Google has unveiled new search experiences that will soon roll out in the European Economic Area (EEA).
The changes are part of Google’s preparations to comply with the European Union’s Digital Markets Act (DMA).
One notable change is a carousel-style rich result for queries like “hotels near me”.
Google is also adding dedicated “aggregation units” to display links to top search-relevant aggregation sites.
In a blog entryGoogle explains that it aims to “present users with rich and relevant information for their searches” and “improve the visibility of ecosystem participants”.
Carousel of rich results
Google will soon launch a new search feature that displays rich, carousel-style results for queries related to travel, local services and shopping.
This new format will allow users to scroll horizontally through tabs that display additional information such as prices, ratings and images.
Carousel results depend on web pages having the appropriate structured data markup. Without this flag, pages will continue to display standard text search results.
Although initially launched for travel and local searches, Google is testing the carousel for shopping queries in Germany, France, the Czech Republic and the UK.
Aggregating units and refining chips
Google is rolling out new search features that provide direct links to content on aggregator websites in top search results.
In addition, Google is adding refinement chips that allow search engines to narrow down results to specific types of content.
Varieties of these aggregator units include:
Places Places Job Places Flight Places Product Places (initially tested in Germany, France, Czech Republic and UK)
Google says these features won’t require additional work from publishers to implement.
Flight inquiries
In addition to the features mentioned above, Google is testing a new search feature for flight-related searches.
This feature displays airline website results in a separate unit, allowing users to find flight details more easily.
Google’s invitation to EEA publishers
These new search features are available exclusively to EEA users to comply with the DMA.
Google is inviting businesses based in the EEA or serving EEA users to express interest in these new search features by filling out a shape.
Through these changes, Google aims to create a more competitive and user-centric digital marketplace in line with DMA’s goals while offering businesses new opportunities in search results.
Why these features are exclusive to Europe
Google is implementing these features in Europe due to a legal obligation to comply with the DMA.
The DMA is new EU legislation aimed at regulating large tech companies designated as “guardians” because of their market dominance.
It will go into effect in March and requires significant changes from companies such as Google, Apple, Amazon, Meta, Microsoft and ByteDance.
As the designated guardian, Google must adjust products like Search, Maps and the Android app store to comply.
Requirements for “Gatekeepers”
The main objectives of the DMA are the following:
Give users more choice over default apps and services. Allow alternative app stores. Force interoperability between messaging services. Ban self-preference in rankings. Consent is required for targeted ads. Improve data transparency.
Guardians will need user consent for targeted ads and to provide more accurate advertising data to business customers. They will also need to allow other app stores on their devices.
E-commerce, search and social media platforms cannot unfairly rank their services above competitors. Messaging services such as WhatsApp and iMessage will need to be interoperable.
EU lawmakers believe this will benefit consumers, who can easily choose default apps and services.
looking ahead
As the implementation date approaches, Google intends to comply with the DMA while maintaining the user experience.
Companies have a six-month transition period before the DMA comes into force. The legislation is expected to significantly reshape the digital market in the EU.
FAQ
What new search experiences is Google implementing in the European Economic Area?
Google is introducing a series of new search improvements designed to comply with the European Union’s Digital Markets Act (DMA). These improvements include:
A rich carousel-style result for travel-related queries such as “hotels near me”. “Aggregation units” display links to major aggregator websites relevant to the user’s search. Refinement chips allow users to filter search results more precisely. Features to improve the visibility of airline websites for flight-related inquiries.
How will Google’s carousel-style rich results affect search visibility?
Introducing rich results in the carousel style will improve the visibility of specific search results by displaying them in a horizontally scannable and visually appealing format. Key impacts include:
Enhancing user engagement through interactive elements such as pricing, ratings and images. Increased visibility of web pages that implement proper structured data tagging. Opportunity for businesses with properly branded pages to gain more attention and potentially drive more traffic to their site.
Without the necessary structured data markup, pages will continue to appear as standard text search results.
What implications does the Digital Markets Act have for EU tech companies and users?
The Digital Markets Act (DMA) introduces a number of regulations and requirements that will have far-reaching implications for EU technology companies and consumers, including:
More user autonomy over default applications and services by prohibiting self-preference and mandatory choices for alternative services. Introduction of alternative app stores and interoperability between messaging services. Explicit user consent requirement for targeted advertising and greater transparency regarding advertising data. An environment that encourages fair competition by preventing e-commerce, search and social media platforms from unfairly ranking your services above competitors.
The DMA is expected to significantly alter the digital market environment within the European Union, providing consumers with more choice and control.
Featured Image: Screenshot from developers.google.com, February 2024.
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