In a recent update to its local search ranking algorithm, Google has amplified the significance of the “openness” signal, particularly for non-navigational queries. Danny Sullivan, Google’s Search Liaison, confirmed that while “openness” has long been a factor in local ranking systems, it has now become a more potent signal for queries that aren’t specifically navigational in nature.
Understanding the Shift: “Openness” as a Ranking Factor
A report from November 2023 revealed that Google is increasingly favouring open businesses in its local search rankings. Joy Hawkins noted that Google is now factoring in a business’s current operating status as a key element for local pack rankings. This means that businesses currently open are more likely to secure higher positions in search results.
Navigating Queries: Non-Navigational vs. Navigational
To contextualise, non-navigational queries refer to searches for types of services, such as looking for a pharmacy. On the other hand, navigational queries involve specific brand searches, like searching for CVS. Google’s algorithm tweak is particularly impactful for non-navigational searches, aligning search results more closely with real-time business operations.
Cautionary Note: Avoiding Unnecessary Changes
Despite the apparent benefits for 24/7 businesses, Sullivan cautions against altering business hours solely for ranking purposes. He acknowledged the potential for further adjustments to the ranking signal and advised against businesses making changes that might not align with their actual operational hours.
Implications for Businesses and Users:
Businesses should monitor their Google Business Profile listings for any fluctuations, as this algorithm update may impact local search visibility. Accurate reporting of business hours is crucial, as manipulating this information could lead to penalties in the future. The debate over whether Google’s emphasis on current openness benefits or hinders searchers remains subjective and likely varies based on specific search queries.
In essence, Google’s algorithm is now favouring businesses that are open at the time of the search, a shift that prompts considerations about the balance between search relevance and real-time operational status. As the search landscape continues to evolve, businesses must stay attuned to these updates and their potential implications on local search performance.
Hybrid Multi-Call Requests Will No Longer Receive A Response From Google Ads
