📌 Why branded keywords show your locations
A branded keyword, such as moove in self storage, includes your business or brand name. Google usually interprets this search as navigational, meaning the searcher is looking for your locations rather than comparing nearby businesses.
Because of this intent, the Local Heatmap may show your own locations without local competitors. This is expected behavior and does not mean competitor data is missing from your project.
🔢 What a “20+” pin means
A pin labeled 20+ indicates that more than 20 locations or ranking results are grouped within that map area. It is not a reliable indication that Google returned fewer than 20 results.
The pin is an aggregated view. The exact number and the available details can vary based on the search results collected for that grid point, the locations detected, and how Google groups or displays local results.
📋 Why competitor lists appear on some pins
Competitor lists are shown only when the collected local result data for a specific pin contains enough qualifying businesses to display separately. A 20+ pin can therefore have a competitor list when competitor locations were identified in that pin’s data, while another 20+ pin may show no list when the results contain only your locations or do not provide enough distinct competitor data.
These differences can also occur when Google changes local results by location, search context, or time. The 20+ label describes the grouped result count; it does not guarantee that every business in the group will be displayed in a competitor list.
✅ How to interpret the heatmap
- Review the keyword type. Branded searches commonly return your own locations and limited competitor data.
- Compare several nearby pins instead of relying on one 20+ pin.
- Use a non-branded category keyword, such as a service or product search, for a clearer competitor comparison.
- Run the scan again later if a result appears inconsistent, because local rankings and result groupings can change.
🔍 When results may need investigation
Contact support if competitor lists are consistently absent for relevant non-branded keywords, if your own locations disappear unexpectedly, or if the heatmap shows errors rather than normal result data.
If you need further assistance, open the chat widget in the bottom-right corner of the platform and type human teammate to be connected with a member of our team.