Google Local Guides
Google Maps Local Guides (commonly known as Local Guides) is a global volunteer community program operated by Google that encourages users to Contribute information to Google Maps. Participants help improve the accuracy, completeness, and usefulness of Maps by adding reviews, photos, ratings, edits, and place information. Contributors earn points, levels, and digital badges in recognition of their activity.
The program is part of Google’s broader crowdsourcing strategy to enhance local search and navigation data worldwide.
History
Google launched the Local Guides program in 2015, expanding on earlier community mapping initiatives such as Google Map Maker and City Experts. The program was designed to scale community participation globally by integrating contributions directly into the Google Maps platform.
In 2016, Google introduced Local Guides Connect, an official online forum where Local Guides can interact, share experiences, organize meetups, and receive updates from Google staff. The forum became a central hub for the Local Guides community.
Purpose and activities
The primary goal of the Local Guides program is to improve Google Maps through user-generated content. Local Guides contribute by writing reviews, uploading photos and videos, adding new places, editing existing place information, answering questions about locations, and fact-checking map data. These contributions support local discovery, especially in regions where official geographic data may be limited.
Points, levels, and badges
Local Guides earn points for each contribution, with different actions assigned specific point values. Accumulated points determine a contributor’s level, ranging from Level 1 to Level 10. Higher levels signify long-term participation and experience.
Badges are displayed next to contributors’ profiles on Google Maps, highlighting areas such as photography, reviews, or fact-checking. While Google previously offered physical perks, current rewards focus primarily on recognition, early feature access, and invitations to special events.
Community and engagement
The Local Guides community operates primarily through Local Guides Connect, where members participate in discussions related to travel, photography, mapping tips, accessibility, and community events.
Google has hosted international events such as Local Guides Summit and Connect Live, inviting selected contributors to engage with Google teams, attend workshops, and collaborate with fellow Guides. In addition, Local Guides frequently organize independent local meetups.
Reception and analysis
Researchers and industry analysts have cited the Local Guides program as an example of volunteered geographic information (VGI). Studies highlight the program’s effectiveness in improving map coverage and local business visibility, while also noting the impact of gamification on user participation.
Criticism
Some contributors have raised concerns regarding account moderation, including suspensions or contribution removals without detailed explanations. These issues reflect broader challenges in balancing open community contributions with platform governance and quality control.
See also
- Google Maps
- Local Guides Connect