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DOJ Calls for Chrome Sale Over Alleged Monopoly – How Could This Affect Entrepreneurs?

The U.S. Department of Justice (DOJ), under the Trump administration, is pushing for Google to divest its Chrome browser as part of an antitrust case. The Trump administration has reiterated this request, arguing that mandatory pre-installation of Chrome on most devices harms competition. But how likely is this to happen—and how can your business prepare? See S.W.O.T. Analysis


Caso Google vs DOJ: Piden a Google vender Chrome

Impact on Entrepreneurs and Small Businesses


  • Diversified SEO:Currently, the vast majority of organic traffic comes from Google searches. Chrome plays a key role because it automatically redirects users to Google Search. If another search engine—such as Bing or DuckDuckGo—were to become the default in Chrome, user traffic would shift. This would force businesses to optimize their websites for multiple search engines: focusing solely on Google SEO would no longer be enough—strengthening Bing SEO and other alternatives would become essential.


  • Multi-Channel Advertising: For small and medium-sized businesses, this could be an opportunity: a broader range of advertising platforms (e.g., Microsoft Ads, DuckDuckGo advertisers, etc.) and potentially lower cost-per-click rates. Additionally, as competition increases, ad auction prices could decrease—benefiting businesses with more modest budgets.


  • Tools and Ecosystem: Google offers many free tools (Analytics, Search Console, Google My Business, etc.) that are widely used by small and medium-sized businesses. While these tools will likely remain available, if Chrome comes under external ownership, alternative versions or new competitors could emerge.


  • User Habits: For businesses, this means strengthening customer relationships through other touchpoints—such as newsletters, proprietary apps, and social media—so that users can find them directly without relying solely on search engines. A potential separation of Chrome from the rest of Google's services could disrupt the seamless integration that currently exists between the browser and key tools like Google Analytics, Google Ads, and Google My Business. For example, if Chrome is no longer owned by Google, aspects such as data collection, conversion tracking, or ad campaign synchronization could be affected.


It is estimated that, given the dynamics of the last two years, the DOJ's request to sell Chrome is more likely to serve as a bargaining chip to accelerate trends in competition and search engine choice. Diversified SEO has already been a strategy many marketing agencies have been adopting for over 18 months, as the market doesn't await a legal change: it sees it as an opportunity to mitigate risks and gain an advantage. — Axel Campos (CEO at Orbity Studio) on the Chrome Sale Due to Alleged Monopoly

¿Porqué el Gobierno de Trump pide a Google que venda Chrome? Razones del DOJ para exigir a Google desprenderse de Chrome
Reasons for the DOJ's Demand to Sell Chrome

Orbity Studio's Perspective on the S.W.O.T. Analysis and Its Strategic Relevance

What is the S.W.O.T. Analysis and Why Is It Useful for Entrepreneurs?


The S.W.O.T. Analysis (Strengths, Weaknesses, Opportunities, and Threats) is a strategic tool that provides a comprehensive assessment of a business or project’s context. For entrepreneurs, it acts as a compass that helps make more informed decisions, anticipate risks, and enhance competitive advantages.


El análisis F.O.D.A. (Fortalezas, Oportunidades, Debilidades y Amenazas) es una herramienta estratégica que permite evaluar de forma integral el contexto de una empresa o proyecto.
Applying it to news or changes in the industry—such as a potential transformation in the browser ecosystem—allows businesses to clearly visualize how to adapt, where to innovate, and which areas need reinforcement. It's not just about reacting, but about acting with foresight.

  • Strengths:Entrepreneurs tend to be agile and adaptable. Many already use multiple channels (web, social media, marketplaces) and can quickly pivot their digital strategy.


  • Opportunities:According to the CEO of DuckDuckGo, freeing Chrome from Google's control could "trigger a new era of innovation, investment, and competition," as stated in an interview with Wired.


  • Weaknesses:A high dependency on Google is a weakness: if most traffic and sales were coming from Google searches, any drop in that channel would have a significant impact.


  • Threats:One potential threat is the possible reaction from users: if they perceive confusion or lower quality in searches, they may migrate en masse to rival solutions, harming those who misstep.



Conclusion and Call to Action – On the Sale of Chrome Due to Alleged Monopoly


Although the forced sale of Chrome is unlikely in the short term, this move serves as a reminder not to rely on a single channel. Diversify your digital strategy and turn this scenario into an opportunity.


"Is your business ready for a more diverse search ecosystem?"








Glossary and Sources:


  • DOJ: U.S. Department of Justice.

  • Chrome: Google’s browser.

  • SEO: Search Engine Optimization.



Sources: Reuters, Bloomberg, The Verge, DOJ documents, legal analyses, and market reports (2024–2025).



 
 
 

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