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NEW Openness Update: Navigating the Recent Google Algo Shift in Local Search Ep. 594
Google's Openness Update, launched in November 2023, made business hours a stronger local ranking factor, meaning businesses open longer now rank higher in Maps searches.
Key takeaways
- Business openness is now a confirmed, stronger Google Maps ranking factor as of November 2023.
- Listing false business hours to game the update can get your Google Business Profile suspended.
- Run ranking scans both when your business is open and closed to measure the openness impact.
- Google Business Profile represents about a third of organic traffic, making it critical to optimize.
- 40% of businesses have never posted on their Google Business Profile, leaving visibility gains unused.
About this episode
Welcome to Best SEO Podcast, where Matthew Bertram, your SEO Consultant dives deep into Google's recent algorithmic update, aptly named the "Openness Update," specifically tailored for local search engines/maps. We break down the intricacies of this algorithm shift, exploring how it impacts local businesses and influences search results. Discover the key changes that the Openness Update brings to the forefront and…
Questions this episode answers
What is the Google Openness Update and when did it happen?
The Openness Update rolled out in November 2023 and made business hours a stronger local ranking factor in Google Maps. Businesses that are open longer, or open when a search is performed, now rank higher in non-navigational local searches than businesses shown as closed.
Should I change my business hours to 24/7 to rank better in Google Maps?
No. Listing false business hours can get your Google Business Profile suspended. Google still weighs the accuracy of business hours and is incorporating AI to detect real patterns. The host recommends extending hours legitimately, such as using an overnight answering service, rather than falsifying listings.
How do I test whether the Openness Update is affecting my local rankings?
Run two baseline ranking scans using the same tool, one when your business is open and one when it is closed, then compare them side by side. Tools like Local Falcon and SEMrush have local ranking factor tools. You will likely see significantly lower rankings during closed hours.
How important is Google Business Profile for driving website traffic?
According to data cited in the episode, Google Business Profile represents about a third of organic traffic. Verified businesses average 1,800 monthly views, with 84% coming from discovery searches. Local businesses average 105 monthly website visits from verified Google Business Profiles.
In their words
intentionally listing business hours could lead to getting your Google business profile suspended. So don't go changing 24 hours and try to cheat the algorithm.
Matt Bertram
Terms defined in this episode
- Openness Update
- A Google Maps algorithm update from November 2023 that made business hours a stronger ranking signal, boosting visibility for businesses that are open when a local search is performed.
- Google Business Profile (GBP)
- Google's free business listing platform, formerly called Google My Business, which drives local map rankings, discovery searches, calls, direction requests, and website clicks.
- Local Pack
- The set of three local business results Google shows in Maps and local search, which the Openness Update now influences based on whether a business is currently open.
- Non-navigational search
- A general local search that does not include a specific business name, the type of query most affected by the Openness Update ranking factor.
Full transcript is being added.
This episode answers
Matthew Bertram
AI keynote speaker · Owner & CEO, EWR Digital · President, ModalPoint
Matthew Bertram is an AI keynote speaker, creator of DIG™ (Digital Information Governance), and owner and CEO of EWR Digital. He helps energy and industrial leaders win visibility in AI search (GEO and AEO), is President of ModalPoint and CMO of the Oil & Gas Global Network, hosts The Best SEO Podcast, and has authored eight books including LLM Visibility. More about Matthew Bertram.
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