The Wall Street Journal goes in-depth on a problem Google Maps has had for years: fake and deceptive business listings posted by scam artists that crowd out legitimate local businesses—as many as 11 million such listings at any given moment, according to experts.
Online advertising specialists identified by Google as deft fraud fighters estimated that Google Maps carries roughly 11 million falsely listed businesses on any given day, according to a Journal survey of these experts.
They say a majority of the listings for contractors, electricians, towing and car repair services, movers and lawyers, among other business categories, aren’t located at their pushpins on Google Maps. Shams among these service categories, called “duress verticals” inside Google, can snag people at their most vulnerable.
Those experts and Google disagree as to the extent of the problem. (Which is exacerbated by how easy it is to set up a business listing.) And the scam artists aren’t simply displacing local businesses: they’re resorting to outright extortion: pay up, or we’ll swamp you with bogus listings. [Engadget, The Verge]
The show includes portraits of both as well as a half-dozen books to evoke the libraries each brought and the impact they had. Most helpful, however, are two large touchscreens, one for each map, that allow us to access translations and summaries of many of the texts. This quickly becomes addictive, because the journey is full of surprises. Here, we read about scientific theories or descriptions based on travelers’ accounts. There, we learn how best to capture a unicorn.
We’ve all seen business listings on online maps that don’t quite jibe with reality: the map marker’s on the wrong place, and driving directions don’t get you to your destination. The Wall Street Journal reports on how businesses deal with online map errors. Getting a wrong listing fixed is a rather high priority (a lost customer is a lost customer, if you follow me), but it turns out to be a more time-consuming—and expensive—process than I thought: there are firms that charge thousands of dollars to solve this for you. [via]