Most Google tools are designed for different purposes, but two often seem identical: Google Local Finder and Google Maps.
Both provide local business information, which raises the question—what’s the difference, and when does a search favor one tool over the other?
Why Two Tools?
The reasoning behind having two systems is pretty simple. It’s all about user intent:
Google Local Finder returns results within a smaller geographic area, making it easy to find nearby businesses. It’s tied directly to Google Business Profiles (GBP) and usually appears when a user clicks on a local pack result in Google search.
Google Maps, on the other hand, takes a broader approach to results. Maps was originally created as a tool for journey planning and navigation. It’s ideal for broader searches, like finding gas stations, hotels, and restaurants en route to a destination.
In short: Local Finder is for users with specific intent to find local businesses, while Maps helps users discover services or plan routes.
As Krystal Taing, a Google Business Profile Gold Product Expert, puts it:
“When I search in Maps, I see broader results and business categories. Local Finder is more specific and displays more detailed info about businesses. Maps results suggest discovery and browsing, while Local Finder is more about Google pushing specific business info for users to evaluate.”
So Which is Which?
Google Local Finder: You’ll see this when you search something like "plumber in New York" or "plumber near me." It pulls data from Google Business Profiles, reviews, and websites. Local Finder pops up after you click on a local pack result.
Google Maps: It pulls data from the same source—your GBP—but focuses on broader areas. Maps is the go-to when people are searching via mobile, planning a route, or simply browsing an area for services. Android users often rely on this tool since Maps is the default app for navigation.
Ranking in Google Local Finder and Maps
Before we get into ranking, you’ll need to claim your Google Business Profile if you haven’t already. This free listing is your ticket to visibility on both platforms.
With your GBP claimed, it’s time to focus on improving your rankings. Remember, Google treats Local Finder and Maps differently because of the distinct user intents. Research shows that results across these two platforms can vary, sometimes significantly.
Tips to Rank in Google Local Finder
Optimize Your Google Business Profile (GBP)
Choose the right categories.
Fill out the ‘about’ section.
Keep NAP (Name, Address, Phone Number) details accurate.
Local SEO Matters
Use keywords in your GBP.
Encourage reviews—especially 4-5 star ones.
Maintain consistent info across all citations.
Optimize on-page content for local SEO.
Make a Strong First Impression
Enable messaging in GBP.
Add keywords to your Google Posts and Products.
Update regularly and provide an appointment URL.
Tips to Rank in Google Maps
Google Maps has its own ranking signals, with relevance, proximity, and prominence being key.
Relevance
Ensure your attributes (like “women-led” or “Black-owned”) are accurate.
Remove any duplicate listings that could confuse users.
Proximity
Use a local phone number with the correct area code.
Embed Google Maps on your website to further establish your business location.
Prominence
Stay active online. Post updates, photos, and virtual tours.
Secure links and mentions in local media or blogs.
Conclusion
There’s no official word from Google about whether it treats Local Finder and Maps rankings differently, but real-world searches show that they do. To cover all your bases, optimize your business for both platforms.
In a digital world where visibility is everything, GMB Fox ensures your business isn’t just online—it’s the first choice customers make. Let us handle the complexities of digital marketing, so you can focus on what truly matters: growing your business.
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