Be aware of this little Google person

 

This innocuous little badge - showing someone wearing a Google Local T-shirt and carrying a smartphone and a camera, is 'awarded' to Google Local Guides.

So what is a Google Local Guide? (If you are a Local Guide, or you are familiar with the concept, you can skip to the next paragraph.) They are simply a more committed Google reviewer; the sort of person that actively reviews just about every business they come into contact with. They have absolutely no qualifications - anyone can volunteer to be one. There's more on them here.

Why mention them at all?

For two reasons...

1. They are far more likely to write a review - whether asked to do so or on their own initiative
2. Their reviews carry a disproportionate influence with consumers - for no rational reason

Look at these two reviews...

Which do you think is the most credible? Their content is similar and their score for the business is identical. The only thing that separates the two reviewers is that one is a Local Guide and the other is not. With what you know now you may justifiably be cynical about the Local Guide's review, but we can assure you that Joe Public gives their reviews more credence.

So: if someone mentions that they are a Google Local Guide you can be pretty sure they will review your business. That's all. We don't recommend you quiz your customers to establish if they are a Local Guide or not, but just be aware that such people - millions of them - do exist.