Recent insights from SEO experts reveal a notable shift in Google’s local search algorithm, highlighting the significance of a business’s operating hours as an important ranking factor. This adjustment gained prominence following the November 2023 core update, with closed businesses experiencing a substantial decrease in visibility within local search results. Essentially, If your business is not open during the time that a user is searching for a product or service that your business ranks for, your Google Business Profile will likely appear lowly in Google Map Pack or Google Maps.

Acknowledging this shift, Google’s Search Liaison confirmed the growing importance of “openness” as a stronger signal in local search. While “openness” has been a longstanding component of local ranking systems, its recent reinforcement pertains specifically to non-navigational queries. Non-navigational queries are general searches such as “coffee shop near me” or “Vancouver brunch”. Google’s team emphasized the ongoing evaluation of its usefulness, indicating potential adjustments in the future.

SEO expert Joy Hawkins has also shared results of a business’ Google Business Profile ranking lowly on Google Map Pack or Google Maps when the business is not open during the time of the search and appearing highly on Google Map Pack or Google Maps during the time that the business is open.

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

Despite the positive implications for local search, concerns surfaced during discussions about the potential misuse of the “openness” factor. Sherry Bonelli expressed worries that businesses might falsely claim 24/7 operating hours to enhance their visibility, potentially leading to a suboptimal user experience for searchers arriving during non-operating hours.

In response to these concerns, Google advised against manipulating business hours, cautioning that the ranking signal for “openness” is subject to continuous adjustments. Violating these guidelines may result in businesses receiving suspension emails 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

To navigate these changes successfully, businesses are encouraged to keep their operational hours up-to-date on Google Business Profiles. This practice is particularly crucial during holidays, as accurate business hours not only ensure a positive customer experience but also influence local search visibility. For consumers, this ensures minimal frustration during the final shopping days of the season. For businesses, it presents an opportunity to enhance visibility in local pack rankings, especially when competitors may be closed, attracting more customers through “near me” searches.