Map Search Dominates: 20% of Local Searches Now Start on Maps

New research reveals the growing importance of map platforms like Google Maps and Apple Maps for local businesses. One in five consumers now start their local searches directly on these platforms, bypassing traditional search engines.

A recent BrightLocal consumer search behavior study found that Google, Apple, and Bing Maps account for 20% of all local searches. This significant portion of search traffic represents a crucial opportunity for local businesses.

The Rise of Map-Based Search

The study highlights Google Maps as the second most popular platform for local searches (15%), trailing only Google Search (45%). This indicates a shift towards visual, location-based searches, especially for spontaneous decisions.

Google Maps, Apple Maps, and Bing Maps combined make up 20% of default local search platforms. This reinforces the importance of optimizing for both map packs and organic search listings. Ensure visibility on map searches to reach potential customers.

Generational Trends in Map Usage

Younger generations are particularly inclined to use map platforms for local searches:

  • 18% of Gen Z use Google Maps as their primary local search tool.
  • 21% of Millennials use Google Maps as their default local search platform.
  • 5% of Millennials prefer Apple Maps.

This comfort with map-based discovery likely stems from their familiarity with mobile devices.

Key Information Consumers Seek on Maps

Consumers prioritize specific information when using map platforms:

  • 85% consider contact information and opening hours important or very important.
  • 46% rate business contact information as very important.
  • 49% often or always plan their route after searching.

Almost half of consumers often or always plan their route after a map search. This suggests quick decision-making and a high intent to visit the business soon.

Optimizing for Map Search: Key Takeaways for Local Businesses

These findings underscore the need for a robust map optimization strategy:

  • Prioritize optimizing map listings beyond your Google Business Profile.
  • Ensure accuracy across all map platforms.
  • Focus on complete business information, especially contact details and hours.
  • Monitor justifications in map results.
  • Treat maps as a primary search channel.

Don't miss potential customers due to incorrect or missing information. Verify your address, phone number, email address, and opening hours on all platforms.

The Future of Map Search

Map platforms are evolving into powerful search engines that directly influence sales and revenue. Investing in map optimization is essential for businesses relying on local traffic. Failing to do so means missing out on motivated, ready-to-buy consumers.