Ask HN: How would you build an online business without Google?

This is not inflamatory, I am hoping for a pragmatic discussion.

I have noticed over my time working with online SaaS and ecommerce businesses that they are all at the behest of Google services, specifically their advertising and search apparatus. I have seen companies swing in revenue by huge margins when their ads get restricted or they fall put of favour of the search algorithms.

This strikes me as particularly fragile, and I am trying find ways to avoid or at least mitigate that reliance.

How are some of you seeing the risk assessed and mitigated in companies you are involved with?