> ## Content Index > Fetch the complete content index at: https://www.nearmedia.co/llms.txt > Use this file to discover other available public pages before exploring further. # Local Guides Dominate Reviews, SMB Freemium Adoption, Airport Facial Rec - URL: https://www.nearmedia.co/local-guide-reviews/ - Published: 2021-12-15T20:37:44.000Z - Updated: 2021-12-15T21:43:53.000Z - Author: Greg Sterling - Tags: News ### Google Local Guides: More Volume, Shorter Reviews A new SOCi [analysis](https://streetfightmag.com/2021/12/15/soci-study-finds-62-of-google-reviews-are-written-by-local-guides/?ref=nearmedia.co) of nearly 170 million Google reviews across 1.1 million business locations yielded interesting insights about Google Local Guide (GLG) reviews vs. ordinary Google users (non-GLGs). The Local Guides program emerged in 2015 out of the earlier [Google "City Experts](https://marketingland.com/google-recruiting-city-experts-to-duplicate-yelp-elite-squad-53876?ref=nearmedia.co)," which launched in 2013 as a way to get more local reviews to better compete with sites like Yelp. Today there are roughly [150 million Google Local Guides](https://www.nearmedia.co/deconstructing-google-local-guides/) globally. SOCi discovered GLGs write the majority of Google reviews (62%). In the restaurant category it's higher (69%). About 78% of GLG reviews are positive (4 - 5 stars) vs 76% for non-GLGs. The average GLG rating is 4.14\. Beyond the volume of GLG reviews, here's the most interesting finding: "For every star rating, Local Guide reviews tend to be significantly shorter than reviews by other users." Only about 14% of GBP reviews had a business-owner response (shame, shame). ![](https://storage.ghost.io/c/03/80/0380d96d-ef7e-450e-96b3-2963e18aaab5/content/images/2021/12/Screen-Shot-2021-12-15-at-11.01.38-AM.png) Source: SOCi **Our take:** - Google has heavily "gamified" the Local Guide system, with [points](https://support.google.com/local-guides/answer/6225851?hl=en&ref=nearmedia.co) and [incentives](https://maps.googleblog.com/2015/11/get-your-favorite-places-on-map-with%5F13.html?ref=nearmedia.co). For more, see Mike's [personal Local Guide story](https://www.nearmedia.co/confessions-of-a-local-guide/). - SOCi didn't identify what guide levels were generating the most reviews. That's an interesting analysis for the follow-up study. - Why are GLG reviews shorter? They're trying to create more reviews to accumulate points. Part of [Google's emphasis on quantity over quality](Google incentivizes quantity over quality with user-generated content. ). ### 90 Days from Freemium to Paid for SMBs It takes small businesses (SMBs) an average of 91 days to upgrade from a freemium product to a paid version. That's according to a [new study](https://www.vendasta.com/blog/small-business-tech-adoption/?ref=nearmedia.co) from Vendasta that looked at nearly 350,000 SMB users on its platform. The company also found that "SMBs with multiple products and services under a single operating system were retained longer by our partners." In other words, they churn less. Only 30% of SMBs with a single product were retained compared with 78% of those using four products. In addition, SMBs who participated in online digital marketing education, "engaged more frequently online, engaged longer with the tools, made more purchases." The top three in-demand products according to the report were listings management, PPC analytics and reputation management. ![](https://storage.ghost.io/c/03/80/0380d96d-ef7e-450e-96b3-2963e18aaab5/content/images/2021/12/Screen-Shot-2021-12-15-at-11.41.58-AM.png) Source: Vendasta (time to upgrade from free to paid version) **Our take:** - This is a follow-up to a study Vendasta did several years ago, which also concluded that multiple product adoption by SMBs reduces churn. - This is just one of several studies that argue product-lead growth is really the only way to penetrate the SMB market. - Caveat: some percentage of freemium adopters don't engage and so won't convert. The report provides a kind of template for SMB sellers. ### Airports: Gateway to a Biometrics Database As I was boarding a recent flight to Europe – the first time I'd been on a plane since the pandemic started – I was asked to stare into a facial recognition scanner. One second later, I proceeded to the board the plane. Then I thought, "Wait, nobody asked for my consent." That's right, there were no disclosures and no opportunity to opt-out. I previously had used Clear so my fingerprints and pupils are already "on file." The NY Times covers the adoption of biometrics at airports in a piece called "[Your Face Is, or Will Be, Your Boarding Pass](https://www.nytimes.com/2021/12/07/travel/biometrics-airports-security.html?ref=nearmedia.co)." The article says most of these biometrics programs, including those like Clear that expedite security procedures, will be opt-in. However my experience with United wasn't opt-in; there was no discussion or signage at all. But many people will be lured to participate in these programs with promises of speed and convenience. ![](https://storage.ghost.io/c/03/80/0380d96d-ef7e-450e-96b3-2963e18aaab5/content/images/2021/12/image.png) Source: Delta Airlines **Our take:** - A United spokeswoman says in the article, "More than 250 international outbound flights a week are boarded biometrically." This will expand. - Most flyers will default into the biometric boarding system, though they should think very carefully about it. - A few years hence the US government will have a comprehensive facial recognition database. Absent legislation, there's no way to prevent this. ## Recent Analysis - ****Near Memo episode 44:** [Local Search Ranking Factors special edition with Darren Shaw](https://www.nearmedia.co/ep-44-local-search-ranking-factors-interview-with-darren-shaw/). - **ICYMI: Confessions of a Google Local Guide**, [by Mike Blumenthal](https://www.nearmedia.co/confessions-of-a-local-guide/). ## Short Takes - **Instagram** [has now has](https://www.cnbc.com/2021/12/14/instagram-surpasses-2-billion-monthly-users.html?ref=nearmedia.co) more than 2 billion users. - **Vox Media buys Group Nine Media** creating digital giant ([WSJ](https://www.wsj.com/articles/vox-media-in-advanced-talks-to-merge-with-group-nine-media-11639420533?ref=nearmedia.co)). - Chinese company Oppo [introduces](https://www.theverge.com/2021/12/14/22833796/oppo-air-glass-ar-glasses-announced-china-release-date??ref=nearmedia.co) "**assisted reality**" glasses. - **Google** [preparing to fire](https://www.cnbc.com/2021/12/14/google-employees-to-lose-pay-if-dont-comply-with-vaccination-policy.html?ref=nearmedia.co) the unvaccinated among its workforce. - **Zoom's** $85 million settlement [portends more privacy lawsuits](https://www.thedrum.com/news/2021/12/14/what-zoom-s-85m-class-action-lawsuit-means-data-privacy?ref=nearmedia.co). - **Amazon, Apple, Google** developing [smart home universal standard](https://www.theverge.com/22787729/matter-smart-home-standard-apple-amazon-google?ref=nearmedia.co). - Guy [pays to kill mistress](https://www.ibtimes.sg/austin-auto-magnate-charged-after-paying-hitmen-750k-kill-mistress-her-boyfriend-after-they-61790?ref=nearmedia.co), leaves **positive online review for the killer**. - UK's **Online Safety Bill**, [regulating social media](https://www.bbc.com/news/technology-59638569?ref=nearmedia.co), has global implications. - B2B mapping platform **Carto** [raises $61 million](https://techcrunch.com/2021/12/14/carto-raises-61-million-to-help-you-visualize-data-on-maps/?ref=nearmedia.co). - **Apple** launches Android app to discover if **AirTags** [aretracking you](https://www.cnet.com/tech/mobile/apple-launches-airtags-and-find-my-detector-app-for-android-in-effort-to-boost-privacy/?ref=nearmedia.co). - **Google** [hiring engineers](https://9to5google.com/2021/12/13/google-augmented-reality-os/?ref=nearmedia.co) to help build "innovative AR device." - **Huawei** [pitches itself](https://www.thedailybeast.com/huawei-caught-pitching-surveillance-projects-in-powerpoint-presentations-report-says??ref=nearmedia.co) as surveillance enabler for governments. - Physical and digital worlds bifurcating: the **metaverse** [is already here](https://stratechery.com/2021/the-great-bifurcation/?ref=nearmedia.co). - **YouTube** to [automatically link places](https://searchengineland.com/youtube-to-automatically-link-to-places-mentioned-in-videos-377358?ref=nearmedia.co) in video descriptions. - **Facebook** on COVID disinformation: "[It's society's fault, not ours](https://www.axios.com/facebook-bosworth-covid-misinformation-89a751dc-6875-4ad3-8103-33cd10b9972c.html?ref=nearmedia.co)." - **Google's** newsletter product **Museletter** [shutting down](https://museletter.area120.google.com/?ref=nearmedia.co) December 20\. Listen to our [latest podcast](https://www.nearmedia.co/memo/). [![](https://storage.ghost.io/c/03/80/0380d96d-ef7e-450e-96b3-2963e18aaab5/content/images/2021/02/near_memo_banner.png)](https://nearmedia.co/memo?ref=nearmedia.co) How can we make this better? Email [us](mailto:gsterling@nearmedia.co) with suggestions and recommendations.