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Image credit: Bart Maguire[1]

Over the next six months, Google is going to employ machine learning and AI to alter the hours of operation on twenty million Google Business Profiles[2] as part of their project of creating a “self-updating map”. Some experts estimate that this is roughly one-fifth to one-sixth of all GBP[3] listings, meaning the chances are strong that you or one or more of your clients could experience these edits.

Google has good reason for pursuing accuracy in their local index, but local business owners have even better reason to be on top of this announcement and proactively safeguard the validity of their own data. Today, we’ll show you what to do to take charge on these vital listings which, while they belong to Google, represent your business.

Why is this happening and is this new?

Google is right in observing that the chaos of COVID-19 has affected the accuracy of their local business index. Updating GBP hours to reflect changes may not be at the top of the to-do lists of business owners struggling with so many challenges.

However, Google’s description of how they plan to alter business hours is raising some alarm, due to the peculiarity of their disclosed methods. Some processes are sound. For example, Google mentions use of Duplex[4] to actually phone business owners directly to ask what their current open hours are, which makes excellent horse sense. Additionally, asking Local Guides to validate this information could also help if an owner is unreachable, for some reason, and the guides being tapped are civic-minded instead

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