Google’s latest update to its local search algorithm places increased importance on a business’s
“openness,” impacting how local search results are ranked. This change will affect local SEO strategies
for businesses aiming to enhance their visibility on Google Maps and within the local pack.
The Boost in the “Open for Business” Signal
Previously, Google considered a business’s openness in its local search rankings, but this factor is now
even more significant. According to Google’s Search Liaison, Danny Sullivan, businesses that are
currently open will be featured more prominently in search results for non-navigational queries like
“pharmacies nearby” or “plumbers in my area.”
Sullivan emphasized that businesses should not manipulate their operating hours to improve rankings.
Google prioritizes accurate and authentic business information. However, this update can benefit
businesses that operate beyond standard hours, as they will have an edge in visibility.
Why It Matters for Local SEO
For Customers:
- Enhanced Accuracy: Searchers will see more accurate results reflecting what’s currently open
nearby. This prevents the frustration of finding businesses closed upon arrival.
For Businesses:
- Competitive Advantage: Being open during off-peak hours can set your business apart from
competitors who close early. - Authenticity Over Manipulation: Artificially extending hours to rank higher could lead to penalties.
Google values genuine and accurate information.
The emphasis on accurate and up-to-date business information has intensified. It’s now crucial for local
SEO to ensure that your Google Business Profile reflects correct hours, contact details, addresses, and
other essential information.
The Takeaway for Businesses
Owner Mindset
Instead of seeing this update as a loophole to exploit, adopt a mindset focused on accurate
representation and excellent customer service.
In Summary:
- Update Regularly: Keep your Google Business Profile current with accurate hours, contact info,
and addresses. - Avoid Manipulation: Do not artificially extend business hours to influence rankings. Authenticity
and accuracy are crucial. - Leverage Extended Hours: If your business operates outside typical hours, it may naturally gain
more visibility. Let customer service guide your hours, not SEO tactics.
As Google’s algorithms evolve, businesses should remain adaptable and ethical in their local SEO
practices. Prioritizing genuine value over tactics will build long-term trust and success.
What strategies are you adopting to adapt to Google’s latest local algorithm update? Share your thoughts and experiences in the comments below!