Google to Share Search Data From 2027

Publication date: 19.07.2026

The European Commission has ordered Google to share anonymised search data with its rivals. The binding decisions under the Digital Markets Act (DMA) were issued on 16 July 2026 — Google must open access to ranking, query, click and view data from both free and paid results.

The regulator rejected Google's initial offer: it stripped out 90–100% of unique queries and ignored AI chatbots. Now search engines and AI services will be able to request the data, subject to privacy limits.

  • What is shared: queries, metadata (language, device type), viewed URLs, positions and interaction patterns;
  • What is excluded: accounts, search history, precise timestamps and location, rare queries, ad clicks;
  • Who qualifies: a search engine active in the EU for 2+ years, or a startup under 2 years old with €50M+ raised, and 50,000+ monthly users;
  • Key dates: forms in August 2026, dataset by November 2026, sharing starts January 2027.

According to PPC Land, the data can be used to improve ranking, autocomplete and real-time retrieval for AI chatbots, but training general-purpose AI models and building ad tools is prohibited. Google's EU search share exceeds 90%.

What it means for SEO. If rivals and AI services get real data on search behaviour, the quality of alternative systems will rise — and so will traffic fragmentation. For businesses it's a signal: prepare to optimise not only for Google, but also for AI search and new platforms that will soon access quality ranking signals.

Seo Factory
Seo Factory
The content published on SEO-FACTORY is created by a team of specialists in SEO, digital marketing, PPC advertising, and web analytics. The main goal of the project is to provide practical and easy-to-understand materials that help businesses, website owners, and marketers better understand modern Google algorithms, SEO principles, and online promotion strategies. The authors regularly work with commercial projects in Ukraine and international markets, testing SEO strategies, analyzing search algorithm updates, studying behavioral ranking factors, link building, AI search technologies, content marketing, and Google Ads campaigns. Because of this, the published materials are based not only on theory but also on real-world practical experience. Articles on SEO-FACTORY include: up-to-date market data and industry research; practical insights and real case studies; analysis of Google updates and SEO trends; technical optimization recommendations; modern approaches to increasing organic traffic. The project focuses on creating expert-level content without generic advice or unnecessary filler. The main emphasis is placed on practical value, clear explanations, and modern digital marketing approaches relevant