Google Warns DMA Search Changes Could Reshape Visibility for European Businesses

Google has announced significant changes to its Search service in Europe, as part of its compliance with the Digital Markets Act (DMA). These changes are the largest reduction in service quality for Google's Search product in its 29-year history. The modifications are particularly impacting areas such as hotels, flights, and restaurants, potentially affecting businesses that rely on direct discovery and bookings from search.

Google asserts that these changes are necessary to adhere to EU DMA requirements and avoid further penalties.

Google explains that the new experience gives more prominence to third-party comparison sites, which could potentially overshadow local businesses. This shift in priorities could result in reduced visibility for direct businesses. Although the changes are primarily affecting European markets, Google emphasizes that users outside the EU are not impacted.

The company has not provided a concrete measurement of the impact on search quality, and no independent confirmation has been made by regulators or auditors regarding the scale of the quality decline.

The essential changes involve presenting relevant services differently, with a greater focus on third-party comparison and intermediary services, while also removing features such as real-time price details. For businesses that depend on direct discovery, this could mean a considerable decrease in visibility. While the impact may vary depending on the specific query, market, and sector, the overall effect could create challenges for businesses aiming to reach customers directly.

To mitigate potential negative effects, businesses should focus on establishing a baseline for their European market performance and closely monitor changes in search visibility, referrals, and conversions. Important checks include comparing organic search visits and conversions by EU country, tracking branded and non-branded queries separately, reviewing the share of referrals from comparison sites, and assessing whether their landing pages still effectively answer customers' commercial questions.

Furthermore, businesses should diversify their acquisition sources beyond search to reduce reliance on one route and strengthen their overall online presence.