In a significant move to align with the European Union’s Digital Markets Act (DMA), Google is rolling out a suite of new search features across the European Economic Area (EEA). This initiative is a part of Google’s ongoing efforts to enhance user experience while complying with regulatory standards.
Carousel-style rich results
A major highlight of Google’s new features is the carousel-style display for searches related to travel, local services, and shopping. This interactive feature enables users to scroll horizontally through various information tiles, showcasing details such as prices, ratings, and images. It’s aimed at providing a more engaging and informative search experience. However, it’s important to note that this feature depends on web pages having the correct structured data markup. Pages without this markup will continue to show as standard text search results. Initially launched for travel and local searches, this carousel is also being tested for shopping queries in Germany, France, Czechia, and the UK.
Direct links and refinement chips
In addition to the carousel, Google is implementing ‘aggregator units’ that provide direct links to content from top aggregator websites. Covering areas such as places, jobs, flights, and products, these units aim to streamline users’ access to a broad spectrum of information. Google is also introducing refinement chips, allowing users to narrow their search results more precisely. Remarkably, these features do not require additional work from publishers for implementation.
Flight search enhancement
Google is also testing a new feature for flight-related searches. This feature is designed to simplify finding flight details by displaying results directly from airline websites in a separate, easily accessible unit. This enhancement will allow users to compare and choose flights more efficiently.
Google’s invitation to EEA publishers
These new search features, exclusive to users in the EEA, are part of Google’s strategy to comply with the DMA. Google invites EEA-based companies, or those serving EEA users, to participate in these new search features by expressing their interest through a form. This is a move towards creating a more user-focused and competitive digital market per the DMA’s objectives.
Why only in Europe?
The exclusivity of these features to Europe is driven by Google’s legal obligation under the DMA. This new EU legislation, set to take effect in March, aims to regulate significant technology firms and promote a fairer digital market. As a designated ‘gatekeeper’, Google must substantially adjust its products and services, including Search, Maps, and the Android app store.
Looking ahead
As the enforcement date of the DMA approaches, Google is committed to complying with the regulations while maintaining a high-quality user experience. The six-month transition period before the DMA’s full effect allows companies to adapt to the new rules. This legislation is expected to transform the digital market landscape in the EU significantly.
