Did you know that Google's local search ranking algorithm now puts a stronger emphasis on the openness signal? This recent tweak could significantly impact how your business appears in local search results. For local business and franchise owners, this change is more than just an algorithm update; it's an opportunity to improve your Google ranking factor and enhance your reach.
In this article, we’ll explore how the enhanced openness signal can affect your Google Business Profile (GBP) and what you can do to take advantage of this update. As a digital marketing expert, it's essential to stay updated with such changes to keep your business or your clients' businesses on top in local searches. So, let’s break down what the stronger emphasis on the openness signal means for your GBP and local rankings.
Understanding the Openness Signal
First, let’s clarify what Google means by the "openness signal." Essentially, this is the information indicating whether a local business is currently open or closed. This can be influenced by your business hours, special holiday hours, and even real-time updates that tell users you are open right now. Google has always used this information, but the latest update makes it an even more critical google ranking factor.
Why does this matter? Imagine a customer searching for a service at 8 PM. Google prioritises businesses that are currently open, providing an immediate solution to the user’s needs. Therefore, if your GBP is updated frequently and accurately reflects your operating hours, you are more likely to rank higher in these local searches.
How to Optimise for the Openness Signal
So, how can you ensure that your business takes full advantage of this update? It starts with optimising your Google Business Profile (GBP). Here are several steps to consider:
Keep Your Operating Hours Updated
Regularly update your business hours, including special holiday hours and unexpected closures. This ensures Google that your profile information is reliable and up-to-date. Not only does this improve your openness signal, but it also enhances user trust.
Utilise Real-Time Updates
If possible, use real-time updates to show that your business is currently open. Some businesses use integrated inventory management systems that automatically update their GBP. While this might not be feasible for every business, updating your GBP as frequently as possible is still beneficial.
Employ Special Attributes
Google provides options to include special attributes like "Curbside Pickup" or "Online Appointments." These can help inform users of the specific services they can avail of while your business is open, giving your GBP a competitive edge.
Impact on Local Search Rankings
Enhancing your openness signal can have a direct impact on your local search rankings. Here’s how:
Increased Visibility
Businesses that accurately reflect their operating hours and real-time status are more likely to appear in local searches, improving your visibility to potential customers. Google likes accuracy, and keeping your information up-to-date makes you a preferred choice in its ranking algorithm.
Higher Click-Through Rates (CTR)
When users see that your business is open, they're more likely to click through to your website or visit your physical location. Higher CTRs can positively influence your google ranking factor, making this a significant benefit.
Enhanced Customer Trust
Accurate information builds customer trust. Users are more likely to choose a business that openly communicates its availability, which can translate into higher footfall and increased sales.
Google Business Profile (GBP) Best Practices
Given the importance of the openness signal, it's wise to employ best practices for your GBP. These include:
- Regularly update your business hours.
- Provide real-time updates whenever possible.
- Utilise Google’s special attributes to offer detailed information.
- Engage with customer reviews to improve your credibility.
- Include high-quality images of your business to attract more clicks.
Conclusion
The stronger emphasis on the openness signal