Are Your Opening Hours Costing You Map Visibility?

Have you ever searched for a business nearby, only to find it closed, even though you’re sure it should be open? Or worse, you didn’t find it at all? If your business hours are inaccurate or inconsistent, this could be the reason why. Many business owners overlook the importance of setting their opening hours correctly—yet, this small detail can significantly impact your local search rankings.

In this article, we’ll dive into why your opening hours are more than just a convenience for customers and how they directly affect your business’s visibility on Google Maps. We’ll also walk you through practical steps to fix any issues, ensuring you’re seen when it matters most.

Why Opening Hours Matter in Local Search

If you’ve ever searched for something with the phrase “open now” or “near me,” you know that timing matters. Google considers not just what business is relevant to your search but whether it’s open when you need it. This is where your business hours come into play.

When people search for local services, Google uses three main factors to determine which businesses to show in the map pack: relevance, distance, and prominence. Hours fall under relevance. If you’re closed when a potential customer searches, Google may assume you aren’t relevant, even if you’re a great match in other areas.

For example, if your business hours aren’t updated, Google might assume you are closed, even if you’re actually open during that time. Google’s algorithm tries to serve the most accurate and timely results, and it favors businesses that are open when users need them most.

Signs Your Hours Might Be Hurting You

Not sure if your hours are affecting your map visibility? Here are some signs that your opening hours might be costing you:

1. You’re not showing up during your actual business hours.
   If you’re open but not appearing in the map pack during your hours, something’s wrong. Google prioritizes businesses that are open when people search. If Google’s system sees discrepancies in your listed hours, it could push your business down the results.
   
   

2. Google Insights show low engagement when you’re open.
   You can access Google Insights through your Google Business Profile (GBP). If your profile shows minimal activity during your business hours, it could signal that your hours aren’t visible or accurate enough to drive foot traffic or calls.
   
   

3. Customers complain about incorrect hours or not finding your listing.
   Inaccurate hours can frustrate customers. If they try to find you only to see your business marked as closed, they’ll likely turn to your competitors. This type of feedback can hurt your reputation and decrease your visibility over time.
   
   

4. Competitors with similar services rank higher.
   Sometimes, it’s not just about having the right hours but also about being strategic. If your competitors are listing accurate hours that align with search demand, they may be getting the visibility that could’ve gone to you.
   
   

How to Fix and Optimize Your Opening Hours

If you notice any of these signs, it’s time to audit your business hours. Fortunately, fixing them is straightforward. Here’s a step-by-step guide:

1. Update your hours on Google Business Profile (GBP).
   The first thing to do is update your business hours directly on your GBP. Google allows you to set regular hours and special hours (for holidays, for example). Be sure to include everything: normal business hours, temporary closures, and any exceptions.
   
   

2. Use structured data on your website.
   Structured data, or schema markup, helps Google understand your business better. By adding business hours to your website’s code, you ensure that the hours listed there match your GBP listing, reinforcing consistency.
   
   

3. Consistency across platforms is key.
   It’s not enough to just update Google. You need to ensure that your hours match across all online platforms where your business is listed—whether it’s Yelp, Facebook, Apple Maps, or any other directory. This consistency signals to Google that your business is reliable and up-to-date, which can help improve your rankings.
   
   

Pro Tip:
If your business hours change (even temporarily), don’t forget to update them immediately across all platforms. A set-it-and-forget-it approach can hurt your visibility.

When and How to Adjust Your Hours Strategically

Just because you’ve updated your hours doesn’t mean you’re done. In fact, regularly optimizing your hours can give you a competitive edge. Here are some strategies:

1. Add extended or weekend hours.
   If you notice an uptick in customer search activity outside of regular hours—like weekends or evenings—consider extending your operating times. If your customers are searching for you when you’re closed, this could be a chance to capture more traffic.
   
   

2. Consider seasonal changes.
   If you run a seasonal business (think of a garden center or ice cream shop), you’ll want to update your hours based on demand. Holiday hours should also be added to keep everything accurate and relevant.
   
   

3. Avoid large time gaps.
   Google prefers businesses that are open consistently throughout the week. If you leave large gaps in your hours (such as closing for lunch), it may signal to the algorithm that your business is inactive or not well-managed. Instead, keep your hours consistent with minimal interruptions.
   
   

4. Be clear with temporary hours.
   If your business is temporarily changing its hours for any reason—like COVID-19 adjustments or renovations—update your GBP to reflect this. Google allows you to set “special hours,” so make sure to mark any short-term closures or schedule changes.

Bonus: Advanced Tactics for Smart Scheduling

Once you’ve optimized your hours, you can take it a step further by using more advanced tactics:

1. A/B test different hours.
   If you’re unsure whether specific hours are affecting your map rankings, try making small changes and monitoring the results. For example, try adding extended hours and compare how your business ranks before and after the change.
   
   

2. Analyze your competitors’ hours.
   Keep an eye on your competitors. If they’re ranking higher than you, it could be their hours that make the difference. Use this information to adjust your own schedule to match customer demand.
   
   

Recap + Action Checklist

To ensure your business hours aren’t costing you map visibility, here’s a quick checklist:

• Review and update your Google Business Profile hours.
  
  

• Make sure to include special hours for holidays or temporary closures.
  
  

• Sync your hours across all online profiles.
  
  

• Use structured data on your website to match your GBP hours.
  
  

• Monitor your results using Google Insights and adjust accordingly.
  
  

• Set a reminder to review your hours quarterly.
  
  

What to Do Next

Take the time now to double-check your business hours. By simply ensuring your hours are up-to-date and consistent across platforms, you can boost your map visibility, attract more customers, and improve your overall local search ranking. Make sure your business is open when your customers need you most!