The digital marketing landscape is bracing for yet another shift as Yelp recently filed a lawsuit against Google. The case is accusing the search giant of monopolistic practices in the local search and local search advertising markets. This lawsuit arrives on the heels of Google’s recent loss in the Department of Justice’s antitrust case where the company was found to have illegally maintained its monopoly in general search. Now, with Yelp’s allegations of “willful anticompetitive conduct,” the battle for local search visibility is heating up.
The Core of Yelp’s Allegations Against Google
Yelp’s lawsuit centers on the accusation that Google has been leveraging its dominance in general search to self-preference its own local search products. According to Yelp, Google’s self-preferencing results in reduced traffic and increased costs for its competitors while simultaneously degrading consumer choice by promoting its own local search products.
This is not a new narrative in the world of antitrust law. However, with the DOJ’s recent ruling against Google, Yelp’s case appears to have a stronger foundation to challenge Google’s practices and seek corrective measures.
Moving Beyond Google-Centric Optimization
For years, SEO has largely been a game played by Google’s rules. Consider, for example, the promotion of JSON-LD over microdata for structured schema markup—a preference that aligns with Google’s standards and tools. But if Yelp’s lawsuit gains traction, we may see a shift away from Google-centric optimization practices.
- Diversification of Search Engine Optimization: Businesses could start diversifying their SEO strategies to better align with multiple search engines, rather than solely optimizing for Google. This could mean a greater emphasis on producing genuinely helpful and informative content that is valued by all search engines and users, not just Google.
- Increased Visibility for Local Businesses: If a legal precedent is set to ensure a more level playing field, we could see a wider variety of local businesses ranking in local search. Given that 46% of all searches have local intent and local searches tend to yield high conversion rates, this could be a game-changer for smaller businesses.
- Redefining ‘Helpful Content’: Google’s definition of what constitutes “helpful content” has largely shaped the SEO landscape. If Yelp’s case brings to light that Google’s algorithmic preferences have been biased towards its own tools and formats, there may be a recalibration of what is considered “helpful”.
The AI Factor: Reimagining Local Search
AI’s role in SEO is becoming increasingly significant, and this lawsuit could accelerate changes in how AI algorithms prioritize content. Currently, AI-powered search algorithms feed upon the data provided by webmasters, with a strong emphasis on Google’s technical preferences and definitions of helpful content. However, depending on this lawsuit’s outcome, we may see AI algorithms evolving to offer more equitable and diverse local search results.
What Should Businesses Do to Prepare?
- Rethinking Content Strategies: Businesses need to reassess their content strategies to ensure they are creating content that is universally valuable, not just valuable to Google.
- Embracing Multi-Search Engine Optimization: It might be time to explore optimizing for search engines beyond Google. While Google remains the dominant player, alternative search engines like Bing, DuckDuckGo, and even social media platforms that offer local search features could see increased relevance.
- Monitoring Legal Outcomes Closely: The outcome of this lawsuit could set a precedent for future cases and lead to significant regulatory changes in the search industry.
Final Thoughts
Yelp’s lawsuit against Google could mark a turning point for local search and the broader SEO landscape. If the courts find that Google has engaged in unlawful monopolistic practices, we could witness a shift towards a more diversified, fair, and competitive environment for local businesses.
Need expert advice on how to navigate these changes in local search? Speak to one of our SEO specialists today to learn how to optimize your strategy for a competitive edge.
