Recent findings from SEO professionals suggest that Google has recalibrated its local search algorithm, putting more emphasis on a business’ hours of operation as a key ranking signal.
According to Sterling Sky’s Joy Hawkins, the trend became noticeable after the November 2023 core update, which made businesses that appear to be closed significantly less visible in local search results.
Commercial hours are confirmed as the “strongest” signal in local rating systems
In response to the discussion, the Google Search Link acknowledged the comments, confirming that “openness” has recently become a stronger signal for local search.
The team tells me that we’ve been using “openness” as part of our local ranking systems for a long time, and it’s recently become a stronger signal for non-browsing queries. This may change in a number of ways, but we continue to evaluate its usefulness.
However, it should only apply to non-browsing queries.
If you searched for a company name, you generally wanted to browse/find that specific company. If you were looking for a general theme, this is not about navigation.
Concerns about the business response to the “openness” factor.
during the discussion at X, Sherry Bonelli expressed concern about an update that could cause some businesses to falsely list 24-hour operating hours for the purpose of improving their local search visibility.
This could lead to a poor user experience for searchers, as they may reach your business during non-operational hours.
Google it quickly addressed these concerns, discouraging trading time manipulation because the opening ranking signal is subject to constant adjustments.
Best practice: Keep your hours of operation up to date on your Google Business Profiles
Local businesses should maintain current business hours on their Google Business Profiles, especially during the holidays, as this could impact local search visibility.
For customers, maintaining accurate operating hours ensures minimal frustration during the final shopping days of the season.
For businesses, it could increase visibility in local package rankings and attract more customers with near me searches, especially if your competitors are closed.
Featured image: Ralf Liebhold/Shutterstock
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