Google has proposed additional adjustments to its search results in Europe following complaints from smaller competitors about reduced traffic to their websites caused by earlier changes. These complaints come as EU antitrust regulators consider taking action against the company under the Digital Markets Act, a law introduced last year that bans Google from prioritizing its own products and services on its platform. Rival comparison websites, among the most vocal critics, previously filed a complaint that resulted in a €2.42 billion ($2.63 billion) antitrust fine against Google.
In its blog post, Google says it’s introducing a “new look” to European search results. This new look will include a more streamlined and user-friendly interface, with a focus on presenting a diverse range of services and products. The aim is to ensure that the search giant treats competing services and products equally and doesn’t unfairly promote its offerings. In addition to a revamped design, the new approach will make it easier for European businesses to submit information to be considered in Google’s rankings.
Google’s changes are not just about regulatory compliance, but also about enhancing user experience. The company is committed to helping users find the information they need quickly and easily. This includes removing ‘experimental’ features that didn’t receive the best user responses, demonstrating Google’s responsiveness to user feedback.
But the new search results are winning few fans in Europe, including reviews service Yelp, which told WIRED that it had tested the changes with consumers and found they didn’t increase clickthrough rates to its services. Yelp and other rivals in travel, shopping, and other sectors have been complaining that Google’s tweaks to comply with the EU’s antitrust law aren’t doing enough to level the playing field.
Other changes include adding more information about hotel prices and availability in Google search results, allowing users to see an image of the hotel, and displaying restaurant reviews from multiple sources alongside the star rating. The company is also making it easier for Android phone owners to switch their default search engine and browser, and it will display a new consent banner that asks people whether they want to continue sharing their data with Google.
Google’s latest proposals for search results in Europe are the result of months of dedicated work to meet antitrust regulators’ demands for more transparency and fair treatment of competing products and services. Google’s original plan, announced in March, required it to treat third-party services similarly to its own offerings. While some, like Spain-based eDreams Odigeo, feel that Google’s new plan needs to go further, the company’s commitment to compliance is evident.
For searches for products, services, or businesses, Google plans to add a more prominent “Featured Listing” that will highlight those verified as legitimate by the Google Trusted Store program, including companies such as Amazon and eBay. It also plans to add more helpful business descriptions for these listings. The company invites EEA-based businesses and those serving EEA users to submit information for consideration in its search results by January 24.
