Local SEO
Google Business Profile
By Abigail Leow
It’s been a wild few months in the local SEO world. Google’s been playing with their algorithm like a kid with a new toy, and the latest buzz is all about how your business’s opening hours might be affecting your local rankings. Yep, you read that right—your hours of operation could be the key to climbing the Google ranks or slipping into digital obscurity.
Let’s break it down.
The Big Reveal
The news hit like a lightning bolt when Joy Hawkins of Sterling Sky dropped the bombshell: Google is now using business opening hours as a local ranking factor. Imagine running a search for a lawyer at 7 am, and the results are totally different at 9 am once the business is open. Sounds like Google’s playing favorites with businesses that are actually open when you’re searching.
Joy didn’t just throw this out there without proof. She and her team ran tests across multiple businesses and saw a noticeable difference in rankings based on whether the business was open or closed at the time of the search. "We’ve tested this on at least a dozen businesses, and it’s clear—Google is prioritizing businesses that are open," she said.
The Community Weighs In
Naturally, this sent shockwaves through the SEO community. Some experts think this could be a good thing, helping users avoid the frustration of finding a business that’s closed. But others, like Ben Fisher from Steady Demand, aren’t so sure. "It could be more of a bug than a feature," he said. "Sure, it makes sense for some industries, but what about those times when you’re just researching a business for later?"
Darren Shaw of Whitespark also chimed in, initially skeptical but later convinced that opening hours are indeed a factor—just not the only one. "This isn’t a binary ranking factor," he explained. "It’s not like flipping a switch and suddenly you’re on top. It’s just one piece of the puzzle."
Google’s Take
So, what does Google have to say about all this? Not much, at least not yet. Their Search Liaison hinted that it might be more of a local ranking tweak than something related to their core update. But as with all things Google, the full story is still under wraps.
What Should You Do?
Now, before you go rushing to change your business hours to 24/7, take a breath. The jury’s still out on whether this is a permanent change or just another one of Google’s experiments. Plus, running a 24-hour business on paper when you’re not actually open all night could lead to some nasty consequences—like bad reviews or, worse, getting your profile suspended.
Here’s the bottom line: don’t panic. Keep an eye on your rankings, maybe run a few tests of your own, but don’t make any drastic changes just yet. As Ben Fisher wisely put it, "If you’re not actually going to take a client at 2 AM, why risk being reported?"
For now, stick to what’s true and accurate for your business. And remember, in the digital world, trust is everything. According to BrightLocal’s 2023 Local Business & Trust Report, 62% of consumers would avoid using a business if they found incorrect information online. That’s a risk you don’t want to take.
In the wise words of Claire Carlile: keep calm, carry on, and don’t mess with your hours just to game the system.
In a digital world where visibility is everything, GMB Fox ensures your business isn’t just online—it’s the first choice customers make. Let us handle the complexities of digital marketing, so you can focus on what truly matters: growing your business.
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