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There is another side to it that we typically can't find.
Some businesses are huge winners off of google maps when inserted into organic searches.
That is never going to be publicized, except in the rarest cases when somebody in the know has a slip of the tongue.
In any case it is extraordinarily powerful.
It is not advertising in a traditional sense. Google's algos and placement have enormous impact on businesses due to Google's market share.
We expect that nobody is paying google directly for high organic placement or high placement within Google Maps.
In any case its power is extraordinary as this case shows.
BTW, the above business does have very high organic rankings when I checked the two terms the business referenced. The amazing thing in that case, as reported by the florist, that despite the high rankings the prominent placement of maps on the search page severely negated the business operator's strong organic rankings.
That level of power is scary.
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