Google has changed how its search results appear in Europe. The move follows pressure from European Union antitrust regulators. The changes aim to help Google comply with the Digital Markets Act (DMA). The company says the new system could reduce search quality for European users. Google said the changes represent a major adjustment to its search service. The company also warned that European businesses could face higher costs.
Why Google changed its search results
European regulators have been examining how Google presents its own services. The EU wants to create fairer conditions for competing businesses. In July, Google received a €460 million fine. The penalty concerned its treatment of rival services in several search categories. The European Commission also gave Google 60 days to comply. The company could face further penalties if it fails to meet the requirements. Google has therefore changed its search results across Europe. The company says the changes are designed to meet DMA requirements.
What is changing in Google Search
The updated results give more visibility to specialised search services. These services include price comparison platforms. They cover areas such as hotels, airlines and restaurants. Google says these services will receive more prominent positions in search results. Traditional business listings may receive less visibility under the new system. These listings can include website links, phone numbers and addresses. Google will also show one specialised search engine prominently. Two additional services may appear with fewer details. A carousel can also appear for hotels, airlines and restaurants. However, some useful information will be removed from these displays. For example, real-time prices may no longer appear in some search features. Google says its ranking system will determine which services receive visibility.
Google warns about user experience
Google has raised concerns about the impact of the changes. The company says users may find it harder to locate information. Google tested the changes with millions of European users. It said the tests showed significant dissatisfaction among users. The company said some users needed to repeat their searches. This could make the search process less convenient. Google also said the changes could benefit online intermediaries. At the same time, local businesses could lose some direct visibility. The company said users outside the European Union will not face these changes.
Impact on European businesses
The changes could also affect businesses that depend on Google Search. Google said earlier DMA-related changes reduced direct booking traffic. According to Google, free direct booking traffic to European businesses fell by 30%. The company expects the latest changes to create further challenges. Hotels, airlines and restaurants could be among the affected sectors. Businesses may need to adjust how they attract customers through search. Price comparison and specialised search services could gain greater visibility. This could change how consumers reach businesses from Google Search.
Wider EU pressure on Google
The latest move comes after years of regulatory pressure. Google has faced several major antitrust actions from European regulators. The company has accumulated €10.38 billion in EU antitrust penalties. The penalties have resulted from its long-running disputes with EU competition authorities. Google is also facing separate regulatory pressure involving its app store. The European Commission issued another €430 million fine in July. The broader regulatory effort targets the market power of major technology companies. EU rules aim to give smaller businesses more opportunities to compete.
What happens next
Google’s latest changes are now being introduced across Europe. Their impact will depend on how users and businesses respond. The company has warned about lower search quality and higher costs. EU regulators, meanwhile, are focused on compliance with the DMA. The changes could lead to further adjustments in Google’s search system. Businesses will also be watching how search visibility changes over time. For now, Google changes search. The move highlights the growing impact of European technology regulation on major platforms. The changes could reshape how users find businesses and services online. They may also influence how companies approach search visibility across Europe.
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