EU orders Google to share search data with rivals starting in 2027

The European Union has mandated that Google must share its search data with competing search engines and qualifying AI chatbots. This directive, set to take effect in 2027, aims to foster greater competition within the search market. The shared data, which Google currently uses to enhance its own services, will be subject to strict privacy protections to safeguard user information.

For SEO professionals, site owners, and marketers, this development could significantly alter the competitive landscape. Access to Google's search data by rivals may lead to more diverse search algorithms and ranking factors across different platforms. This could necessitate a broader SEO strategy that considers optimization beyond Google's ecosystem, potentially requiring adjustments to content, technical SEO, and link building efforts to perform well on a wider array of search experiences.