With the recent lawsuit and investigation into fraudulent locksmith listings on Google, the spotlight is finally shining on an issue that has plagued our industry for far too long. The fact that Google is beginning to hold scammers accountable for misleading business practices is a significant step in the right direction — but we still have a long road ahead.
Having been deeply involved in this issue for years, I see it as a two-part problem that needs two distinct solutions.
Part One: The Surge of Scammer Listings
Scammers are exploiting Google’s platform by flooding it with fake “Google My Business” (GMB) profiles. These entities are often well-funded and tech-savvy, with the resources to stay ahead of algorithm changes and exploit every loophole.
Their strategy is simple but harmful: advertise impossibly low prices like $19.99 or $39.99 to secure the call, then use aggressive, high-pressure tactics on-site — often damaging property in the process and charging exorbitant fees. This bait-and-switch model tarnishes the reputation of legitimate locksmiths and leaves consumers distrustful of our entire trade.
Part Two: Real Locksmiths Are Being Left Behind
At the same time, reputable locksmith businesses — some of them decades old — are being suspended or completely removed from Google listings. Why? Because these professionals are masters of the mechanical trade, not digital marketing experts. Most don’t have the luxury of time or money to keep up with Google's shifting SEO trends and guidelines.
This leads to an unfair situation where dishonest operators dominate search rankings, and honest professionals are buried — or worse, invisible.
The Bigger Picture
The real cost is the erosion of trust in the locksmith industry. Consumers searching for help often encounter the most aggressive advertisers first, those who have gamed the system. Meanwhile, real professionals struggle to be found.
I’ve heard hundreds of stories that follow this pattern, and the explanation is always the same: scammers are working the system, and legitimate locksmiths are being left behind.
What Can Be Done?
While I’m currently organizing a "Scammer Task Force" to address this issue more aggressively, the most immediate and powerful tool we have is education.
I am currently developing an on-demand webinar series titled The Black Book of GMB Secrets. It’s designed to equip industry professionals with the knowledge they need to properly set up, maintain, and protect their Google listings.
Why It’s So Hard to Fix
Part of the frustration lies in the fact that Google doesn’t handle the GMB process entirely in-house. Instead, it contracts various companies to manage different aspects of the vetting and support process. Think of it like a secret recipe — one company handles verification, another handles moderation, and another might oversee appeals.
This fragmentation makes it almost impossible to speak to someone with the authority to resolve a problem. The process is slow, opaque, and often ineffective. There’s no “expedited” service, no matter how much time or money you’re willing to invest.
A Two-Part Solution
By understanding the dual nature of the problem, we can begin to implement targeted solutions:
1. Reporting Fraudulent Listings. Industry professionals have the right to flag GMB profiles that they can confirm are fraudulent—particularly in states with licensing requirements. If a listing is operating without proper credentials or using clearly deceptive tactics, it should be reported. When enough accurate reports are submitted, Google is more likely to investigate and take action.
Caution: This should never be used to target competitors without concrete evidence. Ethics matter — use this tool responsibly.
2. Strengthening Your Digital Presence. Professional locksmiths must take ownership of their online presence. Setting up a GMB listing properly, maintaining it regularly, and following Google's guidelines are all critical to long-term visibility. The Black Book of GMB Secrets webinar will provide actionable tips and insider strategies to help professionals stay compliant and competitive.
When You Need Help — Hire Carefully
If your listing has been suspended or compromised, consider seeking help from a Google account recovery specialist. One expert I’ve personally worked with and recommend is Darrel Rosenblat, who has assisted many locksmiths with successful GMB restorations.
Important: Never hire anyone who cold-calls or emails you promising to fix your listing. Always do your research, request verifiable references, and speak with past clients before hiring any service provider.
Final Thoughts
While we may not have all the answers yet, this framework gives us a foundation to work from. By identifying the problems clearly and educating industry professionals on effective solutions, we can begin to reclaim our digital space — and restore consumer trust in our profession. Let’s work together to protect the integrity of the locksmith trade, both online and off.
Scan the QR code or sign up at https://bit.ly/3XzSqQl for the Black book of secrets Google listing presentation, offered only to legitimate locksmiths.
Wayne Winton
Wayne Winton is the owner of Tri-County Locksmith Services, located in Glenwood Springs, Colorado.
