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Changes to Google Maps and Business Profiles forced by the European Union – a threat to local businesses?

Zmiany na Mapach Google wymuszone przez UE

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?

Impact of the DMA on Google Maps and Business Profiles

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.

What if we want to use 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/.

How do Business Profiles operate nowadays? 

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.

What are the dangers for local businesses of the change in Google services?

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/).

  • Above all, however, not being able to go from search to Google Maps can affect the statistics in the Business Profiles. The data on Profile views, navigating to a page or selecting a route to a destination can change significantly. 
  • Moreover, a Place Comparison section appears on selected local search results, which in future may provide another opportunity to generate paid traffic (currently it is a free search result).
  • In addition to the Places Search Comparator, a Places section has also appeared in the search engine, and it presents further Business Profiles matched to the user’s search; these are organic, free results.
    • In order to appear there, the quality of the Profile and its subsequent optimisation must be ensured. 
    • Business owners will therefore need to update their information, respond to feedback and verify the photos that appear. 

In the future, all sections of Google’s search engine responsible for displaying local results may become paid results.

DMA, Google Maps and Business Profiles – next steps?

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. 

Sources and additional information: 



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