In the latest escalation of Europe’s long-standing battle with Big Tech, the European Union has issued a new ultimatum to Google over its alleged monopolistic practices in search dominance. This fresh challenge targets Google’s handling of search results, particularly in areas like affiliate marketing and local SEO, where businesses often struggle to compete with Google’s own services.
The EU’s Growing Concerns
At the heart of the EU’s concerns is Google’s market dominance, especially in light of how it prioritizes its services over third-party competitors. Recent updates, like the enhanced labels on image search results, indicate a shift in how Google categorizes and presents content.
Google is set to introduce new labels like “Captured by a camera,” “Edited with software,” and “Created with generative AI.” While transparency is the aim, these changes may also further consolidate Google’s control over how users engage with search results, with its own AI-driven initiatives taking center stage.
The European Commission has consistently argued that Google’s control over search data and rankings limits the ability of smaller companies to gain traction. The recent issue of Google blocking entire business profiles for unclear reasons, particularly affecting local industries like garage door services and personal injury lawyers, underscores the EU’s argument. This has been compounded by reports of significant fluctuations in Google rankings after algorithm updates, leaving smaller companies struggling to adapt.
Google’s Role in the Global SEO Landscape
In the world of SEO, Google has long been the key player, dictating the rules by which businesses must play. For years, SEO experts have witnessed the ebb and flow of ranking fluctuations, as Google refines its algorithms. The recent Core Updates and Helpful Content Updates have been particularly impactful, leaving many companies reevaluating their strategies.
Businesses that rely on Google for visibility are feeling the pinch. Local SEO, for instance, has seen a growing trend of companies turning to unconventional methods, including buying backlinks, in an attempt to outwit Google’s search algorithm. Some marketers have gone so far as to buy backlinks from marketplaces like Fiverr or Black Hat World, despite the dubious legality and ethics surrounding these practices. This desperation stems from Google’s constant changes and the financial impact.
