Recent analysis reveals **an exciting new trend** in how consumers locate local businesses. Map applications have officially emerged as a primary search tool, reshaping the landscape of local search behavior.
According to **BrightLocal’s Consumer Search Behavior** study, a remarkable **20% of all local searches now begin on map platforms** like Google Maps, Apple Maps, and Bing Maps. This shift signals **a critical opportunity for marketers** who may be overlooking a significant source of local traffic.
The Rise of Map-First Search Behavior
Diving deeper into the **data**, the research highlights that **15% of consumers** identify Google Maps as their go-to option for local searches, making it the **second most popular platform** after Google Search, which leads at **45%**.
“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.”
This evolution indicates **a consumer preference** for visual and **location-based searches** when exploring local businesses, particularly for spontaneous decisions.
Generational Differences in Map Usage
Intriguingly, the usage of map platforms reveals **striking generational disparities**:
- 18% of Gen Z consumers choose Google Maps as their primary local search tool, a full three percentage points above the average.
- 21% of Millennials lean towards Google Maps as their default local search platform.
- A modest 5% of Millennials prefer Apple Maps for local searches.
- Young consumers are clearly more comfortable with maps, likely due to their **mobile-centric lifestyle**.
What Consumers Look for in Map Results
The study uncovers essential information that drives consumer decisions when employing maps:
- 85% of consumers label contact information and opening hours as “**important**” or “**very important**”.
- 46% of consumers consider business contact information as “**very important**”.
- Nearly half (**49%**) “**often**” or “**always**” plan their route to a business after using a map search.
“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 alike, these findings underscore several crucial 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.
- Keep an eye on the “justifications” in map results, sourced from your business info, reviews, and website.
- Treat maps as a **primary search channel** rather than an afterthought.
“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
The evolution of map platforms from mere navigation tools to **powerful search engines** is unmistakable. Ignoring your map listings could mean losing valuable, motivated customers who are ready to buy.
As the search landscape continues to diversify, it becomes increasingly crucial for businesses that rely on local traffic to **invest in optimizing their map presence**. **Don’t let your competition outpace you**—embracing these changes could make all the difference.
Featured Image: miss.cabul/Shutterstock
