Since 06 March, the Digital Markers Act (DMA) has been in force in the European Union, which governs the activities of the largest companies on the internet, known as ‘gatekeepers’ (access gatekeepers). These include Google, of course, but also Apple. The aim of the Regulation is to restrict monopoly practices. As one of the first consequences of the DMA, for example, it is not possible to switch from Google Search to Google Maps and Business Profile. What might this change result in and what should we expect?
The DMA imposes a number of restrictions on access gatekeepers, which, in simple terms, is a ban on favouring their own services. Hence, it is for this reason that it is currently not possible to switch from Google Search to Maps. When you type in a local phrase, a Business Profile (formerly the Google My Business card) appears on the right, a thumbnail map, but clicking on it does nothing – you are not redirected to Google Maps.
Additionally, the “Maps” tab has disappeared from the search engine, which previously allowed users to navigate to Google Maps.
On the Business Profile that is displayed in Google Search, we can select the Route option or click on the business address, in which case we will be taken to Google Maps. We can change the region in the search settings to any country outside the EU. We can simply go straight to Google Maps and search for Business Profiles there: https://www.google.com/maps/.
Users can still, from the search engine, view images, read the information and reviews provided, add their own opinion, see the phone number or navigate to the website. However, they cannot check the location on Google Maps by going directly from the search engine unless they click on the address of the business.
The changes introduced are guaranteed to increase the frustration of users who have become used to the smooth transition from search to Google Maps and the free browsing of information on Business Profiles. According to Yelp’s study, the traffic and users will remain within the search engine, making it paradoxical that Google will benefit (source: https://blog.yelp.com/news/googles-changes-do-not-comply-with-digital-markets-act/).
In the future, all sections of Google’s search engine responsible for displaying local results may become paid results.
We can only watch to see what happens with Google’s services and how users react to the changes. Perhaps they will simply get used to viewing Business Profiles on Google Maps rather than directly from the search engine.
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