Business Hours – A New Ranking Factor on Google Business Profiles

In the world of local SEO, there’s been a recent change that’s worth noting. Before, business hours didn’t play a big role in how Google ranked Google Business Profiles. However, since November 2023’s core update, things have shifted.

A recent finding from SEO professionals indicate that Google has adjusted its search algorithm, making a business’s operating hours as a ranking factor. 

This was first announced by Joy Hawkins in a webinar by LocalU on Dec 7th, then later tweeted:

After Joy’s announcement, there was some speculation on whether or not this is true, but after testing the theory for a couple of businesses ourselves, we found similar results.

Then just recently Google confirmed that business hours are, in fact, a ranking factor:

Concerns

This new finding raises some concerns as word gets out about this new ranking factor. If brick-and-mortar businesses falsely list themselves as 24/7 to enhance their visibility, individuals might arrive at a business during non-business hours, leading to poor customer experience. Service area businesses, on the other hand, may be able to get away with this if they employ a 24/7 answering service, however, if they don’t, this again could lead to poor customer experience. Even worse, you could end up with a suspended Google Profile for listing deceptive information.

What Should Businesses Do?

In a nutshell, avoid manipulation. Maintain accurate and honest operational hours for your business, ensuring they are up-to-date and practical. Keep the holiday hours up to date as well. This will not only ensure a positive customer experience but also has the potential to generate favorable reviews on Google, ultimately contributing to improved conversion rates.