What is the Digital Markets Act (DMA)?
This is a European regulation designed to make the digital sector fairer and more competitive. To this end, it regulates the market by imposing new obligations on the major web players, who are in a virtual monopoly situation. These obligations include:
- No longer favor their services over those of competitors (Google Flight or Google My Business Profile, for example)
- No longer use personal data collected between different services without users' consent (Facebook and Whatsapp for the Meta company, for example)
- Provide access to a certain amount of essential data for companies using the platforms (Google Ads, for example)
This legislative framework imposes new constraints on web giants, reducing their dominant position in favor of a diversity of services. The latest phase of this legislation came into force on March 7, and the pace of change is set to accelerate.
Find out more: https://www.entreprises.gouv.fr/fr/actualites/numerique/politique-numerique/adoption-de-la-legislation-sur-marches-numeriques-dma
Google's adaptation to the DMA: what changes for the e-commerce sector?
Google SERP adaptations
Google is now forced to diversify its search results (its SERP) to offer services other than its own.
- Appearance of location sites" section "which includes links to comparison sites and directories
- Your company details Google My Business Profile which used to appear on the right-hand side of SERP results, no longer appears systematically.
- The Maps button above the SERP results has disappeared, so as not to favor this mapping app over another. The SERP now shows links to various map sites (Mappy, Viamichelin...).
- Google reviews are no longer highlighted but mixed with reviews from different sites
- Google Flight has been replaced by "flight comparison options".
- ...
To avoid being penalized by these changes, it's imperative not to rely solely on Google's services for your local SEO.
Third-party cookie consent
The DMA requires Google to ensure that consent is obtained from its advertisers. Similar audiences (which recently disappeared) in Google Ads did not meet this requirement. Now it's remarketing in Google Ads that poses a problem in the face of the DMA.
At the same time, GA4 is committed to guaranteeing the most reliable data possible, despite the fact that 39% Internet users refuse cookies.
To overcome these two problems, Google has been working on a tool to model the missing data.
On average, 39% of French Internet users refuse cookies, according to IFOP, and this figure is rising.
How can you limit the impact on your online visibility?
Optimize your local referencing
To ensure your visibility in the SERP without relying solely on Google services, here are our local SEO tips:
- Have a store locator on your website
- Create local pages and write local content
- Setting up structured data
- Be listed in local directories
- Optimize your social networking profiles
- Obtain customer reviews from a variety of sources
- Optimize your Google and Bing listings
- Serve geolocated paid ads
Install Google Consent V2
Because 39% has refused to accept cookies, you're missing data on traffic, conversions, etc. Google Consent V2 lets you model this missing data on the behavior of users who have accepted cookies.
For most users, especially those running Google Tag Manager (GTM), the technical integration of Google Consent V2 is not overly complicated. It's just a matter of harmonizing existing end goals with the new consent requirements. It may be necessary to create new purposes or modify the default consent refusal settings (for example, ad_user_data for opt-out). We suggest balancing interests between advertising performance and privacy before implementing these settings.
If you need any help, we can of course work with you on the technical integration of Google Consent V2.
Place your trust in your Soledis e-commerce agency
The adaptations imposed by the DMA and Google's responses present both challenges and opportunities for the e-commerce sector. By adopting proactive strategies such as local SEO optimization and the integration of advanced consent solutions, companies can not only comply with these new guidelines, but also improve their online positioning and visibility.
For assistance in adapting your e-commerce strategy to the latest developments, our team of webmarketing experts is at your disposal. Contact us for a personalized consultation and find out how we can help you maximize your online presence in the DMA era.
