Fake reviews are rife on Google Maps, and Google no longer intends to stand idly by. With the help of its Gemini AI, the company is seriously strengthening its strategy to clean up its business profiles. And this is just the beginning.
Key points:
- Google removed over 240 million fraudulent reviews in 2024 using Gemini.
- Suspicious profiles are detected earlier thanks to automated behavior analysis.
- Alerts now appear on some listings after deleting questionable reviews.
- Fake business profiles are actively tracked, with removal and prosecution as a result.
- Local professionals will have to rely on clean practices to remain visible without risk.
When the stars shine a little too brightly
Have you ever stumbled upon an unknown restaurant with a string of five-star reviews without a single complaint? A small neighborhood cafe hailed as an “unforgettable experience” by dozens of users with blank profiles? If it smells like reheated food, it might be stale.
Google knows this. And the giant is starting to react. Thanks to its Gemini technology, the company blocked or removed more than 240 million fraudulent reviews in 2024. Yes, you read that right. 240 million. That’s starting to add up.
AI scrutinizes every contribution
The goal isn’t to spy on internet users. It’s to guarantee a minimum level of reliability in local recommendations. Because, at its core, a review is a promise: that of a lived experience. Not a disguised publicity stunt.
Google now combines advanced machine learning models with enhanced tracking: suspicious profiles, inconsistent activity category changes, or waves of identical comments within minutes… all of this is closely monitored.
The puzzle of fake profiles
The case that caught Google’s attention in 2024? A gang of scammers who hijacked unclaimed listings to pose as locksmiths… and overcharge for emergency services. The result: more than 10,000 fraudulent profiles deleted, a complaint filed, and adjustments to detection networks.
Because a business that suddenly goes from “cozy cafe” to “urgent repair” at 2 a.m. raises a few questions.
What Gemini can do? Learn to spot a scam with just a few examples. A handful of signals, a little context, and the algorithm generalizes across thousands of cases.
Visible… and useful alerts?
In the United States, the United Kingdom, and India, Google is already testing an alert system: when a location loses a large number of suspicious reviews, a message appears on its profile. It’s a sort of red flag telling you: “Watch out, there’s a smell of cheating here.”
These notifications are expected to quickly expand to other countries.
It’s still difficult to measure the real impact on internet users’ behavior. But on paper, it’s a strong signal. It’s a bit like TripAdvisor adding a “watch” banner to restaurants that take too much advantage of their friends.
The big clean-up continues
Some figures that speak for themselves
A quick look at what Google cleaned up in 2024:
- 70 million suspicious file edits blocked or deleted
- 12 million fake profiles eliminated
- 900,000 accounts restricted for repeat offenses
Striking numbers. And a pretty clear message: laxity is over.
And what about SEO?
Local SEO professionals will have to be extra vigilant. Leveraging customer reviews is a good thing. But with specific methods. Because Google is refining its radar. And when AI starts to sniff out a scam, it won’t let go.
We recommend that you follow our Google Business Profile training to discover concrete optimization tips, without being perceived as a cheat by Google!
