Navigating the New Norm in Local SEO: The Critical Role of Business Hours

In the ever-evolving landscape of SEO, real estate professionals must stay abreast of the latest trends to ensure their services are visible to potential clients. Recent developments have highlighted a surprising factor that could significantly affect your business's local search rankings: your listed hours of operation.

The Google Algorithm Update: A Shift Towards "Openness"

Google's November 2023 core update has recalibrated the way local businesses rank, placing a newfound emphasis on operating hours. This shift was first spotted by Joy Hawkins of Sterling Sky, who observed a downturn in visibility for businesses marked as "closed." Google's Search Liaison confirmed this change, acknowledging the increased importance of business hours as a determinant in local rankings, especially for non-navigational search queries.

Decoding Non-Navigational Local Searches

When someone searches for a real estate agency by name, Google prioritizes navigation. However, if the query is more generic, like "real estate agent near me," this is non-navigational. Google will recommend businesses based on various signals, including whether they are currently open.

The Temptation of 24/7 Listings

In response to these changes, some businesses might consider listing themselves as open 24/7 to boost their local SEO rankings. However, this tactic is not without risks. Apart from the potential for a negative customer experience when clients find a closed office, Google's ongoing algorithm adjustments might penalize inaccurate listings.

Best Practices for Real Estate Professionals on Google

 For real estate agents and agencies, it's crucial to keep your business hours accurate and up-to-date, especially during high-traffic periods like holidays. While being open during off-peak hours can be an advantage, it's equally important to provide exceptional service during those times.

Remember, your open hours are more than just information—they are a promise to your clients. By maintaining accurate hours, you build trust and set the stage for delivering exceptional service that exceeds expectations.