TL;DR
Yes, marking your business as "Temporarily Closed" on Google can negatively impact your local search rankings while you're closed and potentially for a short period after you reopen. However, rankings typically recover once you update your status back to "open" and resume normal activity. To minimize ranking loss, consider using special hours or seasonal hours instead of the temporarily closed status, and plan a reactivation strategy for when you reopen in the spring.
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The Seasonal Business Dilemma Every Owner Faces
If you run a ski rental shop, a lakeside marina, or a summer ice cream stand, you know the drill. When the season ends, you lock the doors, turn off the lights, and wait for warmer (or colder) days to return.
But here's the question that keeps seasonal business owners up at night: What do I do with my Google Business Profile when I close for months at a time?
Google gives you an option to mark your business as "Temporarily Closed." It seems like the honest thing to do. But will being honest cost you the rankings you worked so hard to build?
Let's dig into what actually happens when you flip that switch.
What Google Says vs. What Actually Happens
Here's where things get a little murky.
Back in 2020, during the COVID-19 pandemic, Google's Danny Sullivan publicly stated that marking your business as temporarily closed would not affect your search rankings or visibility. This made sense at the time, millions of businesses were forced to close their doors, and Google didn't want to punish them for circumstances beyond their control.
But that was then.
Fast forward to 2024 and 2025, and the evidence tells a different story. Google appears to have reverted to its pre-pandemic approach, where temporarily closed businesses do experience ranking drops.
Google's official support documentation now includes this telling statement:
"This ranking effect depends on factors such as business category, query type, and how many matching businesses are temporarily closed."
In other words, yes: your rankings can take a hit. And how much of a hit depends on your specific situation.
Real-World Evidence: Rankings Drop When You Close
One local SEO expert documented a clear case study in June 2024. After marking their business as temporarily closed, they watched their rankings decline almost immediately. Once they removed the temporarily closed status and marked the business as open again, their rankings recovered.
This isn't an isolated incident. We've seen similar patterns across multiple industries and locations. The good news? Rankings typically bounce back once you reopen. The bad news? You might spend the first few weeks of your season climbing back to where you were.
For seasonal businesses, this creates a frustrating cycle:
- Close for winter → Mark as temporarily closed
- Rankings drop during closure
- Reopen in spring → Update status to open
- Spend valuable early-season time recovering rankings
- Repeat next year
There has to be a better way, right?
Alternatives to Marking Your Business as Temporarily Closed
Here's where strategy comes in. Instead of using the "Temporarily Closed" status, consider these alternatives that may help you maintain more ranking stability:
1. Use Special Hours or Seasonal Hours
Rather than marking your entire business as closed, update your hours to reflect your actual operating schedule. Google allows you to set special hours for holidays and specific dates. For longer closures, you can set your regular hours to show "Closed" for each day of the week.
This tells customers you're not open without triggering the "Temporarily Closed" flag that may affect your rankings.
2. Reduce Hours Instead of Closing Completely
If possible, consider keeping extremely limited hours during your off-season. Even being open one day a week for a few hours can keep your profile active and avoid the temporarily closed status altogether.
3. Keep Your Profile Active Even While Closed
Even if your doors are locked, your Google Business Profile doesn't have to go dormant. Continue posting updates, sharing photos from previous seasons, or announcing your reopening date. This activity signals to Google that your business is still alive and engaged.
Check out our guide on how often you should post updates on your Google Business Profile for more tips on keeping your profile active year-round.
Your Spring Reopening Game Plan
Let's say you've already marked your business as temporarily closed, or you've decided that's the right choice for your situation. Here's how to bounce back strong when spring arrives:
Update Your Status Immediately
The moment you're ready to reopen, change your status back to "Open." Don't wait until opening day: do it a few days early if possible. This gives Google time to re-index your profile.
Verify All Your Information
Winter is a long time. Double-check that your:
- Phone number is correct
- Address hasn't changed
- Website URL works
- Business hours are accurate
- Services and products are up to date
Post a "We're Back" Update
Create a Google Post announcing your reopening. Include your hours, any new offerings for the season, and a compelling reason for customers to visit. This generates fresh activity on your profile right when you need it most.
Request Fresh Reviews
Reach out to loyal customers and ask them to leave a review. A burst of new, positive reviews signals to Google that your business is active and relevant. Learn more about the power of reviews in our article on boosting your business with Google reviews.
Monitor Your Rankings
Use your Google Business Profile insights to track your results after reopening. You should see your visibility start to recover within the first few weeks. If it doesn't, there may be other issues to address.
What About Businesses with Multiple Locations?
If you operate several seasonal locations, the complexity multiplies. Each location needs its own reopening strategy, and you'll want to stagger your efforts to give each profile the attention it deserves.
For multi-location businesses, we recommend checking out our guide on optimizing your GBP for multiple business locations.
The Bottom Line: Plan Ahead, Stay Active, Recover Fast
Here's what we know for sure:
- Marking your business as "Temporarily Closed" can impact your rankings during the closure period
- Rankings typically recover once you reopen and update your status
- Alternatives exist that may help you maintain better ranking stability
- A solid reopening strategy can accelerate your recovery
Seasonal businesses have unique challenges, but they're not insurmountable. The key is planning ahead, understanding how Google treats temporary closures, and having a game plan ready for when you flip the "Open" sign back on.
Need Help Managing Your Seasonal Google Business Profile?
At LocalBizGuys, we help seasonal businesses navigate the complexities of local SEO year-round. Whether you need help preparing for your winter closure or want a comprehensive reopening strategy, our team is here to help.
Don't let a few months of closure cost you the rankings you've worked hard to build. Reach out today, and let's create a plan that keeps your business visible( even when your doors are closed.)
