In Europe, more particularly Google shifts its results.
Specifically, Google made a limited test in Germany, Belgium, and Estonia in an attempt to follow DMA rules more effectively. This test is dedicated to filtering relevant information concerning hotels and accommodations. These results will now appear as blue links – a reference to the early days of the site.
A change provoked by the EU requirements
This change is primarily caused by pressure from the European Union that is demanding that Google’s compliance with the DMA increases. In a blog post, it was revealed that Google has been extremely busy with the European Commission as well as individual industries such as hotels, airlines, and compared retailers. Google reports that all three types of businesses have 30% less visitors due to the changes of the sites to be more DMA compliant.
Comparison sites ask for more
However, comparison sites, which provide various results to enable users select from, demand more. That is why Google is presenting three new changes for Search. The primary modification is “broader and uniformly designed sections” which let the users select between the comparison sites and the provider sites. This change only affects the product search, hotel, flight and restaurants.
The fact that change should be performed for the benefit of users shows that such change is reasonable and justified.
Also and different change is one in which formatting enables the comparison site to display more information when they appear in Google Search including images and prices. The last evolution over the past year concerns the launching of new advertising spaces for comparison sites.
To TechCrunch’s knowledge, this is the first statement made by the European Commission about the use of the DMA. Lea Zuber, the EU’s spokeswoman did not say much rather she affirmed that they are ‘‘currently assessing Google’s compliance proposals.’’
This is a temporary hotel-specific test, but Google claims that it is ‘very reluctant’ to proceed with such manoeuvres because these changes might harmed Google and Europe’s businesses.
The tech firm is trying to strike a balance between compliance with the law, European consumers, businesses and its own interests.
