The UK’s Competition and Markets Authority (CMA) is preparing to shake things up and Google is in the spotlight.
The CMA is considering assigning Google Strategic Market Status (SMS), a designation reserved for companies with entrenched market power. If approved, it could introduce sweeping changes to how Google Search functions in the UK, and the implications for marketers, eCommerce brands, and businesses that rely on Google to drive traffic and revenue are significant.
This isn’t a story just for the tech press. It affects everyone working in digital marketing.
If the SMS designation goes ahead, we could see:
- Choice screens allowing users to switch search engines more easily on Chrome and Android
- More transparency around how search results are ranked
- Less preference given to Google-owned products in search results
- Increased control for publishers over how their content is used in AI-generated summaries
- Stricter scrutiny of paid search advertising, from how ads are prioritised to how performance is tracked
Put simply, it may no longer be about just how you perform on Google, but whether Google remains the default at all.
Why this matters
For businesses that have invested heavily in SEO or PPC, these changes could be transformational. If users are offered alternatives to Google and those alternatives start to gain traction, the entire search landscape could become more fragmented, competitive, and open.
Marketers will need to:
- Reassess the balance between paid and organic strategies
- Explore visibility opportunities beyond Google
- Rethink how to futureproof performance in a potentially more diverse search ecosystem
What now?
The CMA’s final decision is expected in October, but leading brands are already preparing. If you rely on Google for visibility and sales, now is the time to get proactive.
At Hewitt Matthews, we’re tracking this closely and helping our clients think beyond the Google-shaped box. Whether it’s exploring emerging platforms, diversifying traffic sources, or building resilient paid and organic strategies, we’re ready to help you adapt.
Want to talk about what this could mean for your business? Get in touch with our team to start the conversation.
