On September 8, 2026, Google updated its documentation on regional differences in Search. In the EEA, new supplier and aggregator units can appear for searches related to hotels, flights, long-distance transport and products.
Supplier units
Supplier units are designed for direct providers. Google says basic eligibility can rely on information available through normal web crawling, while feeds may enrich the result.
Aggregator units
Aggregator units are intended for comparison services, directories and other Vertical Search Services. Eligible providers may need to express interest, meet quality requirements and provide data through feeds or APIs.
SEO implications
This is not a new universal ranking system, but it changes how some commercial results may be presented in the EEA. Businesses should strengthen entity signals, accurate product or service information, pricing, availability, categories and original imagery.
GEO implications
GEO is also about making information easy for machines to understand and reuse across new search interfaces. Clear, consistent and structured information supports both classic SEO and generative search.