Zero Click Strategy? Maps vs Local Finder Explained


Google is changing how people find information online. More and more, Google answers questions directly on its search results page. This means fewer clicks to websites, which can be tough for businesses that rely on web traffic. If you work in local SEO or manage online marketing, you might wonder: How do I handle these zero click searches? How do I still get leads when people don’t click through to my site?

After working in local SEO and lead generation for over 11 years, especially for tree service contractors, I’ve learned a lot about how Google’s local search works. In this article, I’ll explain the difference between Google Maps, Local Finder, and universal search. I’ll also share what these changes mean for your SEO strategy, especially with AI and chatbots becoming more popular. Let’s get into it.

Table of Contents

What Is Universal Search and How Does It Affect Local SEO?

When you search on google.com, you’re using what’s called universal search. This means Google mixes results from many different search engines all in one place. For example, you might see results from:

  • Google Maps
  • Image Search
  • Shopping
  • Videos
  • News
  • Forums
  • Books
  • And regular web pages

All of these come together on the google.com search results page. So when people talk about local SEO, they often mean the local parts of universal search, like the Maps Pack or the Local Finder.

Maps Pack vs Local Finder: What’s the Difference?

This is where things get interesting. If you’re trying to get leads from local searches, you need to understand two key tools Google uses:

Google Maps (Map Search)

This is what most people think of when they say “Google Maps.” It shows Google Business Profiles (GBPs) based on your location and search query. These profiles include your business name, address, reviews, photos, and more. When someone searches for a local service, the Maps Pack shows a small group of these profiles right on the search results page.

Local Finder

Local Finder is a deeper local search tool that you get when you click “More places” in the Maps Pack. It looks similar to Maps but focuses more on websites ranking for local queries. The results show URLs from business websites, not just Google Business Profiles.

Here’s the key difference: Maps shows Google Business Profiles ranking, while Local Finder shows websites ranking. This means if you want to get leads, you need to rank well in both places, but the strategies can be different.

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From my experience working with tree service contractors since 2014, I’ve tracked where leads come from when people search for local services. Here’s what I found:

  • About 70% of leads come from the Maps Pack or Google Maps local search. This means most people click on Google Business Profiles directly from the map results.
  • About 20% of leads come from organic search results below the Maps Pack. These are regular website listings.
  • Only about 10% of leads come from Google Ads. Local Service Ads (LSAs), which are the guaranteed service ads, have taken some of this share, but paid ads are still a smaller portion overall.

This tells us that focusing on optimizing your Google Business Profile and Maps presence is still the best way to get local leads. Organic SEO is important too, but it plays a smaller role compared to Maps.

Why Zero Click Searches Aren’t a Big Problem for Local SEO (Yet)

Zero click searches happen when Google gives answers right on the search page, so people don’t need to click any links. You might think this is hurting your SEO traffic, but for local businesses, it hasn’t been a major issue yet.

Here’s why:

  • Google’s AI answers and summaries pop in and out of results. If you search the same query on different days, sometimes the AI summary is there, sometimes it’s not. This means Google is still testing how to show these features.
  • Most local leads still come from Maps results and Google Business Profiles, which require clicks to call or visit the website.
  • Local queries often have a strong intent to contact or visit a business, so people still want to engage beyond just reading a quick answer.

So, while AI and zero click searches are growing, local SEO strategies focused on Maps and Google Business Profiles remain effective.

How to Adapt Your SEO Strategy for AI and Chatbot Results

As AI tools like ChatGPT and other large language models become popular, it’s natural to wonder how to optimize for these new types of search results. Here’s what I’m working on to stay ahead:

Feeding Content into Large Language Models

I’m using a tool called Rankbridge from Peter Drew to help influence what AI models know about my business and topics. The idea is to create a lot of content that tells AI exactly what you want it to know.

Why is this important? Large language models don’t fact check like humans do. They repeat what they see most often. If you publish enough consistent content on many platforms, you can shape how AI talks about your business or niche.

Creating a Systematic Process

This process is slow and takes a lot of effort. I’m building a standard operating procedure (SOP) to make it easier and less time-consuming. Right now, I’m testing it with my own project, Treeare HQ, and later I plan to do it for my main site, Semantic Mastery.

Once the SOP is ready, I’ll train a team member to handle this work, so I don’t have to do it myself every time.

What You Can Do Now to Improve Local SEO

Given the current landscape, here are some practical tips to get more leads from local searches:

  1. Focus on your Google Business Profile: Keep your profile updated with accurate info, photos, reviews, and posts. This helps you rank better in Maps.
  2. Optimize your website for local keywords: Use keywords that people in your area search for and create useful content that answers their questions.
  3. Build local citations and backlinks: Get your business listed on local directories and websites to boost your authority.
  4. Monitor your rankings in Maps and Local Finder: Use tools to track how your business appears in both places and adjust your strategy accordingly.
  5. Consider Local Service Ads: If it fits your budget, LSAs can help bring in more leads directly through Google.
  6. Create a content plan for AI: Start experimenting with feeding consistent content into AI platforms to influence chatbot results.

FAQ About Local SEO, Maps, and Zero Click Searches

What is the Maps Pack in Google search?

The Maps Pack is a group of local business listings that appear at the top of Google search results when someone searches for a local service. It shows Google Business Profiles with contact info, reviews, and more.

How is Local Finder different from Google Maps?

Local Finder is a deeper local search tool within Google that shows websites ranking for local queries, while Google Maps shows Google Business Profiles. Local Finder focuses more on website URLs, and Maps focuses on business profiles.

Are zero click searches hurting local businesses?

Not significantly yet. Most local leads still come from Google Maps and Google Business Profiles, which require clicks to contact or visit a business.

What are Local Service Ads (LSAs)?

LSAs are paid ads that guarantee your business appears in a special section of Google search results for local services. They help businesses get leads directly through Google.

How can I optimize for AI and chatbot search results?

One way is to create and publish a lot of consistent content across many platforms. Tools like Rankbridge can help feed this content into large language models so AI learns about your business and repeats your key messages.

Final Thoughts

Local SEO is still very much alive and important, even as Google introduces new ways to answer questions right on the search page. The Maps Pack and Google Business Profiles generate the majority of leads for local businesses, so focusing your efforts there makes sense.

Understanding the difference between Google Maps and Local Finder can help you tailor your SEO strategy to rank well in both places. And as AI search and chatbots grow, it’s smart to start experimenting with feeding content into these platforms to influence their answers.

SEO is changing, but smart strategies, consistent effort, and adapting to new tools will keep your business visible and attract customers.