Regardless of which side of the debate you are on, the biggest antitrust battle in a decade with Google highlights a really important point: Like it or not, Google is your homepage. In fact, I'll go one step further and confirm that you and your company are who Google says you are. Think about it.

Exerting Market Dominance
Google is where you look for just about everything. Regardless if you are on your mobile device, tablet, PC or Mac--if you are searching for something (anything?) you are most likely to start via Google.com. And that's the essence of the lawsuit from the European Commission. They are claiming that Google abused its dominance in the search market to give itself an unfair advantage with its shopping services. The EU is also investigating Google's Android operating system for similar unfair advantages.

Here's the thing: while the courts sort out who was right and who was harmed, the most important thing for entrepreneurs to recognize is that your homepage is not "YourCompanyName.com," it's how you show up in a Google search result. Don't believe me? When's the last time you checked your traffic report, you know "Google Analytics?" If you're like most companies, as much as 50% of your website traffic is coming from Google.com. Still think that Google is not your homepage?

Updating Your Google Profile & Results
If you don't like what you see when you pull up your results on Google, the good news is that you can change it. There are hundreds (possibly thousands) of Search Engine Optimization (SEO) companies that can help you optimize your company's presence on Google. The key items that you want to focus on are the following:

How do you want to be contacted?
Mobile first is a MUST!
Add video for best results.
Universal search is still important.

The bottom line is that, like it or not, Google is your homepage and is likely to be your homepage for the foreseeable future. As Facebook optimizes its revenue and substantially reduces the ability for companies to reach their audience organically (read "without paying the Facebook toll"), your company's "owned" properties such as your website become even more important to build and maintain the right way. Embrace the future of your digital signposts. Online, at least, you are who Google says you are. Make sure you like what Google is saying about your business.

Published on: Apr 17, 2015
The opinions expressed here by Inc.com columnists are their own, not those of Inc.com.