Module 2

Attributes

Attributes are the extra details about your business — accessibility features, payment methods, amenities, and more. They help customers find businesses that meet their specific needs.

Understanding Attributes

What to do

Attributes are additional features and facts about your business that customers can filter by when searching.

Step by step

  1. Attributes appear on your profile and in search filters. When someone searches for "wheelchair accessible restaurant", Google uses attributes to show relevant results.
  2. Available attributes depend on your category. A restaurant gets different attribute options than a plumber or dentist. Google determines which attributes apply to your business type.
  3. There are different types of attributes: Factual (yes/no things you set), subjective (based on reviews), and identity (ownership characteristics).
  4. Completing attributes helps customers find you and know what to expect. It also helps Google match you with relevant searches.

Finding and Setting Your Attributes

What to do

Go through all the available attributes for your business and set them accurately.

Step by step

  1. Sign in to business.google.com and go to your profile editor.
  2. Look for "Attributes" or browse your profile sections. Attributes might be grouped under headings like "From the business", "Accessibility", "Amenities", "Highlights", etc.
  3. Go through each available attribute. You'll see options relevant to your business category. Mark each one as applicable or not applicable.
  4. Be accurate. Only mark attributes as true if they genuinely apply. Claiming wheelchair accessibility when you have stairs to the entrance will frustrate customers and invite complaints.
  5. Check all sections. Attributes are sometimes spread across multiple sections in the interface. Look through everything available.

Common Attribute Categories

What to do

Here are the types of attributes you might see. Go through each category relevant to your business.

Step by step

  1. Accessibility: Wheelchair accessible entrance, wheelchair accessible parking, wheelchair accessible seating, wheelchair accessible toilet. If you have these features, mark them — it really matters to people who need them.
  2. Amenities: Free WiFi, outdoor seating, toilets, parking available, air conditioning. These help customers know what to expect.
  3. Payments: Credit cards accepted, contactless payments, cash only. Customers want to know before they visit.
  4. Service options: Dine-in, takeaway, delivery, online appointments, onsite services. How can customers use your business?
  5. Health & safety: Staff wear masks, temperature checks, etc. These became important during COVID and some remain relevant.
  6. Crowd: LGBTQ+ friendly, family-friendly, casual, business-friendly. Who is your business welcoming to?

Examples by industry

Limited attributes typically available. You might see: Onsite services, Online estimates, Online appointments. Mark what applies.
Many attributes: WiFi, outdoor seating, wheelchair accessibility, card payments, dine-in, takeaway, family-friendly, dog-friendly (if applicable). Go through them all.
Accessibility features, appointment required, online appointments, new patients accepted, NHS available, private treatments. Important for patients choosing a practice.
Online appointments, in-person appointments, free consultation, Legal Aid accepted. These help potential clients understand your accessibility.

Identity Attributes

What to do

Identity attributes let you share ownership characteristics of your business. These are optional but can help customers who prefer to support certain types of businesses.

Step by step

  1. Look for identity attributes in your attribute settings. They might be under a section called "Identity" or "From the owner".
  2. Available identity attributes may include: Women-owned, veteran-owned, Black-owned, LGBTQ+-owned, and others depending on your region.
  3. Only select attributes that genuinely apply. These are verified by self-declaration, but misuse is against guidelines.
  4. It's completely optional. You don't have to share any identity attributes if you prefer not to.
  5. These appear on your listing and help customers who specifically want to support certain types of businesses find you.

Subjective Attributes

What to do

Some attributes come from customer reviews and you can't directly control them.

Step by step

  1. Google analyses your reviews and extracts common themes. If multiple reviewers mention "cosy atmosphere" or "good for groups", these might appear as attributes.
  2. You can't directly set these. They're determined by what customers say in reviews.
  3. The best way to influence them is to deliver great experiences that customers mention in reviews. If you want to be known as "family-friendly", make sure families have great experiences and feel inclined to mention it.
  4. Check what subjective attributes appear on your listing by searching for your business and viewing your profile as a customer would.

Keeping Attributes Updated

What to do

Attributes should reflect your current situation. Update them if things change.

Step by step

  1. Review attributes periodically. Things change — you might add parking, install a ramp, start accepting card payments.
  2. Update immediately when relevant things change. If you stop offering delivery, update the attribute. If you become wheelchair accessible, add it.
  3. Google may add new attributes. Check back occasionally to see if new options have appeared for your category.

Attributes are complete when: