European Search Changes
Google has added activity and event queries to two specialized search units within the European Economic Area.
The updates to Search Central documentation cover travel, visits, and event searches known as “things to do,” as Search Engine Roundtable reported.
Barry Schwartz first highlighted the documentation changes on November 9, 2026. The new guidelines divide listings into two distinct blocks with different access requirements for businesses operating across the 27 European Union member states plus Iceland, Liechtenstein, and Norway.
Aggregator Unit Access
The aggregator unit targets vertical search services such as online travel agencies and price comparison sites. This block displays a single aggregator at a time, showing the top-ranked provider by default while allowing users to select alternatives.
Companies must secure approval as vertical search services, provide direct feeds or APIs, and submit a formal expression of interest. These formats stem from the Digital Markets Act, which prohibits large platforms from favoring their own services.
Supplier Unit Requirements
The supplier unit covers direct providers like independent hotels and local merchants. Google requires no special data submission beyond standard website crawling, but this unit only appears when an aggregator unit is present on the page.
The rollout follows previous expansions for local commerce queries in September 2026.
Search Documentation Timeline
- February 2024: Google announces initial aggregator units and search filters for the European Economic Area.
- September 8, 2026: Search Central publishes documentation for aggregator and supplier units limited to hotels, flights, and products.
- September 18, 2026: Local commerce queries join the supplier and aggregator documentation pages.
- November 9, 2026: Google updates Search Central to include activity, tour, and event queries.
Why Search Units Appear in Europe
Why do these search units only appear in Europe?
The units stem from the European Union’s Digital Markets Act. The regulations prohibit major technology platforms from giving preferential treatment to their own proprietary search services.
Do activity providers need to submit data feeds?
Direct suppliers do not need to submit feeds or APIs. Google relies on standard website crawling to surface eligible businesses in the supplier unit.
What triggers the display of the supplier unit?
The supplier unit never appears on its own. It depends entirely on the presence of an active aggregator unit on the search results page.
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