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Short answer: Local Falcon is a geo-grid rank tracker for Google Maps. It checks where a Google Business Profile ranks for a keyword at each point on a grid around a chosen location and shows the result as a heatmap. Use it to see where you appear in the local pack, where you drop off, and how competitors compare.
Local Falcon transformed how local SEOs track Map Pack rankings by replacing single-point rank checks with grid-based heatmaps. Instead of seeing 'you rank #4 for plumber,' you see exactly where you rank #1, #2, #3, and where you fall out of the Map Pack across a grid of points, from 3x3 up to 21x21, centered on your business. This guide walks through using it like a pro.
In this guide
1. Why grid-based ranking beats single-point checks
Map Pack rankings vary by location within a single city. A plumber may rank #1 within a half-mile of their shop and #15 a mile away. Single-point rank trackers (most SEO tools) miss this variation completely. Grid trackers reveal the true geographic shape of your ranking footprint.
2. Setting up your first scan
Sign up at localfalcon.com. New accounts get 100 free credits to test it; after that, scans run on credits, with one credit per grid point, so a 7x7 grid uses 49 credits. Check their pricing page for current plans. Add your business profile, choose grid size (7x7 for most businesses, 11x11 for competitive markets), set radius (0.5-2 miles depending on your typical customer travel distance), pick keywords.
3. Choosing the right keywords to track
Track 5-15 keywords. Mix high-intent ('emergency plumber'), medium-intent ('plumber near me'), and brand defense ('YourBrand Brooklyn'). Don't try to track everything, focus on the queries that actually drive bookings.
4. Interpreting the heatmap colors
Each pin shows where you rank at that point. Green pins are your strongest positions, and the colors move through yellow and orange to red as your rank gets worse; points where you are not found in the top 20 show as 20+. In a normal scan your best ranks sit around your location and fade outward. Your goal is strong pins across the area your customers come from. Red zones reveal where competitors dominate.
5. ARP, ATRP and SoLV
Local Falcon reports three main numbers. ARP (Average Rank Position) averages only the grid points where you appear in the top 20. ATRP (Average Total Rank Position) averages every point, counting points where you are not found as 20+. SoLV (Share of Local Voice) shows how often you rank in the top three across the grid. A big gap between ARP and ATRP means you rank well only in a small area. Falling ARP and ATRP and a rising SoLV over time mean progress.
6. Competitor comparison scans
Run scans on top 3 competitors in your category. Compare heatmaps side-by-side. The competitor's red zones are your opportunity zones, they don't rank there, so a coordinated push (more reviews from those neighborhoods, neighborhood-specific website pages) can win you that geography.
7. Scan frequency and trend tracking
Weekly scans are standard. Daily scans are overkill for most businesses and burn through credits. Compare month-over-month grids to see ranking trajectory. Sudden red zone expansion signals a competitor surge or your own profile issue (suspension, NAP inconsistency); if a drop is sudden and wide, start with our Google Maps ranking drop recovery checklist.
8. Acting on heatmap data
Red zone in a specific neighborhood? Create a landing page for that neighborhood. Ask customers in that area for reviews. Build local citations on neighborhood-specific directories. Re-scan in 30 days to measure the change. Keep expectations realistic: distance is one of Google's three local ranking factors, alongside relevance and prominence, so some drop-off far from your address is normal. If you want the scans run and the weak zones worked on for you, see our Google Maps SEO service.
Further reading: For the two main alternatives, see Semrush vs BrightLocal.
Related services we offer
Updated October 9, 2026: removed an outdated plan price, corrected the ARP metric and heatmap color descriptions, added ATRP and SoLV, and removed an unverified claim about how scans affect your profile. Sources: Local Falcon: pricing · Local Falcon: FAQ · Google: improve your local ranking.