Local SEOs Are Trying to Get Google to Change the Local Algorithms
Local SEO practioners took to Twitter to ask a new Google VP for help in solving a decade-old problem.
New Google VP of Privacy Product Management at Google, Rob Leathern, made a public post on his Twitter saying he was open to having complaints publicly tweeted to him so they could easily be shared internally at Google.
Noted local SEO Joe Youngblood jumped at the chance and asked Rob if they (Google) could stop using the title of a business for ranking purposes in the Local Pack / Google Maps.
Probably not your wheel house but could you ask someone to stop using the title of a business in the GMB ranking algo? SMBs are getting crushed by fake lead gen listings.
— Joe Youngblood (@YoungbloodJoe) March 2, 2021
Rob asked Joe for an example of what he was talking about
Example?
— Rob Leathern (@robleathern) March 2, 2021
First Joe replied with a list of examples including his 2018 research and screenshots of how awful some local results are in Google, including one filled with spam in Austin, TX where Rob is now based.
This research is from 2018 but it displays the issue pretty well: https://t.co/YXkA1y0rCb
— Joe Youngblood (@YoungbloodJoe) March 2, 2021
Eventually the grandfather of local SEO spam research, Mike Blumenthal, jumped in to the conversation to share his view on the same issue pointing to a network that redirects users to call centers where the leads are collected and sold off to local business owners.
At scale it is used for very profitable lead gen: https://t.co/DVAyVtQZYj
This is a large network that redirects local users to blood sucking call centers that sell the leads
Network has been reported repeatedly over past 6 mos by myself, @keyserholiday & @JoyanneHawkins pic.twitter.com/i55LOGYRuM
— Mike Blumenthal (@mblumenthal) March 2, 2021
Then Joy Hawkins chimed in as well pointing out her 2019 research which shows the same as Joe’s, that keywords in a business title can drastically and quickly impact the ranking position of a business.
If you want an example of how well this works you can see here: https://t.co/zQLC1pb5iQ
— Joy Hawkins (@JoyanneHawkins) March 2, 2021
Rob Leathern said he would take the feedback internally to Google.
Yes helpful thanks will share
— Rob Leathern (@robleathern) March 2, 2021
The next morning Rob came back to point the local SEOs to a blog post Google published two weeks ago about their anti-spam efforts in the local arena.
hey folks, sounds like some good progress made here. for reference: https://t.co/wpudMdYONH
— Rob Leathern (@robleathern) March 3, 2021
Mike Blumenthal rightly replied that this is the type of reporting Google has replied to the problem with for over a decade.
This is the same ol same ol that I have been hearing for over 10 years. The issue is that Google only sees what it looks for. Their model for identifying hyper local spam that is delivered via the hyperlocal algo is not Local enough.
— Mike Blumenthal (@mblumenthal) March 3, 2021
Joe expanded upon this by trying to further explain how Google’s anti-spam efforts might appear to be working to Google but the effects are rarely seen by small business owners (or the SEOs representing them) because creating cheap burn and burn listings is incredibly easy and fast the spammers tend to stay on top or get back to the top quickly no matter what action Google takes.
There has been progress recently yes, however, that hasn't been as visible to the SMB owners getting crowded out by the spammers.
The largest issue is using the title of a business as an immediate and major ranking signal for likely non-brand terms
— Joe Youngblood (@YoungbloodJoe) March 3, 2021
The thread even caught the attention of Twitter anti-spam employee and ex-Googler Kazushi Nagayama who pointed out that Google does not appear to be tracking the ranking impact of the local spam they are claiming to remove and does not appear to have a methodology for reducing the value to spammers faking their way to the top of a Google local / maps ranking.
This article sound like more on the review and rating spam side of things whereas people are talking more about listing spam in this thread. They're pretty different and should be tracked using different metrics and tackled using different methodologies
— Kazushi Nagayama 🗿 長山一石 (@KazushiNagayama) March 3, 2021
Will this conversation lead to any actionable changes at Google for local rankings? Unfortunately if the past is a predictor of any kind that answer is “no”. However, having a Google VP involved and seemingly engaging the community so openly on the issue may help push this along as an internal priority.