Google Lists ‘Transparency’ as a Local Search Ranking Factor

Discover how business hours impact local search and map visibility, with Google confirming that ‘openness’ now plays a key role in rankings.

Highlights:

• Google Search Liaison confirms that ‘openness’ has recently become a stronger ranking factor for local search results.
• Listing incorrect 24/7 hours could harm your ranking as Google updates its signals.
• It’s crucial to keep operating hours accurate in Google Business Profiles to maintain visibility and enhance customer experience.

Recent findings from SEO experts reveal a notable change in Google’s local search algorithm, which now places greater importance on a business’s listed hours of operation. This adjustment means that accurate business hours are becoming a crucial factor in determining local search rankings.

According to Joy Hawkins of Sterling Sky, this trend became evident after Google’s core update in November 2023. The update has led to a significant shift in how businesses are ranked in local search results, with those appearing as closed experiencing a notable drop in visibility.

Hawkins highlights that businesses which do not keep their operating hours current are facing reduced exposure in local search results. This change underscores the importance of maintaining up-to-date information in Google Business Profiles to ensure better visibility.

Overall, this recalibration of Google’s algorithm stresses the need for businesses to accurately reflect their hours of operation. Keeping this information current not only helps in improving search rankings but also enhances customer experience by providing reliable information.

 

Business Hours Confirmed As ‘Stronger’ Signal In Local Ranking Systems

In response to the recent discussion about local search rankings, Google’s Search Liaison has acknowledged the findings and confirmed that “openness” has become a more prominent factor. This adjustment highlights how the transparency of business hours now plays a more significant role in how local search results are determined.

The Search Liaison team explained that “openness” has long been part of their local ranking systems, but its importance has recently increased. This change has been particularly notable for non-navigational queries, where businesses’ operating hours are given more weight in search results.

They further clarified that while “openness” has been a factor for some time, its influence on search rankings has recently strengthened. This shift aims to improve the accuracy and relevance of local search results for users seeking up-to-date information on business availability.

Looking ahead, Google indicated that they will continue to evaluate and refine the role of “openness” in their ranking algorithms. As they assess the effectiveness of this signal, it is possible that further adjustments could be made to enhance search result relevance.

 

What Are Non-Navigational Queries In Local Search?

The confirmation from Google prompted additional questions, especially regarding what qualifies as a non-navigational query.

To clarify, a non-navigational query is one where the user is seeking general information rather than trying to find a specific business or location. For instance, if you search for the name of a particular business, your intent is typically to locate or navigate to that specific business. This type of query is considered navigational because it is directly aimed at finding a particular entity.

In contrast, when users perform a search for broader topics or general information, such as “best practices for property management” or “current trends in local search optimisation,” they are engaging in non-navigational queries. These searches are less about locating a specific business and more about gathering general knowledge or insights.

Understanding the distinction between navigational and non-navigational queries is crucial for businesses. It helps them optimise their online presence according to how Google’s algorithms evaluate and rank search results based on user intent.

 

Concerns About Business Response To ‘Openness’ Factor

In a different segment of the discussion on X, Sherry Bonelli highlighted a potential issue arising from the recent updates. She expressed concerns that some businesses might be tempted to falsely advertise 24/7 operating hours in an attempt to enhance their local search rankings. 

Such deceptive practices could lead to a poor user experience, as individuals searching for businesses might show up only to find them closed during the times that were inaccurately listed.

Google quickly addressed these concerns, emphasising that manipulating business hours is not advisable. They pointed out that the “openness” ranking factor is continually reviewed and adjusted. Attempting to game the system could not only backfire but also result in serious consequences, including receiving a suspension notice from Google.

 

Best Practice: Keep Operational Hours Up-To-Date In Google Business Profiles

Local businesses need to ensure their operating hours are accurately reflected on Google Business Profiles, particularly during busy times like the holiday season. Keeping this information current is crucial as it significantly influences how well a business appears in local search results.

For customers, having access to accurate business hours is essential. It helps to avoid inconvenience and disappointment, especially during the final shopping days of the season when many people are trying to complete their holiday purchases.

Businesses that maintain up-to-date hours can improve their visibility in local search results. This is particularly important in the local pack rankings, which can affect a business’s ability to attract customers in their area.

When businesses keep their hours current, they are more likely to be featured prominently in “near me” searches. This increased visibility can be especially advantageous if competitors are closed or have outdated information.

Overall, accurate business hours not only enhance customer satisfaction but also provide a competitive edge in local search rankings, potentially drawing in more customers during peak shopping periods.