In a post on the official Google blog, Google’s group product manager for user generated content, Ian Leader, described the details of the review moderation process for Google Maps.
Google Maps serves more than 1 billion people around the world and sees thousands of reviews posted at all times. How does it manage all of those reviews and comments on companies map listings? It has long been questioned how Google implements safety measures to protect the users and businesses who use their product.
Before we dive into all of that, let’s discuss one thing that’s on everyone’s mind.
Can You Remove a Review From A Google Map Listing?’
This question is asked more than any other question regarding Google Map reviews and listings. As usual, the answer is a disappointing “it depends.” The most difficult negative reviews to remove are those without anything written (i.e., the negative reviewer just left one star but no comment). The reason? In order for Google to determine that they will remove a review that you flag, it must violate their content policy. If nothing is written, there’s no content to be in potential violation. Typically, the only way to have a one-star review with no comment removed is if it was posted in a manner that Google deems suspicious. More on that coming up.
Google’s Review Comment Moderation Considerations
Google’s main goal is to ensure that the reviews posted to their platform align with their content policy. This policy – which forbids spam, off-topic reviews, illegal or explicit content, and impersonation, among other topics – helps to keep reviews for businesses honest and helpful across the site.
When reviews are posted, Google looks for a few factors in the moderation process.
- Spotting unusual trends. If a particular account or group of accounts seems to be flooding a group of businesses with reviews on the extremes of the spectrum (either 1- or 5-star reviews), they are considered to be part of an unusual trend. The also extends to businesses or accounts who mass-flag negative reviews.
- Considering outside motivations. The political climate of an area and specific business are taken into account during the moderation process, such as health and safety policies adopted during the COVID-19 pandemic.
Google’s Two-Step Map Review Moderation Process
The Google Maps Review Moderation process has two main steps: machine learning and human moderation.
Machine learning
Artificial intelligence algorithms moderate reviews from the moment they are submitted. These programs look for specific trigger phrases and patterns that may indicate a false or abusive review, and flag those reviews. If the review passes this initial screening, it can go live in seconds.
Still, live reviews are also subject to regular scrutiny by the machine learning processes of the company, and may be flagged later as the program grows more advanced.
Human moderation
Reviews that are flagged, either by the machine learning process or manual moderation from users, are considered by human moderators. These moderators take into consideration the nuance and context of the review to see whether any abuse is taking place. During this process, the manual moderator reviews the Google Map Listing review and determines if it
Moderators also take real reviews and use them to train the algorithms to better understand the contents of reviews.
The Goal of Google Maps
Google Maps, the company claims, has the ultimate goal of creating a reliable and safe review space for everyone to access. Being transparent about their methods is yet another way to ensure this reliability.
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