Search Engine Journal recently featured an article entitled, “Google Confirms Business ‘Openness’ As Local Ranking Factor”, which details updates to local search behavior and search results.

Effects of the November 2023 core search algorithm update are being felt and suggest that Google has recalibrated its local search algorithm by placing more of an emphasis on a business’s listed hours of operation as a key ranking signal.

Recent Google Core Updates Indicate an Added Emphasis on Business Openness 

In a Twitter Post, prominent local search expert Joy Hawkins speculated that operating hours were now a key visibility factor for business listings and the local pack ecosystem.

In response to the above post and discuss, a Google search liaison confirmed that “openness” has recently become a stronger signal for local search

According to the search liaison, “The team tells me we’ve long used “openness” as part of our local ranking systems, and it recently became a stronger signal for non-navigational queries. This might change in various ways, as we continue to evaluate the usefulness of it, however.”

It’s important to note here that openness is an important indicator of non-navigational queries, meaning visibility will not be affected around searches for a specific business name

What Impact Will The Openness Confirmation Have on Local Business Listings?

Search Engine Optimization (SEO) has long been a battle between bad actors (black hat SEO) looking for ways to game the system and platforms like google business profiles. From multiple virtual offices, to private blog network (PBN) link farms, Google usually moves swiftly to penalize and close loopholes. 

In follow up twitter discussions, some users speculated that the recent openness update could have unintended consequences. Some speculated that  unscrupulous SEO professionals could game the system by updating business listings to 24/7 operating hours in an effort to always appear open.

Google addressed these concerns and advised against manipulating business hours to game ranking signals. It’s important to note that Google can apply steep penalties like suspension or termination for business listing’s they feel violate their policies.

Officially Google recommends that  your business listing hours accurately represent your operating hours (don’t forget seasonal changes or holiday hours).

Google Continues to Prioritize the User and the User Experience

The recent visibility updates to search visibility based on business hours is more of the same from Google. Google historically has prioritized the user and served up the most accurate and up to date information in their search results.