Although network neutrality is an issue that could affect everyone, it seems that people are either not concerned or simply unaware of its potential. One industry that seems to be completely blinded by its capabilities is surprisingly, the search marketing industry. In the above video Cindy Krum of Rank-Mobile discusses what would happen to search marketers if net neutrality is not preserved.
According to the nonpartisan and nonprofit advocacy organization Common Cause, the definition of net neutrality is as follows:
“Network neutrality is the principle that Internet users should be able to access any web content they choose and use any applications they choose, without restrictions or limitations imposed by their Internet service provider.”
If net neutrality is not preserved, sites that we use and depend on everyday such as Google and Facebook would not be here. If you remember, the Federal Communications Commission recently cracked down on Comcast for throttling content from BitTorrent and ultimately called it a matter of free speech.
Now, how does all this affect search marketing? If you have a lot of rich media content on your site that is being throttled by broadband providers, you will have to pay more in PPC because it will decrease your quality score. Also, if your content is throttled, the load time will be slow. Your load time affects SEO and PPC meaning that it will drive your costs in PPC up and drive your rankings and SEO down. Does it seem relevant now?