Google's Fight Against Map Pack Spam

The never-ending battle against spam continues, with Google's latest update taking on fake business listings and lead generation spam. Updates to Google My Business are already in effect, with the internet giant actively hunting down fake listings and rewarding accurate business content. This update is great news for legitimate businesses, with Google My Business increasingly used by local companies to get customers through the door.

What is the problem?

In the world of online marketing, leads are key. In order to get more leads and attract more business, unscrupulous marketers have been creating fake listings directly on Google Maps. With more people using local search and My Business queries, this lead generation spam is a powerful way to connect a searcher with a business in real-time. The problem, and it's a big one, is that these businesses are not local.

While the business itself might be legitimate, more often than not, it is a national or multi-national company taking advantage of local keyword combinations in order to push their way to the front of the line. Google likes to return authority search results, which means many of these big companies are prioritized over real local businesses. While this might be a good way to attract customers, it is incredibly problematic and based on deceit.

The scale of this problem is immense, with the Wall Street Journal recently posting an article estimating 11 million fake business listings on Google Maps. There are over 150 million businesses listed on Google Maps, which means fake listings account for 7.3% of total listings. This number is more than enough to erode trust in the "local" nature of Google Local, with some industry sectors seeing an even greater percentage of fraudulent activity.

What is the solution?

Despite the widespread nature of this problem, Google promises us that everything is OK. They removed 3 million fake listings last year, and are ready to hunt down and get rid of many more. Google is also realistic, however, with the update mostly designed to improve the Local experience while they undergo the never-ending task of removing spam.

With this update, businesses can take advantage of multiple features to help distinguish themselves from fake listings:

• Display your business logo - Businesses who complete their NAPWCHD information and display their business logo will be rewarded by Google and recognized as legitimate.
• Include cover photos - Just like the old days, you will have the power to choose your own cover photo again. A local sign or shopfront image may help searchers distinguish real local businesses from fakes.
• Upload photo displays - This new feature will display photos uploaded by the business itself, which can be used to affirm your local credentials.
• Include welcome offers - This direct marketing tactic can be built-into your Google listing, with customers who follow your My Business profile rewarded with discounts and other offers.
• Use offline marketing materials - Google has just launched a website that allows businesses to purchase marketing materials linked to their My Business profile, including things like stickers and posters.

In addition, Google is getting ready to launch other features in order to highlight real local businesses. The top 5% of profiles in each local category will receive Local Favorite status, complete with digital and physical badges of honor. In addition, you will be able to claim a short name for your business, which will make it easier for customers to find you in the crowded marketplace. Perhaps the best advice of all, however, is to engage with your local customers by remaining active, updating your content regularly, and responding to reviews.

This article originally appeared on The Local Lighthouse.