Google is facing big problems now in Britain. The UK’s top watchdog, the Competition and Markets Authority (CMA), has given Google a very special new name: “Strategic Market Status” for search services and ads. That means CMA has more powers to control what Google does. They can ask Google to change stuff—like how sites appear in search and even how ad prices work. The boss Will Hayter said, “Google got over 90% search in UK!” Regulators think maybe Google got too much power.
What This “Strategic Market Status” Means
Is Google in trouble? Not right now. UK’s CMA powers started on January 1, 2025. But after months seeing Google’s search and ads, CMA said, “We see big market power, and it’s locked in!” Now, with this status, CMA can do things like:
- Make Google rank sites more fairly
- Help people use other search engines easy
- Give publishers more say if content used in Google’s AI results
- Change how ad money spent and reported
Changes We Might See By June or Next Year
News reports and the official roadmap say real changes can start from June, and after many talks and studies. Don’t worry—no instant punishments now. The rules help users get honest results, use other search engines, and control AI stuff. CMA can fine Google if it ignores them or just does nothing. Right now, ideas for change include:
- Easier steps for switching to Bing, DuckDuckGo, or other rivals
- Smarter tools for publishers and website owners for controlling results in Google’s AI modes
- Making sure Google doesn’t bury competitors’ results behind ads or “own content” blocks.
What Google Says, and Industry Reaction
Google not happy, of course. Senior Competition Director Oliver Bethell said, “Some ideas might hurt UK innovation.” They argue that tough rules could slow down new launches at a time when AI moving fast. Lots of businesses, news outlets, ad agencies, and tech players are watching closely. Most say CMA’s move helps UK consumers and tech businesses. Some worry Google could “dodge” real change or make things complicated.
How This Hits SEO, AI Search & Publishers
Experts think new rules change how websites get seen in Google. For SEO:
- Ranking might get fairer: smaller sites, startups could show up better
- AI-powered search (like Google’s “AI Overviews” or “AI Mode”) must show more original sources and not mix up facts or push Google brands
- Publishers will get more control over how articles and reviews shown in AI answers
- Marketers and ad buyers prepare for new pricing rules and ad transparency.
Next Steps – Road Ahead
If CMA finds Google not playing fair, it can order changes, fines, or even push for more open systems. In 2026, second phase may bring extra scrutiny—like deeper looks into ad power, tougher checks for AI content, and deals with local news or publisher groups. Regulators all over Europe and the US are watching, might use UK’s moves to start similar crackdowns soon.
