Google Maps 101: how contributed content makes a more helpful map

Ensuring the content you see is reliable

Like any platform that welcomes user-generated content, we have to remain vigilant against inappropriate content—the vast majority of which is removed before anyone actually sees it. And as more people contribute to Google Maps, we continue to crack down on the bad actors who violate our policies, using a combination of people and technology to tackle unwelcome content. 

For example, we use automated detection systems, including machine learning models, that scan the millions of contributions we receive each day to detect and remove policy-violating content. In the case of fake reviews, our systems check every single review before it gets published to Google Maps, looking for signs of fake content. Our machine learning models watch out for specific words and phrases, examine patterns in the types of content an account has contributed in the past, and can detect suspicious review patterns. 

While we’re constantly improving our automated systems, we know they’re not perfect as fake reviews can slip through from time to time. So we also deploy teams of trained operators and analysts who audit reviews, photos, business profiles and other types of content both individually and in bulk. And we provide a way for anyone to flag reviews, inappropriate content and misleading places for removal. 

Sorting through the 20 million contributions we receive each day (that’s more than 7 billion contributions a year), in 2019 alone, our technologies and teams:

• Removed more than 75 million policy-violating reviews and 4 million fake business profiles thanks to refinements in our machine learning models and automated detection systems which are getting better at blocking policy-violating content and detecting anomalies for our operators to review
• Took down more than 580,000 reviews and 258,000 business profiles that were reported directly to us, as we make it easier for people to flag inappropriate content 
• Reviewed and removed more than 10 million photos and 3 million videos that violated our content policies, as our operators and automated systems get better at catching policy-violating content, such as off-topic photos
• Disabled more than 475,000 user accounts as we improve our machine learning detection capabilities and develop expanded policies and training for our operators

The vast majority of contributions made to Google Maps are authentic, with policy-violating content seen less than one percent of the time. And we’ll continue to develop new tools and techniques to fight against bad actors. 

Contributed content is an indispensable part of how we’re making Google Maps richer and more helpful for everyone. With people’s contributions, we’ve been building a truly helpful map that not only gets you from A to B, but also helps you find the places and experiences that are right for you, whether you need to tackle last-minute gift shopping or have a craving for pizza.