GBP Knowledge
Special hours — the accuracy signal you forget.
Holiday hours, seasonal hours, and temporary closures seem trivial — until a customer drives to a 'closed' business you marked 'open,' or Google flags your profile as unreliable. Special hours are a small accuracy signal that protects trust with both customers and Google, and most businesses set them once and forget.
Hours are one of the few things on your profile a customer acts on immediately and physically. Get them wrong on a holiday and you don't just lose that customer — you earn a bad review and a small ding to the reliability Google tracks.
Customers act on hours.
Unlike most profile fields, hours drive real-world behavior — someone decides to come now based on them. Wrong holiday hours mean a wasted trip, a frustrated customer, and often a one-star review that says 'said open, was closed.' Protecting your rating →
Reliability is tracked.
Google cross-checks your stated hours against signals like popular-times data and user reports. Persistently wrong hours erode the reliability Google associates with your profile — and reliable, accurate profiles are the ones it's comfortable surfacing. Profile accuracy →
Holidays and seasons.
Special hours let you set holiday and seasonal exceptions in advance so the profile shows correct hours automatically on the day. Set the year's holidays ahead, update for seasonal changes, and mark temporary closures rather than leaving stale 'open' hours. Ongoing management →
A small habit, real trust.
Calendar the holidays, set special hours ahead of each, and treat temporary closures honestly. It takes minutes and prevents the wasted trips and bad reviews that wrong hours quietly cause. Keeping the profile fresh →
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Keep your hours honest.
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