EEA rich results, aggregator units and refinement chips
Google introduced European Economic Area-only search formats to satisfy Digital Markets Act obligations on fair ranking.
What changed
Ahead of the DMA compliance deadline Google shipped EEA-specific result formats, including dedicated units surfacing comparison sites and aggregators, new rich result types for suppliers such as hotels and airlines, and refinement chips letting users switch between categories of result. The changes produced measurably different results pages inside and outside the EEA for the same queries, and both aggregators and direct suppliers reported significant traffic shifts. Only the month of announcement is documented here.
Timing
Rollout began 1 February 2024. No completion date was announced. Rankings typically remain unstable for the whole rollout window, so measurements taken inside it are not a reliable read on the outcome.