Recent research highlights a significant shift in how consumers search for local businesses. Map applications like Google Maps and Apple Maps are becoming essential tools, with one in five consumers now starting their local searches here instead of using traditional search engines.

The BrightLocal Consumer Search Behavior study reveals that Google, Apple, and Bing Maps collectively account for 20% of all local searches. This trend suggests that many marketers might be overlooking a crucial component in their local SEO strategies.

The Rise of Map-First Search Behavior

The study indicates that 15% of consumers prefer Google Maps for local searches, making it the second most popular platform after Google Search, which holds 45% of the market. This trend underscores the growing importance of map platforms in local search strategies.

“Another significant finding is the prominence of Google Maps in local search. 15% of consumers said they would use Google Maps as their first port of call, meaning they are searching local terms—which could be brand or non-brand terms—directly in Google Maps.”

The study continues:

“Google Maps, Apple Maps, and Bing Maps combined make up 20% of default local search platforms. This reinforces the importance of ensuring you’re optimizing for both map packs and organic search listings. You might have a strong presence in the SERPs, but if consumers are looking for businesses like yours on a map search, you need to ensure you’re going to be found there, too.”

This shift indicates that consumers are increasingly favoring visual, location-based searches when making spontaneous decisions about local businesses.

Generational Differences in Map Usage

The study also highlights generational differences in map usage:

• 18% of Gen Z consumers use Google Maps as their primary local search tool, slightly above the average.
• 21% of Millennials choose Google Maps as their default platform for local searches.
• 5% of Millennials prefer Apple Maps for local searches.
• Younger consumers are more accustomed to using maps for discovering local businesses, likely due to their comfort with mobile devices.

What Consumers Look for in Map Results

Key information that influences consumer decisions when using maps includes:

• 85% of consumers consider contact information and opening hours as “important” or “very important.”
• 46% rate business contact information as “very important.”
• Nearly half (49%) of consumers “often” or “always” plan their route to a business after searching.

The report notes that map-based searches have a high potential to convert browsers into customers:

“Almost half of consumers (49%) said that they ‘often’ or ‘always’ go on to plan their travel route to the chosen business. This suggests two things: one, how quickly consumers seem to be making their decisions, and two, that consumers are conducting local business research with the aim of visiting in the very near future.”

SEO Implications for Local Businesses

For SEO professionals and local marketers, these findings suggest several actions:

• Prioritize optimizing map listings beyond your Google Business Profile.
• Ensure accuracy across all map platforms, not just Google.
• Focus on complete business information, especially contact details and hours.
• Monitor the “justifications” in map results, which can be sourced from your business information, reviews, and website.
• Treat maps as a primary search channel rather than an afterthought.

BrightLocal emphasizes:

“So, don’t lose out to potential customers by not having a correct address, phone number, or email address listed on your platforms—and be sure to check your opening hours are up to date.”

Looking Ahead

Map platforms are evolving from simple navigation tools into search engines that drive sales and revenue. Ignoring map listings could mean missing out on many motivated, ready-to-buy consumers. As search continues to fragment across platforms, investing resources in optimizing your map presence is increasingly essential for businesses that rely on local traffic.