FAMILY OWNED AND OPERATED

I started Sure Locksmith 11 years ago and earned my reputation one customer at a time.  My reviews are real, and they prove it.  But the game has changed.  Google now favors scammers who pay thousands of dollars in advertisements per month to be listed above honest established locksmith in the community.  Google does not vet these scammers properly and hold them accountable.  Google is implicit at best in encouraging them. As the ole saying goes, “money talks.”  The scammers make up for their advertisement cost by playing the ole “bait and switch” game when people call for a quote.  These scammers quote the lowest price on the phone and charge double at the job site.

Some scam operations have no physical presence, no locksmith license or real qualifications.  The scammers exploit loopholes in Google’s GMB (Google My Business) system to flood search results with false listings under various names and even like legitimate locksmith.  They rent P.O. boxes, fake addresses, and manipulate photos to appear legitimate.  They have aggressive behavior and shoddy workmanship if they do any.

Here's how scammers do it.  They have entire teams dedicated to playing the algorithm.  They use cloaking tactics, keyword stuffing, stock photos, fake five-star reviews and rapid-fire 

listing creations under dozens of business names.  Some even go so far to hire third party firms whose only job is to game Google’s system.  Scammers know how to:

• Create listings from IP addresses that avoid red flags

• Use virtual phone systems with call forwarding

• Upload photoshopped “evidence” of a physical location

• Mass-submit fake reviews from purchased accounts and even AI-generated reviews.

By the time Google catches on to them they have already received hundreds of calls and moved on to the next fake listing.

Here is what I suggest to avoid the scammers:

1. See if they post pictures of their staff on their website.  Criminals hate to post their pictures.

2. See if they have a picture of real assets like a van or building with their name on it and a physical address.

3. Ask them for a picture of their locksmith license, business paperwork and insurance documents.

4. Call the better business bureau to get their rating.

5. Get 3 quotes from non-sponsored locksmith business for the real market price.

6. Screenshots of customer interactions and reviews help prove legitimacy.

Break free of a broken system that favors algorithm savvy scammers by being smarter than them.  Google’s vetting process is broken.  Find a local locksmith you can trust just like you would choose a local mechanic.  Remember the lowest price is not always the lowest ultimately or the best choice.  Don’t get overcharged or pay for less than you deserve.