The United Kingdom is taking bold action against Google, specifically targeting its AI-powered search and advertising model. The Competition and Markets Authority (CMA) has proposed granting Google a “Strategic Market Status (SMS),” a designation reserved for tech companies wielding substantial control over digital markets.
The central concern? Google’s AI-enhanced features—like AI Overviews and ad ranking systems—may be undermining fair competition, reducing visibility for independent publishers, and inflating advertising costs.
In this article, we’ll explore what the CMA’s move means for SEO, digital marketers , publishers, and everyday users. We’ll also cover how Google’s AI innovations are at the center of regulatory scrutiny and what you can do to adapt.
What Is Strategic Market Status (SMS) and Why It Matters
Strategic Market Status is a legal designation that gives the CMA authority to impose rules on companies with “entrenched and substantial market power.” In Google’s case, this includes how its Search, Ads, Chrome, and AI platforms operate. If enforced, SMS could:
Force Google to display competitor services more fairly
Require transparency in AI-driven content like search overviews
Separate Google’s data systems to avoid preferential treatment
From an SEO and content perspective, this could mean a significant shift in how websites are ranked and how AI-generated summaries pull and display content.
CMA’s Proposed Rules: 6 Ways Google Might Be Regulated
Here are the six core principles the CMA wants to enforce:
1. Fair Ranking for All Content Providers
Search results, whether organic or AI-generated, must not favor Google’s own services. This aligns with Google’s own EEAT principles—Expertise, Experience, Authoritativeness, and Trustworthiness—but adds legal weight.
2. Choice Screens for Default Search Engines and Browsers
Google may be required to present users with alternative search engines, especially on Android devices and Chrome.
3. Greater Transparency in AI-Powered Search Features
AI Overviews must clearly cite sources and explain how snippets are generated. This could open new doors for publishers to be featured—but only if their content meets AI and EEAT standards.
4. Publisher Control and Content Usage Transparency
Google may be forced to give publishers more control over how their content is crawled and displayed in AI-generated formats.
5. Non-Discriminatory Access to Google’s Ad Auction
Ad placements and pricing could be made more transparent and competitive, reducing Google’s control over digital ad costs.
6. Separation of Google’s Data Systems
Google may need to silo its datasets between services to prevent preferential treatment, impacting how ad targeting and personalized results work.
The Role of AI Overviews: Helpful or Harmful?
AI Overviews, introduced in 2024, are Google’s flagship AI Search feature. They appear at the top of SERPs (Search Engine Results Pages) and offer quick, AI-generated summaries.
While helpful for users, these Overviews often:
Reduce visibility for smaller websites
Fail to drive traffic to original sources
Summarize without adequate citation
From a content creator’s perspective, this threatens organic traffic and raises questions about data ownership.
To rank within AI Overviews:
Structure content with clear H2s and FAQs
Add schema markup (especially Article, FAQ, and How-To)
Demonstrate EEAT through author bios, credible outbound links, and topical authority
How Will This Affect Advertisers and Publishers?
Ad Pricing and Visibility
If Google is forced to open up its ad auction systems, we could see:
Lower CPCs (Cost Per Click) due to increased transparency
More third-party access to high-value ad slots
Better performance tracking and bidding clarity
Publisher Revenue and Control
Publishers may regain control over how their articles appear in AI-generated content. This could:
Improve attribution and backlinks
Enable opt-outs for AI summarization
Level the playing field in organic ranking
For SEO professionals, this means optimizing not just for humans—but also for AI crawlers and legal compliance.
Google’s Official Response
Google argues that its innovations benefit consumers and that over-regulation could stifle innovation. It claims:
AI Overviews improve user experience
Its ad tools provide fair ROI for businesses
Regulatory action may create friction in usability
However, critics counter that Google’s control over traffic, ad space, and visibility creates a closed ecosystem.
What Happens Next: Timeline of Events
Here’s a quick breakdown of key dates:
June 2025 – CMA proposes SMS for Google
July–September 2025 – Stakeholder consultations
October 2025 – Final decision expected
If SMS status is enforced, Google will have six months to comply.
How This Fits into Global Trends
The UK isn’t alone in challenging Google:
EU’s Digital Markets Act (DMA) already restricts self-preferencing and requires interoperability
US DOJ antitrust lawsuits target Google’s ad and search monopolies
India, Australia, and Japan are drafting similar AI and search fairness regulations
For marketers, this signals a global shift towards transparency, fairness, and multi-platform SEO.
What Digital Marketers and SEOs Should Do Now
Prepare for an evolving SERP and AI landscape:
Diversify traffic sources: Focus on email, direct traffic, and non-Google platforms
Enhance EEAT: Include expert author bios, cite authoritative sources, and build trust
Optimize for AI Overviews: Use FAQs, schema, and clear formatting
Audit Ads: Ensure you’re not overly dependent on Google Ads for traffic
Monitor Algorithm Updates: Use tools like Google Search Console and SEMrush
Tips for Optimizing Your Content Under AI Regulation
Use Semantic Keywords: Instead of repeating “AI Search,” use terms like “AI Overviews,” “AI-generated answers,” and “automated search summaries.”
Improve Readability: Aim for a 9th-grade reading level. Use short paragraphs, bullets, and direct language.
Use Featured Snippet Techniques:
Add question-based subheadings
Answer questions concisely in the first sentence
Use numbered or bulleted lists
Add Visuals: Use images with alt text, charts, and infographics to enhance UX
Link Smartly:
Internal: Link to relevant blog posts, service pages
External: Link to credible sources like gov.uk, CMA, or Google’s own updates
Conclusion: A New Era of AI Search and Regulation
The UK’s proposed crackdown could redefine how Google’s search and advertising systems operate—especially its AI-powered features. For businesses, SEOs, and content creators, this is both a challenge and an opportunity.
By focusing on transparency, EEAT, semantic SEO, and AI readiness, you can not only survive these changes—but thrive in a more open and competitive search landscape.
Stay informed, stay agile, and optimize smarter.
FAQs
SMS is a legal status that allows the UK’s CMA to impose custom rules on large tech companies like Google.
AI Overviews are Google’s AI-generated answers that summarize web content at the top of search results.
Yes. Google may be required to make ad auctions more transparent and open to competition.
Publishers should focus on EEAT content, structured data, and opt-out tools if Google offers them.
A final decision is expected in October 2025. Compliance rules may follow shortly after.
