Google Launches New Search Features in Europe to Enhance User Experience and Compliance

Google Launches New Search Features in Europe to Enhance User Experience and Compliance

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    Google is set to introduce innovative search features across the European Economic Area (EEA), aiming to align with the European Union’s Digital Markets Act (DMA). These features, including a carousel-style rich result for queries and dedicated ‘aggregator units’, are designed to enrich user searches with comprehensive and relevant information. The initiative not only aims to improve the visibility of ecosystem participants but also to foster a more competitive digital market in compliance with the DMA’s objectives.




    The new carousel feature will display rich results for travel, local services, and shopping queries in a scrollable horizontal format, showcasing additional details such as prices, ratings, and images. To appear within the carousel, web pages must have the appropriate structured data markup. Google is also testing this feature for shopping queries in several European countries, including Germany, France, Czechia, and the UK.

    Moreover, Google is introducing ‘aggregator units’ that provide direct links to content from major aggregator websites alongside refinement chips that allow users to narrow down their search results. These features are designed to be implemented without additional effort from publishers.

    In addition to these enhancements, Google is experimenting with a new search feature for flight-related queries, aiming to streamline the process of finding flight details by displaying results from airline websites in a separate unit.

    These changes are exclusive to the EEA as part of Google’s commitment to comply with the DMA, which seeks to regulate large technology companies and promote a fair digital market. Google invites EEA-based companies to participate in these new features, emphasizing the opportunity to improve business visibility in search results.

    As the DMA’s enforcement date approaches, Google’s efforts to comply with the legislation reflect its dedication to maintaining a user-centric approach while adapting to regulatory requirements. This move is expected to significantly impact the digital market landscape in the EU, offering users more choices and transparency in their digital experiences.

    For more detailed information and to stay updated on Google’s search-related announcements, visit the Google Search Central Blog.

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    Google Launches New Search Features in Europe to Enhance User Experience and Compliance