Trouble for Google
If you are a business owner, you may have recently received an email from Google warning you about a number of changes that the U.S. Senate may bring to the world of digital marketing.
For those who did not receive this email, or are perhaps unaware of the bill, here is a sampling of Google’s email warning:
“The Senate Judiciary Committee recently voted to move forward a bill that would have unintended consequences for businesses like yours that use digital tools to reach customers. A similar proposal has already made its way through the U.S. House Judiciary Committee, so the threat is real.”
Google says in the email that the company is working with the Senate to communicate the impact that this legislation will have on business owners who rely on digital marketing tools offered through Google. You are very likely using at least one such tool, a few of which Google enumerates in another portion of the email:
“If passed, these bills could disrupt many of the digital tools you rely on every day – including Google Ads and Analytics, Gmail and Docs, and your business listing on Google Search and Maps. These changes could make it harder for customers to find your business, hurt your productivity, and cost your business time and money.”
If any of those names ring a bell, then you may want to stay informed about Google’s progress in the process of legislation, because the impact on your business could be significant. But, as we’ll show you, these changes are able to be remedied through other effective digital marketing techniques powered by AI.
The Senate perceives Google as a monopolizing force in the world of digital marketing, which is why the company is receiving so much scrutiny from the government. The Senate’s main gripe seems to be with Google’s control of so much space on the internet, and how it uses that control to profit from businesses, other entities, and individuals fighting for attention in that space. Here is a quote from an article by the New York Post on the legislation:
“The bill would put an end to a company’s ability to act as a broker for a buyer or seller of ad space while simultaneously owning the exchange where ad space is traded, a source with knowledge of the proposed legislation said.”
Another quote from the same article makes it clear why Google is pushing back against this legislation:
“Passage of the bill would represent a potentially multibillion-dollar blow to Google’s current model, which critics say allows the tech giant to charge unfairly high commissions.”
As mentioned, it is not just Google that will suffer from this, but the companies that have been using Google’s digital marketing tools and
SEO and AI Solutions for Your Future Marketing Efforts
Don’t worry, your digital marketing strategy is not going to go belly-up if the that bill ends up being passed. In fact, there are plenty of Google-unrelated solutions that are available for you.
Of course, you should already be involved in some way shape or form with SEO, or search engine optimization, the process of ensuring that your business consistently ranks high on the results of search engines like Google and Bing, as well as other platforms where your business can be seen by the public, such as social media sites.
SEO consists of activities like web analytics, where the traffic that is going to your website is observed. Data like that is made use of, and the goal is to gain a higher number of website visitors, and therefore potential customers, by using things like “keywords,” or the most commonly searched terms related to your business’ products, services, industry, what have you.
Artificial intelligence is another asset that can be used to overcome any future limitations on Google-assisted advertising.
AI service provider Findability Sciences offers a useful digital marketing tool called persona modeling, which can step up your customer outreach and marketing game.
Persona modeling consists of an AI agent combing through internal and external data about your customer base. For example, your customers’ purchases at your company will be combined with their public social media posts to create actionable “cognitive insights” about them.
These insights will tell you their likes, dislikes, opinions, tastes, loves, hates—in short, everything you wish to know about your customers that makes it easier to market to them, is discovered through persona modeling.
These insights are culled from thousands of customers’ profiles, more than your marketing team could be expected to sift through in any timely manner. What the AI agent does is find common patterns across these profiles, such as colors mentioned in posts or featured in pictures, to find information like the, on average, favorite color of your customers.
If you are interested in SEO or AI services that will make your marketing efforts more efficient, no matter the outcome of the Google bill, then give Guardian Owl Digital a call.