Google Ordered by CMA to Reveal Ranking Secrets
Google may be forced to reveal the secrets behind its search algorithm, following new orders from a UK government authority.
The Competition and Markets Authority (CMA) has demanded that the search giant become more transparent about how it ranks web pages.
It has also called for businesses to be given more notice about upcoming algorithm changes. These are the most revolutionary of the CMA’s demands (17 June), made to ensure Google’s search results are calculated more fairly.
It has been given six months to implement these changes.
CMA Demands ‘Fair Rankings’ From Google
More than 90% of UK search queries are made with Google, and millions of UK businesses rely on traffic from its results pages to reach customers.
However, business owners have complained about the lack of fairness and transparency surrounding Google’s search rankings.
The CMA says this is preventing some owners from investing further in their businesses.
In a bid to fix this problem, the regulatory body has published a list of conduct requirements to ensure Google provides fairer rankings.
Under these requirements, Google must:
- Rank its organic search results (including AI overviews) using objective and non-discriminatory criteria;
- Provide more transparency to businesses about how its search algorithm works;
- Give advance notice of significant changes to its search algorithm;
- Introduce clear processes for businesses to raise concerns about search rankings.
These orders follow previous CMA instructions for Google to allow businesses to opt out of appearing in its AI overviews.
As always, we’ll take this moment to remind our readers that SEO and GEO (or AI SEO) are practically identical.
Google Legally Required To Let Users Port Their Search Data
Google already allows users to share their search data with third parties. However, the CMA has moved to make this a legal requirement in the UK.
It says this would allow “greater choice and innovation” for users and more certainty for businesses looking to make use of this data. Businesses could offer customers more relevant deals and rewards based on this information, for example.
Google has been given three months to react to this order, which would give British users the same legal rights as those in the European Union.
Google Vows To Work Together With CMA
The CMA has vowed to monitor Google’s compliance with its demands through ongoing communication. It also stated that other measures could be introduced in future.
Reacting to these directives, Google stressed that its rankings were fair and transparent.
However, the US tech giant confirmed that it will work alongside the CMA in a bid to improve its search experience for users and online businesses.
“We are committed to protecting the integrity of our systems, and will work constructively with the CMA to ensure that we can uphold the high quality of Search for our users,” a Google spokesperson said.
Any changes introduced will be trialled in the UK before potentially being rolled out to other countries.
Google is a behemoth tech giant. Does the CMA really have the will to take it on in the courts, should it head that way?
SEO Experts Unconvinced By CMA Orders To Google
The CMA is an independent UK governmental department, created to ensure fair competition among British businesses. It has the power to create and enforce consumer law, and to investigate and punish violators.
It assigned Strategic Market Status (SMS) to Google in October 2025, allowing government regulators to monitor and intervene in the company’s business conduct.
Businesses must meet certain criteria to be assigned SMS, based on revenue, market power and level of influence.
Any business refusing to comply with CMA directives could face huge fines and court orders.
These fresh rulings could transform the SEO industry, making life easier for business owners attempting to rank well in Google search results.
However, digital marketing experts have suggested that the result of this CMA investigation is unlikely to be revolutionary.
I highly doubt Google will follow these orders, as doing so would put its most prized asset – the search ranking algorithm – in its competitors’ hands. It will also show all how rankings work, thus making it easier to manipulate and spam. The CMA is not the first to ask for this and won’t be the last, but Google will no doubt vigorously fight these orders. – Barry Schwartz, editor of Search Engine Land
The Sharp Opinion
Reacting to this month’s news, the head of B# had the following comments:
The CMA becomes the latest in a long line of governmental or political organisations that have tried to take on Google on the subject of fairness. Something as seismic as what is being proposed, assuming the CMA were hellbent on pursuing, will almost certainly end up in the courts. Google’s legal budget would be virtually unlimited, so I just can’t see how the CMA will fight this, regardless of how well intentioned they may be. – Jonny Crossley, Founder & CEO of Be Sharp Digital Marketing
We will keep an eye on this story as it progresses and bring you all the key developments
