Partoo’s Local Pack now appears in Google search results

Since 18 September 2026, Google has been displaying Partoo’s Local Pack for many local searches in France and across Europe: a map, addresses, ratings, reviews and opening hours for businesses — sometimes even right at the top of the results!

This change is part of Google’s new search results layout, introduced to comply with the Digital Markets Act (DMA). The new layout opens up the search results page to Vertical Search Services (VSSs), including Partoo.

Google recognises Partoo as an aggregator

Until now, a local search on Google displayed just one Local Pack: Google’s own, powered by Google My Business (Google Business Profile) listings. That is no longer the case.

Partoo is now considered a VSS (Vertical Search Service), in other words, an aggregator. Its own Local Pack appears in a dedicated section — the aggregator unit — featuring a map and a list of businesses, along with their addresses, ratings, reviews and opening hours.

The aggregator unit follows a specific set of rules:

• Google ranks aggregators and displays the highest-ranked one in expanded view, while the others remain collapsed.
• Users can switch from one aggregator to another.
• Partoo’s Local Pack can appear above or below Google’s own Local Pack.

A change driven by the DMA

The Digital Markets Act prohibits ‘gatekeepers’ such as Google from favouring their own services. On 8 September 2026, the search results layout changed for hotels, flights, trains and products, followed by local searches on 18 September. These changes only apply to users in the European Economic Area.

The Digital Markets Act prohibits ‘gatekeepers’ such as Google from favouring their own services. On 8 September 2026, the search results layout changed for hotels, flights, trains and products, followed by local searches on 18 September. These changes only apply to users in the European Economic Area.

To appear in this new Local Pack, a business must use Partoo. It can then benefit from a prominent position on the search results page, in addition to its Google My Business listing rather than replacing it.

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Who decides what’s displayed?

Partoo provides the data, but Google stays in control of how it’s presented. Two levels of ranking come into play.

How aggregators are ranked

For each search, Google decides which aggregators appear and in what order. This means Partoo might be expanded by default for a supermarket search, but collapsed behind a specialist platform for a restaurant or hotel search.

Google doesn’t make the algorithm behind these aggregator units public. That said, several factors seem to play a part: how relevant the aggregator is to the query, how many businesses it covers in the area searched, the quality and freshness of its data, and user engagement. These are assumptions based on observed results, not criteria confirmed by Google.

How businesses are ranked

Within Partoo’s Local Pack, Google also decides the order in which businesses appear. Partoo can’t move one location ahead of another, and its customers aren’t guaranteed to appear in every search.

The only thing you can control: accurate, complete and up-to-date local information, so that Google can identify the most relevant businesses!

How can you measure the traffic generated by Partoo’s Local Pack?

Google doesn’t share impression or click statistics for their Local Packs with aggregators. However, some of the traffic can still be measured: links leading from Partoo’s Local Pack to our customers’ store locators contain UTM parameters, tags that allow analytics tools to identify where visitors come from in Google Analytics 4 or any other audience measurement tool. This data stays in each brand’s own analytics tool, which Partoo has no access to.

Google doesn’t share impression or click statistics for their Local Packs with aggregators. However, some of the traffic can still be measured: links leading from Partoo’s Local Pack to our customers’ store locators contain UTM parameters, tags that allow analytics tools to identify where visitors come from in Google Analytics 4 or any other audience measurement tool. This data stays in each brand’s own analytics tool, which Partoo has no access to.

A new visibility opportunity for businesses across all sectors

To appear in Google’s aggregator unit, a provider must be approved as a Vertical Search Service and submit a feed of business data to Google before being ranked by its algorithm.

Partoo’s data isn’t scraped at random from the web: it is kept up to date at source by the stores themselves and continuously distributed across numerous platforms. Partoo aggregates data from 300,000 businesses across all sectors (retail, banking, insurance, automotive, healthcare, real estate and more), putting it alongside vertical aggregators such as Booking.com and Deliveroo in the hospitality and restaurant industries.

In practical terms, Partoo enables business networks to manage their online presence, store by store, through:

• Up-to-date information everywhere

Addresses, opening hours, photos, services and categories: businesses update their information once, and Partoo distributes it across dozens of websites and platforms where customers search for them — from Google Maps, Facebook, Instagram, Snapchat, Apple Maps and Waze to AI search engines.

This reliable, up-to-date information sends a strong trust signal to Google and helps brands rank higher in aggregator Local Packs.

• An optimised Store Locator

Partoo’s Store Locator gives each business a structured local page that Google can display in the ‘related websites’ section — the supplier unit in the new search results layout — providing even greater online visibility and helping attract more customers.

Partoo’s Local Pack also leads to this page: when a user clicks on a business, they’re redirected to the local page on the company’s Store Locator, if it has one. That way, discovery on Google leads straight to the company’s own channels!

• Reviews collected, centralised and analysed

Reviews are brought together on a single platform, where businesses can manage, reply to and analyse them in just one click with the help of AI, helping them maintain a strong online reputation that is valued by both Google and LLMs.

With this new position in Google’s search results, Partoo continues to pursue the same goal: giving business networks even greater online visibility.