SEO which stands for Search Engine Optimization is a technical process that helps a website or the content rank organically higher on Google. As we can see, there is an entire process to rank on Google searches. It is an extremely significant factor in any company’s digital marketing strategy. Due to enhancements in technology and the current pandemic situation, people, of course, rely largely upon search engines to find anything and everything. Search engine optimization comes into the picture when you want to attract the attention of readers or customers to your website. There is a spike in the scope of digital marketing in India as well as around the world, especially in times of a pandemic. SEO focuses on relevant content and specifications, which can help attract quality traffic. Basically, it is used in order to land a website on Google’s first page. Google’s algorithm is based on organic searches, which means it renders search results that are highly dependent on the quality of the content. The quality of content and website also will encourage the customers to stay, which is the general aim. Nobody likes a website filled with interrupting ads and pop-ups and slow response speed; hence, customers are navigating in and out of many websites until they find the one free of all the unwanted stuff. A very prominent factor for SEO to be best helpful is the usage of keyword stuffing. All of this helps the website to be more engaging and useful for the user.

WHAT IS GOOGLE GUILTY OF?

Google has often been accused of the stern charges of monopoly. There have been years of government scrutiny regarding the same. Why? Google’s search engine market has been under the eye of criticism based on the accusation that the regular users and people like us who use the search engine every day, are not, in fact, it’s true customers. (Any guesses who the true customers might be?) The answer is advertisers. Google’s dominance is so assertive because it sells ads by using search queries and leads to affiliated businesses. These ads are, needless to say, range from Android phone software to digital maps. The government puts forth the argument that Google has exploited its own humongous monopoly with the help of several kinds of agreements. The companies who undergo this agreement automatically are expected to promote Google Apps. The search engine is often found to be set on default on browsers. Unfortunately, this throws Google’s rivals under the bus and helps Google gain innumerable searches. Google’s critics’ arguments are akin to this and promote breaking up the tech giant or at least diminishing its behavior. Nevertheless, the US antitrust forces have succumbed to the traditional standard, which comprises judging a monopoly on the basis of a higher price that needs to be paid for a product.

black samsung tablet on google page
Photo by PhotoMIX Company on Pexels.com

 How do you think Google’s business works? By simply gathering information from all sorts of algorithms. Everything we do, right from one tap to search for something to learning something on YouTube, is recorded, which helps explain the advertisements you see for a product right after you google it. Today Google has become a massive behemoth because of this very reason. Online advertising has turned into a field of cutthroat competition because of this domination by Google. A good report from eMarketer indicates that around 29% of all digital ad spending is taken by Google. Facebook and Amazon are some major rivals of Google, and these two hold about 23% of the digital ad market. Some search businesses, namely Yelp, Expedia, and TripAdvisor, have voiced their opinion and concern about being seriously harmed due to Google’s business practices. Do you remember that approximately 20 years ago, Microsoft was sued big-time under accusations of the monopoly position, which gathered customers and locked them in? Google, too is accused of running a monopoly for its App Store.

WHY IS ALL THE BLAME ON GOOGLE?

 Google’s monopoly wreaks havoc in the marketplace. Google Play apparently doesn’t indulge in fair play. Millions of small businesses and consumers are hampered by this tech giant, and it’s high time Google needs be held accountable for the same. Google has left millions of Android users and app developers with no option but to use the Google Play store. In case you’re wondering why Google is being blamed to such an extent and what exactly has it done wrong, keep on reading. There is not a single reason but plenty of them for why Google’s monopoly is a huge difficulty. The foremost reason is that monopolies can dictate pricing. No wonder the standard for PPC advertisements is already set by Google. Give a thought to this, whenever an engine surpasses more than 90% market share, the existing power of Google will go up considerably. All the marketers will have no choice but to adhere to the inflating PPC costs. Monopolies are referred to as monopolies because they control and dictate the rules. An individual may have the option of disliking the monopoly. Still, when there is only one particular option, nothing can be done to manifest the dislike. Because there is only one game in action, the monopoly can impose unfair consents and unreasonable demands. The market forces have little impact on the monopolies. Healthy competition is almost impossible in an environment where monopolies persist.

HAS GOOGLE’S MORAL COMPASS SEEN A SHIFT?

In recent years, it has been noticed that Google is no more a unicorn and rainbows but has drastically shifted to a corporate and profit-demanding rubric. Don’t mistake the respect for privacy to be out of the good and understanding nature of the members, but it’s rather respected because it is the right thing for their business. The rules and goals of monopoly keep changing, and everything is measured based on profits. Imagine what a helpless world we live in where despite being aware of the atrocities of monopoly, be it in any domain, it has also become a core necessity. Especially in the growing virtual world, Google’s monopoly has also become an inevitability. The roots of the search engine market are gripped by Google and located deep inside the soil of solid foundation where it is out of reach for any other competitor.

by Harshita Kirnalli

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