Google Search to Comply with EU’s Digital Markets Act
Google Search to Comply with EU’s Digital Markets Act
This week Google announced its proposal for additional modifications to its European search results in an ongoing effort to comply with the EU’s Digital Markets Act (DMA). This comes after initial changes, implemented earlier this year, drew criticism from smaller businesses who felt they were losing visibility in favor of larger comparison sites.
Google aims to address these concerns while still adhering to the DMA’s regulations, which aim to create a more level playing field in the digital market.
What This Google Change?
Google already made several changes this year including dedicated units within search results, query shortcuts and fairer presentation of local businesses.
Now Google is proposing additional to EU regulators and businesses, including:
- Expanded Search Result Units: These units will give equal prominence to both comparison sites (like Booking.com or Skyscanner) and direct supplier websites (like airline or hotel websites). This aims to provide users with a clearer choice and direct access to suppliers.
- Enhanced Information Display: New formats will allow rival services to display more detailed information, such as prices and images, directly within search results. This will make it easier for users to compare options without leaving the search page.
- Dedicated Ad Units: Google will introduce new ad units specifically designed for comparison shopping services, potentially increasing their visibility and reach.
It is worth noting that these are changes are focused on Google Search for now, but any technology that is doing searches in the future will also likely be impacted by these regulations (a.k.a. generative search, assistants/agents).
Changes for Europeans… For Now
While these changes are currently focused on Europe, their impact could ripple outwards. Google has not announced immediate plans to implement these specific changes in the US or Asia, where different regulatory landscapes exist.
However, it’s conceivable that these modifications could influence Google’s approach to search technologies in other regions, particularly with this change in administrations in the US government.
Impact on European Companies
For European companies doing business in the EU, The DMA-related changes to Google Search will likely increase competition and require adaptation, but they also offer opportunities for increased visibility and growth.
European companies doing business in other regions will need to track these regional differences and requirements. They will likely need to support slightly different regional business and operating models that impact on on-line business.
US Companies Will Need to Adapt
US companies doing business in Europe must adapt to these changes to maintain their online visibility and competitiveness. This means optimizing their websites, potentially engaging with comparison sites, and staying informed about evolving search result formats.
Failure to adapt could result in decreased traffic and lost business opportunities.
Impact on the Search Market
These changes signal a shift towards a more open and diverse search landscape, where Google’s own services are less dominant. This could foster greater innovation and competition in the search and generative search market, potentially leading to better user experiences and more choices for consumers.
Bottom Line
These changes underscore the dynamic nature of search, on-line marketing/sales and government regulation, and the need for continuous adaptation and optimization.
- For technology providers, this means staying agile and adapting to evolving search engine algorithms and formats.
- For end-users, it means being aware of the changing search landscape and actively exploring different options to find the best products and services.
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