Though it may seem
like a given, Google only started automatically returning map results whenever a user initiated a local search in January 2007. Traffic to Google Maps jumped by 26% the following month. Then in May,
the giant rolled out Universal search, which increased the likelihood of a Google Map result appearing for various kinds of queries, not just local searches.
McGee notes that Google's latest move to include up to 10 map-based results during local searches will likely drive the percentage of Google Maps clicks even higher, as the giant has explicitly stated that the new display is designed to promote usage.