1. The update that changes everything

Google has quietly rolled out an update to its local search ranking algorithm that has major implications for small businesses. The update strengthens the importance of an “openness” signal – essentially, whether or not a business is open at the time a user searches.

Google confirmed the change publicly, explaining that being open during the search has become a stronger ranking factor, especially for non-navigational queries (when people search for a type of service rather than a specific brand).

In other words, if a customer searches for a “solicitor near me” at 10 PM, Google is more likely to show listings that are actually open at that time.

2. Why being Open 24 hours matters for SEO

Google is prioritising the customer experience. And what matters to customers? Getting answers when they need them. If your business is listed as Open 24 hours, your chances of ranking higher increase dramatically, especially in the local scene.

Let’s look at what this means in practical terms:

  • Higher visibility: You’re more likely to show up when competitors are “closed.”
  • More leads: People who find you when others aren’t available are more likely to call.
  • Improved credibility: By being Open 24 hours, this shows customers you’re committed to service.

93% of web traffic starts with a search engine.1 If you’re not appearing when people search, you’re not even in the race.

3. Don’t fake it

It might be tempting to simply update your Google Business Profile to say you’re Open 24 hours, but be warned. Google’s Search Liaison Danny Sullivan, stated that businesses shouldn’t lie about their hours just to manipulate rankings. Doing so risks penalties, lower trust scores, and customer complaints.

4. How AnswerConnect helps you stay open (without staying awake)

Here’s the good news: You don’t need to work around the clock or hire a night team to be open 24 hours a day.

AnswerConnect offers UK-based receptionists who answer your calls anytime, day or night. That means:

  • You can be Open 24 hours on your Google listing, and truthfully!
  • Every call is answered professionally and promptly.
  • You never miss a new inquiry or lead.

Think of us as an extension of your business. We book appointments, take messages, qualify leads, even contact your team after hours if you so choose, and deliver a great first impression – while you sleep, relax, or focus on growing.

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5. Here’s what to do next

To capitalise on the Google ranking update:

  1. Update your Google Business Profile: If you’re using AnswerConnect, update your hours to Open 24 hours with confidence.
  2. Encourage Google reviews: Ask happy customers to leave reviews. Respond to all feedback.
  3. Add photos and complete every section: Google favours complete, visually rich profiles.
  4. Book a free consultation: Learn how AnswerConnect can help you offer round-the-clock service affordably.

6. Final thought: Visibility wins

In today’s competitive digital landscape, being “closed” is no longer an option. Customers expect availability, and now, so does Google.

But with the right support, staying Open 24 hours doesn’t mean burning yourself out. It means partnering with professionals who keep your business running, even when you’re not.

With AnswerConnect, you can:

  • Rank higher in search.
  • Win more customers.
  • Never miss an opportunity.

Ready to make 24/7 your secret weapon?

Book a call today and let us help you grow.

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1 Oberlo