggest’s “Content Ideas” feature to generate blog post topics and outlines. The tool analyzes top-ranking content for your target keywords and provides suggestions for headings, word count, and related keywords to include.
Price Range:
14. Raven Tools
Raven Tools is an all-in-one SEO and digital marketing platform offering research, analysis, and reporting tools.
Raven Tools is particularly useful for SEO reporting. The custom report builder lets you pull data from multiple sources (e.g., Google Analytics, Google Search Console, social media) into a single, branded report, saving time and effort.
Screenshot from Raven Tools, September 2024Raven Tools covers various aspects of online marketing, including pay-per-click advertising, social media management, and content marketing. This all-in-one approach allows you to manage multiple facets of your digital strategy within a single platform.
Raven Tools integrates with a wide range of third-party tools and platforms. By centralizing information from different tools, Raven Tools helps streamline workflows and improve efficiency.
Potential Drawbacks:
- Some advanced features (e.g., competitor analysis) may not be as robust as standalone tools.
- Reporting features may be overkill for smaller teams or clients.
Tips And Tricks:
- Use the “Site Auditor” to regularly monitor your site for technical SEO issues and prioritize fixes.
- Set up “Automated Reports” to inform clients or stakeholders of key metrics and progress.
- Leverage the “Research Central” tool to access key SEO metrics while working on the platform.
Best Hack:
- Take advantage of Raven Tools’ integration of Google Analytics goals. You can report how your SEO efforts impact bottom-line metrics like conversions and revenue by syncing your GA goals with Raven.
Price Range:
15. Lumar
Lumar, previously known as Deepcrawl, focuses on website crawling and monitoring.
The tool identifies various technical SEO issues, including broken links, redirect chains, indexability problems, and other factors impacting search engine performance.
It also excels in accurately rendering and crawling JavaScript-heavy websites.
The platform offers customizable data extraction and reporting features, allowing you to tailor your analyses and reports to specific needs.
Screenshot from Lumar, October 2024.In practice, Lumar is considered invaluable for large-scale technical SEO audits. The automated crawling surfaces issues that would be difficult to catch manually, while monitoring ensures new problems are flagged as they pop up.
Potential Drawbacks:
- More narrow focus on technical issues compared to all-in-one SEO platforms.
- Higher pricing for an enterprise-grade crawling solution.
Tips and Tricks:
- Set up custom checks and extractions to hone in on your biggest tech SEO concerns.
- Integrate with analytics tools to correlate technical issues with performance impacts.
- Use the automated monitoring to validate fixes were implemented correctly.
Best Hack:
- Take advantage of Lumar’s data extraction capabilities. You can extract key page elements like titles, meta descriptions, etc. to cross-reference against SEO checklists or revise optimizations.
Price Range:
16. Sitebulb
Sitebulb is a desktop SEO tool that excels at in-depth technical audits and site crawls. It’s a go-to for agencies and freelancers needing detailed website analysis.
It extracts key page elements, integrates with analytics and rank tracking tools, and offers flexible reporting options.
Screenshot from Sitebulb, October 2024.Sitebulb’s real strength is its ability to present complex site issues in an accessible format, making it invaluable for pros conducting thorough website audits.
Its user-friendly interface coupled with powerful analysis capabilities makes it a standout choice for technical SEO work.
Potential Drawbacks:
- Desktop software requires local installation.
- More narrow specialization in technical crawling vs all-in-one SEO platforms.
Tips and Tricks:
- Leverage Sitebulb’s data extraction for exports of key on-page elements.
- Integrate with third-party tools for added context (e.g., rankings, analytics).
- Use the Project Comparison mode to track changes between crawls over time.
Best Hack:
- Take advantage of Sitebulb’s custom extraction hooks to pull in data from your own databases or APIs, enriching the crawl analysis.
Price Range:
- $13.50 – $245 per month.
What To Avoid When Choosing A Paid SEO Tool
When picking a paid SEO tool, keep an eye out for these potential issues:
- Don’t fall for tools that do everything but excel at nothing. Focus on those that nail the features crucial to your SEO game plan.
- Your tool should be easy to grasp. It’ll slow you down if it’s a pain to learn or navigate. Take advantage of free trials to test-drive before buying.
- The tool’s value lies in its data quality. Be skeptical of inconsistent or outdated info. Look for transparency about data sources and update schedules.
- Your SEO tool should be compatible with your other marketing tools. To streamline your workflow, check for compatibility with platforms like Google Analytics, Search Console, or WordPress.
- Even top-notch tools can be tricky sometimes. Aim for providers with responsive, knowledgeable support teams. Read reviews or ask fellow SEO pros for their take.
By sidestepping these pitfalls and identifying tools that fit your needs, you’ll make a smart investment.
Remember, tools are just part of the equation – your SEO know-how is what really drives results. Combine solid tools with your expertise, and you’ll be set for improved rankings and traffic.
Why Paid SEO Tools Might Be Worth The Investment
Paid tools offer key advantages:
- Paid tools have larger databases and provide more comprehensive data on keywords, backlinks, and competitor insights.
- Many paid tools include features like site audits, rank tracking, and content optimization that can elevate your SEO.
- Paid tools can reduce your time on manual SEO work by automating tasks.
- With access to the same tools as top SEO professionals, you can gain a competitive advantage and level the playing field.
The Right Tool Depends On Your Needs
Paid SEO tools can provide a competitive advantage over free tools. The right one depends on your needs, budget, and focus areas.
All-in-one suites like Semrush, Ahrefs, and Moz are ideal for agencies and in-house teams that need a comprehensive solution.
Specialized tools like Ahrefs, Majestic, and CognitiveSEO are valuable for focused link analysis and acquisition.
Technical SEO specialists should consider site crawling tools like Screaming Frog, while content teams may benefit from tools like Semrush and Searchmetrics.
With the many quality options available, investing in paid tools is often well worth the cost for serious SEO professionals.
More resources:
Featured Image: Nagy-Bagoly Arpad/Shutterstock
SEO
Reddit Makes Game-Changing Updates to Keyword Targeting
In a big move for digital advertisers, Reddit has just introduced a new Keyword Targeting feature, changing the game for how marketers reach their target audiences.
This addition brings fresh potential for PPC marketers looking to tap into Reddit’s highly engaged user base.
With millions of communities and conversations happening every day, Reddit is now offering advertisers a more precise way to get in front of users at the perfect moment.
The best part? They’re leveraging AI to make the process even more powerful.
Let’s break down why this is such an exciting development for digital advertisers.
Keyword Targeting for Conversation and Feed Placements
Reddit has always been about its vibrant communities, or “subreddits,” where users connect over shared interests and discuss a wide range of topics.
Until now, keyword targeting has only been available on conversation placements. Starting today, advertisers can use keyword targeting in both feed and conversation placements.
The targeting update allows advertisers to place ads directly within these conversations, ensuring they reach people when they’re actively engaged with content that’s related to their products or services.
For PPC marketers, this level of targeting means a higher chance of delivering ads to users who are in the right mindset.
Instead of serving ads to users scrolling passively through a general feed, Reddit is giving you the tools to place your ads into specific conversations, where users are already discussing topics related to your industry.
According to Reddit, advertisers who use keyword targeting have seen a 30% increase in conversion volumes. This is a significant lift for marketers focused on performance metrics, such as conversion rates and cost per acquisition.
Scaling Performance with AI-Powered Optimization
While precision is key, Reddit knows that advertisers also need scale.
Reddit mentioned two AI-powered solutions to help balance keyword targeting and scalability within the platform:
- Dynamic Audience Expansion
- Placement Expansion
Dynamic Audience Expansion
This feature works in tandem with keyword targeting to help advertisers broaden their reach, without sacrificing relevance.
Reddit’s AI does the heavy lifting by analyzing signals like user behavior and ad creative performance to identify additional users who are likely to engage with your ad. In essence, it’s expanding your audience in a smart, data-driven way.
For PPC marketers, this means more exposure without having to rely solely on manually selecting every keyword or interest.
You set the initial parameters, and Reddit’s AI expands from there. This not only saves time but also ensures that your ads reach a broader audience that’s still relevant to your goals.
Reddit claims campaigns using Dynamic Audience Expansion have seen a 30% reduction in cost per action (CPA), making it a must-have for marketers focused on efficiency and budget optimization.
Placement Expansion
Another standout feature is Reddit’s multi-placement optimization. This feature uses machine learning to determine the most effective places to show your ads, whether in the feed or within specific conversation threads.
This multi-placement strategy ensures your ads are delivered in the right context to maximize user engagement and conversions.
For PPC marketers, ad placement is a critical factor in campaign success. With Reddit’s AI optimizing these placements, you can trust that your ads will appear where they have the highest likelihood of driving action—whether that’s getting users to click, convert, or engage.
Introducing AI Keyword Suggestions
Reddit’s new AI Keyword Suggestions tool helps with this by analyzing Reddit’s vast conversation data to recommend keywords you might not have thought of.
It allows you to discover new, high-performing keywords related to your campaign, expanding your reach to conversations you might not have considered. And because it’s powered by AI, the suggestions are always based on real-time data and trends happening within Reddit’s communities.
This can be particularly helpful for marketers trying to stay ahead of trending topics or those who want to ensure they’re tapping into conversations with high engagement potential.
As conversations on Reddit shift, so do the keywords that drive those discussions. Reddit’s AI Keyword Suggestions help keep your targeting fresh and relevant, ensuring you don’t miss out on key opportunities.
New Streamlined Campaign Management
Reddit has also made strides in simplifying the campaign setup and management process. They’ve introduced a unified flow that allows advertisers to combine multiple targeting options within a single ad group.
You can now mix keywords, communities, and interests in one campaign, expanding your reach without overcomplicating your structure.
From a PPC perspective, this is huge. Simplifying campaign structure means you can test more variations, optimize faster, and reduce time spent on manual adjustments.
In addition, Reddit has enhanced its reporting capabilities with keyword-level insights, allowing you to drill down into what’s working and what’s not, giving you more control over your campaigns.
The Takeaway for PPC Marketers
For marketers working with Google Ads, Facebook, or Microsoft Advertising, this new update from Reddit should be on your radar.
The combination of keyword targeting, AI-driven audience expansion, and multi-placement optimization makes Reddit a serious contender in the digital advertising space.
If you’re looking to diversify your PPC campaigns, drive higher conversions, and optimize costs, Reddit’s new offerings provide a unique opportunity.
You can read the full announcement from Reddit here.
SEO
What The Google Antitrust Verdict Could Mean For The Future Of SEO
In August 2024, Google lost its first major antitrust case in the U.S. Department of Justice vs. Google.
While we all gained some interesting insights about how Google’s algorithm works (hello, NavBoost!), understanding the implications of this loss for Google as a business is not the easiest to unravel. Hence, this article.
There’s still plenty we don’t know about Google’s future as a result of this trial, but it’s clear there will be consequences ahead.
Even though Google representatives have said they will appeal the decision, both sides are already working on proposals for how to restore competition, which will be decided by August 2025.
My significant other is a corporate lawyer, and this trial has been a frequent topic at the dinner table over the course of the last year.
We come from different professional backgrounds, but we have been equally invested in the outcome – both for our respective careers and industries. His perspective has helped me better grasp the potential legal and business outcomes that could be ahead for Google.
I will break that down for you in this article, along with what that could mean for the SEO industry and Search at-large.
Background: The Case Against Google
In August 2024, Federal Judge Amit Mehta ruled that Google violated the U.S. antitrust law by maintaining an illegal monopoly through exclusive agreements it had with companies like Apple to be the world’s default search engine on smartphones and web browsers.
During the case, we learned that Google paid Apple $20 billion in 2022 to be the default search engine on its Safari browser, thus making it impossible for other search engines like DuckDuckGo or Bing to compete.
This case ruling also found Google guilty of monopolizing general search text advertising because Google was able to raise prices on ad products higher than what would have been possible in a free market.
Those ads are sold via Google Ads (formerly AdWords) and allow marketers to run ads against search keywords related to their business.
Note: There is a second antitrust case still underway about whether Google has created illegal monopolies with open web display ad technology as well. Closing arguments will be heard for that in November 2024 with a verdict to follow
Remedies Proposed By The DOJ
On Oct. 8, 2024, the DOJ filed proposed antitrust remedies for Google. Until this point, there has been plenty of speculation about potential solutions.
Now, we know that the DOJ will be seeking remedies in four “categories of harm”:
- Search Distribution and Revenue Sharing.
- Accumulation and Use of Data.
- Generation and Display of Search Results.
- Advertising Scale and Monetization.
The following sections highlight potential remedies the DOJ proposed in that filing.
Ban On Exclusive Contracts
In order to address Google’s search distribution and revenue sharing, it is likely that we will see a ban on exclusive contracts going forward for Google.
In the Oct. 8 filing, the DOJ outlined exploring limiting or prohibiting default agreements, pre-installation agreements, and other revenue-sharing agreements related to search and search-related products.
Given this is what the case was centered around, it seems most likely that we will see some flavor of this outcome, and that could provide new incentives for innovation around search at Apple.
Apple Search Engine?
Judge Mehta noted in his judgment that Apple had periodically considered building its own search technology, but decided against it when an analysis in 2018 concluded Apple would lose more than $12 billion in revenue during the first five years if they broke up with Google.
If Google were no longer able to have agreements of this nature, we may finally see Apple emerge with a search engine of its own.
According to a Bloomberg report in October 2023, Apple has been “tinkering” with search technology for years.
It has a large search team dedicated to a next-generation search engine for Apple’s apps called “Pegasus,” which has already rolled out in some apps.
And its development of Spotlight to help users find things across their devices has started adding web results to this tool pointing users to sites that answer search queries.
Apple already has a web crawler called Applebot that finds sites it can provide users in Siri and Spotlight. It has also built its own search engines for some of its services like the App Store, Maps, Apple TV, and News.
Apple purchased a company called Laserlike in 2019, which is an AI-based search engine founded by former Google employees. Apple’s machine learning team has been seeking new engineers to work on search technologies as well.
All of these could be important infrastructure for a new search engine.
Implications For SEO
If users are given more choices in their default search engine, some may stray away from Google, which could cut its market share.
However, as of now, Google is still thought of as the leader in search quality, so it’s hard to gauge how much would realistically change if exclusive contracts were banned.
A new search engine from Apple would obviously be an interesting development. It would be a new algorithm to test, understand, and optimize for.
Knowing that users are hungry for another quality option, people would likely embrace Apple in this space, and it could generate a significant amount of users, if the results are high enough quality. Quality is really key.
Search is the most used tool on smartphones, tablets, and computers. Apple has the users that Google needs.
Without Apple’s partnership with Google, Apple has the potential to disrupt this space. It can offer a more integrated search experience than any other company out there. And its commitment to privacy is appealing to many long-time Google users.
The DOJ would likely view this as a win as well because Apple is one of the few companies large enough to fully compete across the search space with Google.
Required Sharing Of Data To Competitors
Related to the accumulation and use of data harm Google has caused, the DOJ is considering a remedy that forces Google to license its data to competitors like Bing or DuckDuckGo.
The antitrust ruling found that Google’s contracts ensure that Google gets the most user data, and that data streams also keep its competitors from improving their search results to compete better.
In the Oct. 8 filing, the DOJ is considering forcing Google to make: 1) the indexes, data, fees, and models used for Google search, including those used in AI-assisted search features, and 2) Google search results, features, and ads, including the underlying ranking signals available via API.
Believe it or not, this solution has precedent, although certainly not at the same scale as what is being proposed for Google.
The DOJ required AT&T to provide royalty-free licenses to its patents in 1956, and required Microsoft to make some of its APIs available to third parties for free after they lost an antitrust case in 1999.
Google has argued that there are user privacy concerns related to data sharing. The DOJ’s response is that it is considering prohibiting Google from using or retaining data that cannot be shared with others because of privacy concerns.
Implications For SEO
Should Google be required to do any of this, it would be an unprecedented victory for the open web. It is overwhelming to think of the possibilities if any of these repercussions were to come to fruition.
We would finally be able to see behind the curtain of the algorithm and ranking signals at play. There would be a true open competition to build rival search engines.
If Google were no longer to use personalized data, we might see the end of personalized search results based on your search history, which has pros and cons.
I would also be curious what would happen to Google Discover since that product provides content based on your browsing history.
The flip side of this potential outcome is that it will be easier than ever to gamify search results again, at least in the short term.
If everyone knew what makes pages rank in Google, we would be back in the early days of SEO, when we could easily manipulate rank.
But if others take the search algorithm and build upon it in different ways, maybe that wouldn’t be as big of a concern in the long term.
Opting Out Of SERP Features
The DOJ filing briefly touched on one intriguing remedy for the harm Google has caused regarding the generation and display of search results.
The DOJ lawyers are proposing that website publishers receive the ability to opt out of Google features or products they wish to.
This would include Google’s AI Overviews, which they give as an example, but it could also include all other SERP features where Google relies on websites and other content created by third parties – in other words, all of them.
Because Google has held this monopoly, publishers have had virtually no bargaining power with Google in regards to being included in SERP features without risking complete exclusion from Google.
This solution would help publishers have more control over how they show up in the search results.
Implications For SEO
This could be potentially huge for SEO if the DOJ does indeed move forward with requiring Google to allow publishers to opt out of any and all features and products they wish without exclusion in Google’s results altogether.
There are plenty of website publishers who do not want Google to be able to use their content to train its AI products, and wish to opt out of AI Overviews.
When featured snippets first came about, there was a similar reaction to those.
Based on the query, featured snippets and AI Overviews have the ability to help or harm website traffic numbers, but it’s intriguing to think there could be a choice in the matter of inclusion.
Licensing Of Ad Feeds
To address advertising scale and monetization harm caused by Google, the DOJ filing provided a few half-baked solutions related to search text advertising.
Because Google holds a 91% market share of search in the U.S., other search engines have struggled to monetize through advertising.
One solution is to require Google to license or syndicate its ad feed independent of its search results. This way, other search engines could better monetize by utilizing Google’s advertising feed.
It is also looking at remedies to provide more transparent and detailed reporting to advertisers about search text ad auctions and monetization, and the ability to opt out of Google search features like keyword expansion and broad match that advertisers don’t want to partake in.
Implications For SEO
I don’t see obvious implications for SEO, but there are plenty for our friends in PPC.
While licensing the Google ad feed is intriguing in order to help other search engines monetize, it doesn’t get at the issue of Google overcharging advertisers in their auctions.
More thought and creativity might be needed here to find a solution that would make sense for both creating more competition in search and fairness for advertisers.
They are certainly on the right track with more transparency in reporting and allowing advertisers to opt out of programs they don’t want to be part of.
Breaking Up Of Google
The DOJ lawyers are also considering “structural remedies” like forcing Google to sell off parts of its business, like the Chrome browser or the Android operating system.
Divesting Android is the remedy that has been discussed the most. It would be another way to prevent Google from having a position of power over device makers and requiring them to enter into agreements for access to other Google product apps like Gmail or Google Play.
If the DOJ forced Google to sell Chrome, that would just be another way to force them to stop using the data from it to inform the search algorithm.
There are behavioral remedies already mentioned that could arguably accomplish the same thing, and without the stock market-shattering impact of a forced breakup.
That said, depending on the outcome of the U.S. election, we could see a DOJ that feels empowered to take bigger swings, so this may still be on the table.
The primary issue with this remedy is that Google’s revenue largely comes from search advertising. So, if the goal is to reduce its market share, would breaking up smaller areas of the business really accomplish that?
Implications For SEO
If Android became a stand-alone business, I don’t see implications for SEO because it isn’t directly related to search.
Also, Apple controls so much of the relevant mobile market that spinning Android off would have little to no effect in regards to addressing monopolistic practices.
If Chrome were sold, Google would lose the valuable user signals that inform Navboost in the algorithm.
That would have some larger implications for the quality of its results since we know, through trial testimony, that those Chrome user signals are heavily weighted in the algorithm.
How much of an impact that would have on the results may only be known inside Google, or maybe not even there, but it could be material.
Final Thoughts
There is so much to be decided in the year (potentially years) to come regarding Google’s fate.
While all of the recent headlines focus on the possibility of Google being broken up, I think this is a less likely outcome.
While divesting Chrome may be on the table, it seems like there are easier ways to accomplish the government’s goals.
And Android and Google Play are both free to customers and rely on open-source code, so mandating changes to them doesn’t seem the most logical way to solve monopolistic practices.
I suspect we’ll see some creative behavioral remedies instead. The banning of exclusive contracts feels like a no-brainer.
Of all the solutions out there, requiring Google to provide APIs of Google search results, ranking signals, etc. is by far the most intriguing idea.
I cannot even imagine a world where we have access to that information right now. And I can only hope that we do see the emergence of an Apple search engine. It feels long overdue for it to enter this space and start disrupting.
Even with Google appealing Mehta’s decision, the remedy proposals will continue ahead.
In November, the DOJ will file a more refined framework, and then Google will propose its own remedies in December.
More resources:
Featured Image: David Gyung/Shutterstock
Google’s AI Overviews Avoid Political Content, New Data Shows
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Daily Search Forum Recap: October 9, 2024
WordPress Announces New Executive Director
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