Introduction to Map-First Search Behavior
New research shows that map platforms have become key search engines for local businesses. One in five consumers now searches directly in map apps instead of traditional search engines. This significant shift in consumer behavior highlights the importance of optimizing map listings for local businesses. According to BrightLocal’s Consumer Search Behavior study, Google, Apple, and Bing Maps make up 20% of all local searches, which is a substantial part of search traffic that many marketers might be missing in their local SEO plans.
The Rise of Map-First Search Behavior
The research found that 15% of consumers use Google Maps as their first choice for local searches, making it the second most popular platform after Google Search (45%). This change shows that consumers favor visual, location-based searches for local businesses, especially when making spontaneous decisions. The study emphasizes the importance of ensuring that businesses are optimizing for both map packs and organic search listings. Having a strong presence in the SERPs is not enough; businesses need to ensure they are also visible on map searches.
Generational Differences in Map Usage
Different age groups use map platforms at varying rates. For instance:
- 18% of Gen Z consumers use Google Maps as their primary local search tool, which is three percentage points higher than the average.
- 21% of Millennials use Google Maps as their default local search platform.
- 5% of Millennials prefer Apple Maps as their primary local search option.
Younger consumers appear to be more comfortable using maps to discover local businesses, likely due to their familiarity with mobile devices.
What Consumers Look for in Map Results
The study identified key information that drives consumer decisions when using maps:
- 85% of consumers say contact information and opening hours are “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.
Map-based searches have high potential to convert browsers into customers, as 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 highlight several key actions to take:
- Prioritize optimizing map listings beyond the 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 business information, reviews, and the website.
- Treat maps as a primary search channel rather than an afterthought.
Looking Ahead
Map platforms are evolving from simple navigation tools into search engines that drive sales and revenue. If businesses treat map listings as an afterthought, they risk missing many motivated, ready-to-buy consumers. As search continues to fragment across platforms, investing specific resources in optimizing map presence, beyond standard local SEO, is increasingly essential for businesses that rely on local traffic.
Conclusion
In conclusion, the shift towards map-first search behavior among consumers underscores the critical need for local businesses to optimize their map listings and presence across various platforms. By understanding what consumers look for in map results and adapting SEO strategies accordingly, businesses can better position themselves to capture local search traffic and convert searches into sales. The future of local search is deeply intertwined with map platforms, making it imperative for businesses to prioritize map optimization as a core component of their digital marketing strategy.