Google intends to modify how search results are displayed on its platform in Europe after several smaller competitors expressed dissatisfaction over decreased traffic to their websites after Alphabet unit changes in the past and as EU authorities look into possible violations of EU digital regulations.
Google is not allowed to give preference to its goods and services on its platform under the EU Digital Markets Act (DMA). The Act, which went into effect last year, aims to limit Big Tech’s influence.
Since then, the most widely used internet search engine in the world has made an effort to satisfy the divergent needs of small retailers, hotels, airlines, and price comparison websites, among others. According to the latter three groups, recent Google adjustments have resulted in a 30% decrease in direct booking clicks.
“We have therefore proposed more changes to our European search results to try to accommodate these requests, while still meeting the goals set by the DMA,” Google’s legal director, Oliver Bethell, said in a blog post on Tuesday.
New formats that allow competitors to display pricing and images on their websites, larger and uniformly designed units that provide consumers the option to pick between comparison sites and supplier websites, and new ad units for comparison sites are among the changes.
“We think the latest proposal is the right way to balance the difficult trade-offs that the DMA involves,” Bethell said.As part of a brief test to determine user interest, Google also intends to eliminate the map that displays hotel locations and the results that appear beneath the map in Germany, Belgium, and Estonia. This format is comparable to Google’s previous “ten blue links” approach from years ago.
“We’re very reluctant to take this step, as removing helpful features does not benefit consumers or businesses in Europe,” Bethell said.
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