The DOJ Wants Google To Sell Chrome - What A SEO'er Thinks
By Jon Waraas - First Published: November 26th, 2024
Why Google Should Sell Chrome: A Long-Time SEO Perspective on the DOJ Case
Just like what happened a couple of decades ago when the US government went after Microsoft for monopolizing, the government is once again targeting a tech giant-this time, Google.
And honestly, I'm all for it.
In this blog post, I'll dive into the details of the current case and share my thoughts on it as a long-time SEO professional.
So, What's Going On?
The first antitrust case against Google, initiated by the DOJ in 2020, focuses on allegations that Google unlawfully maintained a monopoly over online search and advertising markets. The government claims that Google used exclusive agreements with device makers and browsers to keep its search engine as the default and stifle competition. In 2023, a judge ruled that Google had indeed engaged in anticompetitive practices, prompting the current legal battle to seek remedies.
On November 20, 2024 the DOJ filed a new, separate antitrust case against Google, proposing that the company sell its Chrome browser. This case argues that Chrome's integration with Google Search strengthens its market power, further limiting competition. It follows a previous case where the DOJ accused Google of monopolizing search and digital ads.
The new case also touches on Google's use of Android and AI technologies to maintain dominance, but it is distinct from the ongoing (2020) investigation into Google's ad tech monopoly.
To be honest, I'm not sure if the DOJ will keep both cases open, or just focus on this second (recent) one.
The 2024 DOJ vs. Google Case Overview
Exclusive Agreements
Google has been accused of using exclusivity agreements with browser developers, device manufacturers, and wireless carriers to maintain its position as the default search engine on billions of devices. This practice allegedly forecloses competitors and reduces consumer choice.
Digital Ad Technology Dominance
Google is also under scrutiny for monopolizing the "ad tech stack," which includes tools for publishers and advertisers to buy and sell ad space. The DOJ claims Google has unfairly acquired competitors and locked publishers into using its tools, inflating ad costs and stifling innovation.
Behavioral Remedies
- Prohibiting exclusive agreements that make Google the default search engine.
- Requiring more transparent ad tech processes and possibly sharing query and click data with competitors.
- Offering consumers a choice screen to select their preferred search engine.
Structural Remedies
- Splitting off Google Search from its Chrome browser or Android operating system.
- Breaking up Google's digital ad businesses, including ad server tools and exchanges.
Current Status:
The 2020 case has moved to the remedies phase following a ruling that Google's practices were anticompetitive. Judge Amit Mehta has ordered both the DOJ and Google to propose a timeline for the remedies proceedings. The DOJ is expected to present its proposals by December 2024, with hearings scheduled for spring 2025 and a final decision anticipated by August 2025.
Who Cares About What I Think?
Before diving into the SEO details, let me share a bit of history about myself.
I've been doing SEO since around 2002, mostly working for myself. In fact, I was the first to sell blog commenting spam. Currently, I run a network of eCommerce and content sites.
I also own Google stock, which makes up about 10% of my portfolio.
With That Said...
I love Google. I've been studying it and making money off of it for most of my career. I especially love that their stock now pays dividends too! (haha)
What I don't love, however, is that much of Google's SEO today relies heavily on user interaction. With can be wrong, or faked.
Google has long used backlinks to help websites rank higher (which again, can be faked), but what many don't realize is that they also use user data to shape search results. Click-through rate (CTR) manipulation is a real.
Essentially, the more high-engagement users you can get on your site (or whatever you're marketing), the higher your site will rank on Google.
Google prioritizes websites with strong user engagement, using both its Search Engine and Google Chrome to track this data.
You can improve your user engagement rate by having an amazing website that people love. Or, if you're into black-hat tactics, you can manipulate CTR-though that's not recommended.
Google may not openly admit that its Search Engine works this way, and I'm sure many SEO experts disagree with me. But the fact remains: Google has the data, and we don't.
And that's why I agree with the DOJ on this one. Google should get rid of Chrome to help level the playing field.
Not only will this benefit the SEO community, but it will also help reduce Google's dominance in the search engine market. Since Google is the default search engine on Chrome, and Chrome is the default browser on Android, selling off Chrome would create more opportunities for businesses and individuals alike.
Tell Me More About CTR Manipulation...
Google wants you to create high-quality content that people enjoy-and I agree with that.
What they don't want is for you to buy backlinks. Even though backlinks were once a major ranking factor, Google penalizes or even bans websites caught buying them.
Today, Google's search algorithm relies heavily on user interaction, although backlinks still remain an important factor.
Using data from Google.com, Chrome, and Android, Google can easily track whether users engage with your site, and as a result, it ranks those sites higher in the search engine.
CTR Manipulation Methods
There are a few ways to increase your website's rankings via CTR manipulation:
The "Hard Way" (White-Hat Approach)
This involves creating a truly great website, publishing excellent third-party articles and videos that link back to your site, and attracting niche-related traffic. You then hope that Google (via Chrome, Google.com, and Android) recognizes the value of your site and ranks it higher. This method is time-consuming and expensive, but it's the ethical, white-hat approach.
The "Black-Hat" Method
This involves using software to generate fake high-engagement traffic or paying for real human traffic. While I don't recommend either of these approaches, the fake bot traffic tends to be a waste of money, while high-engagement human traffic often delivers results at a reasonable cost.
It's important to note that while both methods may influence rankings, only the white-hat approach aligns with Google's long-term SEO guidelines. Black-hat tactics may offer short-term gains but come with significant risks.
I'll dive deeper into CTR manipulation in future blog posts-it's truly fascinating stuff. For now, though, I'm keeping it simple and focused.
Conclusion
From an SEO perspective, we're faced with a choice: either adopt CTR manipulation or risk being left behind. With SEO becoming increasingly complex, this is one of my main factors contributing to my support for the idea of forcing Google to sell off Chrome. Doing so would create a more level playing field, giving small businesses a real chance to compete.
I want to focus my time and energy on creating great content and websites, not on generating good Chrome data... and certainly not paying for it.
While Chrome data can be manipulated or misleading, I believe SEO efforts should focus less on optimizing for Chrome metrics and more on delivering genuine value to users through high-quality content and user experiences.
The only way to move away from relying on CTR manipulation is for Google to stop using this data altogether-a change that's unlikely unless they're forced to sell Chrome.
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Ever since building my first website in 2002, I've been hooked on web development. I now manage my own network of eCommerce/content websites full-time. I'm also building a cabin inside a old ghost town. This is my personal blog, where I discuss web development, SEO, eCommerce, cabin building, and other personal musings.
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