What should I fix in my Google Business Profile to improve local SEO?

Thursday, October 1, 2026

Obviously, everyone knows that the information we enter in our Google Business Profile (previously known as Google My Business) has a direct impact on local SEO. However, not everyone realizes just how much certain small details can have a significant impact on your visibility.

Does Google penalize my business in search results if I'm closed when the user performs their search?

The answer is yes. A recent study by Whitespark clearly showed that Google now heavily favors businesses that are open at the time a user performs a search.

Here's a concrete example. A customer might search for "lawyer in Thetford Mines" or "garage open now" on a Tuesday evening at 7 p.m. If your profile indicates that you close at 5 p.m., Google may favor a local competitor that is still open at that specific time.

Being open at the time of the search makes a difference.

Google always tries to provide the most useful answer immediately. Your business hours are therefore among the information Google uses to determine which business best matches the user's current search. In the case of a local search, if someone is looking for a service, Google will naturally prioritize businesses that can serve them right now.

Studies of local search results have confirmed that a business can rank better during its opening hours compared to when it is closed. This means that a business rated 5 stars could appear below another business rated 4.2 if the higher-rated business is closed when the user performs their search. Obviously, this isn't the only ranking factor, but it can still play an important role.

What can I do to improve my local SEO?

Implement an AI agent on your website so you can respond to customer inquiries 24/7. By having someone (or an AI) available to respond at any time, you may be able to extend the hours during which your business can genuinely serve customers. It's important that the hours displayed on your profile accurately represent reality. If you say you're open 24 hours a day but don't actually have an agent available to respond, you risk receiving negative reviews, which can cost you far more in terms of reputation than the additional visibility you might gain by claiming to be open 24/7. It's simply not a risk worth taking.

In addition, the more accurate your information is, the better it is for AI-powered engines such as ChatGPT and Gemini. We know that accurate local business information is extremely important for GEO (Generative Engine Optimization). With Google now integrating Google Business Profile directly with Gemini, providing accurate information can also help AI systems better understand your business and determine when it may be relevant to recommend it.

Review your Google Business Profile

Your Google Business Profile is no longer just a collection of general information about your business displayed on Google Maps. It is now a source of data that helps Google and Gemini better understand your business and determine when it is a relevant answer to a user's search.

Take just 2 minutes today to make sure all your information accurately reflects reality and that your information on Google, your website, Facebook, and everywhere else sends the same message. By keeping your business information consistent across all these sources, you can strengthen your local SEO. It's a small step that can make a meaningful difference in your local visibility!