Since March 6, the Digital Markets Act (DMA) has been in effect throughout the European Union. This law regulates the operations of the largest companies on the Internet, known as “gatekeepers.” These include, of course, Google, as well as Apple. The aim of the regulation is to limit monopolistic practices. One of the first consequences of the DMA is, for example, the inability to transition directly from the Google search engine to Google Maps and Business Profile. What could be the ramifications of this change and what should we expect?
The Impact of DMA on Google Maps and Business Profiles
The DMA imposes a number of restrictions on gatekeepers, which, in simplified terms, consist of a ban on favoring their own services. It is precisely for this reason that it is currently impossible to transition from the Google search engine to Maps. When you enter a local search term, the Business Profile (formerly Google My Business listing) appears on the right along with a map thumbnail, but clicking on it yields nothing – you are not taken to Google Maps.
Additionally, the “Maps” tab has disappeared from the search engine, which until now allowed users to transition to Google Maps.
What to Do If You Want to Use Google Maps?
- Alternatively, click on the company’s address, and you will be taken to Google Maps.
- You can change the region in your search engine settings to any country outside the EU.
- You can simply go directly to Google Maps and search for Business Profiles there: https://www.google.com/maps/.
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How Do Business Profiles Currently Work?
From the search engine, users can still view photos, read the provided information and reviews, add their own review, view the phone number, or visit the website. However, they cannot check the location on Google Maps via a direct transition from the search engine unless they click on the company’s address.
What Dangers Does This Change in Google Services Pose for Local Businesses?
The introduced changes will undoubtedly increase the frustration of users who have become accustomed to seamlessly transitioning from the search engine to Google Maps and freely browsing information on Business Profiles. According to an analysis by Yelp, traffic and users will remain within the search engine, paradoxically benefiting Google (source: https://blog.yelp.com/news/googles-changes-do-not-comply-with-digital-markets-act/).
- Above all, however, the inability to transition from the search engine to Google Maps may affect the statistics in Business Profiles. Data on profile views, website visits, or route selections could change dramatically.
- Additionally, a “Places Comparator” section is appearing on select local search results, which may in the future serve as another opportunity for generating paid traffic (currently, it is a free search result).
- In addition to the Places Comparator, a “Places” section has also appeared in the search engine, which presents additional Business Profiles matched to the user’s search. These are organic, free results.
- To be featured there, you need to ensure the quality of your Profile and its optimization.
- Business owners will, therefore, have to update their information, respond to reviews, and verify the emerging photos.
- In the future, all sections in the Google search engine responsible for displaying local results may become paid results.
DMA, Google Maps and Business Profiles – Next Steps?
We are left to observe what will happen with Google services and how users will react to these changes. Perhaps they will simply get accustomed to viewing Business Profiles on Google Maps, rather than directly from the search engine.
Sources and Additional Information:
- https://support.google.com/accounts/answer/14202892
- https://commission.europa.eu/strategy-and-policy/priorities-2019-2024/europe-fit-digital-age/digital-markets-act-ensuring-fair-and-open-digital-markets_pl
- https://support.google.com/accounts/answer/14202510
- https://blog.yelp.com/news/googles-changes-do-not-comply-with-digital-markets-act
