UK businesses find Google’s search ranking ‘neither fair nor transparent’, the CMA said.

UK’s competition watchdog has ordered Google to tweak its search tool to help businesses reach more customers. As part of its “conduct requirements”, Google must rank search results organically and make free of charge data portability available to third-party businesses.

The Competition and Markets Authority (CMA) awarded Google’s general search and search advertising services with the ‘strategic market status’ (SMS) last year. The designation is applied to businesses that hold substantial market power and significance in a digital activity, enabling the watchdog to take targeted action to improve competition.

Google has also been given the SMS designation in relation to its mobile platform, alongside Apple, while the CMA is considering its position on Microsoft.

UK businesses find Google’s search ranking “neither fair nor transparent”, the CMA said in its statement yesterday (17 June). Businesses told the watchdog that changes to Google’s search practices are made without sufficient notice, and pointed to a lack of effective ways to raise concerns with the company.

The competition watchdog is attempting to remedy the issue by having Google rank organic search results using “objective and non-discriminatory criteria”. This includes AI Overviews, but not sponsored results.

Google has also been asked to provide greater transparency to businesses about how rankings work, give advance notice of any significant changes and introduce clear procedures to raise concerns.

The CMA also intends to solve businesses’ data portability concerns with Google. As part of the requirement, Google must provide third party businesses with the tools to move specified types of user data free of charge.

“Third-party firms are keen to offer people new products and services based on their Google search data but need to be able to access it with confidence,” the CMA said. “Using this data would allow third parties to offer people more personalised features”.

The company has six months to comply with the fair ranking requirement and three months for the data portability requirement.

Yesterday’s orders follow just weeks after the CMA asked Google to let publishers opt out of having their content used to power AI features in search. Google said it would begin testing a new toggle in the Search Console, which would allow website owners to decide whether their content appears in AI Overviews, AI Mode and related features.

“Step by step, we’re ensuring that Google’s search services work better for businesses and consumers across the UK,” said Will Hayter, the executive director for digital markets at the CMA.

“Search is a vital gateway for businesses in the UK to reach customers and clearer, predictable and more transparent ranking systems could give them greater scope to expand and invest.”

“These new measures will ensure search results are ranked fairly and objectively, with clearer information about changes and effective routes to raise concerns.

“At the same time, innovative businesses will have the confidence that they can access search data in practice, unlocking investment and innovation in new products and services for users,” he said.

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