Local search is no longer limited to traditional search engines. According to Search Engine Journal, 20% of all local searches now begin on map applications like Google Maps, Apple Maps, and Bing. This means that platforms originally used just for directions have evolved into full-scale search engines—especially for high-intent, local queries. It’s time to dominate local SEO in 2025.
For marketing directors of medium to large businesses, the shift opens up a new battleground in local SEO. It’s not enough to rank in Google’s organic results. Your business must also appear—prominently—inside map apps, where purchase intent is highest.
Our guide explores why map-based search is surging, which platforms to focus on, how to optimize your presence, and what steps to take to stay competitive.
Why Local Search Is Shifting to Maps
Mobile-First Behavior Dominates
More than 63% of Google’s U.S. search traffic now originates from mobile devices. When users need to find a service or product nearby, they increasingly skip search engines and go straight to map apps. This behavior is even more pronounced when users are in motion—looking for directions, store hours, or the fastest route to a solution.
Voice Assistants Rely on Maps
Voice search is growing fast. Reports from NPR and Edison Research show that 62% of Americans have used a voice assistant. Most voice queries, especially local ones like “best coffee shop near me” or “urgent care nearby,” return results directly from Google Maps or Apple Maps. If your business isn’t listed or optimized, you’re invisible to this segment.
Maps Deliver High Intent and Immediate Action
Users on map apps are often ready to take immediate action—calling, visiting, or making a purchase. They’re not in the research phase. They’re searching for businesses they can engage with right now. This makes ranking in maps one of the most valuable placements for any local business.
The Three Map Platforms That Matter Most
Google Maps
Google Maps remains the most used mapping platform globally and is tightly integrated into Android, Chrome, and Google Search. Appearing here isn’t optional—it’s foundational.
Apple Maps
With Apple controlling more than 55% of the U.S. smartphone market, Apple Maps is the default for iPhone users, Siri, and Spotlight. Apple Business Connect now offers robust listing tools similar to Google’s.
Bing Maps
Though less flashy, Bing Maps has a dedicated user base, especially among enterprise users and on Windows-based devices. It’s also the default in Microsoft’s ecosystem, including voice assistant Cortana and desktop search.
How to Optimize Your Presence Across Map Platforms
Master Your Google Business Profile (GBP)
Claim and fully complete your GBP.
Include your primary and secondary business categories.
Add detailed business descriptions using relevant local keywords.
Upload a minimum of 10 high-quality photos and 1–2 short videos.
Post weekly updates or promotions via Google Posts.
Monitor GBP Insights for customer actions like calls, directions, and website visits.
Well-optimized profiles see five times more engagement than unclaimed listings, according to Google.
Set Up Apple Business Connect
Create a free Apple ID and access Apple Business Connect.
Claim your business and verify location ownership.
Add service areas, hours, and custom logos.
Use the “Showcases” feature to push offers or announcements to users.
Update listings monthly to keep Siri and Spotlight data fresh.
Since Apple Maps integrates with voice search by default on iOS, this step is essential for visibility.
Improve Visibility on Bing Maps
Visit Bing Places and import data from Google if available.
Complete business categories, services, and descriptions.
Include geotagged photos and local keywords.
Monitor performance using Bing’s analytics dashboard.
While it gets less attention, Bing Maps can help you reach specific, often overlooked segments.
Collect and Respond to Reviews on Every Platform
Ask customers for reviews via SMS, email, or QR codes.
Use automation tools like Birdeye, Podium, or Grade.us to simplify review management.
Always respond professionally to both positive and negative reviews.
Thank reviewers and address concerns—this improves both perception and ranking.
BrightLocal reports that 90% of users say online reviews directly impact their purchasing decisions.
Track and Attribute Performance
Use UTM parameters in your website links to track clicks from map listings.
Analyze direction requests, photo views, and phone calls from GBP.
For multi-location businesses, platforms like Yext, SOCi, or Uberall offer centralized tracking.
Real-World Case Study: Map SEO in Action
Client: Multi-location plumbing company in Central California
Agency: Growth Foundry
Objective: Increase visibility and inbound leads through Google Maps and Apple Maps
Results in 90 Days:
240% increase in inbound phone calls
304% increase in clicks from map listings
Improved review volume and average rating from 3.7 to 4.3 stars
Implemented structured updates, photo uploads, and review workflows
Source: Growth Foundry Case Study
Avoid These Common Mistakes
Neglecting Apple Maps
Inconsistent NAP (name, address, phone number) data across platforms
Failing to monitor or respond to reviews
Not using UTM parameters for tracking
Assuming Google Search is enough
30-Day Local SEO in 2025 Action Plan for Marketing Directors
Week 1:
Audit and claim all business listings on Google, Apple, and Bing
Correct all business information for consistency
Week 2:
Upload high-quality images and complete profiles
Add business categories, services, and product descriptions
Week 3:
Set up review collection automation
Respond to existing reviews
Publish first round of updates on GBP and Apple Showcases
Week 4:
Add UTM tracking to website links
Review performance metrics across platforms
Plan next month’s updates and promotions
FAQ: Map-Based Local SEO in 2025
Q: How is map SEO different from traditional local SEO?
Map SEO focuses on optimizing your business listings inside navigation and map applications, while traditional local SEO targets search engine result pages.
Q: Is it worth advertising inside map apps?
Yes. Google Local Service Ads and Promoted Pins on Maps can significantly boost visibility for high-converting, local-intent searches.
Q: How often should listings be updated?
Ideally, every 30 days or whenever there’s a change in hours, services, or promotions.
Q: Can we manage dozens of locations efficiently?
Yes. Tools like Yext, Uberall, and SOCi are built for centralized multi-location listing management.
Q: What about voice search?
Optimizing for Google and Apple Maps also improves voice search discoverability, since voice assistants like Siri and Google Assistant pull from these sources.
Final Thoughts to Dominate Local SEO in 2025
The rise of map-based local search is not a trend—it’s a shift in consumer behavior. Businesses that show up in Google Maps, Apple Maps, and Bing Maps are capturing highly motivated users ready to act. Brands that delay? They’re missing out on a fifth of their local market, often without realizing it.
Now is the time to treat your map listings as essential parts of your digital strategy—not as afterthoughts. Optimize, update, track, and dominate local search where it’s actually happening: inside map apps.
Sources and References
Search Engine Journal – Google, Apple Maps Drive 20% of Local Searches
Statista – Mobile Search Statistics 2023
BrightLocal – Local Consumer Review Survey