Recent insights from SEO experts indicate that Google has made changes to its local search algorithm, giving increased importance to a business’s listed operating hours as an important ranking signal. Joy Hawkins from Sterling Sky notes that this change in trend became apparent following the November 2023 core update, resulting in a notable decrease in visibility for businesses marked as closed in local search results.
😱Well the news is out, the new ranking factor we are seeing that has a massive impact on ranking is HOURS. We’re seeing that businesses literally vanish in the local pack when they are not open. We started seeing this with the November 2023 core update. This is also making… pic.twitter.com/kDzfrbNmB5
— Joy Hawkins (@JoyanneHawkins) December 7, 2023
Business Hours have been confirmed as an important signal in Local Ranking Systems.
In light of the discourse, Google’s Search Liaison acknowledged the observations, affirming that the significance of “openness” has recently intensified as a signal for local search.
The team tells me we’ve long used “openness” as part of our local ranking systems, and it recently became a stronger signal for non-navigational queries. This might change in various ways, as we continue to evaluate the usefulness of it, however.
Nevertheless, this should be applicable solely to non-navigational queries.
If you were searching for a name of a business, that would generally be that you wanted to navigate / find that particular business. If you were searching for a general topic, that’s non-navigational.
Business Responses To ‘Openness’ Factor
In the X discussion, Sherry Bonelli raised concerns about a potential update that might incentivize certain businesses to inaccurately claim 24/7 operating hours in an attempt to enhance their local search visibility. This could result in a suboptimal user experience for searchers who may arrive at the business during non-operational hours.
Google promptly responded to these concerns, discouraging the manipulation of business hours as the ranking signal for openness undergoes continuous changes. Moreover, engaging in such practices could lead to receiving a suspension email from Google.
New format of email sent for suspended profiles that allow an appeal @rustybrick pic.twitter.com/tbniQ22mcL
— Molly Youngblood (@mygeigermeister) December 13, 2023
Keep Open Hours Updated In Google Business Profiles
Local businesses are advised to keep their Google Business Profiles updated with current operating hours, especially during the holiday season, as this can impact their visibility in local searches.
Ensuring accurate operational hours is essential for customers to minimize frustration, particularly during the last-minute shopping days of the season.
For businesses, this practice can enhance visibility in local pack rankings and attract more customers conducting “near me” searches, especially if competitors are closed.
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