Attributes are powerful elements within your Google Business Profile setup for local SEO that describe the unique features, offerings, and qualities of your business. They play a critical role in helping potential customers quickly understand your business at a glance and can significantly boost your local SEO rankings.
By clearly identifying your business characteristics—such as accessibility options, ownership identity, payment methods, and service types—you make it easier for customers to choose you. Attributes also contribute to your visibility on Google Search and Maps.
How to View and Update Google Business Profile Attributes
To edit your Google Business Profile attributes, log in to your business profile via the New Merchant Experience (NMX) and follow these steps:
- Go to your Google Business Profile.
- Click “Edit Profile.”
- Navigate to the “More” tab.
You’ll see a list of available attributes. This list is tailored based on your primary business category and your geographical location. Some attributes are universal, while others are specific to industries such as healthcare, food service, retail, or hospitality. You can only add attributes that Google deems relevant to your category.
Some attributes are universal, while others are specific to industries such as healthcare, food service, retail, or hospitality. You can only add attributes that Google deems relevant to your category.
Important Notes for Google Attributes
Attribute Availability
Google determines which attributes you can add based on your business category and local regulations. For example, restaurants may see options like “Vegan options” or “Curbside pickup,” while hotels might see “Free breakfast” or “Pet-friendly.”
User-Submitted Edits
Google users can suggest changes to your attributes. Regularly check your profile dashboard to approve or reject these suggestions.
Keep Attributes Updated
If your services change (e.g., you stop offering delivery or start accepting new payment methods), update your attributes promptly to keep your listing accurate.
Policy Compliance
Adding false or misleading attributes violates Google’s guidelines and can lead to profile suspension. Always ensure your attributes accurately reflect your business.
Where Attributes Show on Your Google Profile
Attributes can appear in several locations across your profile, depending on the user’s device and how they access your listing:
- Just above the address field in the desktop search
- In the "About" section, when viewed on mobile
- In the Maps app, under your business overview
- As keyword-based justifications in the search results (e.g., "Offers curbside pickup")
These small yet impactful details help users decide whether to interact with your business, and often influence whether they visit your website, place a call, or request directions.
Categories of Attributes You Can Add
Let’s break down the most important types of attributes:
1. Identity Attributes
These attributes help highlight ownership or leadership characteristics that are important for representation and inclusion:
- Women-owned
- Black-owned
- Latino-owned
- Asian-owned
- LGBTQ+ owned
- Veteran-owned
These labels not only promote your business but may increase exposure to customers specifically searching for businesses they want to support.
2. Accessibility Features
Provide transparency for those with disabilities by indicating whether your business is accessible:
- Wheelchair-accessible entrance
- Accessible parking lot
- Accessible restroom facilities
- Seating accommodations
These signals are especially important for inclusive access planning and help people feel more confident visiting your location.
3. Accepted Payment Methods
List how customers can pay:
- Cash only
- Major credit cards (Visa, MasterCard, Amex)
- Digital wallets (Google Pay, Apple Pay)
- Contactless payments (NFC)
- Checks
This avoids confusion at checkout and streamlines the customer experience.
4. Service and Dining Options
Applicable for restaurants, salons, healthcare providers, and more:
- Takeout, delivery, dine-in
- Curbside pickup
- Online care or consultations
- Language assistance
- Appointment-only services
This is particularly helpful when customers are deciding how they want to interact with your business.
5. Offerings & Amenities
These describe what products, services, or perks your business provides:
- Vegan or vegetarian options
- Free Wi-Fi
- Alcohol served
- Pet-friendly
- Outdoor seating
- Wheelchair-accessible parking or elevators
These often show up in the mobile app and can influence the decision of a customer on the go.
6. Atmosphere & Crowd
Give searchers a better sense of your environment:
- Casual, cozy, upscale
- Family-friendly
- LGBTQ+ friendly
- Good for groups
These are valuable, especially for restaurants, entertainment venues, and personal services.
Why Attributes Make a Big Difference
They Make You More Relevant in Search
Google tracks which attributes match user queries. For example, if someone searches for "wheelchair accessible café near me," and your profile includes this attribute, Google is more likely to show your listing. In addition to attributes, leveraging Google Posts to engage customers can further enhance your listing by keeping your audience informed and engaged with timely updates.
They Can Improve Click-Through Rates
Attributes like "Women-owned" or "Pet-friendly" act as visual highlights and may catch a searcher's attention more effectively than listings without them.
They Trigger Justifications
In Google search results, attributes can generate justifications—extra bits of information shown directly in the SERP (Search Engine Results Page). For example:
- Offers curbside pickup
- Identifies as veteran-owned
Justifications create an immediate, positive impression.
They Influence Local SEO
Attributes are now a factor in local ranking, especially Google’s pre-defined (not custom) attributes. If your profile contains matching attributes for common user queries, you may climb higher in the local pack.
They Support Inclusion and Community
Representation matters. Customers are actively searching for diverse-owned businesses to support. According to Google Trends, searches for “black-owned business” surged by over 600% in one year. Remember, having a well-maintained profile with positive reviews can dramatically impact your rankings—learn more about why Google reviews matter for SEO and how Google reviews help your SEO so you can encourage satisfied customers to leave feedback.
Tips to Get the Most Out of Attributes
Add Every Relevant Attribute
Don’t skip any attribute that applies to your business. The more details you include, the more likely your profile will match specific user searches like “pet-friendly restaurant” or “women-owned bakery.” Comprehensive attributes also build trust with potential customers by setting accurate expectations.
Review Regularly
Google periodically adds new attribute types based on industry trends and user needs. Revisit your Google Business Profile every few months to add new relevant attributes and ensure existing ones are still accurate. This keeps your profile fresh and competitive.
Reject Incorrect Suggestions
Google allows users to suggest edits to your profile, including changes to attributes. Regularly check your profile dashboard for pending suggestions. Reject any edits that are inaccurate or misleading to maintain control over your business information.
Stay Within Policy
Only add attributes that genuinely apply to your business. Adding false or exaggerated attributes can mislead customers, damage your reputation, and potentially violate Google’s guidelines—risking suspension of your profile. Honesty ensures your business attracts the right customers.
Final Thoughts
Don’t treat attributes as an afterthought. These details are both functional and strategic. They build trust with potential customers, influence your ranking in local searches, and help shape the experience users have with your brand online.
If you haven’t explored attributes in your Google Business Profile yet, now is the time. It’s one of the simplest, fastest ways to stand out in search, align with your audience, and create a richer online presence.
By optimizing your attributes, you’re not just filling out a form—you’re telling a story that connects with the right customers, at the right time, in the right way.
If your Google Business Profile gets suspended due to attribute or listing issues, refer to our comprehensive guide on restoring a suspended profile to resolve problems quickly and prevent future issues.
FAQ About Google Business Profile Attributes
1. What are Google Business Profile attributes?
Google Business Profile attributes are specific details that describe your business’s features, services, amenities, and qualities—like “wheelchair accessible,” “women-owned,” or “free Wi-Fi”—helping customers quickly learn what you offer and improving your local SEO.
2. How do I add or update attributes on my Google Business Profile?
Log in to your business profile through the New Merchant Experience (NMX), click Edit Profile, navigate to the More tab, and toggle attributes on or off depending on what applies to your business. Remember to save your changes.
3. Why are attributes important for local SEO?
Attributes help Google match your business with specific search queries. For example, if someone searches “pet-friendly restaurant near me,” having the “Pet-friendly” attribute increases your chances of appearing in those results.
4. Where do attributes appear on my Google profile?
Attributes can show above your address on desktop, in the “About” section on mobile, within your Google Maps overview, or directly in search snippets as justifications like “Offers curbside pickup.”
5. Can Google users suggest changes to my attributes?
Yes—users can suggest edits to your attributes. You should regularly check your Google Business Profile dashboard to approve or reject these suggestions to keep your information accurate.
6. What happens if I add false or misleading attributes?
Adding attributes that don’t actually apply can violate Google’s guidelines, leading to customer distrust or even suspension of your profile. Always ensure your attributes honestly reflect your business’s services and features.
