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> those in control of search

So basically just google? I don't think other search engines matter that much. I've never heard people specifically doing SEO for anything that's not google.

That would probably be very effective so I think there's a good chance Google does take that step at some point. The only reason they might not is that it looks extremely anti-competitive to leverage their search monopoly in that way, but we all know how lax enforcement is in that area these days so I would be surprised if that stopped them.

That would be a great (and extremely justified) way to bring antitrust actions against those 'in control of search'.