Fluctuating Local Rankings by Time of Day for HVAC Company in Pensacola, FL

[Matt Chauhan]

We’re managing local SEO for an HVAC company in Pensacola, FL, and we’re observing unusual ranking behavior in Local Falcon reports.

The Google Business Profile is set to be open 24/7, but when we run local search grid reports during peak hours (midday to afternoon), rankings drop significantly across the grid. However, if we run the same grid report during off-peak hours (very early in the morning or late at night), the rankings appear much stronger and cover a wider area.

Has anyone else in the local SEO community seen this type of fluctuation in rankings based on the time of day?

• Is this due to Google recalibrating results when search demand is higher?
• Could it be linked to user behavior signals or competitor activity during peak times?
• Do you have any recommendations on how to stabilize rankings so that performance during busy hours is more consistent?

Appreciate any insights from those who’ve dealt with similar patterns in competitive service areas.

 

[fisicx]

If your competitors are only open during normal working hours and have a better GBP than your client the fluctuations are as expected.

In the middle of the night only your client is open so they will rank higher.