This month, Google has been forced to change the way it displays search results in Europe to appease an EU antitrust investigation. Michael Weber, CEO of hot-map.com argues that Google’s new commitments are a smokescreen to maintain its dominant position.
The Commission’s goal in this investigation is to restore competition in the Internet markets quickly to benefit all consumers and web companies, but Google’s commitments read like a master plan to ensure their search manipulation can continue.
I do not believe any anti-trust complainant suggested labeling as the cure-all. Hot Map’s complaint asked for the visually enhanced and top placement of Google Maps to stop.
The labeling Google proposes for its preferentially placed Google “Specialised Services” such as Maps will not notably decrease their clicks. Google being a top brand, consumers might even click them more, as the labeling suggests these links are better than others.
Undoubtedly Google has tested its proposed commitments, measuring traffic it is willing to surrender to competitors. If Google believes the small “Rival Links” it is offering will direct sufficient traffic to alternative services and restore competition, it should have no hesitations to agree to my proposal: Place rival sites like hot-map.com, foundem.co.uk in the positions it has been holding for its own services on the search results in the enhanced graphics (with map images, product photos etc.), while to its own services only referring by text links “Search on Google Maps, Places, Shopping” and on mobile screens “Google Sites”.
What really needs stronger visual distinction than mere labelling, and an effective separation by being moved to the side of the search results, are the barely distinguishable paid search results Google stacks on top of the real search results.
Many consumers mistake these for actual search results and click them, rather than the lower listed generic organic links to the official website they were looking for. The millions charged by Google to advertisers for these clicks are ultimately paid for by consumers.
By Michael Weber
CEO
hot-map.com