Google Business Profile (GBP) attributes provide a standardized method for businesses to convey their offerings and set customer expectations. They also serve as a tool for enhancing a business’s local search visibility. Listings that are detailed with attributes have a better chance of ranking for specific searches with attribute modifiers, such as "accessible restaurants near me" or "Miami hotels with free WiFi."
This article will explore the various types of GBP attributes available to businesses based on their primary category and offer local marketers advice on how to maximize these attributes.
Types of Google Business Profile Attributes
GBP listings feature two types of attributes: factual and subjective.
Factual attributes are managed by the business itself, whereas subjective attributes are derived from user opinions. Businesses cannot update or influence subjective attributes.
Subjective attributes might include whether a business is popular, suitable for groups, casual, cozy, good for kids, and so on.
This guide will focus on factual attributes, as these are the ones businesses can directly manage within GBP.
These attributes allow businesses to answer common customer questions directly in their local listing, often helping potential customers make decisions without needing to call or visit the website.
Updating Attributes in GBP
Each GBP listing can update multiple attributes, depending on the primary category selected. Not all categories offer the same attributes, and availability can also vary by country. It’s crucial to choose the primary category that best fits the brand to access the relevant attributes.
To update attributes, log in to your GBP account and check the attributes available for your listings by clicking the info tab on the left-hand panel.
Click "From the business – Add attributes" within the Info section to view the categories and specific attributes available for that listing.
The most common categories of attributes include accessibility, business details, amenities, health and safety, highlights, payments, and service options.
Google provides guidance on how to update, add, or edit attributes on GBP. You can also search for specific amenities within the "From the business" section.
Accessibility
Accessibility attributes inform customers about the accessibility features of your business, such as wheelchair-accessible entrances, restrooms, seating, parking, and elevators.
From The Business
This section allows business owners to indicate if their business is Black-owned, women-led, or veteran-led.
Health & Safety
Introduced due to COVID-19, these attributes allow businesses to share their mask and temperature check policies and whether reservations are required or surfaces are disinfected between visits.
Payments
Payment attributes include options such as cash-only, checks, various credit cards, debit cards, and NFC mobile payments. Note that bitcoin is not yet an option.
Hotels
Hotel attributes are categorized differently and include detailed property and room information. Categories for property details include health & safety, COVID-19 responder policy, internet, food & drink, policies & payments, activities, services, children, pools, parking & transportation, wellness, accessibility, business & events, and pets. Room details cover general room features and food-related room features.
Restaurants
Restaurants have several attribute categories, such as amenities, dining options, offerings, and service options. Amenities include features like a bar, high chairs, WiFi, and gender-neutral restrooms. Dining options cover meal types like breakfast, catering, dessert, lunch, and dinner. Offerings inform customers about available beverages and food items, while service options include curbside, delivery, dine-in, drive-through, takeout, and outdoor seating.
Leveraging the GBP API
For businesses with many locations and frequently changing data, the GBP API can be useful for updating attributes in bulk, especially if there is a validated source of information.
Conclusion
Maintaining accurate and comprehensive attributes is vital for enhancing your business’s visibility in local searches. By fully leveraging relevant attributes, your brand can stand out against competitors and capture more relevant search queries and conversions. Neglecting to mark certain attributes could mean missing out on potential customers.
Ensure your local listing provides all the necessary information to help local customers decide to choose your business.
More Resources:
- A Complete Guide to Google Maps Marketing
- Top 25 Local Search Ranking Signals You Need to Know
- Local SEO: The Definitive Guide to Improve Your Local Search Rankings
Image credits: All screenshots by the author, June 2021
