Googleas an access controller in Europe, must respect the Digital Markets Regulation (DMA) which leaves a lot of room for interpretation. Consequently, arrangements put in place a few months ago may ultimately not be suitable or may not produce the expected results. The search engine must then review its copy and that is exactly what it is about to do.
A difficult balance to find for Google
Since the start of the DMA Last March, Google made around twenty changes to its search engine to better highlight comparison sites for categories such as flights, hotels and shopping. Specific formats and dedicated areas have been put in place, but Google regrets having had to reduce or even remove “ useful functions »: information on the flights has, for example, disappeared.
Read Search, data portability, selection screen: Google details future changes for Europe
These changes had a “ negative impact » on European users, assures the company, but they also benefited online travel aggregators and comparison sites. On the other hand, companies have suffered a drop in their web traffic: “ It’s now harder for airlines, hotel operators and small retailers to reach their customers ”, with clicks for direct reservations down 30%.
This is why Google will make new changes to search results in order to meet the demands of these companies, while respecting the objectives set by the DMA. This includes new larger formats to display more information, advertising spaces dedicated to comparison sites, as well as larger “units” with a uniform format to allow Internet users to “ choose between results redirecting them to comparison sites and results directing them directly to supplier sites ».
In addition, the company will carry out a test consisting of removing maps and other information when searching for a hotel in Germany, Belgium and Estonia. Instead, Google will offer a simple list of results that will resemble the search engine of yesteryear, the famous “ten blue links”. The aim is to assess the impact of this change on Internet users.
« We are very reluctant to take this action, as removing useful features does not benefit consumers or businesses in Europe », Regrets Google. The European Commission is currently evaluating the internet group’s proposals. These efforts will certainly be part of the regulator’s consideration.
Read But why is Europe so keen on undermining Apple, Google and Meta?
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