Google Rolls Out New EEA Search Design

Google has introduced a new Search results layout for certain commercial searches across the European Economic Area (EEA), as part of its response to the EU’s Digital Markets Act (DMA).

The changes give comparison websites and direct businesses separate areas within Search for queries involving hotels, flights, long-distance trains and buses, and products.

Google published guidance on the new features on 8 September, outlining how the updated results will work for users across the EEA.

New Aggregator Search Unit

One of the main changes is the introduction of a dedicated unit for eligible aggregator websites.

This can include online travel agencies, comparison shopping platforms, metasearch services and directories. Approved services can provide Google with information through data feeds or real-time APIs, depending on the type of search.

The aggregator section displays results from participating services, with the highest-ranked provider automatically expanded. Depending on the information available, users may see details such as prices, photographs and ratings.

Users can select another participating aggregator where one is available, although Google displays only one aggregator unit for a search at any given time.

Clicks on listings within the unit take users directly to the relevant aggregator’s website.

Direct Businesses Get Their Own Placement

Google has also introduced a separate unit for businesses that provide products or services directly.

For example, individual hotels, airlines and other eligible suppliers can appear in this section alongside the aggregator results.

Unlike aggregators, direct suppliers do not need to provide additional data specifically for the new feature. Google can use information gathered through its normal crawling processes, although supplying feeds may help improve the information shown.

An important difference is that the supplier unit is linked to the aggregator feature. It only appears when an aggregator unit is also displayed for the relevant search.

Google’s documentation currently identifies hotels, flights, long-distance rail and bus services, and products among the supported search categories.

Changes Follow EU Pressure

The new Search layout follows growing regulatory pressure on Google in Europe.

In July, the European Commission fined Google €460 million over concerns that its own shopping, hotel, transport and sports services received preferential treatment compared with competing third-party services.

The fine formed part of a wider €890 million package, with the Commission giving Google 60 days to make the necessary changes or potentially face periodic penalty payments of up to 5% of its worldwide turnover.

At the time, the Commission said changes Google had already been testing for shopping, hotel and flight searches represented substantial progress towards meeting its requirements.

Google Warns of Lower Search Quality

Google has criticised the changes required under the DMA, arguing that the redesigned results could make Search less useful for European users.

Nick Fox, Google’s senior vice president of knowledge and information, said the company was making significant changes to its European Search experience to comply with the legislation.

Google has claimed that the latest changes represent the biggest reduction in Search service quality in the company’s 29-year history.

The company also said it had tested the redesigned experience with millions of European users and found significant dissatisfaction, including frustration caused by having to enter searches again.

Google further claimed that earlier changes made to comply with the DMA had reduced free direct booking traffic to European businesses by around 30%. That figure relates to the previous changes rather than the latest rollout.

What It Means for Businesses

The new layout creates different opportunities and requirements depending on how a business appears in Google’s ecosystem.

Aggregators can gain visibility through the dedicated comparison unit, but they need to meet Google’s eligibility requirements and provide information through feeds or APIs.

Direct suppliers can benefit from their own Search placement without having to submit additional data, but their unit will only appear alongside an aggregator result.

This means businesses operating in the affected sectors will need to pay attention to how their websites appear in EEA search results and whether their current data and technical setup allow them to take advantage of the new features.

SEO Reporting Could Look Different

The changes could also affect how businesses interpret their Search performance.

Search results for the same commercial query may now look different for users in EEA countries compared with users elsewhere.

As a result, businesses tracking rankings or Search Console performance may need to consider regional differences when assessing traffic and visibility.

For companies operating across multiple markets, a decline or increase in visibility in an EEA country may partly reflect the redesigned Search experience rather than a broader change in organic performance.

More Changes Could Follow

The European Commission is expected to continue monitoring Google’s implementation of the DMA requirements.

The 60-day compliance period that began in July runs into late September, meaning further developments could follow as regulators assess whether Google’s changes meet their requirements.

Google is also working on similar Search changes for local queries, including dining, services and things to do. However, there is currently no confirmed launch date for those changes.

For businesses targeting European customers, the latest rollout is another reminder that Google’s Search experience can vary significantly by market, particularly as regulatory requirements continue to shape how search results are presented.