Google adds aggregator and supplier units for local business queries in the EEA

On September 18, Google logged a change to its Search results for the European Economic Area (EEA). The company added two new units – an aggregator unit and a supplier unit – that now support local business queries, according to Search Engine Journal.

The aggregator unit shows listings from approved vertical search services such as directories and comparison shopping services, while the supplier unit displays the businesses themselves alongside the aggregator. This redesign replaces existing units on local search result pages, though Google does not name the prior units.

Why the change matters for local SEO

The move aligns with Google’s effort to comply with the EU’s Digital Markets Act and introduces a new way for local businesses to appear in SERPs without having to supply extra feed data.

Key characteristics of the new units

• Aggregator unit pulls data from approved vertical search services that have submitted a point‑of‑interest feed (business name, address, phone, category, images, ratings).
• Only one aggregator unit appears at a time; the top‑ranked provider’s results are expanded by default.
• Supplier unit shows the individual businesses themselves and appears only when an aggregator unit is present.
• Businesses do not need to submit a feed; Google can crawl their existing web presence, though a feed can enhance visibility.

Understanding the aggregator unit

The aggregator unit is the front‑end of the new local business experience. It pulls its data from vertical search services that have been approved by Google and have supplied a point‑of‑interest feed. The feed must contain fields such as business name, address, phone number, category, images and ratings. Google uses this feed only to populate the partner’s own unit and does not share it with other services.

The top‑ranked provider’s results are expanded by default, and only one aggregator unit appears at a time. This means that if a directory is approved, it can compete for placement with other vertical services that have also supplied feeds.

Leveraging local search data

For local businesses, the supplier unit is the place where your own listing will appear. Google can crawl the information it already has from your website and Google Business Profile.

Because the supplier unit shows the businesses themselves, the quality of your Google Business Profile becomes even more important.

Practical steps to prepare your local presence

• Audit your Google Business Profile: ensure NAP (name, address, phone) is accurate, add high‑quality images, and keep categories up to date.
• Publish structured data (schema.org LocalBusiness) on your website so Google can crawl the same details that a feed would contain.
• Encourage genuine reviews and respond promptly; ratings are part of the feed fields and influence the aggregator unit.
• Monitor Google Search Console for any changes in impression patterns for local queries, especially if you receive traffic from EEA users.
• If you serve customers in the EEA, consider partnering with an approved vertical search service and submitting a point‑of‑interest feed to boost visibility in the aggregator unit.

What to do now

Our read is that treating your Google Business Profile as the primary signal for local search is the safest bet. Start with a quick health check of your profile, then add schema markup and manage reviews actively. If you have an audience in the EEA, explore the supplier‑approval form that Google now uses for local queries.

Sources

• Search Engine Journal — Google Adds Local Businesses To EEA Search Result Units