Lisa Barone of Bruce Clay picked up my reporting of the new Google Maps Business Listing Guidelines . She commented:
Blumenthals doesn’t seem completely satisfied with the guidelines set out by Google because they leave too much wiggle room….. He’s right in that there really could be a lot more explanation to what Google will and will not allow, but it’s a start. And really, when has Google ever given you the degree of information you secretly hoped for? Maybe one day that’ll change, but today it’s still Google’s world.
I’m just glad that some semblance of rule has been put into place over there. Watching spammy local search results pop up makes my skin crawl. I need local search to be as spam-free and relevant as it can be, because that’s the search I go to when I don’t have time to play around and I need answers now.
My question to Lisa is why should we accept mediocrity from Google on any level? Google has had ample time to make more than just a start in Maps quality. Here is the answer that I posted on her blog:
It isn’t that I am not completely satisfied with Google’s guidelines, it is that I am dissatisfied with Google’s approach to Mapspam in specific and Local quality standards in general.
Google Maps has now switched their map data provision completely over to TeleAtlas from Navteq. Now the google Maps, the Google API and the Google Maps for Mobile all use the same underlying data. This switch was only a matter of time given Nokia aquisition of Navteq. Here is the announcement from Google’s Maps Guide Adam:
I wanted to give you a heads up that Google Maps recently made some changes to the map data. Specifically, we have moved Google Maps over to use the same map data from Tele Atlas that is currently used by both the Google Maps API and Google Maps for Mobile. While most of the map will look the same, and in many areas it will improve, there may also be some cases where the data may not be optimal. In those cases, we encourage you to use one of the following options to helpimprove our maps:
If you notice an error, feel free to correct it yourself by clicking on the “Edit” link in the information bubble that appears for alocation. For more information, check out this Maps Help Center page:
-Report the error directly to TeleAtlas
You can notify our map provider directly using the following link:
And as always, to view a one-stop-shop for reporting all types of Map errors, please visit http://maps.google.com/support/bin/answer.py?answer=98014
Maps Guide Adam
I am very excited to say that I have been invited to speak at this year’s SMX-East. It is running from October 6-8 in NYC. I will be speaking in the Monday morning session: What’s New With Local Search Marketing – What’s new and exciting in terms of tactics for showing up in local search results? Greg Sterling will moderate and so far Craig Greenfield, Director, Local Search, Performics is also on the agenda.
If you are going to be in NYC for the event let me know. I would love to get together.
Late last week, the widespread highjacking of business listings in the florist industry for the purpose of affiliate mapspam was reported, confirmed and documented. There had been rumors for several months in the groups of these hijackings but specifics had been difficult to come by.
According to the Real Florists Blog by FlowerChat Blog the hijackings affected some of the “most respected florists in the US – including Lehrer’s and Veldkamp’s of Denver,Podesta Baldocchi and Church Street Flowers of San Francisco, Starbright Floral Designof New York City, Phoenix Flower Shops and numerous other major city floral operations.”
The technique, apparently in widespread use in the Locksmith, PayDay Loan and other industries, exploited weaknesses in Google’s User Edit capability. I had previously reported on PayDay Loan user edit abuses. In this newly reported case in the floral industry, Affiliate Mapspamers would target high ranking florists in major markets that had NOT CLAIMED their business listings in the Local Business Center so as to be able to benefit from an existing business’ ranking and reviews.
The spammers, using the end user edit tools, would change the phone number to another local number, change the location of the business slightly and then proceed to add a category, the URL and ultimately the name of the business. Apparently the small move in location convinced Google’s system that all subsequent changes were legitimate. The listing would retain the ranking and reviews of the actual business but redirect to a Canadian Florist fulfillment house via the affiliate’s website.
Some florists have succeeded in cleaning and claiming their listings but not all. In conversations with folks in the Florist industry, the many independant florists were in tears over the incidents and the attendant loss of sales. All were totally unaware that it had been necessary for them to claim their listings.
Today Google Maps has introduced quality guidelines for business listings in the Google Maps. Google has also now provided a reinclusion option. Both are available via the Google Maps Help Center.
The following items outline practices that could result in your business listings being permanently removed from Google Maps. While they cover the most common practices to avoid, Google may respond negatively to other practices not listed here. If you have any question about whether or not a tactic is deceptive, we recommend you stand on the side of caution.
- Represent your business exactly as it appears in real life. The name on Google Maps should match the business name, as should the address, phone number and website.
- List information that provides as direct a path to the business as you can. Given the choice, you may want to list individual location phone numbers over a central phone line, official website pages rather than a directory page, and as exact of an address as you can.
- Only include listings for businesses that you represent.
- Don’t participate in any behavior with the intention or result of listing your business more times than it exists. Service area businesses, for example, should not create a listing for every town they service. Likewise, law firms or doctors should not create multiple listings to cover all of their specialties.
- Use the description and custom attribute fields to include additional information about your listing. This type of content should never appear in your business’s title or address fields.
The guidelines are a first real indication of Google’s standards for defining a real business listing from a spammy one. Previously the only known criteria was the single location/single listing rule. However the guideline still offer some ambiguity as to what is spam and what isn’t. For example are affiliate florist’s phone numbers that are listed in local phone books like Superpages using local exchanges but having no actual address considered spam?
For the first time Google has made an authoritative statement about keyword stuffing of business title. This type of content should never appear in your business’s title or address fields. The word never indicates that it is a clear and unambiguous reason for being delisted but as I have found in the small business world there already is ambiguity as to naming of businesses. This reality creates a fairly broad area of both discretion for Google and unclearness for small businesses.
The reinclusion request takes on a certain confessional aspect with required self reflection and identification of the SEO firm that may have precipitated the problem.
Kudos to Google for clarifying their rules and creating an opportunity for reinclusion when appropriate. These rules provide much clearer guidance about what can and can not be done.
One of the struggles of researching local marketing is the fact that I frequently misspell the word Restaurant. I am obviously not the only one. I searched today for Pittsburgh Pa RestuarantsÂ to find this Authoritative OneBox:
The record has not been claimed by the business owner as of yet but it made me curious how widely the error had penetrated the Internet. On the searchÂ “Arby’s Roast Beef Restuarants” it cropped up 33 times including Yelp and Allpages.com amongst others.
This search result put several issues in sharp relief for me:
1-Google’s Authoritative Onebox is far less than perfect and predicates its results too heavily on business title.
2- Once an error like this crops into one electronic directory, it crops into many. It will be an annoying problem for the business owner to solve.
3- Now more than ever, it is critical to double check your marketing message before you hit the return key!
Eric Enge has an informative and detailed interview today with Frazier Miller and Shailesh Bhat on the inner workings of Yahoo Local.
There were many items in the interview of interest and a number of notable contrasts with Google’s fully automated system.
Some of the highlights:
- Yahoo Local relies very heavily on the licensed feeds that they get through data providers like InfoUSA, Acxiom, and Localeze and these should be the primary sources for maintaing data accuracy in your Yahoo record.
- They “have human and manual moderation that goes on for changes, so … submissions all go through a moderation process where we look for patterns and we actually do validation of data to make sure it is accurate”. Google could learn from this approach!
- Categorization and consistency of keywords across data sources and your listing are key to ranking
For more key points from the interview ….
Mozilla Labs introduced Ubiquity today. What is Ubiquity? Not really sure but it seems to be/do the following:
-It is a natural language command interface for Firefox.
-Words invoke commands that interact with API’s and social networks
-A cool way to create mashups on the fly that communicate your intent
-A new way to interact with Local information
It appears that like all command driven interfaces you need to learn something and that will slow adoption. As Robert Scobie points out it is only for the passionate users who want to be more productive. He says: What is it? Itâ€™s a box that lets you ask different questions and get answers. Itâ€™s sort of like search. But far more powerful.
But here are the examples that caught my eye:
The ability to create a personalized map with directions on the fly without doing the heavy lifting of going to Google Maps, entering the address etc etc appeals to me. A one stop shop to share local information with your friends and social network.
Hmm, what do you think? Will it, or something like it, gain widespread adoption? Will it lead the way to increased integration of social networks and local into our every day routines of communication? Or will it just be too much commitment for most people to learn?
U.S. on Track to Top Mobile Net Market, Study Says – Steve McClellan, AdWeek.com
Why the change? Kerr cites several reasons, including the fact that U.S. mobile carriers are rapidly building out 3G networks, which facilitate the transmission of mobile Web-based video at faster rates, something that U.K. and other European-based carriers did years ago. Plus, newer handsets available in the U.S. offer higher quality reception of video and music and cheaper subscriber plans have boosted sign-ups among consumers, he said.
The most highly trafficked sites tend to be those offering news, sports and weather, with spikes occurring during rush hour and lunch breaks. “Growth in the U.S. has really come on strong in the last two years,” he said.
VoIP Goes Mobile – Olga Kharif, BusinessWeek.com
Gorilla, iCall, and a growing number of other services rely on what’s known as Voice over Internet Protocol technology that delivers speech via the Internet in much the same way as e-mail. VoIP calling is already raising a ruckus in telecommunications, putting pressure on the price of land-line calling and luring subscribers toward upstarts like Vonage (VG) and Comcast (CMCSA) away from incumbents such as AT&T, and Verizon (VZ). Now, the technology threatens to erode sales for mobile-phone service providers too.
Load Your User’s Location on the Map!Â - Pamela Fox, GooglegeoDevelopers
Wouldn’t it be better if the map could automatically center to my location without me lifting one of my precious fingers? The answer is yes, and now it’s easier to do than ever with the introduction of IP-based location information in the AJAX APIs framework
Location-based services now hotter than hot?Â - Martijn Beijk,Â Â martijnbeijk.com
Location-based services are hot. Now hotter than before. Because Google just launched theirÂ Geolocation API.Â What does this mean in general for software or services we are going to see?
Well imagine opening up your browser or software application on your mobile phone or laptop and do a search for restaurants. No need to fill in where you are, the software will determine this using the geolocation API.
Visualizing Restaurant SearchingÂ -Â Andrew Turner,Â highearthorbit.com
Context mining of mobile devices, combined with geographic location – and especially viaÂ inferredÂ geographic information instead of directlyÂ volunteeredÂ information can yield interesting trends on ambient behaviors. Imagine ifÂ UrbanSpoonÂ could also collect the number of people in the group by detecting other repeatedly seen nearby bluetooth/wifi devices, previous meals of the day, and the ultimate destination and distance to the chosen restaurant.
2008 SEOmoz Expert Seminar RecapÂ - David Mihm