Google local search ranking algorithm strengthens ‘openness’ signal

Google has updated its local search ranking algorithm, giving more importance to whether a business is currently open, especially for non-navigational queries (e.g., searching for types of services). This means that open businesses may appear higher in local search results than closed ones.

For businesses, it’s advised not to change their operating hours artificially just to rank higher. Google has emphasized that while the algorithm considers openness as a ranking factor, businesses should not manipulate their hours. Being open 24/7 may be beneficial for ranking, but it’s not recommended as the algorithm may evolve.

“As of November 2023, Google appears to be looking at whether a business is currently open as a ranking factor for local pack rankings,” Joy Hawkins wrote in her report.
Google confirmed. Sullivan confirmed the change on Dec. 15 on X.

If you see changes in your Google Business Profile listings, it could be due to this algorithm update. It’s crucial to keep your business hours accurate, as providing false information may lead to penalties in the future.

In summary, Google now prioritizes showing businesses that are currently open in local search results. Whether this is beneficial or not depends on the perspective, but businesses need to stay truthful about their operating hours.