In light of the European Union’s recent decision, described in this official press release, Google My Business could undergo major transformations by March 2024. What are the consequences for companies that rely on this tool for their visibility and reputation? What updates will I have to make to thee-book.-)? Let’s take a look at the possible implications.

Google My Business: The digital heart of small businesses

Unparalleled visibility

For years, Google My Business has been the preferred meeting point between companies and their customers. Just below the ads (paid advertising) and before the war of pseudo-natural results (generated by AI or not). This is the place to detail services, opening hours and, above all, to benefit from valuable feedback thanks to customer reviews. As very small businesses often don’t have the time or means to invest in a digital strategy or transformation, the first online contact space with their customers is very often Gooble Business profil (ex GMB). The same is true for restaurateurs and hoteliers, where the reservation button (connected to the external API service of providers such as Forks) is used extensively.

A change in the display and ergonomics of Google My Business will certainly lead to a change in the way the system captures visitors! I have customers where GMB represents 30% of acquisition and 25% of monthly sales… so you have to anticipate, understand and prepare for this.

Too many SEO practitioners claim to be doing SEO, but they’re forgetting essential blocks of the SERP (Search Engine Result page). Google My Business is one of them.

A company can be number one on its main query, but if it has a bad online reputation, it loses sales, and therefore investment and innovation, and if this is confirmed over time, its competitors will take over the market.

Building trust (or not)

The tool has always been a guarantee of transparency between consumers and companies. The reviews left, along with the companies’ responses, have built a real bridge of trust. Now, the purchase of reviews or false negative reviews left by competitors still pains listing owners, but factually, in people’s minds, it’s a google review they’re asking for, not a verified review or a Trustpilot. Here’s a France google trends vision to justify this:

And it’s even more important when you consider that all of our listings appear as points in Google Maps and route requests (as does Waze, which is owned by Google).

The impact of the European law

A possible redefinition of standards

The law introduced by the European Union could lead to an overhaul of the way Google My Business operates. Without prejudging the details of these changes, it’s clear that the platform will have to align itself with these new regulations.

Editor’s note: I’m therefore going to set aside a substantial amount of time in 2024 to change the focus of thee-book and integrate the other reputation focuses I advise in the services sections.

The Adaptation Challenge

In response to these changes, companies will need to revise their strategies to continue making the most of their online presence. This period of adjustment will be crucial. All those who have staked their reputation or visibility solely on this channel will have to prepare for multiple changes, evolution, time and therefore investment.

But what does the DMA actually say?

Google once again favors its own service by placing it at the top of the results, at the expense of other directories… or review services.

Personally, I laugh… the other directories? I find it hard to believe that scrappers/data thieves could get their hands on this type of service and be promoted. Like these sites (test done on my closed SAS and I wouldn’t backlink to it):

  • https://www.118000.fr/e_C0052459129
  • https://hoodspot.fr/adresse/avenue-raymond-poincare-75116-paris/78/
  • https://informatique.e-pro.fr/paris/poleetic-sas_f3831160 (with a paying number to get the number!)

I’ve never asked to appear on these media, and that’s where we should be cleaning up. How did they get your business data (scrappe!)?

And how many offer these services apart from Google My Business?

  • Publication of articles
  • Publication of events
  • FAQ
  • Questions from future customers
  • Messaging
  • Integration of flagship products (and further development with merchant center)
  • Online booking
  • management of working and non-working days
  • the mobile app to manage it all
  • and an authenticated file owner (in 50% of cases)

What about other online review services?

Then there’s the question of reviews. Google has been criticized for accepting reviews from unauthorized accounts under pseudonyms (just a Google account), whereas other platforms comply with the AFNOR NF ISO 20488 standard with available contacts (congratulations, a standard!). As far as the standard is concerned, I can understand it and it could be a lever (only display reviews from identified people).

As far as the people available are concerned, I don’t agree: google support is extremely poor at the first level, but as soon as you escalate, it’s fine – for 18 months now, all my requests have been accepted (reinstatement of listings, removal of reviews, etc.).

The idea of making it an additional cost for all retailers to have one or more customer review tracking and management systems disgusts me… paying to find out about the satisfaction you get from your day-to-day work is what’s at stake with this law.

We’re getting closer to the Sacem model (hairdressers and restaurant owners will understand)…

What alternatives are on the horizon?

Bing Places: An alternative solution?

Just kidding… next

Verified reviews (marseille powa !) ?

90,800 customer references in Google…

They should already be working on their own customer reviews and reputation, which I don’t think are international enough:

Trustpilot an international player?

Yes, with 17,300,000 customer references, we can say that this player is real. As I present on this site, having several “plants” to water with reviews is not negative and is a good practice. On the other hand, the owner pays a minimum of 129€ per month, but if he stops, the platform keeps his content and listing, but blocks the collection of reviews… 129€ x 12 = 1548€ per year… crazy for a small business.

Knowing that by buying thee-book you will have all the updates and tips to come regarding the application of the DMA…;-)

Social networking as a back-up

With the growing strength of platforms like Facebook and Instagram, it wouldn’t be surprising to see these web giants fill the void left by any changes to Google My Business. But only if Google agrees to index them, or if these platforms don’t charge Google for data access.

My Opinion: Opportunity in change

Even if the future of Google My Business, as we know it, remains uncertain in 2024, one thing is certain: businesses must remain alert and ready to adapt, and above all go with the flow for their online visibility and reputation. Far from being a hindrance, these new regulations can be seen as an opportunity for innovation and re-invention. Let’s embrace this change with optimism and anticipation. From a digital communications consultant full of humor and sarcasm!

Anticipation, agility, opportunity… in short, well-managed digital.

Sources :

  • https://ec.europa.eu/commission/presscorner/detail/en/ip_22_6423
  • https://www.avis-verifies.com/fr/blog/loi-dma-google-business-profile-2024/
  • https://www.webmarketing-com.com/2023/08/02/1711376-loi-dma-une-opportunite-pour-les-petites-entreprises
  • https://www.journaldunet.com/solutions/seo-referencement/1517005-mars-2024-r-i-p-google-my-business/