If your firm shows as “closed” when a prospect searches, you’re likely missing out on visibility. The Google Maps 3-pack gives priority to businesses that are open at the time of the search. That means displaying ‘Open 24 hours’ can improve your chances of showing up in the 3-pack in the evening or nighttime hours, especially in competitive markets.
Google Business Profile hours could affect your firm’s local visibility
Take a look at the 3-pack for a search for ‘car accident lawyer’ in Raleigh, NC, conducted at 3:15 p.m. local time. Ignoring the Sponsored listing, the top two firms in the 3-pack show ‘Open 24 hours.’ The third closes at 5 p.m.
Now here’s that same search – same query, same location – at 5:45 p.m. local time.
Notice what happens to the firm that was in the third spot in the morning search. Once we ran the same search after 5 p.m., it vanished from the map pack entirely. Anyone looking for a car accident lawyer in Raleigh after work won’t see them in the 3-pack.
And this isn’t just a Raleigh issue. You’ll see the same pattern around the country. Here’s a search from Buffalo, NY, at 9:20 a.m. local time.
And here’s the same search at 5:30 p.m. local time.
The firm in the second spot in the morning (ignoring the Sponsored ad) fell from the map entirely in the evening search in favor of a third firm with 24/7 hours.
What is the Google Maps 3-pack?
When we mention the “3-pack,” we’re talking about the trio of business listings Google Maps highlights alongside the map in search results. It’s prime real estate.
While the map itself may mark other businesses, the three featured in the 3-pack grab the most attention.
Clicking “More Businesses” or “Open in Maps” expands the view, showing a larger map with a longer list of firms on the left.
As you move the map or zoom in, the list on the left updates, shuffling which businesses appear at the top based on your view.
But that initial 3-pack preview in the main search results? It’s your firm’s best shot at earning a click or a call from Google Maps.
Can I set my Google Business Profile hours to 24/7?
Only if it’s true.
If no one answers your phone after 5 or 6 p.m., don’t mark your firm as open 24/7. Prospects who call and get no response will feel frustrated and maybe a little slighted.
But if your team or call center picks up around the clock, go ahead and set your hours accordingly.
Do all businesses disappear from Google 3-packs after their closing time?
No. Some firms will still appear in the Google Map 3-pack even after their listed closing time.
Just like traditional search rankings, Google’s 3-pack results rely on a complex mix of signals, not just business hours. Your closing time could be one factor, but it’s far from the only one.
In some cases, firms remain in the 3-pack simply because nearby competitors are also closed. Other factors like proximity to the searcher, review count, and overall rating can influence visibility too.
Here’s a search from Delray Beach, FL, at 9:15 a.m. local time.
Now here’s the same search at 5:30 p.m. local time, 30 minutes after the firm occupying the top spot in our morning search closed.
That firm is still in the Google Maps 3-pack, albeit a spot lower (again, ignoring the Sponsored ad), despite being listed as closed when we did our evening search.
Why?
It’s hard to know for sure. But take a look at the reviews. The firm that closes at 5 p.m. may maintain its position in the 3-pack because it has far more reviews (501 reviews, 4.9 rating) than its nearby competitors. By comparison, the other firms in the morning and evening 3-packs have 47, 72, and 16 reviews. Even other firms on the map (but not in the 3-pack) have significantly fewer reviews.
Despite reportedly closing at 5 p.m., this firm continues to appear in the 3-pack, perhaps because the volume of reviews sends strong user signals that it’s a top-quality option. So while updating your business hours to reflect that you answer your phone 24/7 might help improve visibility, it doesn’t stop there. Be sure you fully optimize your law firm’s GBP and, most importantly, nurture more client reviews.
Let’s look at another example.
Here’s a search for ‘car accident lawyer’ from Provo, UT, at 5:05 p.m. local time.
Ignoring the Sponsored ad, the top 2 firms in the 3-pack are open, but the third is closed. Several other firms on the map remain open but fail to beat out the closed firm. What gives?
First, let’s explore each of the top 3 results. The first firm is located a little further from our search location than other firms on the map but has a few other things going for it: it’s open, has a stellar rating, and has over 200 client reviews, the most of any of the firms on the map. And while it’s furthest from our search location, it’s only 0.5 miles away, well within a convenient range. Google sees this firm as a highly relevant, highly trusted option for users searching at this moment.
The second result is also slightly farther from our search location than a few others, but it’s open and backed by a strong rating from nearly 200 reviews. It’s another clearly viable and convenient choice for users ready to take action.
The second result is also slightly farther from our search location than a few others, but it’s open and backed by a strong rating from nearly 200 reviews. It’s another clearly viable and convenient choice for users ready to take action.
The third result is closed, so why might it appear in the 3-pack? Again, it’s hard to know for sure, but its extreme proximity to our location could give it an edge. It’s one of the closest firms on the map and holds a strong rating backed by a lower but respectable number of reviews. And many other firms are closed at the time of our search or lack comparable ratings and reviews, making this a reasonably solid choice in context.
Let’s look at one of the firms on the map that’s open but failed to crack the 3-pack. This firm is in close proximity and still open when we searched, but it has comparatively fewer reviews, which may explain why it fails to beat out the third firm in the 3-pack despite being open and in close proximity to our search location.
And yet, one firm remains open 24/7 with a perfect 5.0 rating from over 150 reviews but didn’t make the 3-pack. It’s a reminder that in SEO, no single factor guarantees visibility. Rankings hinge on a complex mix of signals, and even strong contenders can be edged out.
Optimize your law firm’s GBP the best you can. Set your hours appropriately if you answer your phones around the clock. And, again, get those reviews.
Do all those things, and you’ll position your firm to appear in the 3-pack for local searchers in proximity to your office.
How do I update my Google Business Profile hours to open 24 hours?
To update your business hours in your Google Business Profile, open your Google Business Profile dashboard and then click ‘Edit profile.’
Click the ‘Hours’ option at the top of the window.
On the Business hour screen, hover over ‘Hours’ and click the pencil icon to edit.
Select ‘Open with main hours’ and then update each day’s hours.
Uncheck any boxes marked ‘Closed’.
Set each day’s hours to 24 hours by clicking the ‘Opens at’ box and select ‘24 hours.’
Note: this is not the same as selecting ‘Open with no main hours.’ If you select that option, your GBP will be marked open but it will not display your firm as open 24 hours.
Not getting found in local search?
Marking your firm as open 24/7 on Google helps, but local SEO takes more. Your strategy should account for the 3-pack, organic results, possibly LSAs, and now AI platforms like ChatGPT and Google’s AI Overviews and AI Mode.
Get a free site audit and discover how to earn more local leads and grow your firm.
Alex Valencia is an influential entrepreneur, marketer, speaker, podcaster, and CEO of We Do Web Content, one of Inc. 5000’s fastest-growing businesses in America. His agency implements game-changing content marketing strategies and produces top-ranking web content for law firms, medical professionals, and small businesses nationwide.