The Near Memo Consumer Research Highlights Limited Impact of EU Mandated Local SERP Change & On-going EU Challenge
Consumer Research Highlights Limited Impact of DMA Mandated Google's SERP Changes:
Near Media unveiled findings from their latest research on the restaurant vertical in Ireland, investigating the effects of Google's Search Engine Results Page (SERP) changes in light of the Digital Markets Act. The study aimed to ascertain whether Google's adjustments to its Irish SERP features influence user click behavior or choices, particularly in selecting restaurants. The UI changes implemented by Google, such as the Places Sites module intended to feature local directories and content websites about restaurants, received minimal engagement from users. Despite its visibility in 60% of searches, it was often overshadowed by the prominence of Google Business Profile results and the traditional local pack, especially on mobile devices where user scrolling was limited. This outcome suggests that while Google's efforts to adapt to the DMA's requirements are visible, they have yet to significantly alter user interaction with SERP features.
The Rise of Zero-Click Searches: A Challenge to Content Publishers and a Boon for Google Business Profiles:
zero-click searches refer to queries resolved on the search engine's results page itself, without leading the user to an external website. This trend, particularly pronounced in the restaurant sector, signifies a shift towards Google Business Profiles (GBP) as the primary source of information for users, sidelining traditional content publishers and third-party platforms like TripAdvisor and OpenTable.
Research indicates that approximately 50% of mobile searches for restaurants end without a click to external sites, as users find sufficient information within Google's local finder or GBP listings. On desktops, this figure slightly decreases but remains significant. Interestingly, when users do opt for external sources, TripAdvisor emerges as the dominant choice, overshadowing competitors such as Yelp, despite its historical association with restaurant reviews.
EU faces regulatory challenges vis a vis Google’s Self-Preferencing in Local search results:
The dynamics of zero-click searches and the role of self-preferencing by Google,has implications for competitors, consumer choice and regulators. The European Union faces significant regulatory challenges in addressing these issues, given the lack of clear success criteria and the general nature of current regulations. The visual dominance of Google's "pack" feature and its influence on consumer behavior, with a significant portion of users engaging with these results, denies any benefit theoretically invoked by Google’s SERP changes. Brands like TripAdvisor and ZocDoc manage to stand out through strong branding and SEO efforts, suggesting that a balanced approach is essential for visibility and engagement in the highly competitive digital landscape.
The Near Memo is a weekly conversation about Search, Social, and Commerce: What happened, why it matters, and the implications for local businesses and national brands.
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