Google uses your Business Profile hours to determine when to show your business in relevant search results, and to provide accurate information to potential customers – essentially, it’s a key ranking factor and impacts your visibility when Australians are actively searching for your services.
- Special Hours: As of early 2026, Google Business Profile now features robust ‘Special Hours’ functionality, allowing you to easily update your opening times for public holidays, school holidays, or even temporary closures for staff training.
- Service Area Businesses: If you operate a service-area business (e.g., mobile plumber), accurately listing hours is still important, even if customers don’t physically visit your location. Google uses this to understand your availability.
- Real-Time Updates: Current systems include the ability to mark yourself as ‘Currently Busy’ or ‘Temporarily Closed’ directly within the profile, impacting how quickly you respond to queries.
In 2026, Australian consumer expectations are higher than ever. Incorrect or outdated hours can lead to frustrated customers, negative reviews, and lost business – particularly during peak seasons like the January school holidays or around major events. Furthermore, Google’s algorithms increasingly prioritise businesses with consistently accurate information across all platforms. Maintaining accurate hours also supports your local SEO efforts, helping you rank higher in ‘near me’ searches.
Instead of navigating these technical complexities and risking lost revenue, let our team at ROI.com.au take care of all this for you. Contact ROI Growth Agency today and we can optimise your Google Business Profile for maximum visibility and customer engagement.
