Ep 187: Exploring Google’s DMA Compliance & User Search Behavior with Siinda’s Stephanie Verilhac
Stephanie Verilhac of Siinda discusses the EU's DMA & its impact on search behavior. Research showed Google's self-preferencing persists despite compliance changes. We discussed interesting regional differences in search behaviors & how photos & business websites play key roles in user decisions.
In Episode 187 we interview guest Stephanie Verilhac of Siinda. Siinda is an industry association that brings together agencies and technology companies in the local search and “on demand” industry sectors. We explored the application of the EU's Digital Markets Act (DMA) and the effects of Google compliance changes on searcher behaviors. Stephanie highlighted Siinda's role in supporting digital businesses across Europe and its interest in user responses to Google’s compliance measures.
We focused on joint Siinda/Near Media consumer behavior research, examining Google search results in Ireland, France, and Germany for kitchen remodeling services. While Google implemented changes to align with the DMA's anti-self-preferencing rules, the study revealed that user engagement overwhelmingly favored Google's own ecosystem, including its Local Pack and Maps. The newly introduced "Places Sites" carousel at the top of the search results showed minimal clicks compared, when present, to Google's own properties.
Stephanie emphasized notable regional differences in searcher behaviors and needs: Irish users prioritized "near me" searches, French users leaned heavily on brand recognition, and Germans showed a higher propensity to click ads and desire more sophisticated web sites. Cultural diversity across the EU proved significant in shaping search behavior. Photos and reviews emerged as key factors universally influencing decisions, with users frequently clicking through to business websites for final evaluations.
The conversation also touched on DMA compliance challenges, with Stephanie noting Google's approach often skirts full adherence in local as well as other areas targeted by the EU.
As the European Commission continues enforcing the DMA under its newly appointed leadership, Stephanie predicted more scrutiny on gatekeepers and potential updates in 2025.
Related resources
Near Media Research: European Local Search Behavior in the Home Services Vertical
Siinda Full DMA Research Results
REGULATION (EU) 2022/1925 OF THE EUROPEAN PARLIAMENT AND OF THE COUNCIL on contestable and fair markets in the digital sector