Google Maps began layering in custom options and even collaborative features last year, but this latest release takes the wiki-like functionality of user-generated map edits to a heightened level. One may even think that Google is more readily relying on user-submitted map edits for the upkeep of its maps.
Google users in the U.S. and Australia are now able to make edits on a given map, marking various changes or updates to a particular location. Say a business has closed down, but Google's associated search doesn't know that just yet. You do! Let Google know. It helps out others that may search for that business later on down the line. In addition to editing an existing place on the map, you can also add new places.
Just like a wiki, Google will archive the history of all the edits made, so misinformation can hopefully be curbed in this manner. While Google has made several pushes for leveraging the community for upkeep of its local search data, this new release is the most intuitive and self-contained solution I've seen yet.