Currently, the review spam filter seems more aggressive than usual. A few Local Guides are very upset that their reviews get hidden by the spam filter. Some believe they know and follow all the rules related to reviews, so the spam filter must be broken.
This might be true for some, but we all can benefit from studying the guidelines one more time and then editing our reviews that are not fully compliant.
Short summary of the review guidelines
The Maps user-generated content policy (that we accepted when signing up as Local Guides) clearly states that suspending the ability of a user to contribute may include preventing uploaded content from being displayed to other users.
Two key documents outline the review guidelines. One is called Tips for contributing high-quality reviews, and the other document is named Prohibited and restricted content.
The Tips document is quite easy to read. Here is an overview of the content:
- Be informative and insightful.
- Be authentic.
- Be respectful.
- Write with style.
- Avoid personal and professional information.
- Avoid general commentary.
From the Tips document I extracted these very essential guidelines:
- Please write about your firsthand experience with the place and not general commentary.
- Review your own experience, and explain what the place was like and the service you received.
- Try to share something unique and new, and make sure your criticism is constructive.
- One paragraph is a great length for a review.
If you follow these simple and helpful guidelines, you may not even need to read the second written by lawyers. It lists all the things we should obviously never share in a review. Examples include spam, swearing, advertising, off-topic comments, rants, and repetitive sentences.
The current review problem
So why are so many Local Guides currently very frustrated about getting their reviews hidden by the spam filter?
Here is what I think:
Google Maps frequently praises all our contributions in a constant flow of emails. This makes us believe we are doing a fantastic job. And it creates a strong expectation that Google will treat the volunteers with respect and fairness. It seems the praise emails are sent even to those adding reviews of low quality.
When Local Guides have contributed for years, and then suddenly discover their work has been removed from public view without warning, notice, or explanation they become rightfully outraged. Affected Local Guides then feel betrayed and find Google treats them with disrespect and our mutual expectations are no longer aligned.
Google has a policy to never explain or specify what we are doing wrong. This is probably to avoid helping the spammers. But this comes across as very impolite considering we are volunteers and we are constantly reminded to let helpfulness guide our actions. Between the lines affected Local Guides are accused of being bad actors and spammers. Leaving volunteers in limbo and doubting if they did something wrong or if the system is failing big time. This is not fair.
From our side, it looks like volunteer work is met with disrespect.
In France Google is currently testing if notifying LGs when contributions get hidden can improve the situation. In my view, this is not helping. Violations are not really explained. I think the test so far mostly made more Local Guides aware of hidden reviews.
It is very difficult to check if our reviews are hidden or not. So many Local Guides are not even aware of the problem. To learn how to check read this.
Google probably made the spam filter more sensitive in the second half of 2022 to counteract increasing spam problems. A more sensitive spam filter will also hide perfectly good reviews. For a more differentiated view, please read No wonder some of our reviews get hidden!
A major complicating factor is that a particular review may not be violating the guidelines, still, the review, all reviews, a group of reviews, or all new reviews are hidden. I have discussed this here. In early 2022 all hidden reviews could easily be made public by simply editing them to remove the problematic words or sentences. This is no longer the case. I suspect that even photo guideline violations now can result in hidden reviews. So hidden reviews are currently used as a kind of general warning prior to further sanctions.
In the big picture, a few unhappy Local Guides are not very important to Google. It is difficult to comprehend, but Google’s actions and inactions speak loudly.
Checklist
So if your reviews are currently wrongfully made invisible, I suggest you run over this checklist:
- Are you representing a business on Google Maps?
- Have you been liking your own reviews?
- Have you been reviewing your current or former workplaces?
- Have you been writing super short or very long reviews?
- Have you reviewed businesses belonging to friends or family?
- Have you been encouraged or paid to write reviews?
- Have you been sharing opinions or political views not related to services or products from the business?
- Have you reviewed businesses where you were not a genuine customer?
- Have you been adding links, phone numbers, or social media references in any of your reviews?
- Have you been repeating any text or headings across your reviews?
- Have you included any text copied (=stolen) from elsewhere in your reviews?
- Have you been publishing your reviews in parallel on other platforms like yelp, TripAdvisor, booking.com, Airbnb, Amazon, or even your private blog?
- Have any of your reviews been revenge reviews?
- Have you made sure to include details that prove you visited the place?
- Has your language always been respectful?
- Have you been posting a lot of reviews in quick succession?
- Have you been reviewing places in many different countries without visiting them?
Ideally, you should be able to say No to all of the above - except two. The checklist is not from Google but is based on my experience helping fellow Local Guides.
Google has admitted that the spam filter can be too aggressive by offering a special form called Account investigation for contributions not visible on Google Maps. Please use it, but know that you will not be notified when the manual check is done and what they found. It can take several weeks to get done. If your contributions are found to comply with the guidelines they will be made public again. For Google to have this service for Local Guides is very unusual. If your contributions were not made public after a check, you will need to take a deeper look at the guidelines and how well your reviews comply.
If your contributions disappear again after they’ve been reinstated, then please feel free to use the form again. This was communicated by @DeniGu here.
What more could be done?
What more could we as Local Guides do?
- Make an effort to find and flag more suspicious reviews and profiles.
- Organize and participate in a test of the effectiveness of flagging contributions. I suspect flagging is rarely acted upon.
What more could Google do?
- Improve significantly the communication with volunteers on this issue
- Let Local Guides know when their review quality index starts falling and share specific tips on what they should do
- Stop hiding individual reviews that are not violating the review guidelines
- Stop hiding reviews for other reasons than review guideline violations. Use intuitively relevant sanctions instead
- Speed up the manual check procedure
- Ensure manually released reviews remain public if unchanged
- Hide all reviews from new accounts until they have made at least 10 “good” reviews! To me, it seems that very few reviews from one account indicate it could be a spammer.
- Hide fewer reviews when relevant photos are attached
- Mark hidden contributions in our contribution lists (when the current problems have been solved).
This post was inspired by all the recent complaints, and especially @ErmesT 'spost Get Paid for Our Contribution? What could happen?, @Gezendunyali 's post calledCommenting criteria, and @gmapas 's reply foundhere.
I think @gmapas said it perfectly here:
I sincerely hope that the teams at Google are working to reach a common denominator that satisfies everyone - those who contribute with real reports, the companies evaluated (which are often harmed in the process) and the users who consult and believe in the reviews.
I hope you find this post somewhat helpful.
Cheers
Morten