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Google API Communicating Incorrect Address?

Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭

Hello,

 

I hope this is the correct place. So my business is experiencing an issue and I have been told by a few outside vendors that it has something to do with what Google's API is communicating to third party vendors and data aggregators. So in the back end of Google My Business I have my firm's accurate address information of "401 Rte 73 N, Building 40, Suite 130" - the way people logically read an address (see https://www.screencast.com/t/LeMTrTXRP).

 

However, when I search for my firm's name in "Marlton, NJ" it returns a slightly different address of "401 NJ-73 #130, Marlton, NJ 08053" (see https://www.screencast.com/t/aKDwyc07T). Notice that the address is missing the building number and using a # instead of suite. I cannot even begin to tell you how many clients complain about not understanding that. Also, notice that it says "Law Firm in Evesham Township, New Jersey."

 

To make the issue even more confusing, Google seems to be communicating a third variation of the address to third party applications and data aggregators. I wanted to get a better handle on my firm's local listings so we looked into services like Moz Local, however the address they are seeing as verified through Google's API is "401 NJ-73#130
Evesham Township, NJ 08053" (see https://www.screencast.com/t/zwu2fTgsS50).

 

Notice the address they are seeing removes "route" and "suite" but also removes the city name "Marlton" (what people would search for) and replaces it with "Evesham Township." Aside from inconsistency on every level, the biggest issue with this is that if I type that address into Google it brings me more than a mile away from the office (see https://www.screencast.com/t/O3XKz41Mx).

 

Does anyone have ANY idea what is going on? Is there anything I can do to fix this? I tried to include as much detail and relevant screenshots, but if there are any other questions, please don't hesitate to ask.

1 Expert replyverified_user

Google API Communicating Incorrect Address?

Top Contributor
# 2
Top Contributor

I'm sorry for the pain of handling these inconsistencies. I actually find the problem a bit interesting though. 

 

First, some observations: 

* Google thinks Marlton is a neighborhood of Evesham Township, the city. Wikipedia seems to concur on this fact. 

* I couldn't see anything in imagery that would suggest the building you're in is called building 40. 

 

Some questions: 

* Is building 40 the same as 40 Lake Center Executive Park? 

* Do people recognize colloquially recognize the city name, Evesham Township? (There was some indication that Marlton and Evesham Township are used interchangeably). 

 

For your reference, I've copied the full output from the Places API to give you a sense of why the listing is appearing differently, depending on the platform. The point to key in on is the difference between neighborhood and locality. Note that Google has both locations. So, it is dependent on which UI you're accessing what is being shown. Moz Local isn't getting a different address from Google, they're just deciding to show you the "city" instead of the "neighborhood". 

 

Some recommendations: 

* You should report the address geocode incorrect through community edits. I did this, but multiple reports may help.

* You could add 40 Lake Center Executive Park as an address. It may not stick, but worth the try.

* You can report a change from Hwy 75 to Route 75, if that's how it is known in the area. It may also trickle down to your listing. 

* If people don't recognize the township as the city name, you could report that to Google too. But, given the evidence I've seen, they probably won't change it.

 

Good luck!

 

(Purely for so-called academic interest, I'd love to get access to your listing to see what the GMB API returns as a structured address. I find it strange that GMB hasn't updated the address to match what appears on search. Feel free to message directly, if you're interested.)

 

 

{
   "html_attributions" : [],
   "result" : {
      "address_components" : [
         {
            "long_name" : "130",
            "short_name" : "130",
            "types" : [ "subpremise" ]
         },
         {
            "long_name" : "401",
            "short_name" : "401",
            "types" : [ "street_number" ]
         },
         {
            "long_name" : "New Jersey 73",
            "short_name" : "NJ-73",
            "types" : [ "route" ]
         },
         {
            "long_name" : "Marlton",
            "short_name" : "Marlton",
            "types" : [ "neighborhood", "political" ]
         },
         {
            "long_name" : "Evesham Township",
            "short_name" : "Evesham Township",
            "types" : [ "locality", "political" ]
         },
         {
            "long_name" : "Burlington County",
            "short_name" : "Burlington County",
            "types" : [ "administrative_area_level_2", "political" ]
         },
         {
            "long_name" : "New Jersey",
            "short_name" : "NJ",
            "types" : [ "administrative_area_level_1", "political" ]
         },
         {
            "long_name" : "United States",
            "short_name" : "US",
            "types" : [ "country", "political" ]
         },
         {
            "long_name" : "08053",
            "short_name" : "08053",
            "types" : [ "postal_code" ]
         }
      ],
      "adr_address" : "\u003cspan class=\"street-address\"\u003e401 NJ-73 #130\u003c/span\u003e, \u003cspan class=\"locality\"\u003eMarlton\u003c/span\u003e, \u003cspan class=\"region\"\u003eNJ\u003c/span\u003e \u003cspan class=\"postal-code\"\u003e08053\u003c/span\u003e, \u003cspan class=\"country-name\"\u003eUSA\u003c/span\u003e",
      "formatted_address" : "401 NJ-73 #130, Marlton, NJ 08053, USA",
      "formatted_phone_number" : "(856) 874-4443",
      "geometry" : {
         "location" : {
            "lat" : 39.8996254,
            "lng" : -74.93685529999999
         },
         "viewport" : {
            "northeast" : {
               "lat" : 39.90135493029149,
               "lng" : -74.93123539999999
            },
            "southwest" : {
               "lat" : 39.89865696970849,
               "lng" : -74.93872859999999
            }
         }
      },
      "icon" : "https://maps.gstatic.com/mapfiles/place_api/icons/generic_business-71.png",
      "id" : "087ec56e96e0919d96bfcf9b96e9e0fd1dfa1ac2",
      "international_phone_number" : "+1 856-874-4443",
      "name" : "Stark & Stark",
      "opening_hours" : {
         "exceptional_date" : [],
         "open_now" : false,
         "periods" : [
            {
               "close" : {
                  "day" : 1,
                  "time" : "1700"
               },
               "open" : {
                  "day" : 1,
                  "time" : "0830"
               }
            },
            {
               "close" : {
                  "day" : 2,
                  "time" : "1700"
               },
               "open" : {
                  "day" : 2,
                  "time" : "0830"
               }
            },
            {
               "close" : {
                  "day" : 3,
                  "time" : "1700"
               },
               "open" : {
                  "day" : 3,
                  "time" : "0830"
               }
            },
            {
               "close" : {
                  "day" : 4,
                  "time" : "1700"
               },
               "open" : {
                  "day" : 4,
                  "time" : "0830"
               }
            },
            {
               "close" : {
                  "day" : 5,
                  "time" : "1700"
               },
               "open" : {
                  "day" : 5,
                  "time" : "0830"
               }
            }
         ],
         "weekday_text" : [
            "Monday: 8:30 AM – 5:00 PM",
            "Tuesday: 8:30 AM – 5:00 PM",
            "Wednesday: 8:30 AM – 5:00 PM",
            "Thursday: 8:30 AM – 5:00 PM",
            "Friday: 8:30 AM – 5:00 PM",
            "Saturday: Closed",
            "Sunday: Closed"
         ]
      },
      "photos" : [
         {
            "height" : 507,
            "html_attributions" : [
               "\u003ca href=\"https://maps.google.com/maps/contrib/101886203772605073235/photos\"\u003eStark & Stark\u003c/a\u003e"
            ],
            "photo_reference" : "CoQBdwAAALKjH8wMo0JXa8FGcKLBRSQj36qsMjx4NfUNt5FbXpFdZzRtQs5YfhvXq7PPNRirrBbKWRztG5oZuQMkocgqywiwPbmA-X68iXKsHU4TjPx85tsqp6JD5CgHMX-Tq0FezYrK0-RTmceblMZxvhj-FMEeR9uTbFn2J7BsiOH8t45IEhBE4AGOMv5ofWOnmMaubHW9GhSqXrdaKzcWe-wJ9uVKJ8i8JVOAvw",
            "width" : 910
         },
         {
            "height" : 680,
            "html_attributions" : [
               "\u003ca href=\"https://maps.google.com/maps/contrib/101886203772605073235/photos\"\u003eStark & Stark\u003c/a\u003e"
            ],
            "photo_reference" : "CoQBdwAAAHuUXNliEFafY5qdOK99rtlNAWW9J44ozZx-QTpfk5JbUcQBDvai8NSTob1wsGN38f2LOnXVqShLe-z4gXItLGFf-0bVGMhb5hkvLi8Z5zBuPqP1hAHwyo3ZTyTezbwWiSrlypXnWZUIEYp1zN6DJuqbXBzPyFcal27VHCdb7PVnEhDVkcTyWDe_rwtETE8gwcmtGhQpn1Ne48jFALsr03qii0plRIt0XQ",
            "width" : 1081
         },
         {
            "height" : 1152,
            "html_attributions" : [
               "\u003ca href=\"https://maps.google.com/maps/contrib/101886203772605073235/photos\"\u003eStark & Stark\u003c/a\u003e"
            ],
            "photo_reference" : "CoQBdwAAAEqAla33E-mRIfuMhAmucBrThS0KP5lGB1aJLwpCmKur2K9bGgUu9K5eOtgyqSW4rHELNGXH7BW1dVnEas4GYFH-QHpskzgmF-V0WQY3oaRWHzYZsbXzjrcpcg2PBbEsq3VLEWQYMj1bMQHnuTFscFXHeTrzUAnS0b_9KJRNuMB0EhCx-0hUZk6pQbvf_5r08nMqGhTDYztC0Ti7Sg7_R1z7bxSSVK24bQ",
            "width" : 2048
         },
         {
            "height" : 750,
            "html_attributions" : [
               "\u003ca href=\"https://maps.google.com/maps/contrib/101886203772605073235/photos\"\u003eStark & Stark\u003c/a\u003e"
            ],
            "photo_reference" : "CoQBdwAAAIWYSQNhh05q0joIm4pApRXfAnkLUCXmEnQyTVko6Y54XVBX7-E1n8kGXVFBRAHFNoCz6bjaWtJOlq-k8yU7-hA5amtxO9Ste9tAclpMSu9R-JkEL7uN9nDe21eGYT7e9O4aPBuP011HsD1_OTkpVz_EMPRt3oHqcVJIkA1XVPAyEhAEgmPlVdV5gWfG6kebWwlcGhTKuEIdpJqSqOhmr26gZ6O5zs4CvA",
            "width" : 750
         },
         {
            "height" : 637,
            "html_attributions" : [
               "\u003ca href=\"https://maps.google.com/maps/contrib/101886203772605073235/photos\"\u003eStark & Stark\u003c/a\u003e"
            ],
            "photo_reference" : "CoQBdwAAAO4eFYcxSNhB-fGJ60vGWW5OdWyBAHbXG9hBtVk9vBG3pu43FfKdt-uqLiD0U-l-rUsha3ADd2icNa-d9HkNaWcPCxvs17TVebIOXKUl2sB_8nmbMXZNG8OT3V-vX7emgMPOzSliNjjGlFs0d1oLZVkjnpPfPv8MmrGn-ih3APuzEhAV7gI-V-OrX1zq7MXt_TF_GhRknk2YDx6TQtresMvObWYrY4Exgw",
            "width" : 637
         }
      ],
      "place_id" : "ChIJccJWmJA0wYkRKTq4TGh3lgE",
      "rating" : 5,
      "reference" : "CmRRAAAAghlgoINcNNMB8JqPgD5cLU0sgK_G6w3fhE7EJB0ZlC36zIq5KspOr0mBHuwdRAU5xWKjbcMEZs3gBP_0n_59UDIByRvlzrLKMdtHlZV8OGchgtkDOn2jXDlpdQt5goqSEhBb1ehO864F4deU4TjEP8aEGhQxTLK4xy8l5Wn1OeAKUzKGlNRvGw",
      "reviews" : [
         {
            "aspects" : [
               {
                  "rating" : 3,
                  "type" : "overall"
               }
            ],
            "author_name" : "Anya Rose",
            "author_url" : "https://www.google.com/maps/contrib/110854821225528213602/reviews",
            "language" : "en",
            "profile_photo_url" : "//lh3.googleusercontent.com/-WfsYVN1O6Rk/AAAAAAAAAAI/AAAAAAAAAAA/AAomvV1lKwGyQcg7ABBQerB0e7-_dsm63A/s128/photo.jpg",
            "rating" : 5,
            "relative_time_description" : "10 months ago",
            "text" : "",
            "time" : 1460248801
         }
      ],
      "scope" : "GOOGLE",
      "types" : [ "lawyer", "point_of_interest", "establishment" ],
      "url" : "https://maps.google.com/?cid=114410130391972393",
      "utc_offset" : -300,
      "vicinity" : "401 New Jersey 73 #130, Marlton",
      "website" : "http://www.stark-stark.com/"
   },
   "status" : "OK"
}


Joel Headley, Google My Business Top Contributor
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