Net neutrality is one of the biggest issues to be debated on the future of Internet use and digital communications in America, but most people don’t know anything about it. Unfortunately, that doesn’t surprise me. What does surprise me, however, is the lack of outrage coming from the search engine optimization and Internet marketing crowd. They should all be freaking out about this.
If you don’t know about the raging net neutrality debate, or only have a vague idea, I’ll fill you in briefly. Basically, Internet service providers (ISPs) have been trying to find legal justification for giving variable rates of access to different users and sites on the web.
If ISPs are allowed to do that, they could also limit access or even block certain sites without telling anybody. This gets even more volatile when you consider that most people only have one option for non-dial-up Internet access in their area. Cable companies have traditionally struck deals with local governments to be the sole provider of services in an area, as long as they submit to certain regulations. For more info, go here.
If net neutrality is not protected, the whole concept of Internet marketing could be fundamentally changed for the worse. Despite all this, I hear relatively little from the social media, search engine optimization and Internet marketing community. Here’s why everyone should care:
1. Losing a level playing field makes your job impossible
Right now, if your website is clean, relevant, has great inbound links, and compelling content, you can rank well for at least some basic keywords. This gives even the little guys a chance to grow and develop a business online. But all the on-page and organic SEO in the world won’t do any good if the load time for your page is 30 minutes, or if it’s blocked all together. Imagine explaining to a client why despite all their best efforts, they still only get a trickle of visitors. Shaking your fist at the big ISPs won’t help you much then.
2. Google won’t save you
Google, the benevolent god of all SEO experts and Internet marketers, is not going to help you if the big ISPs squeeze out your site. Google is a friend of net neutrality and even has an information page dedicated to the cause, among other efforts. Still, they made everybody nervous a few months ago when the Wall Street Journal revealed Google had been discussing collocation of caching servers with ISPs. Don’t get me wrong, I still think Google’s on board with net neutrality. But if the ISPs get their way, Google will probably be just fine. You, however, won’t be.
3. This would affect businesses, not just free speech advocates
Normally the net neutrality debate focuses on free expression on the Internet, but it also comes down to cold hard cash. Businesses pay SEO experts and Internet marketers to get them traffic and conversions. What if legitimate businesses are shut down for no good reason? It’s already happened in Canada. In 2006, the Canadian Journal of Communication documented the case of Telus, one of the largest Canadian telecommunications firms. In 2005, a Telus employee started a website to help organize a strike. This is what happened:
Currently the Federal Trade Commission is thinking of picking up the slack of the FCC, which has seemed to drag its feet with guaranteeing net neutrality. Also, check out H.R. 5353, which was introduced in 2008. If you’re an SEO expert, Internet marketer, web designer, social media marketer or word of mouth marketer, you should call your representatives and tell them to support H.R. 5353. It will protect your ability to do what you do. Otherwise, you might want to see if the ISPs are hiring.
4. Don’t take my word for it, listen to a genuine rock band
