On March 23, 2026, EU Competition Commissioner Teresa Ribera confirmed that a ruling in the Digital Markets Act investigation against Google is imminent, according to Search Engine Land. "It will come," she told Dow Jones Newswires — without specifying a timeline. The case, opened in March 2024, has been pending for nearly two years. Google controls over 90% of the EU search market.
This week, Ribera is meeting Sundar Pichai (Google), Mark Zuckerberg (Meta), Sam Altman (OpenAI), and Andy Jassy (Amazon) in California before heading to Washington for talks with U.S. antitrust authorities. The timing is deliberate.
What the Commission is investigating
The DMA probe covers three distinct issues:
- Google's position in general search — its algorithm allegedly favors its own services (Shopping, Maps, YouTube) over competitors.
- AI Overviews and publisher content — a parallel probe examines how Google uses publishers' content to power AI answers without redirecting traffic to them. We've already covered the 42% organic traffic drop this has caused.
- Restrictions on competing chatbots — specifically through Android and Chrome, which favor access to Gemini over alternatives.
Eighteen lobbying and civil society groups wrote to Ribera this month demanding fines "large enough to make non-compliance unprofitable." Every day without a decision, they wrote, is "a day that European businesses are systematically disadvantaged."
Three scenarios — and what each means for SEO
Scenario 1 — Fines only. Google pays, nothing structurally changes. Your SEO stays the same. Most likely in the short term, but also the least disruptive.
Scenario 2 — Algorithmic adjustments mandated. The Commission forces Google to display competitors more fairly in specific categories (price comparison, mapping, travel). If this extends to organic results broadly, European SERPs could diverge significantly from U.S. ones — creating headaches for multi-language GEO strategies.
Scenario 3 — Forced data access. The Commission requires Google to share search data with third parties. This would be a revolution: ranking data would become accessible without relying on Google Search Console alone.
What to do right now
The ruling hasn't dropped yet — but the signal is clear: Google's search monopoly in Europe is under serious pressure, and things are about to move. Here's how to prepare:
- Don't build a 100% Google strategy. Diversify toward Bing, Perplexity, and AI search engines. A DMA outcome favorable to competitors would accelerate their adoption.
- Double down on E-E-A-T. Whatever the platform, expert, sourced content with a named author wins. It's your universal insurance policy.
- Watch local SERPs closely. If structural remedies are imposed, rankings in regulated sectors (finance, health, travel) could shift dramatically within weeks.
Our take: This ruling is coming. Not tomorrow, but in 2026. And whatever form it takes, it will remind everyone that Google is not a law of nature — it's a regulated market. Businesses with multi-channel visibility (GEO, AI search, organic SEO) will navigate the transition fine. The rest will have to adapt fast.
Sources
- → Search Engine Land — "EU signals imminent decision on Google DMA probe" (March 23, 2026)
- → Search Engine Land — DMA investigation opened March 2024
- → Wall Street Journal — Teresa Ribera interview
Growth and SEO content strategy specialist, I founded Cicéro to help businesses build lasting organic visibility — on Google and in AI-generated answers. Every piece of content we produce is designed to convert, not just to exist.
LinkedIn