Tuta Mail Raises Concerns Over Google Search Visibility
In a recent development that has caught the attention of tech regulators in the European Union, Tuta Mail, a German email service provider, has lodged a formal complaint. The grievance centers around a notable decline in Google search results for the company, coinciding with the enforcement of the EU’s new tech legislation.
The European Commission’s ongoing investigations into major tech corporations, including Alphabet’s Google, have expanded as Tuta Mail reported a significant drop in visibility on Google’s platform. With over 10 million users, Tuta Mail prides itself as the world’s second-largest encrypted email service, making the sudden change in online presence a matter of concern.
The company observed that, starting March 2024, its website was no longer appearing in Google’s search results for a myriad of keywords. Instead, the traffic was predominantly directed through searches specifically for the brand names ‘Tuta’ or ‘Tutanota’. This shift has ostensibly limited the service’s discoverability for generic terms such as ‘encrypted email’.
Matthias Pfau, CEO of Tuta Mail, expressed his bewilderment at the timing of the ranking drop, which aligned with the activation of the Digital Markets Act (DMA). Despite attempts to engage with Google on this issue, Pfau indicated that their outreach had been met with silence.
Google has refuted any allegations of unfair practices, stating that their search algorithms do not favor their own products over others. The tech giant affirmed its commitment to ensuring that search results remain helpful and relevant. Meanwhile, the European Commission has maintained discretion on the matter, emphasizing its role in monitoring compliance without commenting on specific cases.
The impact on Tuta Mail has been stark, with Pfau revealing an 88.47 percent decrease in monthly impressions, equating to a loss of approximately 90 percent of their online visibility. The company is urging the DMA taskforce to consider this data in their assessment of Google’s adherence to the DMA regulations. These rules are designed to ensure that Big Tech companies provide fair opportunities for competitors and choice for users, prohibiting preferential treatment of their own services in search rankings.
