Google has introduced a new review algorithm designed to more effectively and quickly remove fake reviews from local listings in Google Search and Google Maps. According to the search giant, this updated system has proven highly effective, allowing them to remove 45% more fake reviews compared to the previous year.

The platform receives a massive influx of user contributions daily for Google Maps and local business listings. These include customer reviews, photos, business updates, and other related content. In fact, Google disclosed that it processes approximately 20 million such contributions every day across its Maps and Search platforms.

New reviews spam algorithm

In 2023, Google rolled out an advanced algorithm specifically aimed at detecting and eliminating fake reviews with greater precision. This system leverages machine learning to identify suspicious review behaviors faster than ever before. It analyzes long-term trends on a daily basis, including patterns like users submitting identical reviews across multiple businesses or sudden surges in either 1-star or 5-star ratings for a particular listing.

This algorithm is capable of identifying both isolated incidents and larger-scale coordinated attacks. For example, a group of scammers falsely advertised that for a small fee, they could connect individuals to high-paying online opportunities—such as writing fake reviews or clicking ads globally.

Thanks to the algorithm’s ability to continuously analyze behavioral patterns—like whether an account had previously posted questionable reviews—it was able to swiftly detect this spike in fraudulent activity. Human investigators then reviewed reports submitted by affected businesses that experienced sudden increases in fake five-star reviews. By analyzing these cases, Google further refined the algorithm to improve its detection and removal capabilities, leading to the deletion of millions of fake reviews linked to this scheme within just a few weeks.

Review spam fighting metrics

As part of its annual reporting, Google shared key statistics regarding its efforts to combat fake reviews and other policy-violating content appearing in local search results and Google Maps:

• Over 170 million reviews that violated Google’s policies were blocked or removed in 2023 (a 45% increase from 2022)
• More than 12 million fake business profiles were removed or prevented from being created
• 14 million policy-violating videos were removed in 2023 (up from 7 million in 2022)
• Over 2 million attempts to illegitimately claim business profiles were blocked (double the number from the prior year)

Notably, Google did not release updated figures for fake photos this year, though it confirmed that the number was higher than last year. The company chose to focus on video violations instead. Additionally, Google has shifted its focus when identifying fake business activities—from detecting the creation of fake profiles to identifying unauthorized claims of existing ones.

Why we care.
Spam and misinformation in search results are persistent issues that affect both consumers and marketers alike. No one wants to deal with spam, nor do business owners want to see fraudulent reviews impacting their online reputation. While Google continues to develop tools and strategies to combat spam, the reality remains a constant back-and-forth between tech companies and spammers seeking new ways around protections. You can view Google’s anti-spam initiatives from the previous year here.

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