BRUSSELS (Reuters) - A return to the format of 10 blue links in search results from years ago could reduce user traffic to hotels, Google said on Thursday, as it seeks to balance demands from price comparison websites and hotels in trying to comply with EU tech rules.

The Alphabet unit has announced a series of changes in search result formats in recent months to address conflicting demands from price-comparison sites, hotels, airlines and small retailers. It is trying to comply with the Digital Markets Act (DMA), which prohibits it from favouring its own products and services on its platform.