Google to Test Search Result Changes in the EU
Google is preparing to test changes to search results in Europe that would display rival vertical search services alongside its own results, Reuters reports, citing a source familiar with the plans.
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The test will target queries related to hotels, flights, and restaurants, showing top-ranked competitor services by default next to Google’s own results.
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The move is part of Google’s effort to avoid fines under the EU’s Digital Markets Act (DMA). The European Commission alleged in March that Google favors its own services over competitors, with penalties potentially reaching 10% of global annual revenue.
Background
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Google has proposed multiple rounds of changes since facing DMA charges last year; those proposals were rejected, and the company is now moving to actual testing.
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Previous smaller-scale experiments removed maps and hotel listings in favor of plain blue links. Businesses reported up to 30% drops in direct booking clicks, drawing criticism.
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The DMA case is one of several regulatory and antitrust actions pressing Google to change search behavior, with travel, hospitality, and local business verticals likely affected first.
Why It Matters
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Rival services could capture clicks previously funneled to Google’s integrated results, shifting user traffic toward alternative booking platforms.
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The changes are EU-specific, highlighting the growing divergence between European search results and other regions.
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Google has already faced €9.71 billion ($11.5 billion) in EU antitrust fines since 2017, and the DMA gives regulators the authority to impose additional penalties in the billions.
Looking Ahead
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Reuters reports the rollout will occur across Europe soon, though no exact dates have been announced.
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Combined with U.S. antitrust remedies, these changes indicate that search result rules are shifting globally, affecting visibility, traffic, and competitive dynamics for brands and vertical search platforms.