Anti-competitive by default
I suspect it's probably true that the algorithms really do pick the results with google services at the top these days without any assistance but that isn't really the point.
Even if they they are given the extreme benefit of the doubt that they aren't building their services in the knowledge of what needs to be done to get a top placement by reverse engineering of their own search algorithm they'll still come out on top because they're controlling both sides of the equation.
Their search engine has been designed in such a way that searching "maps" brings up what the Google Search guys consider to be the most relevant results for people wanting maps. Someone in their services division will have the responsibility of making sure that Google Maps is as relevant as it can be for people wanting maps. So really, the only way that Google Maps shouldn't come out on top here is if there isn't a clear company message about what a 'good' map site looks like and no-one in an influential role over both parts of the business as anything else would be incompetence in one of the divisions.
If they can't help having a conflict of interests by definition, do antitrust cases get more clear cut than this?


