Google announces new search features for compliance with EU Digital Markets Act

Organic Search

Google is gearing up to implement new search features in Europe in compliance with the Digital Markets Act (DMA), a regulation by the European Union aimed at regulating tech giants. The changes, designed for the European Economic Area (EEA), include innovative search experiences such as rich results carousels, aggregator links, and flight information boxes.

Among the updates, Google is introducing a carousel-style rich result format for travel, local services, and shopping queries, allowing users to scroll horizontally through tiles displaying additional information like prices and ratings.

Another significant addition is dedicated aggregator units providing direct links to content from major aggregator websites, accompanied by refinement chips to narrow down search results.

Furthermore, Google is testing a separate unit for flight-related searches, presenting airline website results for easier access to flight details. These features are exclusive to the EEA, with Google inviting EEA-based companies to express interest in utilising them.

Why is this important?

Closely following the recent announcement from Apple on its compliance, the implementation of these features in Europe stems from Google’s legal obligation to comply with the DMA, which targets large technology companies identified as “gatekeepers.”

The DMA, set to come into effect in March, mandates significant changes from companies like Google to foster a more competitive digital market. Key objectives of the DMA include giving users more choice over default apps and services, allowing alternative app stores, mandating interoperability between messaging services, banning self-preferencing in rankings, and improving data transparency.

As the enforcement date approaches, Google’s latest blog post details how it aims to ensure compliance with the DMA while maintaining user experience. The legislation is anticipated to reshape the digital market landscape in the EU significantly.

image courtesy of Google