If you're checking your Google Business Profile visibility and notice that Localo shows different rankings than what you see in Google Maps on your phone or desktop—don’t worry. This is completely normal.
Localo is built to provide consistent, trustworthy visibility data by using a controlled methodology. Meanwhile, Google results can vary based on your device, personal behavior, location, and even zoom level on the map. In this article, we explain exactly why the differences happen—and how to interpret them.
What you'll learn in this article
How Localo measures your visibility compared to Google Maps.
Why mobile and desktop results often look different.
The main reasons for ranking discrepancies between tools.
How to interpret your Localo data the right way.
When ranking changes actually matter and what to do about them.
Proven best practices for accurate, long-term SEO tracking.
1. How Localo measures your visibility compared to Google Maps
Localo gives you clear and stable insights by using a consistent method that removes unnecessary noise. Here’s what makes our measurements reliable:
Single GPS point per grid cell: We measure your rank from one specific, fixed location in each cell of the position map grid.
Fixed zoom level: Our map zoom doesn't change (unlike Google Maps, which juggles zoom sizes) - this ensures consistency every time your position is measured.
Example: I'm located in Katowice city - it doesn't matter to Localo - it shows me my potential client's location & results. The zoom level's results are STATIC / FIXED.
Medium ZOOM and results for "Paintball" keyword - check competitors list.
Small ZOOM and results for "Paintball" keyword - check competitors list.
No ads or sponsored results: Localo tracks only organic positions, giving you a true picture of your free visibility.
Same method every time: We run measurements using the same process, so you can track real progress over time.
Grid-based precision: We only evaluate businesses within your defined area (grid). Our restrictions show companies at a maximum distance of 100 km from the grid center. Google Maps, on the other hand, may mix in businesses from farther away.
👉 The result? A clean, consistent baseline for your visibility—perfect for spotting trends and measuring your SEO efforts accurately.
2. Why mobile and desktop results often look different
Google’s local results are dynamic, and that’s why what you see in your browser or phone often looks different from what Localo shows:
Variable location scope: Google Maps may not only consider your exact location, but also nearby spots or neighborhoods.
Zoom level affects ranking: Slightly zooming in or out on the map can shuffle the order of local results.
Example: I'm located in Katowice city - it MATTERS to Google a lot - it shows me preferential results based on zoom level/my location/my search history/my preferences. The zoom level's results are DYNAMIC.
1st approach - I zoom from entire country (Poland's) perspective:
Results + auto zoom once i clicked "Enter":
2nd approach - I zoom from my DISTRICT's perspective:
Results + auto zoom once i clicked "Enter":
Personalized results: Google Maps takes into account your search history, logged-in account, device type, and even browsing habits.
Presence of ads: Sponsored listings often appear at the top, which can push organic results down (Localo doesn’t track these).
This variability makes Google great for real-time discovery but unreliable for measuring SEO impact.
3. The main reasons for ranking discrepancies between tools
There are five main reasons why rankings differ between Localo and what you see directly in Google:
Reason | What happens |
Point vs. area | Localo measures a single GPS point; Google Maps may blend data from a small region. |
Zoom level differences | Google’s zoom view changes easily, which reshuffles the order of results. |
Device & personalization | Two phones side-by-side may show different results due to personalization. |
Ads and sponsored listings | Google Maps includes paid positions; Localo ignores them. |
Map interaction | Scrolling or moving the map even slightly in Google Maps can change rankings. |
4. How to interpret your Localo data the right way
To make the most of your Localo data and avoid confusion, here’s what we recommend:
Stick with one measurement tool
Mixing data from Localo, manual checks, and other tools can lead to messy, inconsistent conclusions. Localo gives you clean data. Use it consistently.
Focus on trends, not individual numbers
Don’t stress about single-point fluctuations. Instead, watch your average position, percentage of keywords in TOP 3 or TOP 10, and week-over-week or month-over-month changes.
Look at neighboring grid points
Instead of comparing just one grid point to what your phone shows, check the average across surrounding points. It gives a more realistic visibility picture.
Prioritize high-intent keywords
Having a top position for a search no one types in won’t help your business. Focus on keywords with search demand and clear purchase intent.
Keep measurement settings stable
Avoid frequently changing your grid size, zoom level, or keyword set. Consistency ensures you're comparing apples to apples.
5. When ranking changes actually matter and what to do about them
It’s normal for rankings to shift slightly—but here’s when it’s worth digging deeper:
You see a drop of more than 5 positions across many grid points, not just one.
The decline persists over several measurement cycles, not just one day.
Your customer interactions—calls, direction requests, website clicks—are also decreasing.
If this happens, investigate:
Google Business Profile categories and title
Your listed address and service area
Review volume and freshness
Website content and structure
Potential spammy competitors in your area
6. Proven best practices for accurate, long-term SEO tracking
“Localo shows a real picture of your organic visibility—closer to Google than any tool out there, but never exactly 1:1. Even a tiny change in the map’s position or zoom can impact results.
That’s why we recommend measuring the average from several points and looking at trends over time.
The biggest value we offer isn’t just position tracking—it’s the ability to save time, reduce guesswork, and make smarter local SEO decisions.”
— Sebastian Żarnowski, Co-founder & CEO, Localo
Need help or want to talk strategy?
You can always reach out to us at: [email protected]