Yesterday (first reported on Twitter by Craig Harkins, an SEO manager at InterContinental Hotels Group) Google switched virtually every hotel profile photo in their Hotel Local Pack results from an exterior to an interior shot.
While Google ostensibly offers businesses the ability to set this profile photo for their own business, that appearance of “freedom” to a large extent is a sham. Business wishes be damned, Google is going to make the choice that optimizes their monetization of local.
A businesses’ photo that Google shows as their profile photos has always been a business’s most important photo, creating that critical first impression to the searcher. There is no photo seen in more places on Google, in more apps, more screens and on more devices than that photo… from Google Maps to Plus and most importantly search. And a business probably has no image of them seen more widely than this one anywhere.
Google has always offered up the ability to add your own photos and with the Google MyBusiness upgrade in early 2015 appeared to allow business to choose the profile photo. From the Google post at the time: Starting today, you can tell us which image you’d like to appear when customers search for your business on Google. Their recent API upgrade also touted this as a new feature.
The reality has always been quite different. The image Google showed was actually determined by their algo and by their preference. If your choice was consistent with that preference your choice might have been left to stand. But if you were so presumptuous as to choose an image that was contrary to their preferences say a logo, odds were Google would change the image.
Thus choosing an image that best represented your business was a crap shoot and as a business owner you would never know exactly what would show.
When I inquired about this practice of ignoring business preferences a few years ago I was told that the images were selected to improve the Map experience. IE an exterior photo that would help a person know what they were looking for when traveling was preferable to an image like a logo that offered no real world benefit. That at least was an understandable if arrogant decision.
I know I have said this before but this change, clearly for commercial reasons, should put everyone on notice that their listing at Google is for Google’s well being and any benefits that you may accrue are rented not owned. And unlike a normal business relationship you never know when the lease will expire.
The only option open to the Hotel owner and any business for that matter is to make every photo at Google count and don’t count on that carefully chosen profile photo showing. And pray.
Google to Hotels: We Pick Your Profile Photo by Mike Blumenthal