While many businesses spend money on SEO to climb to the top of Google’s traditional search results, they often overlook a more direct route to local customers—Google Maps Marketing.
Below, we break down the key differences between Google Maps Marketing (aka Google Business Profile) and SEO, so your business can know where to invest your marketing dollars for the best return on investment.
TL;DR
Google Maps Marketing = Optimizing and actively managing your Google Business Profile to get customers to pick your business on Google Maps and Google.com searches.
SEO = Optimizing your website to appear ahead of other websites on Google.com searches.
Understanding Google Maps Marketing
Maps Marketing is all about getting your Google Business Profile to rank at the top of Google Maps and Google.com search results on both desktop and mobile.
When users search for “restaurants near me” or “plumbers near me,” Google displays Google Business Profiles (or a “map pack”) before traditional SEO website results—no matter the device—making it essential to optimize for Maps.
See how Google Business Profiles appear on Google Search desktop:
See how Google Business Profile results appear on Google Search mobile:
See how Google Business Profile results appear on Google Maps:
The critical thing to note here is how, on every device and platform, when a user searches for a local business, Google Business Profiles always appear before any website SEO results.
Key Influencers for Google Maps
When it comes to ranking on Google Maps, most businesses assume that having a great website is enough—but Google Maps operates on a completely different set of rules.
Instead of traditional SEO, your ranking is influenced by how users interact with your listing, how well your business information is structured, and the quality of your photos and reviews. Key factors like clicks, calls, direction requests, business categories, and customer feedback all play a crucial role in determining how visible your business is in local search results.
By optimizing these elements, you can significantly improve your Google Maps presence, ensuring that more potential customers find and choose your business over the competition:
- User behavior and engagement (clicks, calls, direction requests)
- Business categories (how you classify your business)
- Services or menus you list
- Photos of your business
- Customer reviews and ratings
- Posts (share offers and promotions with your customers)
Optimizing your profile in these areas boosts your visibility on Google Maps. Even if your website is perfect, it won’t help your Google Business Profile rank higher—these are two different systems.
Maps Marketing requires careful optimization and ongoing management to succeed. Users don’t want to leave Google Maps for your website; they expect all the details they need to
- Discover
- Decide
- Make a booking—right on the map.
Think of your Google Business Profile as your most visible landing page.
How SEO Differs from Google Maps Marketing
Many businesses invest heavily in SEO to boost their website in Google’s search results, but ranking at the top can be incredibly challenging with low odds of success.
For example, if you want to rank #1 for “best Mexican restaurant in Los Angeles,” you’ll be up against well-known sites like Eater, Yelp, Reddit, TripAdvisor, and Time Out Magazine.
Even if you manage to outrank them, remember that Google Business Profiles still appear before any of these websites on Google Search.
Key SEO Influencers
- On-page signals (headings, keyword use, site content)
- Meta tags (titles, descriptions)
- Schema markup (structured data)
- Backlinks (links from other websites)
SEO is helpful for websites aiming to appear higher on Google.com search results. But in local searches—especially those on smartphones—Google Business Profiles show up first, followed by organic website results.
That means you could do everything right with SEO and still miss out on local customers because your Google Business Profile isn’t optimized.
Measuring Success: Activity vs. Rank
A major difference between Google Maps Marketing and SEO is how you track results.
- Google Maps Marketing: You can measure direct activities—calls, booking requests, direction requests, and visits to your website through your Google Business Profile. These metrics are concrete actions that show how many local customers are engaging with and making purchases at your business.
- SEO: Often measured by “ranking” for specific keywords or the number of people who see your site (impressions). These metrics can be less tied to immediate customer actions or conversions.
By focusing on Google Maps Marketing, you will see more tangible results that directly impact your business’s success—like phone calls, bookings, and visits from potential customers who are ready to buy.
Why Google Maps Marketing Offers a Strong Return
When people search locally—“coffee shop near me,” “auto repair in [city],” etc.—Google Maps listings (Google Business Profiles) appear right at the top of Google.com and Google Maps search results.
Keeping your Google Business Profile accurate and up-to-date means you’re more visible to customers who are actively looking to make a purchase or book a service.
While SEO can still be valuable for broader brand visibility, it may take longer to see the payoff. Local customers, on the other hand, often turn to Google Maps first. That’s why focusing on Google Maps marketing can give you the highest likelihood of seeing a real return on your investment.
Don’t miss the opportunity to capture customers right in your neighborhood. Take advantage of Google Maps marketing and see how it can drive real, measurable growth for your business.
Ready to Get Started?
Google Maps marketing offers a powerful, direct path to local customers—often delivering results faster than traditional SEO.
If you’re ready to capitalize on that advantage, visit MapLabs.com to learn more about our Google Business Profile Coaching and Full-Service management.
Want to know more?
🎥 Watch why we started Map Labs video below!
