Google has updated its AI systems for Google Maps and Google Business Profiles, which now use Gemini to identify risky profile edits and fake reviews.
Gemini Detects Suspicious Profile Edits
Google is implementing Gemini to find fake changes to Google Business Profiles.
The Google-powered AI technology can distinguish between a regular update, like a slight name change, and a sudden, suspicious edit, such as changing a business category from a “cafe” to a “plumber.”
In its announcement, Google says:
“We trained a new model with the help of Gemini that identifies potentially suspicious profile edits. A business that changes its name from ‘Zoe’s Coffee House’ to ‘Zoe’s Cafe’ isn’t suspicious—but a business that suddenly changes its category from ‘cafe’ to ‘plumber’ is.”
Google says this new system has blocked thousands of risky edits so far this year.
Google Uses Gemini to Stop Fake Five-Star Reviews
Google will also use Gemini to identify fake five-star reviews by tracking reviews over time. This allows the system to find new signs of abuse, even after the review is posted.
Google has launched alerts in the US, UK, and India. These alerts warn users when suspicious five-star reviews have been removed. Google plans to roll out the alerts worldwide next month.
See an example of the alerts below.
2024 in Numbers: Google Business Profile and Google Maps Moderation
Google shared strong numbers from its work in 2024:
- Over 240 million policy-violating reviews were blocked or removed before many people saw them.
- Over 70 million risky edits to Google Maps listings were stopped.
- Over 12 million fake Google Business Profiles were removed or blocked.
- Posting was restricted on over 900,000 accounts that broke the rules repeatedly.
What This Means for Local SEO
From a local SEO perspectives, these updates suggest the need for honest review strategies and diligent Google Business Profile management.
As Google’s AI improves, tricks like fake reviews and unauthorized profile changes are easier to catch. Companies using unethical tactics will face steeper penalties, while those focusing on genuine customer engagement will gain more trust from Google.
Best Practices for Local SEO
- Ensure client review practices follow Google’s rules.
- Ensure all Google Business Profiles are correctly claimed and managed.
- Monitor profile changes and review patterns.
- Focus on getting honest customer feedback.
- Use Google’s tools to report any suspicious activities by competitors.
