Google to Test New Features As It Suggest Search Changes for Europe
Search giant Google has recommended adjustments to its search results in European countries. Google’s search changes in Europe were triggered by complaints from rivals about reduced traffic to their websites following tweaks performed by the search giant.
According to Reuters, Google’s proposal comes at a time when the region is considering levying the company under the new European antitrust regulations.
Concerns Over Recent Changes
EU’s Digital Markets Act does not allow Google to prioritize its services or products on its services over those of its rivals. The Act was enacted in 2023 with the aim of regulating the dominance of big tech companies in the region.
Since the law took effect, the search engine giant has made attempts to address a range of demands from price comparison websites, airlines, small retailers, and airlines, among others. The three groups claim that direct booking clicks on their sites have reduced by 30% following Google’s recent changes.
Google argues that recent changes have profited large comparison sites and travel aggregators more. The search company says it made many changes in order to comply with the Digital Markets Act. These changes included redesign specific features and removing others completely in Europe.
The company terms some of the features it removed from European search results to comply with EU regulations as useful. They included display flight information. Removal of these features impacted user experience for EU residents negatively.
A Balancing Act
For the tech giant, it’s a question of balancing between what users need and the search engine’s compliance with EU laws. The tech giant plans to introduce expanded and formatted units to give users the option of choosing between direct suppliers and comparison sites. The new Google search changes will also allow users to view more details on comparison websites.
For instance, the new units will allow rivals to show images and prices on their websites. The tech giant plans to create new ad units for comparison sites as well.
“We acknowledge that the DMA requires some significant changes to our online services in Europe – but we do not believe that the end goal is to prevent search engines from innovating and competing,” Oliver Bethell, Google’s Legal Director said.
Google says it will be running a short test to understand how the impact that the new changes are likely to have. The tests will involve removal of free hotel features like location from the company’s search in countries like Belgium, Estonia, and Germany.
“We’re very reluctant to take this step, as removing helpful features does not benefit consumers or businesses in Europe. We think the latest proposal is the right way to balance the difficult trade-offs that the DMA involves,” Bethell added.
Regulatory Concerns
Google changed its search features early this year. The changes included introduction of dedicated units with query shortcuts and links to comparison sites. These appeared at the top section of the search page, in line with DMA regulations.
The EU Commission started probing very large online platforms like Google after the DMA regulations came to effect in March 2024. The commission was particularly concerned that Google could be self-preferencing its own services over those of its rivals.
Google has been facing antitrust trials in the US and EU. In September 2024, the EU General Court annulled a $1.7 billion antitrust fine imposed on Google for ad abuse after the tech giant Google challenged the ruling.
In the US, the Department of Justice is pushing for the sale of Google Chrome after a federal judge ruled that the search giant is an illegal monopoly in August 2024.
