EU May Want More Access To Google Algorithm To Determine Antitrust

The Economic Times reports "pressure is growing on Google to lift the veil on some of its inner workings as European regulators investigate complaints that Google's search engine unfairly discriminates against certain websites' by the European Union.

Given Google has over 77% of the search market share in Europe and in some countries more, the EU has discussed the conflicts this may cause.

"If the EU determines that Google abused its position in the search market, the Commission could order Google to alter its search practices, such as providing more transparency into its algorithm, or face a fine of up to 10 percent of annual global revenue," the Economic Times noted.

"It is difficult to see how this won't come to an impasse in terms of how far can Google go, in terms of opening up access to their secret sauce as it were, which is the basis for their existence," said Martin Olausson at research firm Strategy Analytics.

About the author

Frank Watson has been involved with the Web since it started. For the past five years, he headed SEM for FXCM -- at one time one of the top 25 spenders with AdWords. He has worked with most of the major analytics companies and pioneered the ability to tie online marketing with offline conversion.

He has now started his own marketing agency, Kangamurra Media. This new venture will keep him busy when he is not editing the Search Engine Watch forums, blogging at a number of authoritative sites, and developing some interesting online community sites.

He was one of the first 100 AdWords Professionals, a Yahoo and Overture Ambassador, and a member or mod of many of the industry forums. He is also on the Click Quality Council and has worked hard to diminish click fraud.