Google is harnessing new AI technology to block a rise in fake online reviews that mislead customers and hurt local businesses.
The company stopped more than 170 million fake reviews by 2023, up 45% from the previous year.
The crackdown provides welcome relief to local business owners who have struggled with fraudulent reviews damaging their reputation on Google Maps and Search.
In a blog post, Google looks at how its algorithms now analyze patterns over time to quickly identify suspicious review activity. This includes spotting duplicate reviews on business pages or sudden spikes in 1- and 5-star ratings.
A year of more honest reviews
By 2023, Google received approximately 20 million daily updates of local business information, including details such as business hours and customer reviews.
To maintain data integrity amid this large volume of incoming data, Google implemented a new algorithm to quickly identify and remove misleading or deceptive information.
Google notes that the new algorithm identified a scam in which people were paid to write fake positive reviews. Upon detection, Google could take steps to shut it down. This prevented the spread of misleading reviews.
In addition, Google reported that it had removed or blocked the following:
Over 170 million reviews in violation of policy, 14 million increase in video detections in violation of policy Over 2 million fraudulent business profile claim attempts thwarted due to enhanced security protocols.
Key benefits for local businesses
Google reports that its new fake review detection algorithm can help local businesses in the following ways:
Faster detection: The new machine learning system detects suspicious review patterns faster than previous methods, which can help protect businesses from harm from fraudulent reviews.
Increased accuracy: The accuracy of identifying fake reviews has improved by 45% compared to 2022, which can give businesses more confidence that their online ratings primarily reflect real customer experiences.
Fraud Protection: The algorithm identifies individual fake reviews and broader coordinated efforts to post scam reviews, providing businesses with enhanced protection from organized fake review campaigns.
Takeout for local vendors and business owners
Google says its continued effort to tackle fake content will benefit users and protect local businesses by better securing their online reputation.
The upgrade could result in a more level playing field, with reputation becoming a more accurate reflection of service quality and genuine customer satisfaction.
For businesses, the message is to focus on delivering exceptional products and services, while Google works to ensure online reputation matches real-world performance.
Featured Image: Screenshot from blog.google/products/maps/how-machine-learning-keeps-contributed-content-helpful/, February 2024.
Frequently asked questions
How has the new algorithm changed the efficiency of Google’s review moderation process?
The new algorithm has significantly improved the efficiency of Google’s moderation process:
Pattern recognition: By analyzing review patterns over time, the algorithm can quickly identify anomalous activity such as duplicate content and unusual rating fluctuations.
Volume Management: Google’s ability to handle approximately 20 million daily updates of local business information demonstrates the algorithm’s ability to handle large volumes of data while maintaining accuracy.
Stop Scams: Google’s proactive measures have shut down schemes in which individuals were compensated for writing fake reviews, protecting the integrity of business ratings.
What practical steps can I take as a marketer in light of Google’s new review detection capabilities?
With Google’s enhanced fake review detection capabilities, marketers should consider the following:
Focus on authenticity: Encourage genuine customer feedback rather than using artificial means to boost ratings.
Monitor Reviews: Regularly evaluate your company’s reviews on Google for abnormal patterns and report suspicious activity.
Interact with customers: Respond to positive and negative reviews to demonstrate active engagement and concern for the customer experience.
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