Google Business Profile Attributes (or GBP Attributes) can help set your listing apart and make your business more appealing to searchers with specific needs or preferences. While these attributes are not a huge ranking factor, they can still influence your visibility in local search by aligning your listing more closely with user intent.
Keep reading to ensure you understand how to use Google Business Profile Attributes to optimize your listing and attract more customers right when and where they're looking for a business like yours.
What Are Google Business Profile Attributes?
Google Business Profile Attributes are descriptive details you can add to your GBP listing to let potential customers know exactly what to expect from your business. Think of them as short, useful statements like:
- "Outdoor seating"
- "Wheelchair accessible"
- "Cash only"
- "Appointment required"
These attributes show up across various Google services, including Google Search, Google Maps, and Google Pay. Depending on the device and platform, they may appear as icons or "highlights" under your business name, or under the "About" or "Overview" tabs in the local panel.
It's important to understand that GBP Attributes are completely different from categories. While your categories tell Google and users what your business does, attributes give potential customers more details about what they can expect if they choose your business (which can help influence their decision in the first place).
Types of GBP Attributes
There are several broad types of Google Business Profile Attributes available, depending on your business type:
- Accessibility: e.g., Wheelchair-accessible entrance, Wheelchair-accessible restroom
- Health & Safety: e.g., Staff wear masks, Contactless delivery
- Payments & Amenities: e.g., Cash-only, Wi-Fi available, Gender-neutral restroom
- Service Options: e.g., Curbside pickup, Dine-in, Online appointments
- Business Identity: e.g., Women-owned, Black-owned, Veteran-owned, Indigenous-owned
Keep in mind that not all attributes are available to every business type. Availability depends on your primary business category and region.
Do GBP Attributes Improve Local Search Rankings?
Strictly speaking, Google Business Profile Attributes are not the most important ranking factor in local SEO. In other words, you won't rise to the top of the map pack just because you checked "Wi-Fi available."
However, attributes do impact how and when your business appears in certain types of searches. That's because these attributes help Google better understand your business and, more importantly, they help match your profile more accurately to user intent.
Here's an example of what we mean by this:
If someone searches for "indigenous-owned cafe near me," Google is more likely to surface business profiles that have the "Indigenous-owned" attribute selected. Likewise, a person looking for a "kid-friendly restaurant with outdoor seating" may see your listing displayed more prominently if you've selected those two attributes, even if you aren't necessarily the top-ranking result in more general searches.
What About Click-Through Rates and Conversions?
GBP Attributes also play a significant role in influencing behavior once someone lands on your Business Profile. A "family-friendly" or "pet-friendly" icon might be all it takes to get a user to call, book, or visit your location instead of a competitor's. That increased engagement can also feed indirectly back into local rankings, which take engagement signals into account!
How To Update Your Google Business Profile Attributes
Google provides a relatively simple interface for editing your GBP attributes. Here's how to do it:
- Open your Google Business Profile in Google Search or Google Maps.
- On Google Search, select "Edit profile." On Google Maps, select "Manage your Business Profile," then "Edit profile."
- Near the top, select the "More" tab.
- Choose the attribute category you want to change (e.g., Amenities, Service options).
- Next to each attribute, select "Yes" or "No."
- Select "Save" when you're finished.
Note: Google will review the changes before they get published on your profile. While most updates are published within 10 minutes, certain changes may require additional review and take up to 30 days.
If you manage multiple listings, you can also potentially update attributes via bulk upload (except for accommodation-type businesses).
Objective vs. Subjective GBP Attributes: What's the Difference?
There are two types of attributes in GBP: objective and subjective. Understanding the difference is crucial.
Objective Google Business Profile Attributes
These are the attributes you can control directly in your profile, via Google's interface or API.Â
Examples include:
- "Takes credit cards"
- "Wheelchair accessible restroom"
- "Onsite services available"
Even if an attribute feels subjective, if it's editable in your dashboard, you can select it as part of your listing. However, Google does not provide definitions or verification criteria for these attributes, so use your best judgment and be truthful.
Subjective GBP Attributes
These are not editable by the business owner. Instead, they are generated based on user feedback gathered through features like the "Know this place?" prompt on Google Maps.
Examples include:
- "Popular with locals"
- "Cozy atmosphere"
- "Good for kids"
- "Romantic"
Google asks users a series of questions about places they visit and aggregates responses to assign these subjective attributes to businesses. You can't control these directly, but you can influence them through customer experience.
Pro tip: Try to monitor what Google is asking users about businesses like yours. These user-generated signals give you a glimpse into what Google is prioritizing for your niche.
Why You Should Keep GBP Attributes Up to Date
Google regularly adds, removes, or renames attributes based on trends, seasonal behaviors, or social movements.
For example, during the COVID-19 pandemic Google introduced attributes like "Masks required" and "Curbside pickup." As recently as 2023, attributes like "Asian-owned," "Disabled-owned," and "Small business" were added.
These updates are not just cosmetic. They reflect shifting consumer expectations and search behavior. A user looking to support a veteran-owned business during Veterans Day, or a small business on Small Business Saturday, may filter or search specifically for businesses with those attributes.
Keeping your attributes updated ensures you're visible during these key moments and that you're putting your best foot forward in local SERPs.
Key Takeaways
Google Business Profile Attributes are an underrated but useful GBP optimization tool. While they won't directly move you up the rankings, they can make the difference between showing up in a highly specific search or not showing up at all.
More importantly, GBP Attributes communicate value to searchers at a glance, helping you win attention, clicks, and ultimately, customers. The key is to:
- Keep your attributes updated.
- Monitor emerging options.
- Be honest about what your business offers.
- Understand how subjective attributes shape your reputation over time.
Used thoughtfully, attributes help tell the story that sets your business apart, giving Google and your customers alike more reasons to choose you over your competitors!
