For most of your customers the Google listing comes first now. If the hours on it are still last winter's hours, that's the first thing you ever said to them.
A listing isn't a sign you hang once and forget. It's a conversation, and it goes stale if you let it. If you do one thing this week, pull up your own listing on your phone the way a stranger would, and fix anything on it that isn't true today. Piece three of ten.
The whole talk, as video and as audio: https://markheinz.com/notes/the-whole-picture