Exploring Google’s DMA Compliance & User Search Behavior with Siinda’s Stephanie Verilhac

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Stephanie Verilhac of Siinda discusses the EU's Digital Markets Act (DMA) and its impact on search behavior. Siinda's research with Near Media showed Google's dominance persists despite compliance changes, with users favoring its ecosystem. Regional differences in search trends were highlighted, including Irish “near me” preferences, French brand loyalty, and Germans' ad clicks. Photos, reviews, and business websites play key roles in user decisions. Verilhac noted Google's partial adherence to the DMA and challenges for smaller businesses in competing with large aggregators. Future DMA updates and expanded research are expected.
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 its effects on search behavior. 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" module showed limited visibility and minimal clicks compared to Google's properties.
Stephanie emphasized notable regional differences: Irish users prioritized "near me" searches, French users leaned on brand recognition, and Germans showed a higher propensity to click ads. Cultural diversity across the EU proved significant in shaping search behavior. Photos and reviews emerged as key factors 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. While ads are open to all businesses in theory, financial realities favor large aggregators over smaller players.
As the European Commission continues enforcing the DMA under its newly appointed leadership, Stephanie predicted more scrutiny on gatekeepers and potential updates in 2025. Siinda offers resources on their website, cinda.org, and plans to expand research to additional markets.
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.
EP 187 Near Memo

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