Google is once again in hot water with EU regulators. The European Commission has released preliminary findings accusing the tech giant of violating the Digital Markets Act (DMA) by favouring its own services in search results and restricting app developers on Google Play.
Google search under scrutiny
Despite algorithm tweaks, the Commission claims Google still prioritises its own verticals – like Shopping, Flights, and Hotels – over third-party comparison sites. These are accusations that have been levelled at Google for years now.
Last year, I spoke with SEO and affiliate marketing expert Malte Landwehr about this very topic.
Regulators highlight Google’s use of “enhanced visual formats and filtering mechanisms” that competitors can’t access.
For marketers, this could explain why organic listings often struggle against Google’s own products.
Google Play also in the spotlight
The EU is also taking issue with Google Play’s restrictions on developers directing users to alternative purchase channels. If enforced, changes here could open up new avenues for marketers looking to drive app users towards direct sales without Google’s hefty commission fees.
What does this all mean?
If the findings hold, the impact on search rankings and app marketing could be significant:
- Greater visibility for third-party comparison sites in travel, shopping, and finance
- Reduced prominence of Google’s own services in search
- More organic opportunities for brands currently overshadowed by Google’s featured elements
- Potential new ways for app marketers to communicate direct purchase options
In response, Google claims the proposed changes would harm businesses and consumers, citing traffic drops of up to 30% for European companies. The tech giant argues its search results benefit users, while Play Store restrictions protect them from security threats.
With fines of up to 10% of Google’s global revenue on the table, the pressure is mounting. If changes come, they could reshape search and app marketing in the EU. Stay tuned.
