DMA: What impact will this have on local search and Google listings?

What is DMA? 💬

Definition 📚

The Digital Markets Act (DMA) is a European regulation designed to combat anti-competitive practices by major digital platforms. 

In concrete terms, 6 companies are currently in the European Commission's sights (Alphabet, Amazon, Apple, ByteDance, Meta, Microsoft). As "access controllers", they all represent a mandatory gateway for users wishing to access certain essential Internet services.

To restore competition to the market, the DMA imposes a number of compliance obligations. These include: 

• Easy uninstallation and unsubscription of software and applications
• The end of default software/applications imposed when installing a new device
• Increasing interoperability between services, especially messaging services 

What is Google accused of? 🤔

By promoting the use of its own services, Google has been designated by the European Commission as being in a situation of self-preference. 

With the DMA now in force, Google must make the effort to promote itself less. In order to restore a balance between the promotion of its services and those of its competitors. 

For several months now, the search engine has been trying to comply with the new regulations by implementing various tests and evolutions. These actions have had the effect of modifying the appearance of search results... For better or for worse! 

What changes have been observed in local search? 👀

Let's start by dispelling a common misconception. No, DMA doesn't mean the end of local search, and certainly not the end of Google listings. However, its arrival does shake up users' search habits.

Please note that Google is still in the testing phase. New changes are introduced every week. We've chosen to present below the most notable changes we've seen so far.

The Local Pack 📣

Phew, it's still there! Despite a slight redesign, the Local Pack proudly retains its place in the middle of search results. 

However, the map has lost a key feature... the automatic link to Google Maps. 

While it's still possible to consult the map of results in a dedicated insert, it's impossible to return to Maps with a single click to take advantage of a broader search. 

In the same spirit, a click on the "Other addresses" button will now take you to a new "Places" tab. This brings together a more extensive list of Google listings corresponding to the user's query. 

Locations 📌

With location-based sites, Google creates a surprise by adding a new section to its search results. Its positioning is still rather indecisive, sometimes above, sometimes below the Local Pack.

One thing's for sure: these sites take the form ofa carousel. This carousel brings together sites from comparators, directories and brand sites. This gives more visibility to third-party sites, as required by the DMA.

This new insert is particularly useful for "discovery" searches. In this case, the user is not looking for a specific establishment, but would like to be suggested several based on a search for activities or services. 

In fact, location-based sites have their own algorithm for displaying results... just like the Local Pack. Could this be its future competitor? That remains to be seen!

Google reviews ⭐

There's movement on the property side too! Google now displays reviews from other platforms: Facebook, TripAdvisor, Trustpilot, Yelp...

Another surprise is that reviews are no longer visible directly on your listing. Any click on the "reviews" section redirects the user to a "name of establishment + reviews" query.

How to react to the application of DMA? 🤓

What strategy should you put in place? 👌

Now more than ever, DMA means putting your marbles in the right place. Perhaps you've already noticed changes in your statistics? If so, don't panic! Here are a few things you can do to ensure you maintain a strategic position in the search results.

✅ Optimize and keep your business card up to date

The more information Google has about your establishment, the better your chances of appearing in the search results. To do this, make sure that all the information you enter in your listing is complete and accurate. 

If you can't remember when your listing was last updated, that's not a good sign! Hurry up and check the accuracy of the information you're posting.

✅ Diversify your online presence 

As you can see, with the introduction of the DMA, Google is leaving more room for various third-party platforms and services.

Now's the time toexplore new directories! By multiplying your presence on relevant platforms, you also multiply your chances of appearing in the location sites section. Why deprive yourself? 

On the other hand, be careful about the consistency of the information you publish! Google may penalize you if your information is inconsistent between the sites it compares. 

For one-click updating on all your platforms, consider a tool that automates this task, such as Uska. 

✅ Manage your customer reviews on all platforms

Google no longer has a monopoly on the display of reviews! So it's important to be where your customers are talking about you.

So get your head out of Google, and identify all the other platforms on which your customers are likely to leave you reviews. Some may even already appear on your listing.

Once you've done that, try to keep an eye on your average rating. But above all, keep replying to all your reviews ! 

What can we learn from these developments? 💡

DMA transforms the way search results are displayed. Google's changes can even be a little frustrating. Like this map, which no longer switches to Google Maps! 

And yet, the hotel listings are still up and running. Google has not said its last word, and intends to continue promoting this service.

The good news is that Google Maps is not affected by the application of the DMA. This means that all the changes listed above do not apply to users of the platform. What a boon, when you consider that half of all local searches are made via Google Maps! You can rest assured that your statistics won't be affected.

As for the Local Pack, it's still just as valuable in the eyes of users. Although there may be some concern about its loss of visibility in the results, it is nonetheless firmly anchored in the search habits of Internet users. In use for many years, it has the undeniable advantage of offering relevant results for establishments, condensed into a single interface.

We still advise you toadapt your local SEO strategy, and in particular to be on the lookout for changes that could affect the visibility of your listing.

Do you have specific questions about DMA? Don't hesitate to get in touch with our team to discuss your local SEO strategy.

‍