Most people are not thinking clearly when they need a locksmith or a plumber. They are locked out, water is leaking, something broke, and they just want somebody nearby who can fix it. So they open Google, tap one of the first businesses that comes up, and assume the listing is real. Unfortunately, that is exactly the kind of situation scammers count on.

In this episode, Mike Blumenthal, co-founder and analyst at Near Media, talks about fake local business listings and the ways bad actors have learned to game Google Maps. Mike has been following this problem for years, going back to the early days of map spam, when locksmiths were creating fake listings all over major cities. We learn how listings can look legitimate with complete addresses, phone numbers, and reviews without actually existing.

We also talk about what regular people can actually do about it. Mike explains why it helps to keep a short list of trusted local businesses before an emergency happens, and what to watch for if you do have to search online at the moment. A generic phone greeting, mismatched company names, fake-looking reviews, or an unmarked truck can all be warning signs.

Show Notes:

• [1:08] Mike Blumenthal shares how losing his family business led him into SEO, local search, and eventually years of work focused on Google Maps and local digital marketing.
• [3:47] Early Google Maps abuse showed up in a big way when locksmiths created thousands of fake listings across Manhattan to capture emergency service calls.
• [6:28] Fake listings can work especially well on mobile because Google's local results often favor businesses that appear to be physically close to the person searching.
• [9:13] Map spam creates real harm for legitimate businesses and consumers, including in a recent plumbing case tied to millions of dollars in alleged consumer losses.
• [12:04] Consumers can protect themselves by checking more than one platform, looking for consistent branding, and being cautious when hiring emergency service providers.
• [15:22] Reports can be made to Google, the FTC, or state attorneys general, but fake listing problems are not always fixed quickly or easily.
• [18:46] The Premier Plumbing case shows how troubling the problem still is, with thousands of fake listings allegedly created despite years of known abuse in local search.
• [21:37] Real local businesses should not depend entirely on Google and need to build direct customer relationships through email, text, repeat service, and trust.
• [24:42] Small customer service details, from professional arrival to respecting someone's home, can make a major difference in whether people trust and recommend a business.
• [28:04] Pressure-based reviews can mislead consumers, especially when customers feel pushed to leave positive feedback or mention specific employees by name.
• [31:24] Review volume alone does not prove a business is trustworthy because reviews can be fake, pressured, incentivized, or difficult to judge at a glance.
• [33:19] Stressful emergencies make people more vulnerable to scams because they are trying to solve an urgent problem quickly and may not stop to verify the business.

Thanks for joining us on Easy Prey. Be sure to subscribe to our podcast on iTunes and leave a nice review.

Links and Resources:

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• Mike Blumenthal
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