The Alphabet-owned company will introduce search results rankings that give equal weight to results from comparison sites and direct supplier websites, such as airlines, hotels, or retailers. They will also be able to display more detailed information on results pages, such as prices and images.
Google is also creating special ad units designed for comparison platforms, allowing them to feature prominently in search results.
Additionally, Google is running a test to understand the impact of simplifying the format of all search results to just a simple blue hyperlink. Starting November 25, it is removing search results features on hotel, vacation rental, and comparison websites for users in Germany, Belgium, and Estonia.
These include a map showing hotel locations, hotel results, and property information. The idea is to temporarily observe how switching back to blue links affects traffic and user experience.
“We are very reluctant to take this step, as removing helpful features does not benefit consumers or businesses in Europe,” Google director of legal Oliver Bethel wrote in a statement. Blog post. “That’s why we’ve dedicated so much product and engineering time to constructive discussion informed by objective data.
“We believe that the latest proposal is the right way to balance the difficult trade issues involved in the DMA. We will still be able to reach a solution that complies with the law and benefits European consumers and businesses. Continue to provide access to assistive technology.”
See: Meta and Apple breached the Digital Markets Act, EU charges.
SEO experts comment on changes in Google search features.
Yoast’s SEO expert, Alex Moss, says these changes will make a positive difference to smaller companies and comparison sites. “This will increase the democratization of information, which is the most natural way to have an objective search experience and allow the user to make a better and more informed decision,” he told TechRepublic.
However, he thinks that what Google should do to provide a level playing field is “definitely not what is legally required” by the DMA. “Google will do what they legally require and nothing more — especially if it affects profit margins,” he told TechRepublic.
However, Eli Beribi, an SEO strategist based in Cyprus, said that removing search features for hotels and vacation rental businesses is malicious compliance.
“To demonstrate why resistance to regulatory compliance is understandable, they designed a temporary ‘search engine test’ that would remove very useful Google search features for users in Belgium, Estonia and Germany – g The largest country in the EU in terms of DP and population,” he said. Tech Republic.
“While the DMA was simply asking for equal treatment from Google, it appears that their search experience is designed to frustrate and drive European users towards Google.”
Google’s changes in response to DMA have resulted in fewer clicks for airlines, hotels and small retailers.
The DMA prohibits Google from prioritizing its services over competitors in search results or on other online platforms. Violations can result in fines of 10% of Google’s total worldwide turnover or 20% for repeat offenses.
When the DMA came into force in March, the company made some announcements. Significant changes to its products and servicesThis includes temporarily removing some Google search widgets to allow individual businesses to compete on the results page. It also introduced new settings to choose how data is shared between different Google services and “choice screens” for Android and Chrome to encourage users to choose their preferred browser. .
However, a few weeks later, the European Commission launched an investigation against Google’s parent company Alphabet for alleged gatekeeping. Promote your services — in apps and browsers — or over competitors. He claimed that the way Alphabet presents Google search results could lead users back to Google services, such as shopping, flights or hotels.
Bethel said some of the company’s changes in response to legislation benefiting travel aggregators and comparison sites hurt airlines, hotel operators and small retailers.
“They have reported that free direct booking clicks have dropped by 30% since we implemented our original changes,” he wrote. “And yet comparison sites insist our changes need to go even further.”
The EU, UK, and US are fighting back against Google’s competitive practices in online search and advertising
European regulators have Google firmly in their crosshairs because of its overwhelming dominance in online search and advertising. In September, the European Court of Justice 2.42 billion euro fine upheld against Google for violating EU antitrust laws by favoring its comparison shopping service, Google Shopping, in search results.
The commission’s investigation into whether Google favors its ad technology services is ongoing, but a preliminary finding last year said “Mandatory Distribution” A spin off of its ad tech business would be the only way to address competition concerns.
The EU is not the only country concerned by Google’s alleged competitive practices. In September, the UK’s Competition and Markets Authority provisionally ruled that Google’s Dominance in the ad tech market is detrimental to competitors..
In 2020, the US Department of Justice and state attorneys general Initiated antitrust investigation. in Google’s ad tech practices, alleging that it “unlawfully used distribution agreements to thwart competition.” That investigation is still ongoing.
Additionally, a federal judge in August ruled that the tech company had a monopoly on general search services. and text advertising, antitrust law.
However, Google isn’t going down without a fight. It successfully Eliminated a €1.5 billion antitrust fine It was granted by the European Commission in 2019 to prevent third parties from using its AdSense platform to display competing ads with Google search results.
It was also fined 4.34 billion euros by the Commission in 2018 for abusing its dominance by pre-installing Google Search on Android devices, but has since appealed to the European Court of Justice.