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Understanding Google My Business & Local Search

Google’s Local Primary Data Suppliers Around the World

Google’s Local Search sits at the center of an ecosystem of local web sites and data providers and they use this ecosystem to assemble their business listing data. This is true in the US and the basic structure and process is replicated on a local in every other country in the world using different local resources. In each country Google identifies a one (or two maybe) primary data supplier(s) upon which to base their local business list. This primary data supplier provides a starting “ground truth” which is then added to and enhanced by data from MapMaker, the Places Dashboard, leading local sites and the web in general to create the results that we see in search.

Sometimes, like in Canada, this primary data provider is noted directly in the Maps listing but often the information is not readily available. In many countries of the world, it is not easy to ferret out who is the trusted source of business listing data to Google.

Google does however publish a Legal Notice for Google Maps/Google Earth and their APIs that includes some of this detail. In this document Google identifies their primary sources of underlying map data and business listing data as required by their contracts.

While not comprehensive the list does have some interesting tidbits. Two notices that stood out were the one for the US and the one for France, Germany, Netherlands, Belgium, Denmark and Israel.


5 Business Listings Data.

5.1 Google Local Business Listings in France, Germany, Netherlands, Belgium, Denmark and Israel

When you search for local listings in France, Germany, Netherlands, Belgium, Denmark and Israel, your search results may include content (including business listings and related information) which has been supplied by Kapitol S.A. (trading as Infobel) (the “Infobel Content”). The intellectual property rights in the Infobel Content are owned by Kapitol S.A. or its licensors. The Infobel Content may only be used in accordance with these Terms of Service and the applicable terms and conditions of Kapitol S.A. If you know that your business listing is supplied by Kapitol S.A., and you have any questions about it you should contact them directly.

5.2 Google Local Business Listings in the United States

When you search for local listings, Google displays business listings which may be supplied by Acxiom Corporation and/or infoUSA Inc. (“Axciom” and/or “infoUSA”). This information is proprietary to those corporations and is protected under U.S. copyright law and international treaty provisions. This information is licensed for your personal or professional use and may not be resold or provided to others. Except as permitted through the Products, you may not distribute, sell, rent, sublicense, or lease such information, in whole or in part to any third party; and you will not make such information available in whole or in part to any other user in any networked or time-sharing environment, or transfer the information in whole or in part to any computer other than the PC used to access this information.

France and the related European countries were of interest because this information, despite the public web page, was not widely known.The note in reference to the US stood out because it has been widely thought that their primary suppliers were InfoUSA and Localeze. From the above it is clear that it is InfoUSA and Acxiom. Localeze might still have a data relationship with Google, we don’t really know but it points out why, in the US, it is necessary to be sure that your data is accurate at all three of the primary data suppliers.

In addition to those countries mentioned above Google also notes their business listings sources are Brazil, Turkey, Kenya, Egypt, Saudi Arabia and Bulgaria. If you have identified Google’s primary list suppliers in your country and it is not on this list, I would love to hear from you.