The Google Local Guides program invites anyone with a Google account to become a contributor, sharing their local expertise to help others navigate their communities and discover hidden gems. But what exactly does it mean to be a Google Local Guide, and are there potential drawbacks for businesses? Let’s delve into the details.
What is Google Local Guides?
The Google Local Guides program is a global community of contributors who share their knowledge, write reviews, upload photos, verify information, and edit Google My Business listings to ensure the accuracy of Google Maps and related Google services.
Google Maps is a vital tool for over a billion people each month, helping them discover local businesses and navigate efficiently. Maintaining the accuracy of this vast amount of local business information requires constant updates and contributions. Google sources information from various sources, including street view cars, users, business owners, and satellite imagery. Google Maps users contribute an impressive 20 million pieces of information daily.
Signing up to become a Local Guide is a simple and straightforward process.
Joining the Google Local Guides Program: A Step-by-Step Guide
Becoming a Google Local Guide is easy. Simply visit the Google Local Guides website, register, and start contributing by leaving reviews and posting photos of places you’ve visited. The more you contribute, the higher your Local Guide ranking will be.
Share your insights about your favorite local restaurants, secret spots, or the best place to watch the sunset. As an official local tour guide, you can also promote your Instagram account.
Perks and Benefits of Being a Google Local Guide
The Google Local Guides program is designed for enthusiastic volunteers who enjoy sharing their local knowledge and travel experiences with like-minded individuals.
Sharing your knowledge and photos of local businesses as a Local Guide provides valuable insights for potential customers and increases online visibility for businesses. In return, you’ll earn points, badges, and other perks.
Upon reaching level four in the program, you’ll receive your first Local Guides badge, making your contributions and places more visible. Google also rewards active Local Guides with early access to special perks, new Google products, and exclusive partner rewards. In some cases, you may even be featured in promotional videos or invited to attend a fully funded summit with top Local Guides from around the world.
Earning Points and Badges in the Google Local Guides Program
Consumers often trust user-generated content and reviews more than traditional advertising. Whether they’re looking for a reliable plumber, a great restaurant, or a hidden gem, people often rely on the opinions and experiences of others.
The Local Guides program rewards participation with badges, perks, and points. These guides contribute to the Google Maps ecosystem by providing accurate and up-to-date information.
Google Local Guides utilizes a real-time gamification algorithm, rewarding more points and benefits as you contribute and share. These points and badges can be redeemed with numerous Google partners. To earn points, you need to contribute to Google Maps, and to earn badges, you need to be an active member.
Contributions, Points, and Badges:
Local Guides can ask and answer questions, edit places to keep information current, and review local businesses. They can also provide answers on information panels in local searches, add missing places, update information, and verify facts.
Each contribution earns a specific number of points. For example, uploading a photo earns five points, while leaving a detailed review of over 200 characters earns 10 points plus a 10-point bonus. Accumulating points quickly leads to earning badges. Reaching 250 points earns your first badge, while the super-star level ten requires 100,000 points!
The Potential Danger: Gamification and Review Integrity
Although the Google Maps and Local Guides programs started with good intentions, some Local Guides are motivated by the gamified rewards rather than contributing meaningfully to the ecosystem.
Gamification applies game mechanics to non-gaming situations, making everyday tasks fun and rewarding. Earning a badge for leaving a review is an example of gamification. Google Maps and Local Guides use gamification techniques to boost engagement and loyalty. However, the dopamine rush from Local Guides perks can incentivize individuals to focus on earning points and badges rather than providing authentic and valuable contributions.
The more points you earn, the higher your Local Guide level becomes, potentially leading to a decline in review quality or even fake contributions in pursuit of points. While earned badges are not publicly visible, your level is, and this influences the trust of other Google searchers.
Unfortunately, the program’s value has been compromised by the degradation of contribution integrity due to poor implementation.
Are Local Guides Trustworthy? Identifying Reliable Contributors
Not all Local Guides participate for the right reasons. Some businesses may receive fake or low-quality reviews, which can negatively impact their reputation.
Earning points, unlocking badges, and gaining clout can be more appealing than writing honest, helpful reviews.
While those searching for local businesses may initially trust recommendations from Local Guides, some reviews may be unrealistic or biased.
The Local Guides program aimed to ensure Google Maps provides valuable, accurate, and helpful information. However, the increasing number of unnecessary and harmful reviews from individuals seeking badges undermines this goal.
To assess a Local Guide’s trustworthiness, check their profile to see if you recognize them. Also, look for signs of fake accounts or attempts to game the system.
Protecting Your Business from Negative Reviews
Is your business vulnerable to rogue Local Guides or unethical competitors? While removing fake reviews can be challenging, it is possible.
The best defense is a strong offense.
By using tools, you can proactively generate new reviews from your customers on your Google My Business listing (or other review sites), building trust and drowning out fake or negative reviews.
