Local Search

Google is Testing Opening Dates in the Local Packs

By January 25, 2021 4 Comments
Google is Testing Opening Dates in the Local Packs

Recently I have spotted a test that Google is doing that prominently displays how long a business has been open:

This is something I have only spotted a few times so it is something Google is testing and is not fully rolled out.

Google is taking this from the opening date inside the GMB dashboard:

Something else I noticed was that if the business hasn’t filled out this field in the Google My Business dashboard, Google is defaulting to showing that the business has been open for less than a year, like they are doing for Lawn Patrol here.


This is clearly not ideal, so I would suggest making sure you have this field filled out in your dashboard just in case Google decides to roll this out to everyone.

Joy Hawkins


  • Oh yea! I saw this one month ago in HTML when we are building our tool Surfer Local for optimizing local business. This looks interesting, but I’m not convinced of this. Every business can add 30 years + 🙁

  • Laura says:

    Interesting, Joy! And in the case that a business is now in a different location than it used to be, does the opening date correspond to the present location? It seems like a problem, because if Google values this aspect when it comes to granting authority, situations like these negatively impact the local business.

    • Joy Hawkins says:

      Hey Laura,

      If a business simply updates the address on the listing, it wouldn’t change the opening date in the dashboard. However, if they set up a brand new listing, technically they can set the opening date to whatever they want to have it displayed correctly.

  • GMB Crush says:

    In a recent study of where users go after getting to the Google SERP:

    41.45% of post-SERP clicks are organic, non-clicks to Google sites
    5.90% of post-SERP clicks are organic clicks to other Google properties such as Google Maps, Gmail, YouTube, etc.
    48.96% are zero-click searches
    3.58% are paid clicks to non-Google sites.

    It seems that Google is moving towards providing the end-user more and more reasons to click and land on local results, and of course showing that your business has been in operation for x years can surely help searchers trust your business more.

    So if your business has been around for some time, adding the open date can help encourage a searcher to click on your listing and potentially call or visit your location, hopefully ultimately leading to a sale.

    Let’s see in the future any business verification process comes in ^____^

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