Google scored a major victory this past Thursday when the Federal Trade Commission (FTC) declared that the company had not violated antitrust or anticompetition laws.
The investigation, largely spurred by internet giant and Google competitor Microsoft, was based on claims that Google had been manipulating its search results to favor its own web products and hurt its competitors. The FTC decided that there was not enough evidence to support claims that Google had been pushing down competitors in its search results in order to make them more difficult for consumers to find.
The FTC did order Google to end a few of its less scrupulous practices, and mandated that they stop scraping competitors reviews on their own products, allow advertisers to download their own data independently, and to no longer pursue sales bans when suing companies that are allegedly infringing on their patents.
The FTC’s verdict did little to affect Google’s stock price, and it closed at $.42 above Wednesday’s sale price.
What does that mean for you?
What does the verdict mean for you, in your day-to-day role as a marketer? Fortunately it means no major changes for most marketers! You should continue to focus your SEO efforts on pleasing the Big G and making sure your strategy stays in line with their best practices. That means dedicating more of your time on Google products like Google+ and less time on non-Google sites like Yelp.