Google Implements New SERP in Compliance with Europe’s Digital Markets Act
Europe’s Digital Markets Act (DMA) is beginning its implementation within Google, Amazon, Facebook, and other major tech gatekeepers. The purpose of this act is for tech companies to avoid “self-preferencing”, meaning that they cannot intentionally give their own service and product offerings greater exposure than those of competing businesses. What this means for a consumer that is researching something like smart phones, Google cannot make its own Google Pixel generally rank above Samsung or Apple phones without sufficient justification.
Users within Europe will also see general alterations to search engine results pages that are not queries for specific products. Google’s own Map results are a Google-based product, and therefore, the Local Pack cannot always sit at the top of every relevant search result. Google will need to make way for competing local business directories such as TripAdvisor, Zamato, and Hotels.com. These alternative directories are beginning to appear on a new “Places” Carousel at the top of Google searches.
What does this mean for local business though? Not much, other than users having to get used to a new tab on Google’s platform. Google still comprises over 90% of all online searches and those who do not already use websites like Zamato or Trip Advisor won’t transition over due to some additional prominence within search queries. There are other tabs such as “finance” and “books” that already have top page placement within near all Google searches and many users are not even aware of their existence. The European DMA is not causing a major shift in the way people use search engines but is covering some fringe cases of anti-competitive business practices. These important but niche cases will resolve some issues within spaces such as Facebook and Apple Maps, but most users will not see a major difference in their search experience. The European DMA will cause minor changes on major platforms, but marketers and other SEO experts will not see any shift in their day to day operations.