Google's search engine is based on an algorithm, whose precise content remains unknown. Google alleges that it is based on a merely technical basis, but in fact it is built to serve its own interests.
In that light, Google uses algorithm updates as opportunities to discriminate against its competitors - according to its own desire and without any exchange. Considering the quasi-monopoly that Google has on the search market (more than 90%), it really amounts to an exorbitant right. Behind these technical modifications, there might also have real and harmful consequences for Google's competitors: for instance a French start-up -after the implementation of the algorithm Panda in France in August 2011- suffered from a brutal 30% traffic loss and had to layoff many employees to regain profitability.Back to cases