Search habits shift fast. Maps rise. Businesses must adapt.
When customers need a local business, one in five now skip Google Search entirely and head straight to map platforms. This significant finding from BrightLocal’s latest research reveals that Google Maps, Apple Maps, and Bing Maps collectively account for 20% of all local searches.
For businesses relying on local traffic, this represents a substantial portion of potential customers who may never see your traditional search engine optimisation efforts.
The research shows Google Maps has become the second most popular platform for local searches, with 15% of consumers making it their first choice. Only Google Search itself ranks higher. This shift signals a fundamental change in how customers find local businesses.
At unBasic Studios, we’ve observed this trend developing over recent years. Consumers increasingly prioritise convenience and visual information when making local purchasing decisions. Map platforms deliver both through an intuitive interface that immediately shows location, reviews, photos, and business information.
What makes this particularly interesting is how different demographic groups use map platforms. The Bright Local research also found that 18% of Gen Z consumers and 21% of Millennials prefer Apple Maps, showing clear generational preferences that marketers must consider.
Many local SEO strategies focus almost exclusively on Google Business Profile optimisation while neglecting other map platforms. This approach now leaves significant traffic opportunities untapped.
Why Maps Matter More Than Ever
The rise of map platforms as search engines makes perfect sense when we consider evolving consumer behaviour. People increasingly search with location and immediate needs in mind. Map platforms provide visual context that traditional search results cannot match.
For businesses, this shift demands a more comprehensive approach to local presence management. Your Google Business Profile might be perfectly optimised, but what about your listings on Apple Maps and Bing Maps? Each platform has unique features and optimisation requirements that affect visibility.
Consistency across all map platforms becomes crucial. Business name, address, phone number, hours, and category selections must align perfectly across every platform to maximise visibility and avoid confusing potential customers.
Adapting Your Local Strategy
To capture this growing segment of map-first searchers, businesses should:
Audit your presence across all map platforms. Don’t assume your business information is correct everywhere. Verify listings on Google Maps, Apple Maps, and Bing Maps at minimum.
Optimise for visual search. High-quality photos of your business, products, and services have outsized importance on map platforms. Invest in professional photography that showcases your location and offerings.
Encourage location-specific reviews. Reviews directly influence map platform rankings. Implement a systematic approach to gathering authentic customer feedback.
Consider proximity factors. Map platforms heavily weight distance in their algorithms. Ensure your service area settings accurately reflect where you do business.
Most importantly, remember that map platforms are inherently brand-focused. Users see your business name, logo, photos, and reviews before anything else. This aligns perfectly with our core philosophy at unBasic Studios: putting the brand at the centre of all marketing initiatives.
The BrightLocal research confirms what forward-thinking marketers have suspected. Maps aren’t just navigation tools anymore. They’ve become powerful search engines in their own right, demanding dedicated attention in your local marketing strategy.
For businesses that adapt quickly, this shift presents a significant opportunity to capture local traffic that competitors might be overlooking. Those who continue to focus exclusively on traditional search may find themselves wondering why local customers aren’t finding their perfectly optimised website.