Google's local search results in Europe look significantly different than in the US and UK. This isn't a design choice--it's regulatory compliance. The European Union's Digital Markets Act (DMA) forced Google to restructure how local results appear, creating new opportunities and challenges for businesses targeting European customers. Our team of local SEO specialists stays current on these regulatory changes to help clients maintain visibility across European markets.
The changes stem from Article 6(5) of the DMA, which mandates that gatekeepers not give preferential treatment to their own products or services versus third-party competitors. For local search, this means acknowledging and incorporating third-party aggregator platforms in ways that American users simply don't see.
Near Media's extensive user studies across Ireland, Germany, France, and Spain reveal significant differences in how Europeans interact with local search results. Rather than Google acting as the sole source of truth for local business information, the European SERP now acknowledges aggregator platforms and directs users to external listings through refinement chips and carousel units.
Key European Local SERP Changes
27
EEA Countries Affected
4
Verticals Modified
3+
New SERP Elements
Understanding the Regulatory Shift: Why Europe Gets Different Results
The European Economic Area now sees a fundamentally different local search experience. This change stems from Article 6(5) of the DMA, which mandates that gatekeepers not give preferential treatment to their own products or services versus third-party competitors.
What the DMA Requires
The Digital Markets Act's core requirement is simple in concept but far-reaching in implementation: Google cannot privilege its own local products over third-party aggregators. For users searching local businesses, this means showing alternatives to its own results rather than keeping users within Google's ecosystem.
The regulation affects four key verticals: Local (restaurants, services, retailers), Travel (hotels, flights), Products (e-commerce), and Jobs (employment listings). Each vertical now includes elements designed to direct users to third-party platforms.
The geographic scope encompasses all 27 European Economic Area countries plus Norway, Liechtenstein, and Iceland. The UK, despite being in Europe geographically, is not part of the EEA and continues to see traditional local results identical to US markets.
What This Means for Searchers
For a user searching "restaurants near me" in Paris, the SERP now presents refinement chips that can take them to aggregator pages instead of filtering within Google's own results. A "hotels in Barcelona" search might show a Places Sites Aggregator Unit featuring Booking.com, Expedia, and Hotels.com before the traditional Local Pack appears.
This fundamentally changes how local businesses achieve visibility. Rather than optimizing solely for Google's Local Pack, businesses must now consider their presence on the aggregator platforms that receive prominent placement in European search results. Working with an experienced SEO agency that understands these dynamics is essential for comprehensive European market coverage.
Understanding the unique features that appear in EU/EEA local results
Refinement Chips
Auto-generated tabs at the top of results that lead to aggregator result pages rather than filtering within Google's local pack
Places Sites Aggregator Unit
A carousel of local aggregator sites placed above or below the traditional Local Pack
Aggregator Carousel Rich Results
Rich result carousels within organic listings highlighting multiple business profiles from a single aggregator
Multi-Directory Review Summary
Aggregated reviews from across multiple platforms displayed when viewing business profiles
Refinement Chips and Filter Tabs
Refinement chips appear as auto-generated tabs at the top of European local search results. Unlike traditional filters that help users narrow within Google's own results, these tabs take users directly to pages of local aggregator results.
The most prominent is the Places Sites Refinement Chip, which appears when Google detects that an aggregator might have relevant results. Clicking this chip doesn't filter Google's local pack--it takes users to an external aggregator's page where that platform's ranking algorithms determine what businesses appear.
Strategic implications for businesses:
- Click-through dynamics shift: Users who might have clicked on a Local Pack result may instead navigate to aggregator pages
- Aggregator relationships matter: Being absent from relevant aggregators means missing visibility when users click refinement chips
- Vertical specialization: Different aggregators dominate different verticals--restaurants use different platforms than hotels or home services
Example scenario: A user searching "dentists open now" in Amsterdam might see a refinement chip labeled "Places Sites" that leads to a platform like ZorgkaartNederland or a general aggregator listing. The dental practice that optimized only for Google's Local Pack may not appear on that aggregator's results at all.
Understanding which refinement chips appear for your target queries--and which aggregators they link to--is now essential intelligence for local SEO in European markets. Our European SEO services include comprehensive aggregator presence analysis to identify opportunities and gaps in your current strategy.
Places Sites Aggregator Unit
The Places Sites Aggregator Unit is a carousel of local aggregator sites placed within local search results. Its position varies but frequently appears either just above or just below the traditional Local Pack, depending on search context and query intent.
Placement variability: In some searches, the aggregator carousel appears first, pushing the Local Pack below the fold. In others, it appears after the Local Pack. This variability means businesses cannot assume users will see their Google Business Profile before encountering aggregator options.
Common European aggregators by vertical:
- Restaurants and Dining: TripAdvisor, TheFork, OpenTable (regional variants), and local food platforms
- Hotels and Accommodations: Booking.com, Hotels.com, Expedia, Agoda
- Home Services: Trustpilot, Checkatrade (UK), local trade directories
- Retail: Price comparison sites and marketplace platforms
Visual description: The aggregator unit appears as a horizontally scrollable carousel showing aggregator logos and business counts. Each card represents a platform, and clicking a card either links to that platform's search results or, in the case of rich results, shows a carousel of actual business listings from that aggregator.
This carousel creates a new competitive dynamic between aggregators for SERP visibility. For businesses, the implication is clear: presence on the aggregators that appear in these carousels is now a prerequisite for comprehensive local visibility in European markets.
How EU Local Results Differ from US and UK
Side-by-side comparison reveals significant structural differences in how local results are presented. The European SERP includes elements that simply don't appear in US or UK results.
Key Differences
| Element | EU/EEA | US/UK |
|---|---|---|
| Refinement Chips | Present above results, leading to aggregators | Not present |
| Aggregator Units | Prominent carousel placement | Not present |
| Multi-Directory Reviews | Standard feature on business profiles | Google reviews only |
| Local Pack Position | Below aggregator units | Above all other elements |
| Branded Directory Buttons | Appear above Local Pack | Not present |
Visual comparison: In a US search for "Italian restaurants Chicago," users see a Local Pack with map and business cards immediately. In the same search from Berlin, users first see refinement chips that may link to aggregator pages, followed by an aggregator carousel, before reaching the Local Pack.
Traditional Elements That Remain
Despite the new elements, some features remain consistent across all markets. The Local Pack still appears and still features Google Business Profiles. The Local Onebox for brand-specific queries remains unchanged. People Also Ask (PAA) integrates as before, and traditional organic results continue to rank based on quality signals.
What has changed is not the presence of these elements but their position and prominence. The Local Pack is no longer the default starting point for local information--it's one option among several that the SERP presents. For businesses with international presence, adapting your local SEO strategy to account for these regional differences is critical for maintaining visibility across all target markets.
Aggregator Participation
Prioritize listing on relevant European aggregators based on your vertical. Being absent from aggregator units means missing prominent SERP visibility.
Cross-Platform Reviews
Implement review management across multiple platforms. The multi-directory summary means reviews from across the web influence local visibility.
Technical Optimization
Ensure proper structured data implementation for aggregator relationships. Rich result participation requires correct markup.
Enhanced Tracking
Adapt tracking to monitor multiple SERP elements beyond the Local Pack. Traffic attribution now spans additional result types.
Measuring Performance in the New SERP Environment
Traditional local SEO metrics take on new meaning in the DMA-compliant environment. Understanding how to track visibility and performance requires adapting existing approaches.
Tracking Methodology
Monitoring local search performance in Europe now requires a multi-element approach. Rather than focusing solely on Local Pack rankings, businesses must track appearance across all SERP elements that might drive visibility and traffic.
Key tracking considerations:
- Aggregator unit monitoring: Track which aggregators appear in carousels for your target queries and whether your business is featured when aggregators rank well
- Refinement chip mapping: Document which refinement chips appear for common searches and where they lead--your aggregator presence may determine visibility when users click through
- Multi-directory review monitoring: Implement tracking for review presence and ratings across the platforms that feed into European review summaries
Key Metrics to Monitor
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Aggregator Unit Appearance: How often does your business appear in aggregator carousels? This depends on both your aggregator relationships and how well those aggregators rank.
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Refinement Chip Destination: When refinement chips appear for your queries, does your business appear on the destination pages? This requires testing and monitoring from the user perspective.
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Review Summary Visibility: How do your cross-platform reviews appear in summaries? Inconsistent ratings across platforms now directly impact what users see.
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Local Pack Ranking: Traditional ranking still matters within Google's native results, but it represents a smaller share of total visibility.
Implementation guidance: Use location-based tracking tools that can detect European SERP variations. Supplement automated tracking with periodic manual checks, as SERP elements can vary significantly based on search context and personalization. Consider implementing UTM parameters across aggregator referral traffic to understand how users flow through these new pathways. Our SEO analytics services include comprehensive multi-element tracking to ensure you capture the full picture of your European search visibility.