If you’re a business owner trying to get noticed online, you probably already know that your Google Business Profile plays a big role in helping potential customers find you. But there’s one detail that often gets overlooked, your hours of operation. Specifically, marking your business as “open 24 hours.”
You might be thinking, “But I’m not open all day and night!” That’s fair. But the truth is, for certain businesses, this little trick can help you appear more often in search results, get more inquiries, and improve your online visibility without much extra effort.
In this post, we’re going to break down the benefits of listing your Google Business Profile as “open 24 hours,” even if you’re not physically available at all hours. If your goal is to grow online and reach more customers, this could be one of the simplest ways to do it.
First, What Is a Google Business Profile?
Your Google Business Profile is like your business’s virtual storefront. It shows up when someone searches for your business name, your service, or “near me” keywords. It includes everything from your hours and phone number to customer reviews and photos.
Formerly known as Google My Business, your profile helps customers decide whether to call, visit, or even trust your business at all. So yes, it’s a pretty big deal!
Why “Open 24 Hours” Can Make a Difference
Let’s talk about the 24/7 availability setting. While this might sound like something only convenience stores or emergency services should use, the reality is that many types of businesses can benefit from enabling this setting on their Google Business Profile.
Here’s why:
1. You’ll Appear in More Searches
One of the biggest ranking factors in local SEO is availability. If someone searches at 11 PM for “roof repair near me” or “dog grooming open now,” Google is more likely to show listings that are marked as currently open.
If your Google Business Profile says you’re closed even if you could technically still take inquiries, you might not appear at all. That’s a huge missed opportunity.
2. You Can Still Take Messages and Calls
Just because you’re not actively working at midnight doesn’t mean you can’t collect leads. With tools like messaging, forms, and even email automation, you can respond the next day and still keep that lead in your pipeline.
In many industries, the first business to respond wins the customer. Being available on your Google Business Profile means you’re in the running 24/7, even if the actual work happens during business hours.
3. More Trust, More Clicks
Customers want convenience. Seeing “open 24 hours” on your listing can be the thing that pushes someone to contact you instead of your competitor. It shows that you’re available, responsive, and there when they need you, even if your response is next-day.
It’s all about setting expectations in the right way. More on that shortly!
4. It Works Great for Online and Service-Based Businesses
If you run an online business, eCommerce store, or service-based business that doesn’t require a physical storefront, being “open” at all times makes total sense.
Virtual assistants, web designers, consultants, tutors, and even law firms can all benefit from the added visibility that comes from appearing as “open now” on Google searches.
5. Great for AI and Smart Devices
These days, people search using voice commands more than ever. They ask things like:
- “What business is open near me?”
- “Who’s open right now to fix my sink?”
- “Find a hair salon open today.”
Smart assistants like Alexa, Siri, and Google Assistant pull this info directly from your Google Business Profile. Being listed as open 24/7 helps you appear in more of these real-time searches.
But What If You’re Not Actually Open 24/7?
This is where clarity comes in. You can absolutely mark your Google Business Profile as “open 24 hours” and still manage expectations by:
- Mentioning your real response times in your business description.
- Adding a note in your FAQs or service details.
- Using Google Posts to share business hours or updates.
- Setting up automated responses for messages that arrive after hours.
The key is not to mislead customers, it’s to capture their attention and let them know you’re available to help, even if it’s not immediate.
When You Shouldn’t Use the 24-Hour Setting
While this strategy can work well for many businesses, there are situations where it might cause more harm than good.
If you run a brick-and-mortar store and people are likely to show up at 2 AM thinking you’re open, this could lead to negative reviews.
Also, if your industry has strict licensing or legal requirements around business hours (like clinics, pharmacies, or certain financial services), it’s best to stick to your actual hours.
A good rule of thumb? If customers could be upset or misled, use caution.
The SEO Benefits of Profile Updates
There’s another reason why setting your Google Business Profile to “open 24 hours” helps: activity.
Google wants to see that your listing is active and accurate. Every time you update your hours, post content, respond to reviews, or change details, it sends a positive signal to the algorithm.
This ongoing activity can help improve your local search ranking and put you ahead of competitors who let their listings sit idle.
And don’t stop at hours. Use your profile to post updates, upload fresh photos, and encourage customer reviews.
Step-by-Step: How to Set Your Business as “Open 24 Hours”
Ready to give it a try? Here’s how to update your Google Business Profile:
- Go to your profile on Google Search or Google Maps.
- Click “Edit profile,” then go to “Hours.”
- Instead of entering specific times, check the box that says “Open 24 hours.”
- Save your changes.
That’s it! Your business is now listed as always available. You can go back and update this at any time if your needs change.
It’s Not Just About Visibility, It’s About Opportunity
Here’s the thing: Google is often the first place people go when they need something. Being open 24 hours puts your business in a better position to show up and get noticed.
Even if you only pick up the message or return a call the next day, you’re still ahead of the business that never appeared in the search results to begin with.
Examples of Who Can Benefit
Let’s say you operate:
- A home organization or decluttering service
- A freelance graphic design studio
- A mobile car detailing business
- An on-call tech repair service
- A wellness coach or online fitness trainer
All of these can benefit from the “open 24 hours” setting, because availability is a major decision factor for people, especially in service-based industries.
You may not be doing the work 24/7, but you’re allowing people to take action whenever they’re ready. That’s a win in the modern marketplace.
Is It Right for Your Business?
Listing your business as “open 24 hours” on your Google Business Profile isn’t about working more; it’s about working smarter.
You get:
- More exposure in search results
- Higher chances of showing in voice and mobile queries
- The perception of accessibility and convenience
- More engagement, more leads, and possibly more sales
Just make sure you’re being clear with what customers can expect, and you’ll find that this small change can make a big difference.
