Google's EU Search Changes Slammed as 'Biggest Quality Drop' in History
Google has implemented changes to its online search results in Europe as part of an order from the European Commission (EC) to comply with antitrust regulations. The update, which Google describes as 'the biggest quality drop' in its 29-year history, elevates price-comparison services like Expedia and Booking.com in travel and hospitality categories.
The changes also shift digital search results in Europe, creating a new set of companies that will succeed in search. Radu Oncescu, a social media expert in Romania, identified a disclaimer in August that reads: 'This price was customized by the booking partner based on factors such as your device type.'
Advertisers, especially those in hospitality, travel, and local services, must completely rethink their search strategy due to the structural change under the EU's Digital Markets Act (DMA). Google has removed live pricing data from the scrollable section and internal tests revealed frustration among European users, with many people searching again because the initial results failed to surface what they were looking for.
The company also stated that DMA compliance measures had reduced free direct-booking referrals to European businesses by 30%, and warned that the new adjustments are likely to deepen that decline. The changes come after Google was fined €460 million, or $543 million, in July for preferring its own services in searches for travel and shopping.