Search news · November 2026
Since 18 September, Google can show a box of directory results when people in Ireland search for a local business. On 9 November it spread to “things to do”. Here’s what it is, why the EU made Google do it, and how to make sure you still get the enquiry.
Short answer
Because of the EU’s Digital Markets Act, Google now shows two new boxes in search results across the European Economic Area, which includes Ireland. An aggregator unit shows results from approved directories and comparison sites. A supplier unit shows the businesses themselves. Google added local businesses on 18 September 2026 and things to do on 9 November. You don’t sign up for the supplier box: Google uses what it can crawl from your website. So the fix is good local SEO: a clear website, a complete Business Profile and accurate listings on the directories that show up.
Key takeaways
- A directory box can now appear in local searches in Ireland
- Businesses get a separate “supplier” box
- No sign-up for businesses: Google reads your website
- Directories must apply and send Google a data feed
- Your website, Business Profile and listings matter more
What changed in Google search?
The European Commission fined Google for favouring its own services in search. Google’s answer in Europe is to give directories and comparison sites their own space at the top of some results. It has rolled this out in steps:
23 July 2026
The European Commission fines Google €890 million under the Digital Markets Act. €460 million of that is for favouring its own services in search. Google gets 60 days to comply.
September 2026
Google rolls out redesigned search results across the EEA, with new boxes for “vertical search services”: directories, comparison and booking sites.
18 September 2026
Local businesses are added to the new boxes.
9 November 2026
Things to do (attractions and activities) are added.
These changes only apply to people searching from the EEA. Someone searching from the US or the UK still sees the old layout.
The two new boxes, explained
1. The aggregator unit (directories)
Built for directories, comparison sites, booking sites and metasearch engines.
- One directory’s results are shown at a time, with an option to switch to other directories
- Clicks go to the directory’s website
- Directories must apply to Google and send a data feed: name, address, phone, category and photos
2. The supplier unit (businesses)
Built for direct providers: hotels, shops and service businesses. Google’s own example is plumbers.
- Only appears when a directory box appears
- Clicks go to the business
- No sign-up needed: Google uses what it can crawl from your website
In Google’s words
Businesses “don’t need to provide additional data beyond what’s accessible through web crawling.” Data feeds are optional extras. (Google Search Central)
Which searches are affected?
Google lists six kinds of search where the boxes can appear for EEA users:
| Type of search | Example | Status |
|---|---|---|
| Hotels | “hotel in Galway” | Included |
| Flights | “flights Dublin to Lisbon” | Included |
| Long-distance trains and buses | “bus Dublin to Cork” | Included |
| Products | “running shoes” | Included |
| Local businesses | “plumber Dublin 15”, “hair salon Navan” | Added 18 Sep 2026 |
| Things to do | “things to do in Kilkenny” | Added 9 Nov 2026 |
Google describes local searches as dining, services such as beauty salons, and things to do such as attractions. Google hasn’t published how often the boxes appear, so the only way to know is to check your own searches.
Selling online?
Around the same time, Google stopped showing free product listings and “popular products” carousels to people in the EEA, Search Engine Roundtable reported. If you run an online shop, compare your free shopping clicks before and after mid-September.
Why it matters for Irish businesses
When a directory box appears, some of the people who would have found you directly will now go to a directory first. You might still get the enquiry through that directory. But only if you’re listed there, your details are right and your reviews stand up.
€460m
EU fine for Google favouring its own services in search (July 2026)
30%
Drop in free direct-booking traffic that Google blames on earlier EU rules (Google’s own figure)
30
Countries in the EEA. Ireland is one of them
Two things to keep in mind:
- Google isn’t neutral here. It says earlier EU changes cut free direct-booking traffic to European businesses by 30%, and that the new rules boost “online intermediaries at the expense of local businesses”. That’s Google’s own figure, and it doesn’t like the rules (Search Engine Journal).
- Earlier versions were often ignored. In a 2024 test of an older directory box, about 40% of 100 Irish consumers never scrolled far enough to see it, and the Google Maps results still got most of the clicks (Near Media). The new boxes are different, so treat that as a hint, not a forecast.
What nobody knows yet: how often the boxes appear for Irish local searches, and which directories Google has approved. That’s why the first step below is to look for yourself.
What to do now: 6 steps
01
Check your own searches on google.ie
Open a private window and search for your top 5 services with your town, like “electrician Swords”. Note whether a directory box appears and which directories are in it. Do it again monthly.
02
Make your website easy for Google to read
Google builds the supplier box from what it can crawl. Each main service needs its own page that says what you do, where you do it, and how to contact you, in plain text. Add LocalBusiness schema too.
03
Get listed on the directories that show up
If Golden Pages or a trade directory appears in the box for your searches, claim your listing, add photos and keep your name, area and phone number identical everywhere. Our Irish citations guide lists the ones that matter.
04
Collect reviews where people now look
Keep asking happy customers for Google reviews, and ask some to review you on the main directory in your trade. A directory listing with no reviews loses to one with twenty. See how to get more Google reviews.
05
Keep your Google Business Profile complete
Google hasn’t said the Maps results are going anywhere. Fill in services, areas, hours and photos, post updates, and add a WhatsApp number: Google has been seen showing a WhatsApp button in the local panel. Follow our Business Profile guide.
06
Watch the numbers
In Search Console, compare clicks for your local searches before and after 18 September. Track calls, WhatsApp messages and forms, so you can see whether enquiries changed and not just clicks.
Two-minute check
- Search your main service + town on google.ie in a private window
- Is there a box of results from a directory, with options to switch to other directories? That’s the aggregator unit
- Is there a separate box listing individual businesses? That’s the supplier unit
- Are you in either one? If not, start with steps 2 and 3
Go deeper Local SEO for Dublin businesses →Maps, listings, reviews and service-area pages, done for you
Is this the same as AI Overviews?
No. These boxes are separate from Google’s AI answers. The European Commission has only “taken note” of Google’s proposals for AI Overviews and AI Mode, and talks are continuing. Meanwhile, Google said on 15 October that its AI answers will show more links, placed higher. Follow our SEO news for updates.
Frequently asked questions
What is Google’s aggregator unit?
It’s a box in Google search results, shown only to people in the European Economic Area, that lists results from approved directories and comparison sites. One directory’s results are shown at a time and people can switch between directories. Clicking a result takes them to the directory’s website, not to the business.
Do I need to sign up to appear in the supplier unit?
No. Google says businesses don’t need to send it anything beyond what it can find by crawling the web. Data feeds are optional. Make sure your website states your services, area and contact details clearly.
Does this affect searches in Ireland?
Yes. Google says the boxes are for people in EEA countries, and Ireland is one of them. Google hasn’t published how often they appear for Irish local searches, so check your own most important searches on google.ie.
Can a directory now appear above my own website?
For some searches, yes. The directory box can sit above the regular results. You can’t remove it, but you can make sure you’re listed, accurate and well reviewed on the directories that show up for your searches.
Is the Google Maps box (local pack) going away?
Google hasn’t said so. Its documentation describes the new boxes but doesn’t mention the local pack or Business Profiles. Keep your Google Business Profile complete, because it still drives most local enquiries.
Sources
- Google Search Central: Aggregator unit
- Google Search Central: Supplier unit
- Google Search Central: Latest documentation updates (18 Sep and 9 Nov 2026)
- European Commission press release IP/26/1670 (23 July 2026)
- Search Engine Journal: Google rolls out redesigned search results across the EEA
- Search Engine Journal: Google adds local businesses to EEA search result units
- Near Media: Google SERP restaurants EU DMA analysis (2024)
Not sure how this hits your searches?
Tell us your main services and areas. We’ll check them on google.ie, see which directories show up, and tell you what to fix first.