Google vs. Publishers: EU Antitrust Probe's Impact on SEO

Trends and Impact: 🚀 The European Commission's antitrust investigation into Google marks a significant turning point for the future of search. At the heart of the issue is Google's use of publisher content to fuel AI Overviews and other generative AI features, potentially diverting traffic from original sources. This raises an important question: Is Google's repurposing of content a step too far, or simply a byproduct of the open web? As regulators get involved, the industry must reconsider how content is utilized and valued, a shift that could have lasting implications for brands, publishers, and agencies. Practical Steps: 🔍 For those in SEO and content strategy, adapting to this new landscape involves more than just optimizing for keywords. It's about ensuring your brand is the primary entity in AI-generated answers. This means enhancing entity clarity through structured data and schema markup, as well as monitoring how your brand is represented in AI Overviews and chatbots. Understanding this visibility is crucial, even if it doesn't directly translate into clicks. As one publisher put it, "Being cited or summarized in AI outputs still holds value." Competitive Advantages: 💡 In this evolving environment, the competitive edge lies in maintaining a balance between protecting intellectual property and maximizing visibility. While blocking AI from using your content might safeguard your IP, it could also reduce your exposure. Conversely, allowing AI access might boost visibility but raises questions about compensation. As the industry navigates these changes, those who can strategically manage their content's use while ensuring their brand's presence in trusted AI answers will lead the way.