Google has quietly expanded its EEA search result units to cover local business queries. The company updated its Search Central documentation on September 18, confirming that both the aggregator unit and the supplier unit now handle local searches.
What changed
During the initial rollout on September 8, Google described the supplier unit with examples like plumbers and physical stores, but local queries were not listed as supported. That distinction has disappeared. The changelog entry is brief:
“The aggregator unit and supplier unit now support local business queries.”
Both Search Central pages now include local businesses alongside hotels, flights, long-distance trains or buses, and products. In short, EEA local searches can now surface a directory-style unit and a companion unit for individual businesses.
How the units work
The mechanics haven’t shifted. The aggregator unit shows listings from approved vertical search services, including directories, comparison shopping services and metasearch engines. The design allows just one aggregator at a time, with the top-ranked provider’s results expanded by default. The supplier unit appears alongside it and shows the businesses themselves.
For local intent, Google’s Actions Center describes queries around dining, services such as beauty salons, and attractions. Directories need approval as a vertical search service. Local applicants use the same interest form as hotel, flight and ground transport queries, and they must supply a point-of-interest feed with:
- Business name, address and phone number
- Category and images
- Ratings
Google says the feed data is only used to fill the partner’s own unit and won’t be used for Google’s services or competitor units. The aggregator unit “replaces existing units” on the results page for local searches, but Google doesn’t name the local pack or Business Profiles in that context.
Businesses themselves don’t need to send anything. Direct providers must serve users in the EEA and only need to be crawlable to qualify, though feeds can enhance their results. The supplier unit only appears when an aggregator unit does.
Why this matters for local SEO
For local queries where these units appear, EEA results now have an aggregator side and a supplier side. Approved directories and vertical search services can compete for placement once they supply the feed. Local businesses can appear next to them without sending Google extra data.
Google hasn’t said how often the units show for local queries or which aggregators are approved. That means rank tracking and Search Console data from EEA countries may now describe a different search experience than the same queries elsewhere.
The regulatory backdrop matters too. Google made the redesign to comply with the EU’s Digital Markets Act, and the European Commission’s July 23 decision gave Google 60 days to comply. The September 18 documentation update lands as that deadline approaches.
Action plan for directories and local brands
For local businesses in the EEA, the priority is clean crawlable data. Make sure your name, address, phone, categories, images and ratings are consistent wherever Google can see them, then watch Search Console and local rank trackers for new directory placements and supplier slots.
For directories and comparison services, feed quality is the moat. Apply through the vertical search service interest form and make your point-of-interest feed complete, accurate and category-specific. Since only one aggregator unit appears at a time, relevance and structure can beat size.
A simple framework: crawlability is the floor and feed completeness is the ceiling. If your EEA local presence isn’t crawlable, you can’t appear in the supplier unit. If your directory feed is thin, you won’t win the aggregator slot.
Source: Search Engine Journal
