Google is having a rough few months in court as regulatory agencies have been questioning its practices across multiple business segments. Recently, the Mountain View giant faced an unfavorable ruling concerning its search engine. Now, the EU is forcing Google to change the way the Search service displays results.
A change in Google’s algorithm reduced the reach of service providers
Every so often, Google makes tweaks to the algorithm of Google Search. Being the most used search platform in the world, it is normal that even small changes severely affect the reach of hundreds or thousands of websites. That is what has been happening in multiple territories, including Europe, where a group of service providers complained about the situation. According to reports, the algorithm changes brought a reduction in traffic of up to 30% on platforms such as Booking, Expedia, and Airbnb, among many others.
In response, the EU is forcing the company to change the way Google Search displays search results. The commission is asking for multiple changes to try to fix the situation. The list includes allowing businesses to display prices and images directly in search results. Another requirement is that Google services are not particularly prominent in search results with different visual elements. Another requirement is that search results in German, Belgian, and Estonian languages should not display a map with locations.
EU’s proposed changes to Google Search results being criticized
The EU commission is using the DMA (Digital Markets Act) rules to force the changes. Those who do not abide by these rules risk severe fines and restrictions. That said, it appears that neither Google nor the companies affected by the algorithm change have been satisfied with the EU remedies.
On the one hand, Google claims that the proposed changes are “difficult trade-offs.” Plus, Oliver Bethel -legal director at Google- said that such requirements will not have any positive effect on the companies. On the other hand, some companies and experts hold similar views to Oliver Bethel’s. In other words, the proposed changes do not appear to address the primary issue, which is the new search algorithm.
Critics believe that Google’s services will continue to stand out from other search results as well. Some even claim that the EU adjustments will affect small businesses. After all, losing the map in search results could make a business even less noticeable.
Company facing multiple lawsuits related to its business model
Whether Google tries to appeal the decision is still up in the air. Meanwhile, the company is facing challenges in the US, where the DOJ is attempting to compel it to sell Chrome, citing a monopoly in the search engine segment. There’s also an antitrust case against Google in the UK, which is not part of the EU.
