UK regulator orders Google to make search rankings fairer and clearer

Luke Meredith

Google has been told to make its search services more transparent and fairer for UK businesses after the Competition and Markets Authority (CMA) raised concerns about its influence over how people find information online.

The regulator has introduced two conduct requirements for Google’s general search services: one covering how results are ranked and another giving users greater control over their search data.

Businesses that depend on Google to reach customers are likely to focus most on the ranking changes. The CMA said firms had complained that Google’s ranking practices were not always clear, fair or predictable, and that changes affecting visibility could happen with little notice, leaving them few options when traffic fell.

Under the new rules, Google will be forced to provide organic results in search via objective, non-discriminatory criteria. It must also give businesses clearer information about how rankings work, provide advance notice of significant changes and introduce a stronger process for companies to challenge how their sites are treated in search results.

The CMA said the goal is to give businesses greater confidence in Google’s search services as search changes rapidly, especially with the rollout of AI (artificial intelligence)-based features. For many companies, Google remains the main way potential customers find their products, services and content online.

The second requirement concerns data portability. Google must let users transfer their search data to trusted third parties, enabling other businesses to offer services such as personalised recommendations, shopping deals, travel suggestions or rewards based on a user’s search activity (with permission).

The CMA said this would strengthen Google’s existing voluntary data transfer process in the UK and give third-party firms more certainty when developing new products.

Google has been given six months to put into place the new requirements, as well as three months to meet requirements relating to data portability. The regulator said it will monitor compliance and will consider introducing more measures if necessary.

Google said it would cooperate with the CMA but defended its current approach, saying its ranking systems are fair, transparent and designed to show users the most relevant, high-quality results.

The move follows the CMA’s decision to designate Google as having strategic market status in search and advertising, allowing the regulator to impose targeted rules on companies with substantial and entrenched power in digital markets.

Google handles over 90% of UK search queries, making it central to the online economy. For website owners, publishers and advertisers, even small changes to Google’s systems can significantly affect visibility, traffic and revenue.

For now, the impact will depend on how Google applies the new requirements. At Engage Web, we help our clients adapt to any changes enforced by Google. For help with SEO (search engine optimisation) that can assist you in growing your business, talk to our team now.

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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.