Google Business Profile Reviews Change in Europe: What It Means for U.S. Businesses

Booking a table, checking a bakery’s hours, calling a locksmith in a hurry: for most people, the first stop is a business’s Google Business Profile. And the part that carries the most weight in the decision is the reviews. Between a restaurant rated 3.2 and one rated 4.6, the choice is easy.

In early 2024, Google started changing how Google Business Profile reviews appear in Europe, under pressure from new EU competition rules. Here’s what changed, why, and what it means for businesses in the United States.

Why Google Reviews Carry So Much Weight

Customer reviews are one of the strongest selling points a local business has. Because shoppers see them as authentic, reviews help prospects make up their minds.

The rule of thumb is simple: the more strong ratings you collect, the more visible and trusted you become.

Google has been collecting reviews on its free business listings for well over a decade, and those listings quickly became a key piece of local SEO. A profile is a visibility tool, but above all it’s where customers leave feedback.

What Changed in Europe: The Digital Markets Act

The European Union’s Digital Markets Act (DMA) is designed to curb the dominance of large tech “gatekeepers,” and Google had to comply by March 2024. Showing only Google’s own reviews, while third-party review sites competed for the same clicks in search results, could be seen as favoring Google’s own services.

As a result, Google began rolling out new elements in local search results across the European Economic Area. Business Profiles there can now display a summary of reviews from other sites, such as Facebook, Tripadvisor, or Trustpilot, alongside Google’s own rating. Search results also give more room to review and directory sites.

Does This Affect U.S. Businesses?

Not directly. These changes were built for the European Economic Area, and U.S. local results don’t show the new DMA elements. In the United States, the star rating on your Business Profile is still calculated from Google reviews.

Still, the European changes are a useful reminder that your reputation lives on more than one platform. Google has long shown a “Reviews from the web” section on some Business Profiles, and many shoppers check Yelp, Facebook, or industry sites before they buy.

Rethinking Your Review Strategy

For a U.S. business, the takeaway is to spread your review efforts across the platforms that matter in your industry instead of focusing on Google alone.

Consistency counts. A 4.6 on Google next to a 3.5 on Facebook or Yelp can make a prospect hesitate. Keep an eye on every platform where customers talk about you, and respond to reviews everywhere, not just on Google.

Collecting reviews takes steady, active effort (simple tools like a Google review QR code help), but it pays off in reputation, visibility, and local search results. Our local SEO guide for small businesses shows where reviews fit in the bigger picture.

Need help building a review strategy that works without being pushy? Référenceur is a digital marketing agency from Belgium and Luxembourg whose French- and English-speaking team helps U.S. businesses remotely with local SEO and online reputation. Get a free assessment.