Google & Apple Maps Are Now Power Players in Local Search: 20% of Local Queries Start Here

Source: Image created and designed by Martech Scholars Designer using Canva Pro.

Local search is evolving—and maps are leading the way.
According to new data from BrightLocal’s Consumer Search Behavior study, 20% of all local searches now begin on map platforms like Google Maps, Apple Maps, and Bing Maps. This marks a significant turning point in how consumers find and choose local businesses.

While Google Search remains the dominant platform (with 45% of local searches), Google Maps is now the second most popular destination for users seeking local businesses, capturing 15% of first-choice searches. The report emphasizes that maps are no longer just for directions—they are essential local discovery tools.

“Consumers are no longer relying solely on traditional search engines,” says BrightLocal. “They’re opening their map apps and making purchase decisions on the spot.”

The Rise of Map-First Search Behavior

Consumers are now choosing map platforms as their go-to local search engine, especially when making quick decisions. These platforms offer instant access to contact details, business hours, reviews, and directions—making them ideal for mobile-first users.

• 15% of users begin their local search directly in Google Maps
• 20% of all local search activity happens in map apps
• This shift demands that businesses optimize their Google Business Profiles and other map listings

Gen Z & Millennials Are Driving Map Usage

Younger generations are leading the charge toward map-based search:

• 18% of Gen Z use Google Maps as their default local search platform
• 21% of Millennials rely on Google Maps for local searches
• 5% of Millennials favor Apple Maps as their first stop

This behavior is largely driven by mobile convenience—these users are accustomed to using apps for spontaneous, on-the-go decisions.

What Are Consumers Really Looking For in Map Results?

BrightLocal’s research uncovers key insights into what influences consumers in map-based search results:

• 85% say business hours and contact info are “important” or “very important”
• 49% of consumers plan their route immediately after searching
• 46% prioritize clear, accessible contact information

The implication? A well-optimized map listing is as important as a strong website or organic SEO strategy.

SEO Action Plan for Local Businesses

For marketers and local business owners, the study offers a clear roadmap:

• Optimize listings across Google Maps, Apple Maps, and Bing Maps
• Double-check your contact information, opening hours, and business categories
• Monitor “justifications”—the snippets pulled from reviews, site content, and GMB attributes
• Treat your map listings as primary SEO assets, not secondary afterthoughts

“Failing to update your map listings could cost you highly motivated local customers,” BrightLocal warns.

Why Maps Matter More Than Ever

Map apps have transformed into local search engines with buying power. Consumers are making real-time, location-based decisions—often leading to immediate in-store visits or phone calls.

As search behavior becomes more fragmented, prioritizing map platforms is now essential to capturing high-intent local traffic.

Key Takeaways

• 1 in 5 local searches now happen directly on map apps
• Google Maps ranks as the #2 platform for local search queries
• Businesses must treat maps as a core part of their SEO strategy to stay visible and competitive

In a mobile-first world, the road to your business often starts on a map. Make sure your business is easy to find.

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