My Google Map Blog

This Women’s History Month, we’re celebrating Googlers who contribute to products and features that people rely on each day. Last week we heard from women working on our crisis hotlines and Street View. Today, we hear from three more Googlers about how they build products — like Maps, Google Assistant and Google News — with safety, empathy and collaboration in mind.

Making the internet safer for women

What do you love most about building at Google?

Few companies in the world have the level of impact that Google does. When I tell people I work on Google Maps, they tell me how much they love Maps and how it’s a part of their everyday life. That’s the best part of doing this job!

What is the best career advice another woman has given you?

I had a lot of self-doubt and uncertainty about returning to work after my daughter was born. During that period, my mother encouraged me to think beyond the initial anxiety and adapt to my new way of life as a working mother. Her simple advice was to take a long-term view of my life and happiness and make decisions based on that.

Why is it important to moderate things like reviews on Google Maps?

Women-owned businesses often face threats of trolling, shaming and digital sabotage through fake reviews and other malicious practices. To make Google Maps universally safe and trusted — especially for women — we must constantly invest in fighting abuse and misinformation.

Bringing empathy to technology

What’s early career advice you’ve gotten from another woman?

When women don’t meet every qualification on a job description, they often assume they’re not qualified for the job. A friend gave me the advice to believe in my capabilities and tell the story of what made me qualified in the moment, instead of assuming that I needed to do more or be more. It’s a mindset shift that’s allowed me to stretch and grow in unexpected ways.

Your work focuses on making the Assistant more empathetic. Why is empathy an important part of the user experience?

Empathy is an important part of the human experience. We need each other, and we all want to feel understood and cared for. When you create experiences with this in mind, it keeps you focused on being of service to people as opposed to being of service to goals or ideas.

Other than Google Assistant, what’s your favorite Google product or feature?

I’d be lost without Maps.

Collaborating across perspectives

How have your experiences impacted the way you build products?

Before joining Google, I’ve felt at times that my voice wasn’t heard; this led me to approach my current role with empathy and curiosity. I have a strong desire to deeply understand and incorporate a wide array of perspectives — from considering the needs of people using Google News to collaborating with others internally to create different ways to deliver essential news through the app. I believe this helps us build more inclusive experiences for people with a wide range of circumstances and needs.

Why is it important for women to access quality news and information?

Everyone needs to be able to access reliable and authoritative news to make informed decisions, engage in their local community, have conversations with friends and family, and stay safe. Making sure everyone has equal access to this essential information empowers everyone, including women, and fuels a well-functioning society.

In a world that’s constantly changing, it’s important for Google Maps to give you the freshest, most up-to-date information possible — so you can know whether the restaurant down the street from you reopened or if your neighborhood grocery store has curbside pickup. One way we do this is through contributed content.

Every day we receive around 20 million contributions from people using Maps. Those contributions include everything from updated business hours and phone numbers to photos and reviews. As with any platform that accepts contributed content, we have to stay vigilant in our efforts to fight abuse and make sure this information is accurate. Thanks to a combination of machine learning and human operators, we continue to decrease the amount of content seen on Maps that is fraudulent or abusive – in fact, it’s less than one percent of all the content that is viewed on Maps. Today, we’re sharing more about how we kept irrelevant and offensive information off of Google Maps throughout 2021.

Keeping business information reliable

The world shifted throughout 2021 with the rollout of vaccines, updates to mask mandates, and new COVID variants. Our community of Maps users showed up in full force to update Google Maps with fresh information about their communities. In fact, throughout 2021, their contributions helped us add updated business information, such as a place’s hours of operation or its health and safety protocols, for 30% more businesses than in 2020.

But sometimes fraudsters try to update business information on Google Business Profiles with abusive edits. In 2021, we blocked more than 100 million of these edits from going live thanks to our continued advancements in machine learning models that improved our ability to catch bot activity and unearth suspicious activity patterns. Here’s a deeper look at the information we removed from Maps:

• Thanks to advancements in our technology, we identified and removed more than 7 million fake Business Profiles — more than 630,000 of which were reported directly to us.
• We stopped more than 12 million attempts from bad actors to create fake Business Profiles and nearly 8 million attempts from bad actors to claim Business Profiles that didn’t belong to them.
• Thanks to continued improvements in our machine learning, our technologies and teams disabled more than 1 million user accounts due to policy-violating activity, such as online vandalism or fraud.

Verifying photos, videos and reviews on Business Profiles

As the world reopened throughout 2021, people relied on Google Maps reviews to get the information they needed about places before visiting them — like what health and safety protocols were enforced or if there was outdoor dining and open spaces.

However, we also saw individuals and groups attempt to use fake reviews as a tactic to hurt local businesses — oftentimes spurred by public attention on differences in opinions. In 2021, to prevent violative content from appearing on Google Business Profiles, we put protections on over 100,000 businesses after detecting suspicious activity and abuse attempts. Here’s what else we did in 2021 in our efforts to keep the content in Google Maps reliable:

• We blocked or removed more than 95 million policy-violating reviews, over 60,000 of which were taken down due to COVID-related instances.
• We took down more than 1 million reviews that were reported directly to us.
• As a result of continued advancements in our machine learning, our technologies and teams blocked or removed more than 190 million photos and 5 million videos that were blurry, low quality, or violated our content policies.

Local knowledge that our global community contributes is a huge part of what makes Google Maps more than a navigation tool. We’ll continue to invest in keeping this information fresh and reliable so you can discover information about the world around you.