UK regulator may force changes to Google Search

Luke Meredith

Google may soon have to change how its search engine works in the UK, after a major decision by the Competition and Markets Authority (CMA).

The CMA has granted Google “strategic market status”, which means that it has a commanding position in the UK search and advertisement market. It does not mean that Google has done anything wrong, but it allows the CMA to recommend changes that would effectively balance the market.

For business owners who rely on search engine optimisation (SEO), this could be a big deal. The CMA is thinking about making Google show “choice screens”, which would let users pick other search engines more easily. It might also ask Google to give website owners more control over how their content appears in search results. Another idea is to make sure websites are ranked fairly and to create a better way for businesses to complain if they think their site is being treated unfairly.

Google says these changes could slow down innovation and hurt UK businesses. In a blog post, the search engine’s competition lead said that Google Search helped bring £118 billion to the UK economy in 2023. He warned that new rules might delay product launches, especially during a time when AI (artificial intelligence) tools are growing fast.

The CMA says Google handles over 90% of all searches in the UK, which shows how dominant it is. That’s why it wants to make sure the market stays competitive. Consumer groups like Which? support the move, saying it’s important to stop Google from having too much control, even as AI changes how people search online.

This decision is part of a bigger trend. Around the world, governments are looking closely at big tech companies. In the US, Google was recently told to change its Play Store, and in Europe, it was fined almost €3bn for problems in its ad tech business.

For business owners, this could mean big changes in how search works and how websites are ranked. Whatever changes occur, our team at Engage Web will be on top of them for you. Reach out to us today for expert advice and support with everything from SEO to GEO (generative engine optimisation).

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Luke Meredith

Content Editor at Engage Web

At home in both the digital sector and the world of communications, Luke thrives on deadlines and has held roles in healthcare, retail and digital marketing, gaining a sound knowledge of a wide range of sectors. He’s a massive swot as well, holding a first-class degree in BA Communication and Media, and now uses his writing skills and keen editorial eye in his role as Content Editor here. Luke helps to oversee our clients’ content requirements, while also looking after a pool of freelance writers across three continents.

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