Recent insights from SEO experts suggest a notable shift in Google’s local search algorithm, with a heightened focus on a business’s operating hours as a crucial ranking factor. Following the November 2023 core update, Joy Hawkins from Sterling Sky noticed a clear trend: businesses appearing as closed experienced a significant dip in visibility within local search results.
Business Hours: A Potent Signal in Local Rankings
Acknowledging these observations, Google’s Search Liaison confirmed that the concept of “openness” has now become a more influential factor in local search algorithms. This highlights the importance of accurate and up-to-date business hours information for businesses aiming to enhance their local online presence.
Decoding Non-Navigational Queries in Local Search
This confirmation sparked inquiries into the definition of non-navigational queries in local search. In simple terms, searching for a specific business name falls under navigational queries, whereas a search for a general topic is considered non-navigational.
Concerns and Google's Response
During discussions, concerns were raised by Sherry Bonelli regarding potential misuse of this update. She expressed worries that businesses might falsely claim 24/7 operating hours to boost local visibility, potentially leading to a negative user experience for searchers arriving during non-operating hours.
In response, Google promptly addressed these concerns, advising against manipulating business hours. They emphasized that the ranking signal for openness is subject to continuous adjustments, and attempting to deceive the system could result in penalties, including potential suspension.
Best Practice: Keeping Business Hours Updated on Google Business Profiles.
For local businesses, maintaining accurate and up-to-date business hours on Google Business Profiles is crucial, especially during peak times like the holiday season. This practice not only minimizes frustration for customers during the final shopping days but also positively influences local search visibility.
For businesses, consistent and accurate operational hours can boost visibility in local pack rankings, making them more attractive to customers conducting “near me” searches. This advantage becomes particularly significant if competitors are closed during these crucial times.
In conclusion, the recent confirmation by Google underscores the significance of transparent and accurate business hours for local search rankings. By adhering to these best practices, businesses can not only enhance their online visibility but also provide a seamless and positive experience for potential customers.