Local SEO often comes down to small structural decisions that compound over time. One of those decisions is how we link out from local pages. If we add “top sites” or “things to do” blocks, are we strengthening entity signals or just adding noise? The difference between linking to a Google Maps URL and linking to a business website may seem minor, but the signal clarity can vary. In this post, we break down when a Maps link makes more sense, when a website link can work, and how to test it properly.
Table of Contents
Why a Maps link is usually the safer choice
We add those local link blocks to create a connection inside Google's system. A Maps link points directly at a place in Google Maps. That is a clear, unambiguous target for Google to associate with the page. Linking to the Maps place helps build that entity-level signal.
By contrast, a website URL is one step removed. A site can be tied to a Google Business Profile (GBP), but the association is not as explicit. Websites can have messy NAP, multiple locations, or weak local signals. That makes the website URL a less direct signal for Maps relevance.
When the website link can work just as well
If the external website is tightly and clearly tied to the GBP, you may see similar results when linking to the site instead of Maps. For example:
- Small single-location businesses with clean NAP on their site
- Sites that show the same address and phone as the GBP
- Business sites that have strong local signals and consistent structured data
In those cases, the website URL may act like a proxy for the GBP. But that depends on how clean the signals are. We cannot assume it will always match a Maps link.
Got SEO Questions? Get answers every week at 4pm ET at Hump Day Hangouts. Ask questions ahead of time, or live – just go to: https://semanticmastery.com/hdho (bookmark this!) 10+ years of insights given every week!
Get your checklist to help get better results with GBPs, faster.
When to drop the whole “top sites” block
We used to add those geo lists by default. Lately, we have been moving away from them for some clients because they can feel spammy if overdone. If the block is thin, repetitive across pages, or full of weak outbound links, it can do more harm than good.
If you suspect the block is not helping, remove it and watch the results. Sometimes fewer, stronger signals beat lots of weak ones.
How to test and get a real answer
The only way to know which link type works best for your site is to run a split test. We follow a simple split testing pattern used in direct response marketing. Here is a practical SOP you can copy.
Split test plan
- Pick a set of similar location pages or service pages on the site.
- Group A: link the local block items to the Google Maps place URLs (GBP links).
- Group B: link the same items to the businesses' website URLs.
- Track rankings and visibility for the target local keywords and Maps pack results.
- After a set test period, compare performance across the two groups.
- Swap the losing group to the winning configuration and measure again.
- Repeat the test on multiple sites or pages to confirm the trend.
Test one variable at a time. Keep everything else the same. That way we know what caused any change.
How to track outcomes
Use local rank tracking and Maps visibility tools. Watch these signals:
- Local pack rankings for city + service terms
- Organic page rankings for the location page
- Clicks and impressions in Google Search Console for the pages
- Maps views and searches for the linked GBP (if you can access it)
Run the test long enough to avoid noise. Local ranking can move slowly. Two to six weeks may show trends, but repeating across several pages gives stronger evidence.
Practical rules for using top sites and things to do blocks
- Keep the block tight and relevant. Only include real local entities that make sense for the page.
- Do not repeat the same list on every page. Duplicate blocks with identical links across many pages look spammy.
- Avoid too many outbound links. Each link dilutes value; be selective.
- Prefer Maps links for pure Maps relevance. Use website links only when the site is clearly tied to the GBP.
How we update our SOP based on tests
We do not change standard processes without proof. When a new configuration wins a split test consistently, we fold it into the SOP and make that the new control. Then we run new tests to try to beat that control. This keeps our approach data-driven and repeatable.
One test or one site result is not enough. We duplicate tests across different pages and clients before updating SOPs.
Simple decision guide
- If your goal is a clear Maps association, default to the Maps place URL.
- If the external site is strongly and clearly tied to the GBP, you can test the site link as an alternative.
- If the top sites block feels spammy or thin, remove it and measure.
- Always split test and validate results across multiple pages before changing processes.
Recap
A Google Maps link is the cleaner, more direct way to build entity-level signals inside Google's ecosystem. Website links can sometimes work but are less explicit. The only way to know for sure is to run controlled split tests and apply what consistently wins. Keep the blocks real, relevant, and limited. If they seem spammy, remove them and measure the change.
Is a Maps link always better than a website link?
Maps links are usually the better default for Maps relevance. But if the business website is clearly and consistently tied to the Google Business Profile, the website link may perform similarly. Test to know for sure.
How long should we run a split test?
Run the test long enough to see stable movement. Two to six weeks can show trends, but repeating the test on multiple pages gives more confidence.
What metrics should we track?
Track local pack rankings, organic rankings for the location page, Search Console impressions/clicks, and Maps views if available.
Should we keep top sites on every location page?
No. Avoid repeating the same list across pages. Keep the block contextual and relevant, or remove it if it looks spammy.
Can linking out hurt our site?
If done poorly—too many outbound links, irrelevant links, or duplicated blocks across pages—it can feel spammy and may hurt performance. Be selective and context-driven.
What is the final rule of thumb?
Maps links are the default for entity association. Website links are an experiment. Test, measure, repeat, and only change SOPs when the data proves a clear win.