How Do Daily Gas Prices Stay Accurate in Google Maps & Elsewhere?

From time to time in the GMB Forums the question arises of where Google Map’s gas prices come from and how to fix them when wrong.

If your listing has your pricing wrong at Google you can file a report via “Report a Problem” at Google although it makes more sense to get in touch directly with the source for the gas price data.

Previously when this question came up, Google would only share that it came from a trusted third party data provider. In a recent conversation though Google noted that if a business owner felt that Google (or any the third party website for that matter) is inaccurately representing their business vis a vis gas prices, they should contact OPIS directly via

Who is OPIS? It is the Oil Price Information Service that, according to their website, provides the most accurate and timely information available including [to] AAA, Microsoft, Mapquest, America Online, Garmin, Verizon, Sprint and many more. And clearly Google as well. And they serve not just the US but the whole world and OPIS provides real-time and historical spot, wholesale/rack and retail fuel prices for the refined products, renewable fuels, and natural gas and gas liquids (LPG) industries. 

Given how frequently gas prices change and how infrequently the issue of wrong or missing prices arrises in the Google My Business Forum I was curious exactly how they maintained these prices so accurately.

While this may only be of interest to me, I find the methodology fascinating and a peak into how the ever more granular data is flowing into the local ecosystem. And how both automated and quasi manual techniques are used to gather the information accurately on a daily basis down to the level of the storefront.

Here is the OPIS Retail Gasoline Pricing methodology and facts from their website:

Price Discovery
Every day OPIS captures station-specific retail gasoline and diesel prices for up to 130,000 service stations throughout the United States. Through exclusive relationships with credit card companies, direct feeds and other survey methods, OPIS is able to provide the most comprehensive and accurate pump prices in the industry.

The OPIS retail data is relied on by some of the top companies in the country to provide consumers with the most accurate and timely information available including AAA, Microsoft, Mapquest, America Online, Garmin, Verizon, Sprint and many more.

Data Integrity
To ensure accuracy of the retail prices, OPIS scrubs the data through a number of computer programs to make sure the prices are current and are for pump gasoline purchases only – not for in-store purchases that may include non-gasoline products.

OPIS gets prices for most major retailers regardless of whether the station is company operated, jobber owned or dealer operated. Included in the feed are many of the more aggressive c-stores such as WAWA, QuikTrip, Maverik and Sheetz and most of the discount chains and supermarkets such as Wal-Mart, HEB and Kroger.

OPIS has daily, weekly and monthly standard reports as well as customized reports which allow the user to slice and dice the data to get the view of the market they need to make smart decisions. In addition, OPIS has retail history going back as far as 1996 at the station level and can quickly roll the data up to nearly any geographic criteria you desire.

Time Stamp
OPIS is able to capture prices in near real-time – as soon as the swipe happens – at more than 25,000 locations. OPIS Is currently working with the major networks in order to bring you more and more prices as they change and expects a major percentage of the 130,000 stations to be available in real-time by the end of this year.

The stations which currently don’t have the ability to be captured in real-time are updated via a batch file each morning and each price has the actual transaction date of the purchase. The daily feed through the batch process has transactions that are from 1-5 days old with the majority of prices being no older than 3 days.

Google Expanding Advanced Verification & HSA to Los Angeles

Google is expanding Advanced Verification and the Home Service Ad test to plumbers and locksmiths in Los Angeles this month.

In July of 2015, Google rolled out a test in the Bay Area of their Home Service Ad that used “extreme vetting” of local plumbers & locksmiths. In October & November of 2016 they started testing a less extreme Advanced Verification and a purge of the local listings for any plumber or locksmith that didn’t have a storefront or meet their increased scrutiny as a local service area business. With this they rolled out additional front page map based pack like local ad units and/or started selling pack visibility.

click to view larger

Google’s tests in San Diego initially dropped just less than 90% of the locksmith listings from the local database and Maps.  While some of those dropped have made their way back into Google Maps, the number of listings in that market declined significantly. As part of the move to Advanced Verification, Google has rolled out a number of new test ad units based on this verification.

According to Google the test of Advanced Verification in Los Angeles has started this week and by end of the month any locksmith or plumber not meeting the criteria will be purged from Google Local.

Like in San Diego ad shown above the HSA will be a “blended unit” and will include both advertisers who passed verification and that pay as well as those that passed but did not pay. Those paying will receive “additional benefits” like the Google guarantee.

Also like in the San Diego test and the ad shown above, service area businesses will be removed from the 3-pack and only businesses with a storefront will be shown in the Local Pack. Bricks and mortar locksmiths & plumbers are eligible to purchase an ad in the HSA unit and can thus be shown twice.

Apparently the verification process being used in Los Angeles will be easier. Some locksmiths and plumbers were  “pre-verified” based on available information and no action was required on their part. The application for those not pre-verified has also been shortened.

By mid February the Home Service Ad unit will launch in LA and on Feb 27th listings that have not advanced verified will start to be removed.

Google Starting to Support Temporary Business Closings

Apparently, Google is now partially supporting temporary business closures with a process and an appropriate messaging on the business Knowledge Panel.

Currently there is no public facing interface for this and the only way to get this done is to create a post in the Google My Business Forum with full business details and then get a top contributor to escalate the problem.

It requires that the business be closed for  more than 2 weeks and that their website clearly supports the closure.  Note that the change is only currently visible in the Knowledge Panel but that in Maps the business will still be shown as permanently closed.  Here is a location showing that status:

Click to view the listing in the context of a desktop search

Google Testing New Local Knowledge Panel Call to Action

Thibault Adda, the Internet Marketing Coordinator at Roar! Internet Marketing in Altamont Springs, FL, shared an interesting search result with me.

Google is apparently testing a new, direct to the Knowledge Panel call to action from local business owners. It is similar to, but different than the Google Posts (aka Podium, aka the product that shall not be named) that allows businesses to post directly to their branded search results. This KP Posting product posts directly the Knowledge Panel directly above Reviews from the web.

The test is currently visible on this search for Theme Park Connection in Orlando.

The current iteration seems only half baked as a click on the call to action to learn more takes the user to driving directions. Unlike Google Posts, this product seems to be more commercial in nature and includes discounts, pricing and a call to action. Those behaviors were explicitly prohibited in the Google Posts tests.

Update: I did confirm from Google that this is a follow test for the Google Posts platform with different positioning and a more liberal approach to commercial messaging.

Click to view in the context of the branded search results

It is not clear how wide spread the test is, whether its available beyond local businesses or within other types of Knowledge Panels. It is also not clear whether it is intended to be free and an ad unit.

If you have seen others of these let me know.

Your thoughts?

Developing a Near Me Strategy for Local; Not?

Yesterday, David Mihm highlighted an article in his Tidings Newsletter about a dentist that had legally changed his last name from Draper to Better so that he could change his practice name to Better Dental and rank better. Matt Marko pointed out the “shortsightedness in his leaving the obvious opening for Dr. Best”.

That elicited a tweet from Matt Lacuesta (H/T to Tony Gricar) highlighting a signage company located in Denver that had changed its name AND its signage to Custom Signs Near Me:

I guess that this customer sign shop has read about the ever increasing number of near me searches and why developing a ‘Near Me’ strategy has become critical. Strategy, smategy. Why think when you can act?

Next up: Starbucks will justifiably rename: Coffee Shop Near Me.

Apple Gets Into Position for the Voice Search Revolution

Both David Mihm and I think that voice search will play a large role in Local Search and a component of that will be home based assistant searches.

With Google’s release of Home and Amazon’s early success with Alexa, there is little talk of the role that Apple will play in the home search arena.

David and I discuss Apple’s slow and seemingly inexorable push into this new market at StreetFigh Mag:

Apple Gets Into Position for the Voice Search Revolution


Is Google My Business Cutting Back on Live Support?

Two weeks ago I saw that Google had eliminated a public Help file URL from which a user could contact Google My Business support.

This evening I saw this Tweet from Miriam Ellis:

And this afternoon in the forum I saw this post: No More Contact Us? where the user noted:

Ive just logged into my account to see that there is no longer a contact us under the support tab. It just states “Need More Help?” and that does not let me fill out a form to contact and a “Send Feedback”. Have they cut off phone support for us who need it?

Well all support is not lost but it sure has been buried very deeply within the bowels of the Google My Business Center and signs seem to be pointing towards a desire to cut down on support phone calls.

Even after the public form was removed two weeks ago you could still go into the GMB, select support from the drop down and fairly quickly both find the correct button to get a call back.

Google now seems to hasve buried it at least two levels deeper and offered fewer support choices.

Here is the new instructions I wrote to now find it:

To get in touch with Google My Business Support ou need to:
1- log into your Google my business dashboard
2- select support from upper left hamburger menu
3- a help screen will appear to the right
4- It used to be just a scroll down to contact us
5- But now you have to dig into the specific problem
6- Click though to the appropriate help page
7- Read the help page and then
8- Scroll to the bottom of the page and choose most appropriate contact method for you (some are not always available)

At the end of that path, once you dig deep enough, you MIGHT see something like a contact request at the bottom of the help page. I did see one screen that offered a call back but after hitting it once, it disappeared on me. So while I think they may still offer limited call backs, the availability seems to have been dramatically decreased.

Could this be a bug in their support or a fluke in the phone system? Sure. I am waiting to hear whether these are mistakes or intentional actions to reduce call volume. I fear the latter.

Local U Deep Dive: Bricks & Mortar Key Performance Indicators Case Study

This week’s Deep Dive at LocalU, with Mary Bowling and myself, looks at the data behind a discussion between by myself and David Mihm for StreetFight magazine about Key Performance Indicators (KPIs) and local.

We dig into the details of a case study for a single location and ask the questions:

  • What are the critical KPI’s for a location-based business?
  • How can you measure conversion?
  • Where do new customers come from?

Join us at LocalU for the video and a complete transcript!

Google My Business Photos 3.0 Launches

Google has significantly upgraded the interface and functionality of the photos section within the My Business Dashboard.

The new interface replaces the arbitrary categories with tags and allows for a simpler interface for the cover photo, the profile photo and a business’s logo.  Although there is no ability to add custom tags, it is a simpler and easier interface that the previous one.

While the profile photo interface is easy to use, it is still not clear whether Google will use that photo or override it with their algo based preferences.

In addition the interface surfaces customer uploaded photos so that a business can see what user generated content exists without the trouble of going into Maps. They do not yet allow inappropriate photos to be reported or removed via the interface but one can hope.

Photos come pre-tagged in set categories. It behooves you to scan each tag result as there are the occasional errors. To edit the tag simply click into the image and select the info button upper right to change the tag. As noted there is no custom tagging at this point.

Click the info icon in the far upper right and the info panel will appear allowing for easily retagging the photo


Deleting a photo is equally simple. Just select the trash can. Google will then confirm the deletion.

In a recent case study, I found that 70% of web based actions leading to a sale occurred on Google, either in the Knowledge Panel, Maps or the search result. Photos seem to play a huge roll in both the first impression and the subsequent user action.  Google research (found here in pdf) has indicated significant click through improvements on listings with photos vs those without:

Having great photos is one controllable step that can facilitate that initial client interaction. With this improved interface there is no reason not to take advantage of this bump.

Update: As a note different business types and different photos generated different tags. Given that I have not seen Local Guides asked about these I assume that they are machine learning generated. And I also assume that they will be editable when Google has in place a way to prevent abuse.  Continue reading Google My Business Photos 3.0 Launches

Developing Knowledge about Local Search