The world is getting smaller, and Google has an undeniable role in making that possible. The Google Local Guides Program is a helpful addition to the tech giant’s repertoire, letting people share their experiences of the world around them and facilitating decision-making for millions globally.
As part of the company’s community-building initiative, Local Guides invites voluntary (unpaid) contributions from everyone in the form of reviews, photographs, etc., of tourist attractions, restaurants, salons, schools, you name it.
Google launched the program back in 2015 to engage users in improving Google Maps and maintaining updated business profiles. It replaced Google City Experts, an older program rolled out in 2013 with a steep entry barrier and limited scope.
Today, Local Guides covers over 100 million volunteers and deeply affects local search engine marketing. It allows businesses to draw customer insights and develop long-term relationships with valuable clients.
How to Contribute to Google Local Guides
This program is open to everyone who uses Google. You can sign up from the main program page under Google Maps.
It will ask you to select your city and agree to the T&C.
The program does not mandate location tracking, although you may enable it to get tailored suggestions.
Under Local Guides, there are multiple ways to make a difference to the community:
- Add a relevant photograph (ideally, not selfies!) or video (maximum 30 seconds)
- Submit a review based on your personal experience, including a star rating
- Confirm or edit the facts related to a particular business or attraction
- Answer questions posted by other users
- Add to the directory by submitting details on missing places in Google Maps
From confirming that a pharmacy is open on Sundays to whether the Asian grocery store around the block has a ramp for wheelchairs — the scope for assistance is limitless.
5 Benefits of Joining the Google Local Guides Program
1. Earn rewards for your contributions
Under the program, your inputs earn you points. As you score more (up to 1,00,000 points), your level advances from 1 to 10.
Eventually, you can earn rewards. Once, the company offered exciting perks like extra cloud storage or app discounts.
But these gifts are rarely doled out anymore, in line with how much the program has expanded. However, contributors receive badges once they reach Level 4 or accumulate 250 points.
Google may also offer early access to its new features. For instance, in Feb 2024, Google opened up a new AI feature in Maps for local guides in the U.S. It lets users search through more natural language, like “places to visit on rainy days.” The LLM or large-language model of the search engine will interpret the meaning and display suitable results.
Here is the point system for your reference:
| Contribution | Points |
|---|---|
| Rating | 1 |
| Review | 10 |
| Lengthy review (over 200 characters) | 10 bonus points |
| Photograph | 5 |
| Caption | 10 |
| Photo tags | 3 |
| Video | 7 |
| Answer | 1 |
| Answer to Q&As | 3 |
| New place | 15 |
| New road | 15 |
| Fact check | 1 |
| Edit | 5 |
It may take up to 24 hours for the points tally to go up after a contribution. Although points are eternally valid, Google may penalize you for content that violates policies. Your points toward closed or removed businesses will also not count toward your level.
2. Support small businesses
Your review on Google can make or break a small neighborhood business struggling for visibility and footfalls in this competitive age. Contributing a review or answering questions for prospective customers can be a great way to get traction for a friend’s new beauty salon or a florist you admire.
3. Assist in better decision making
Nowadays, many people do a basic Google search before making crucial decisions. It becomes even more significant when someone needs to find the right school for their little one or pick a resort for an expensive family vacation. Google Local Guides support careful decisions less likely to trigger dissonance.
4. Foster a global community on Local Guides Connect
You can reach other guides like you on this forum, interacting with people passionate about building a connected community.
5. Boost your online credibility
A Local Guide badge from Google is a trusted way to enhance your digital credibility. It acknowledges you as knowledgeable about the community and neighborhood and willing to make a difference.
Use Google Local Guides with Caution & Sensitivity
The gamification of the program has resulted in increased interest among users looking to accumulate more points and race up the ladder.
However, in a bid to do so, you may encounter falsified reviews, unhelpful media, or incorrect answers about a local business.
It isn’t uncommon to see botched-up reviews intending to bring down competitors and affect their SEO rankings.
Google has some mechanisms to detect malicious contributions, such as a sudden influx of content from a specific IP address or unnatural phrasing, but they aren’t foolproof.
As the platform grows, here’s hoping the user base exercises sensitivity and care in building the community together.