Since the Digital Markets Act (DMA) came into force, Google has made more than 20 changes to Google Search. But that is not enough, the Mountain View firm must go even further.
As Google explains in an article published on its blog, the changes made to its search engine favor online comparators. The result is that small businesses, airlines and hotel operators are suffering. According to the report, since the changes, the click-through rate for bookings directly with them is down 30%.
Among the notable modifications, we note the appearance of dedicated spaces highlighting comparison sites, the deletion of important information (for example for flights) or even a reduction in the integration of Maps in search results. . Despite this, the system will still be modified for Europe.
The American company will extend the format of the modules in order to leave the choice to the user. The latter will thus be able to opt for the results of comparators or those which take them directly to the site of a company (reseller, restaurant, airline, hotel, etc.).
New formats are also planned to display additional information to comparison sites, including prices and images. There is also talk of adding new advertising units for said comparison sites. Apparently some sites would like to return to the display of yesteryear with only blue links, without any sophistication that could direct users to a direct sales site.
It is therefore with a feeling of constraint that Google will execute. In particular, it will set up a test in Germany, Estonia and Belgium. For a short period of time, the firm will remove certain functionalities linked to hotel displays, including the map showing their location. So there will only be the links, at least until the end of the test.
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