Opening hours as a ranking factor for Google Business Profiles

Last week, Sterling Sky revealed, through their tests, a new ranking factor in Google Search and Google Maps: business opening hours. Despite initial scepticism in the SEO world, later tests showed that opening hours do play a role in local rankings.

Discovered by Joy Hawkins

Joy Hawkins was the first to report on this on X.

Research by Darren Shaw

Initially, Darren Shaw from Whitespark did not observe significant changes in rankings based on opening hours. However, over the weekend, he reconsidered his stance and acknowledged that rankings based on opening hours are “definitely a thing.” This shift indicates a notable evolution in the local search landscape.

Factor for both mobile and desktop

While ranking factors related to opening hours were already active on mobile devices before November 2023, they appear to be more extensive and impactful now. However, several unanswered questions remain, such as whether this ranking factor applies equally to both mobile and desktop platforms. Initial indications suggest it does, but more in-depth research is required.

Differences by sector

Another outstanding question concerns the category dependency of this new ranking signal. Does it affect all businesses across the board, or is its impact stronger in certain sectors? Understanding the nuances of this change is crucial for businesses looking to effectively optimise their local search position.

Manipulating opening hours

There is a potential for manipulation. Companies may be tempted to present themselves as open 24/7 to gain an advantage, while competitors or dissatisfied customers may intentionally tamper with opening hours.

What does Google say about it

Danny Sullivan of Google hinted on X that he will revisit whether it is indeed a new local ranking change. He indicated that, at the very least, it was not part of the recent core update.

Managing opening hours with GMBapi

GMBapi provides the ultimate Google Business Profiles dashboard for managing local search. Easily adjust opening hours and business information, create Google posts, manage reviews, and a lot more. Explore all features and possibilities with the tool here and start a free 2 week trial.

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