Google Universal Different From Google Maps

Results different when included in SERPs

[burgeltz]

Can anyone explain why Google Maps seems to return different results when embedded in the SERPs?

For example, search for "Chicago hotel" in the SERPs. You'll see 3 hotels drawn from Google Maps in the top spots. Now click through "local business results for hotel near Chicago, IL." You'll see different hotels coming up in the top 3 spots.

So ranking in the top 3 on Google Maps doesn't guarantee you'll make it into the SERPs?

[phranque]

google maps uses different search optimization than google search and what constitutes seo for google maps is in a state of flux according to google engineers at the google developers conference in may.