Google Testing Search Shakeup in Europe to Dodge EU Fines
Google plans to test displaying rival vertical search services alongside its own results in Europe to fend off EU penalties.
Google is about to shake up how search works in Europe. Alphabet's search giant is preparing to test changes that would give competing vertical search services more prominent placement alongside its own results.
The move is a calculated play to avoid further EU fines. Google has been a repeat target of European regulators over how it displays search results, particularly around comparison shopping and specialized search services.
The planned tests would show results from rival vertical search providers — think travel, shopping, local services — right next to Google's own offerings. It's a significant visual shift for a company that has long been accused of favoring its own products in search rankings.
Whether these changes satisfy Brussels remains to be seen. But Google clearly isn't waiting around for another billion-euro penalty to land.