DMA and Local SEO: What It Means for Your Network

The EU’s Digital Markets Act has changed how local search results are displayed in Europe since March 2024. Google introduced “place sites,” a carousel that highlights store locator pages, directories, and local comparison platforms alongside the traditional Local Pack. For multi-location businesses with indexed local pages, this creates an additional visibility channel in search results. While the DMA is an EU regulation, the UK has its own parallel framework — the Digital Markets, Competition and Consumers Act 2024 (DMCC Act) — which gives the Competition and Markets Authority (CMA) similar powers to regulate digital platforms. Understanding both frameworks is essential for businesses operating across the UK and Europe.

Two years after the EU regulation took effect, this guide reviews the actual changes, what didn’t happen despite alarming predictions, the concrete impact on your store locator, and the actions you should take.

The DMA in brief: what it requires from Google

The Digital Markets Act is a European Union regulation that curbs the power of large digital platforms. Adopted in 2022, it took effect on 6 March 2024. Its goal: prevent “gatekeepers” from favouring their own services over competitors.

Google is directly affected. Article 6.5 of the DMA prohibits a gatekeeper from giving preferential treatment to its own services in ranking and indexing. In practice, Google can no longer systematically promote Google Business Profile and Google Maps over third-party websites in its local search results within the EU.

The UK’s DMCC Act, which received Royal Assent in 2024, establishes a similar framework. The CMA can designate firms with “strategic market status” and impose conduct requirements — including rules about self-preferencing. While the UK changes have not yet resulted in the same visible modifications to search results, the regulatory direction is clear.

An important clarification: only Google Search is affected by the EU changes. Google Maps, when used directly by users, is not subject to these display modifications.

What actually changed in local results

Here are the changes observed in EU search results since March 2024, with two years of hindsight.

The “place sites” section

Google introduced a carousel labelled “place sites” in local search results across the EU. This carousel displays links to third-party web pages matching the local query. It appears sometimes above, sometimes below the Local Pack, depending on the search.

Three types of pages appear there. Store locator pages from multi-location businesses, when they exist as individually indexed pages. Local directories like Yell or Hoodspot. Industry-specific comparison sites like TripAdvisor for restaurants, Treatwell for beauty, or Doctolib for healthcare.

For a multi-location business, this is an entirely new visibility space. A local page from your store locator can appear there and capture clicks without going through Google Business Profile.

The modified Local Pack

The Local Pack (the 3 business listings with a map at the top of local results) still exists. Google did not remove it. Two notable modifications were made in the EU: the button that linked directly to Google Maps was removed, and the reviews displayed in listings now integrate third-party sources (Yelp, TripAdvisor, and other review platforms). The Local Pack remains a central element of local results, but it now coexists with place sites.

What hasn’t changed

The 2023 predictions announced the “end of Google Business Profile” or the “death of the Local Pack.” Two years later, none of these scenarios materialised.

Google Business Profile remains active and relevant. Business listings continue to feed the Local Pack and Google Maps. Google Maps is not affected by the DMA at all. According to a Partoo study based on 10 billion listing views, approximately 50% of local searches go directly through Google Maps, outside the scope of the DMA.

The EU changes do not currently apply to UK search results. However, with the DMCC Act in place, similar modifications could be introduced for users in the United Kingdom in the future.

The impact on your store locator

Store locator local pages are among the results that appear in place sites, alongside directories and comparison platforms. Google selects the displayed pages based on its own relevance criteria: having indexed SEO pages is a necessary condition, but appearing is not automatic. It depends on page quality, structured data, and relevance to the search query.

Networks that invested in indexable local pages before the DMA are now reaping the benefits in Europe: their locations appear both in the Local Pack (via GBP) and in place sites (via the store locator). That is double exposure on the same results page. For businesses with a presence in both the UK and EU markets, this dual visibility is already delivering results on the continent.

Networks without local pages experience the opposite effect. The space reserved for place sites is occupied by directories (Yell, Yelp) and comparison sites (TripAdvisor). These intermediaries capture the footfall-driving traffic that your own pages could have captured.

A JavaScript widget generates no indexable pages. It therefore cannot appear in place sites. This is yet another reason to switch to dedicated SEO pages if you haven’t already.

The DMA also converges with another trend: the rise of generative search engines. ChatGPT, Perplexity, and Gemini rely on structured web pages to recommend businesses. Your store locator’s local pages serve both objectives simultaneously: appearing in Google’s place sites and being citable by AI search engines.

Concrete actions for your network

The DMA does not require you to revolutionise your strategy. It reinforces principles that were already local SEO best practices. Adopting these practices now prepares you for both the EU’s DMA and the UK’s DMCC Act.

Deploy a store locator with indexed SEO pages. Each location must have its own URL, indexable by Google, with unique content. This is the minimum requirement to appear in place sites. If you don’t have a store locator yet or are using a widget, now is the time to make the switch. Our guide on how to choose a store locator details the evaluation criteria.

Ensure structured data is in place. Each local page must include complete LocalBusiness JSON-LD markup: name, address, phone number, opening hours, and geographic coordinates. Google uses this data to determine whether the page matches a local search.

Maintain information consistency. The same data (name, address, phone, opening hours) must appear on your store locator, your Google Business Profile listing, and local directories. This consistency is a trust signal for Google.

Optimise local page performance. Core Web Vitals remain a ranking factor. Fast pages with strong Lighthouse scores are more likely to appear in place sites.

Keep your Google Business Profile active. GBP is not dead. The Local Pack still exists. Continue updating your listings, responding to reviews, and publishing posts. The DMA added a channel; it did not remove the others.

Consider complementary channels. Apple Business Connect, Waze, and industry-specific directories (Yell, TripAdvisor, Treatwell depending on your sector) are gaining visibility thanks to the DMA. A consistent presence across these platforms strengthens your overall visibility and drives footfall.

To check whether your network is ready for place sites, request a demo.

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Indexed SEO pages per location, automatic structured data, DMA compliance. Store Locator .co.uk deploys your store locator in 7 days, no commitment. Request a demo.