Searching "plumber near me" instead of "plumber" changes the three businesses in Google's map pack 57.1% of the time. The exact same three businesses in the same order appear for both versions in 22.8% of searches, and for restaurants the map pack changes 83.5% of the time.
Analysis of 1,580 pairs of Google Maps searches for 20 local services in 79 US cities · Google Maps results, September 2026
Key Findings
- 1.57.1% of the time, adding "near me" to a Google Maps search changes which three businesses appear in the map pack.
- 2.A local search with and without "near me" shows the exact same three businesses in the same order in 22.8% of cases.
- 3.The "near me" and plain versions of a Google Maps search share 2.3 of their three map pack businesses on average.
- 4.Adding "near me" changes the Google map pack for 83.5% of restaurant searches and 79.7% of plumber searches, against 29.1% of pest control searches.
- 5.Adding "near me" changes the Google map pack in 60.7% of large-city searches, against 50.9% in small towns.
Summary
A plumbing company owner checks Google, types "plumber" and the city name, and sees the business sitting third in the map pack. A customer across town types "plumber near me" and sees a different third business. Both searches mean the same thing to the customer, but not to Google.
The map pack, the three businesses Google shows with a map at the top of local search results, gets most of the calls from local searches. Many owners check their ranking for one version of a search and assume it holds for every version. For a business sitting near the edge of the top three, the wording a customer happens to type can decide whether it appears at all.
Adding "near me" changes the map pack 57.1% of the time. The change often swaps one business: the two versions share 2.3 of their three businesses on average, and the exact same three in the same order appear in 22.8% of cases. Restaurant and plumber searches shift the most, pest control and locksmith searches the least.
What we measured
On September 23, 2026 we analyzed Google Maps results for 20 local services, such as plumber, restaurant and pest control, in 79 US cities. For every service and city we compared two versions of the search, from the same location on the same day: the plain search, such as "plumber", and the "near me" version, such as "plumber near me". That gives 1,580 pairs.
For each pair we compared the three businesses in the map pack. A pair counts as changed when the two sets of three businesses are not identical. We also counted how many businesses the two versions share and whether the order is the same, and split the results by service and by city size.
Near me often swaps one business
A complete swap is rare: 1.1% of pairs have no business in common. The typical change is one business in and one out, often with the order reshuffled. That is why 42.9% of pairs show the same three businesses in any order, but only 22.8% show them in the same order.
Source: Suff Digital analysis of 1,580 pairs of Google Maps searches for 20 local services in 79 US cities · Google Maps results, September 2026
So a strong local business usually shows up in both versions, while the third spot and the order change hands often. For a business at number three or four, the wording can decide whether the customer sees it.
Restaurant and plumber searches shift most
The amount of change varies widely by service. Restaurant, plumber and real estate searches change in about four of five cities: 83.5%, 79.7% and 78.5%. Pest control (29.1%), locksmith (36.7%) and veterinarian (41.8%) searches are much more stable.
Source: Suff Digital analysis of 1,580 pairs of Google Maps searches for 20 local services in 79 US cities · Google Maps results, September 2026
| Service searched | Map pack changed | Businesses shared (of 3) |
|---|---|---|
| Restaurant | 83.5% | 1.82 |
| Plumber | 79.7% | 2 |
| Real estate agent | 78.5% | 1.87 |
| Hair salon | 74.7% | 2.11 |
| Landscaper | 72.2% | 1.99 |
| Accountant | 67.1% | 2.19 |
| HVAC company | 65.8% | 2.27 |
| Roofer | 60.8% | 2.27 |
| Dentist | 58.2% | 2.27 |
| Electrician | 53.2% | 2.42 |
| Personal injury lawyer | 50.6% | 2.41 |
| Moving company | 45.6% | 2.46 |
| Veterinarian | 41.8% | 2.53 |
| Locksmith | 36.7% | 2.58 |
| Pest control | 29.1% | 2.67 |
Restaurant, salon and real estate searches draw on many businesses packed close together, so small differences in how Google reads the search are enough to reshuffle the top three. In pest control and locksmith searches, the same businesses usually hold the map pack in both versions. For plumbers, where 79.7% of pairs change, tracking only one version of the search misses most of the picture.
Large cities see more change than small towns
Adding "near me" changes the map pack in 60.7% of large-city searches, against 50.9% in small towns. Large cities have more businesses of every kind within reach of the search location, so there are more candidates to swap in.
Even in small towns, though, half of all searches show a different map pack with "near me". No business, in any size of market, can assume its position for one wording holds for the other.
What this means for local business owners
Track both versions of your main searches. If you only watch "dentist Denver", you may miss that "dentist near me" shows a different set of practices. Use a rank tracker that lets you add "near me" versions, or one that checks your position from several points across your service area.
Do not change your profile to chase the "near me" wording. Google does not need the words "near me" on your website or Google listing to match these searches; it uses the searcher's location. Focus instead on what holds your place in both versions: reviews, the right business categories and a complete Google Business Profile.
If you run a restaurant, plumbing company or real estate office, check more often, since those searches change most. Our local seo packages track paired search versions so shifts like these show up in every report.
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<p style="font:14px/1.5 system-ui,sans-serif">Source: <a href="https://www.suffdigital.com/resources/data-studies/near-me-changes-map-pack">Adding "Near Me" Changes the Google Map Pack 57.1% of the Time - Suff Digital</a></p>
Cite this study
Suff Digital. (2026). Adding "Near Me" Changes the Google Map Pack 57.1% of the Time. https://www.suffdigital.com/resources/data-studies/near-me-changes-map-pack
Adding "Near Me" Changes the Google Map Pack 57.1% of the Time - Suff Digital - https://www.suffdigital.com/resources/data-studies/near-me-changes-map-pack
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