Local businesses and individuals now have a chance to improve uploads made to Google Maps after a policy that strengthens surveillance was introduced, opening leeway for verification of all posts.
The Maps User Contributed Content Policy affirms the right of individual users and local businesses ability to influence content available via Google Map, thereby enhancing the reliability of all information and pictures posted.
Google will also be shedding more light on how the review work on all information posted is analysed internally both by their Machine Learning Models as well as Google staff tasked with moderating all contents posted on Google Maps.
Google Kenya communications and public affairs manager Sharon Machira said: “We are dedicated to keeping reviews on Google Maps authentic and reliable so as to protect local businesses from fraud and abuse, and keep the information helpful for users. Over the past couple of years, through the Local Guides programme, we’ve developed easy tools that allow people to help contribute to Maps. enabling others to easily and accurately explore their world.”
In the past, individuals or Local Guides help millions worldwide discover new places by sharing local knowledge and experiences. They share reviews, photos, and knowledge on Google Maps and influence how millions of people navigate and explore the world. Their contributions inform people about what matters to them, make it easier for them to find what they need, and help support small businesses.
With more than 1 billion people turning to Google Maps every month to navigate and explore, the policy makes sure reviews are based on real-world experiences and keeps irrelevant and offensive comments off Google Business Profile.
On their part, businesses use Google Business Profile, an easy-to-use tool for businesses and organisations to manage their online presence across Google, including Search and Maps.
Google is using machine learning models to moderate millions of reviews uploaded via the Google Business Profile tool while its staff identify the subtle distinction or variation of various expressions of individual posts. Machines identify patterns to determine if the content is legitimate.
Among issues flagged by machines include offensive or off-topic content, any Google account with a history of suspicious behaviour, places with uncharacteristic activity such as an abundance of reviews over a short period of time about a particular place or business or any place that has received recent news or social media coverage that would motivate people to leave fraudulent reviews.
Businesses detecting policy-violating reviews on their profiles can alert Google via the How to remove reviews from your Business Profile on Google while individual Map users can report any violation via the Flag and fix the inappropriate content portal. This will see the offensive content removed, user accounts suspended or in some instances litigation being pursued.
