Google is rolling out a new-look search results display for a select group of European Union (EU) users. This test is a direct response to the EU’s Digital Markets Act (DMA), which aims to level the playing field for digital platforms. The changes will primarily affect searches related to products, restaurants, flights, and hotels, giving users different filtering options to select between direct supplier results and price comparison websites.

For digital marketers, SEO experts, and businesses, these changes could significantly impact search engine rankings, organic traffic, and paid advertising strategies. Understanding how these updates work is crucial for optimizing content, improving user experience, and maintaining visibility on Google’s search engine results pages (SERPs).

Background of the Digital Markets Act (DMA)

The Digital Markets Act (DMA) is an EU regulation designed to prevent dominant tech companies from favoring their own services over competitors. The law primarily targets Google, Apple, Meta, Amazon, and Microsoft, ensuring that their platforms remain fair for all businesses and consumers.

The DMA enforces strict guidelines on:

• Self-preferencing: Preventing companies from prioritizing their own services in search results.
• Interoperability: Ensuring third-party platforms can integrate fairly.
• Data Sharing: Giving users more control over their data.

For SEO agency, affiliate marketers, and eCommerce businesses, these regulations could reshape how Google displays search results, influencing organic traffic, local SEO, and paid search strategies.

Why Google Is Changing Its Search Results in the EU

Google has been under scrutiny for allegedly prioritizing its own services—such as Google Flights, Google Shopping, and Google Hotels—over third-party comparison sites. With the DMA in effect, Google is now testing a solution that provides users with clearer choices between:

• Direct supplier results (e.g., airlines, restaurants, hotels, retailers).
• Intermediary sites (e.g., Booking.com, Expedia, Skyscanner, TripAdvisor, and price comparison platforms).

This change aims to increase competition, drive more diversity in search results, and enhance user experience. However, the impact on search traffic, conversion rates, and digital advertising strategies remains uncertain.

Details of the Google Search Results Test

Scope of the Test

The new search format is currently being tested in the EU for users searching for:

• Flights (e.g., "Flight to Boston from Vienna")
• Restaurants (e.g., "Steak dinner in Vienna")
• Hotels
• Products (eCommerce searches)

How the New Search Layout Works

Google is introducing "new units" in search results, allowing users to toggle between:

• Direct supplier results (e.g., official airline, hotel, or restaurant websites).
• Comparison websites (e.g., price aggregators and booking platforms).

This new approach could significantly influence SEO strategies, content marketing, and PPC campaigns across various industries.

Changes in Search Display for Flights

Users searching for flights will now see:

• Options to filter results by airline providers (e.g., Lufthansa, Delta, Ryanair).
• A separate section for flight comparison sites (e.g., Skyscanner, Expedia, Kayak).

For travel SEO and PPC campaigns, this shift means businesses must optimize their visibility across both direct search results and comparison platforms.

Changes in Search Display for Restaurants

Previously, Google’s local pack heavily featured Google Maps results. Now, users can:

• Filter between direct restaurant listings (Google My Business profiles).
• View results from review and booking platforms (e.g., TripAdvisor, Yelp, OpenTable).

This could impact local SEO strategy, Google Business Profile optimization, and restaurant marketing efforts.

Changes in Search Display for Hotels

Hotel searches now present users with two main options:

• Direct hotel websites (Marriott.com, Hilton.com, etc.).
• Price comparison sites (Hotels.com, Booking.com, Expedia).

For hotel marketers and SEO professionals in the hospitality industry, this means adjusting search engine marketing (SEM) strategies to target both direct and third-party traffic sources.

Changes in Search Display for Products (eCommerce SEO Impact)

Google Shopping has historically dominated product-related searches. Under the new system:

• Users can choose direct retailer sites (Nike.com, Apple.com, etc.).
• Or browse comparison shopping engines (PriceRunner, Idealo, Kelkoo).

This shift could affect eCommerce SEO, Google Shopping ads, and online retail marketing efforts.

How the New Units in Google Search Work

While screenshots of the exact "new units" aren’t available yet, Google’s spokesperson confirmed that these changes aim to balance intermediary platforms vs. direct suppliers. The key takeaway for digital marketing experts is that visibility strategies may need to shift toward optimizing both:

• Google’s organic search results (traditional SEO).
• Comparison shopping platforms, booking sites, and aggregators.

This means affiliate marketers, PPC specialists, and eCommerce brands must rethink how they position themselves in Google Ads, Google Shopping, and organic search rankings.

Impact of Google’s Changes on EU Websites

For businesses operating in the EU, this test could lead to:

• Shifts in organic traffic distribution between direct brands and aggregators.
• Changes in PPC ad placements and competition.
• A more level playing field for smaller businesses.

Understanding these trends is crucial for SEO consultants, content marketers, and social media strategists looking to stay ahead.

Global Implications of Google’s Search Display Changes

While this test is currently EU-specific, similar regulations could emerge in other regions, influencing Google search trends worldwide. Digital marketers in the USA, Canada, and Australia should monitor these developments closely.

What to Expect Moving Forward

Google’s search display experiment will likely evolve based on:

• User feedback and engagement metrics.
• Regulatory responses from the EU.
• How businesses adjust their SEO and PPC strategies.

For now, SEO professionals, content creators, and digital advertisers must stay flexible, adapting to new search trends and exploring alternative platforms like Bing, DuckDuckGo, and social media marketing.

Potential Long-Term Effects on Search Engine Landscape

Google’s new-look search results in the EU mark a significant shift in how users discover products, services, and travel options. These changes could impact search rankings, paid advertising strategies, and eCommerce sales.

For SEO agency, PPC experts, and content marketers, the key takeaways are: 
✅ Monitor Google’s test results closely. 
✅ Optimize for both direct search results and comparison sites. 
✅ Stay ahead of Google’s evolving algorithm changes.

By staying informed and adapting strategies accordingly, businesses can maintain a strong presence in search results despite regulatory shifts.