When was the last time you updated your business hours on Google? If it has been a while, you could be missing out on valuable customers and hurting your local SEO rankings without even realizing it.
Google prioritizes accurate business information, and keeping your hours up to date is a simple but powerful way to improve visibility, increase customer trust, and drive more foot traffic. This guide will walk you through why it matters, how it impacts your Google Business Profile, and best practices to ensure your hours are always correct.
Why Updating Business Hours on Google Improves Local SEO
When customers search for businesses like yours, Google aims to show the most accurate and up-to-date listings. If your business hours are outdated or inconsistent, it can negatively impact your rankings and visibility in local searches.
Google’s Ranking Factors & How Business Hours Impact Them
Google uses multiple factors to determine which businesses appear in local search results. Some of the most important factors include:
- ✔ Relevance – How well your business matches the search query
- ✔ Distance – Proximity to the searcher’s location
- ✔ Prominence – How well-known and engaged your business is
Keeping your business hours updated directly affects both relevance and prominence. Google favors businesses that regularly update their Google Business Profile (GBP), as this signals that the business is active and trustworthy.
The Local Pack & How Business Hours Affect Visibility
The Local Pack (the top three map results displayed on Google) is prime real estate for any business. If your hours are incorrect or outdated, Google may prioritize other businesses with more accurate listings.
Additionally, when users search for “open now” businesses, Google filters results based on current hours. If your listing has incorrect hours or missing data, you may miss out on potential customers who are ready to visit.
How Updating Business Hours on Google Builds Customer Trust
Beyond SEO benefits, updating your hours plays a key role in customer experience and trust. If a customer relies on your Google listing to plan their visit and finds your business closed when it says it should be open, it creates frustration and damages your reputation.
The Risk of Incorrect Hours & Negative Reviews
Many customers rely on Google for real-time business information. If your hours are wrong, customers may leave negative reviews, venting their frustration. Some might even choose a competitor with more reliable information.
A study by BrightLocal found that 68% of consumers would stop using a business if they found incorrect information online.
According to studies, businesses with outdated or inconsistent information are more likely to receive:
- ❌ Lower customer satisfaction ratings
- ❌ Negative Google reviews
- ❌ Decreased foot traffic due to lost trust
Creating a Friction-Free Customer Experience
A seamless customer experience starts with accurate business information. By ensuring your hours are up to date, you eliminate uncertainty and make it easier for potential customers to choose you over competitors.
Updating your business hours is especially critical during:
- ✔ Holidays & special events – Prevent confusion with Google’s “Special Hours” feature
- ✔ Seasonal changes – Adjust for different operating hours throughout the year
- ✔ Unexpected closures – Keep customers informed about emergency or weather-related closures
Google Maps & The Importance of Accurate Business Hours
How Google Uses Business Hours for Search & Voice Queries
More than ever, people use voice search to find businesses:
- “Is [business name] open right now?”
- “What time does [business name] close today?”
Voice search is growing rapidly, with 58% of consumers using it to find local businesses (Search Engine Journal).
Google relies on your Google Business Profile data to answer these queries. If your hours are inaccurate or missing, Google may not list your business as open, causing you to lose potential customers.
The Role of Google Maps in Driving Foot Traffic
Google Maps is one of the most powerful tools for increasing foot traffic to brick-and-mortar businesses. Listings that consistently update their details—especially business hours—are more likely to appear in search results and drive customer visits.
Google uses structured business data to provide accurate details on Maps and Search. According to Google’s official guidelines, keeping your hours updated can improve your local search visibility.
If your Google Maps listing is outdated, customers may hesitate to visit, especially if they are unsure about your hours.
Best Practices for Updating Business Hours on Google
Updating your hours is quick and easy, but consistency is key. Follow these best practices to keep your business profile accurate and optimized.
How to Edit Business Hours in Google Business Profile
- Log into your Google Business Profile Manager
- Select the location you want to update
- Click Edit Profile → Hours
- Update your regular and special hours
- Click Save and review for accuracy
💡 Tip: If your hours frequently change, set a monthly reminder to review your profile.
Using Special Hours for Holidays & Events
Google allows businesses to set “Special Hours” for holidays, events, or temporary closures. This prevents confusion and ensures customers always have the correct information.
- ✔ Add special hours in advance (e.g., holiday closures, extended weekend hours)
- ✔ Use the “Temporarily Closed” feature when needed
- ✔ Keep a consistent update schedule
Ensuring Business Hours Stay Consistent Across Platforms
Your business hours should match across all platforms to avoid confusion. Make sure your hours are the same on:
- ✅ Google Business Profile
- ✅ Website & Contact Page
- ✅ Social Media (Facebook, Instagram, LinkedIn)
- ✅ Yelp, Apple Maps, and other directory listings
Inconsistent information can confuse customers and negatively affect SEO rankings.
Final Thoughts on Updating Business Hours on Google
Updating your business hours on Google is a small but powerful action that improves local SEO, customer trust, and online visibility.
- Google rewards businesses that maintain accurate listings
- Customers trust and appreciate reliable business information
- You prevent frustration and negative reviews by keeping details updated
Take a few minutes today to update your business hours on Google—this simple step can lead to more foot traffic, better search rankings, and increased sales.
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