20% of Local Searches Skip Google: Is Your Business Ready?

📍 Thursday Marketing Mix: Deep Dive into Local SEO

Hey marketers!

Did you know that 20% of local searches now start directly within Google and Apple Maps? Traditional SEO alone isn’t enough anymore—map platforms have quietly become crucial local search engines.

Here’s why this matters, and what you can do about it.

📌 Google & Apple Maps: Your New Search Engine?

BrightLocal recently found that 1 in 5 local searches are happening within maps apps instead of standard search engines. Google Maps alone is the second-most-used platform for local searches, right after Google Search itself.

Here's why map-first searches matter:

• 20% of consumers use Google Maps first for local searches.
  

• Millennials and Gen Z prefer map searches, making quick, location-based decisions on mobile.
  

• 49% of map searches lead directly to users planning travel routes—meaning they're ready to buy or visit immediately.

If you aren’t optimizing your map listings, you could miss out on motivated, ready-to-buy customers.

📍 How to Optimize for Local SEO & Maps: Your Complete Guide

Local SEO isn't just about being found on Google—it now means being visible on map platforms. 

Here’s your step-by-step guide:

1. ✅ Set Up & Optimize Your Google Business Profile (GBP)

• Ensure your Name, Address, and Phone number (NAP) are accurate and consistent across all listings.
  

• Add high-quality photos and detailed descriptions.
  

• Update your opening hours regularly, including holidays.

2. 🔍 Target Strategic Local Keywords

• Choose keywords like "best [your product] in [your city]" or "[your service] near me."
  

• Use tools like Google Keyword Planner, SEMrush, or Ahrefs to find relevant local search terms.

3. 🔗 Secure Citations & Local Backlinks

• Get your business listed in directories like Yelp, Yellow Pages, and the local Chamber of Commerce.
  

• Ensure consistent NAP across these listings.
  

• Build backlinks through local partnerships, sponsorships, and media coverage.

4. 📝 Create Great, Locally Relevant Content

• Publish blogs, videos, or podcasts addressing local interests or events.
  

• Write content naturally incorporating your local keywords.
  

• Share and promote this content on social media and via email.

5. 🗺️ Use Location-Based Schema Markup

• Schema markup helps Google understand and highlight your location info.
  

• Use schema tools to include your business type, opening hours, and contact info directly into your site's metadata.

6. ⭐ Boost Customer Reviews

• Encourage satisfied customers to leave positive reviews, particularly on Google and Apple Maps.
  

• Respond promptly and positively to all reviews—even the negative ones.

7. 📈 Monitor & Optimize Performance

• Track rankings and traffic using local SEO tools like Google Analytics, BrightLocal, or Ahrefs.
  

• Regularly check and update your listings to reflect any changes in your business.

🚨 Common Mistakes to Avoid

• Ignoring maps platforms: Don’t stop at GBP; optimize for Apple Maps and Bing Maps, too.
  

• Inconsistent NAP information: Ensure uniformity across all directories and platforms.
  

• Not responding to reviews: Customer engagement signals trust and boosts visibility.

📌 Takeaway

Local search is evolving rapidly. Don’t let 20% of your potential customers slip away—make map optimization a core part of your digital marketing strategy.

Ready to dive deeper? Implement the strategies above, and you'll be ready to dominate local searches—no matter where they start.

🚀 Featured Tool of the Week:

Semrush

Semrush is a powerful, all-in-one SEO tool perfect for optimizing your local presence across search engines and maps.

• Local Keyword Research: Discover high-impact, localized keywords to reach your community.
  

• Listing Management: Ensure consistency of your business details across Google, Apple, Bing, and directories.
  

• Competitor Insights: Track local rankings and uncover how competitors gain visibility.

Boost your local visibility and win more customers.

Grow smarter: Reallocate ad spend, boost ROAS with affiliates

Ad costs are rising. Clicks aren’t converting like they used to. And ROAS? It’s all over the place.

Here’s the thing: ad spend will always be part of your mix. But it doesn’t have to be your only lever.

Levanta’s Affiliate Shift Calculator helps you model what could happen if you reallocated a portion of your ad budget into affiliate marketing—a channel that only charges when it drives actual results.

It’s not a generic tool. Your scenario is reviewed by an affiliate expert and built around your real inputs.

You’ll get a custom forecast with projected ROAS, revenue lift, and estimated efficiency—delivered

straight to your inbox, fast.

It’s free to try, takes just two minutes to get started, and could shift the way you grow.

Get My Custom Forecast

Looking for more in-depth strategies and exclusive content?

Check out my Gumroad page for courses, guides, and tools that can help take your digital marketing to the next level. Whether you're looking to master SEO, influencer marketing, or content strategies, I've got resources to get you there. Plus, you'll find some free content to help you get started right away!

Visit my Gumroad page and explore everything I have to offer!

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To your content marketing success,
Shane Barker