What is GBP Attributes?

What are GBP Attributes?

GBP attributes are descriptive tags you set on your Google Business Profile that tell searchers specific details about your business. From accessibility features and payment methods to identity-based attributes like “women-owned” or “LGBTQ+ friendly.”

Google offers two types: factual attributes (set by the business owner) and subjective attributes (crowdsourced from customer feedback). Available attributes vary by primary category. A restaurant sees options for outdoor seating and delivery, while a law office sees options for online appointments and wheelchair accessibility.

These attributes increasingly influence search results. Google uses them to match businesses to filtered searches and voice queries. “Wheelchair accessible restaurant near me” filters for the accessibility attribute. According to Google, businesses with complete attribute profiles get 70% more interactions than those without.

Why Do GBP Attributes Matter?

Attributes help your listing stand out and match specific searcher needs.

• Enable filtered searches. Google Maps lets users filter by attributes like “open now,” “delivery,” or “free Wi-Fi”
• Improve relevance. Attributes add detail that helps Google match your listing to specific queries
• Build trust. Attributes like “veteran-owned” or “family-owned” create emotional connection before the first click
• Visible in your listing. Many attributes display directly on your profile, influencing the searcher’s decision

Leaving attributes blank means missing filtered searches and looking less complete than competitors who’ve filled theirs in.

How GBP Attributes Work

Setting Factual Attributes

Log into your GBP dashboard and navigate to the “More” section or “Edit Profile.” Available attributes depend on your category. Check every relevant attribute. Common ones include: online appointments, curbside pickup, wheelchair accessible, free parking, accepts credit cards, and Wi-Fi. Update them whenever your offerings change.

Subjective Attributes

Google also collects attribute data from customers through “Know this place?” prompts. Customers might confirm whether a restaurant is “good for kids” or “has live music.” You can’t directly control these, but consistently delivering on what customers report reinforces positive attributes.

Strategic Use

Fill in every accurate attribute available. Check competitors’ profiles to see which attributes they display. Some attributes are tied to search features , “online appointments” can trigger appointment booking buttons. Complete attribute profiles signal to Google that your listing is well-maintained and trustworthy.

GBP Attributes Examples

A coffee shop adds attributes for free Wi-Fi, outdoor seating, dine-in, and wheelchair accessible. They start appearing in filtered searches for “coffee shop with wifi near me” and “pet friendly cafe”. Queries they were previously invisible for. Adding these took 5 minutes.

A dental practice using theStacc for local SEO adds attributes for “online appointments,” “accepts new patients,” and “wheelchair accessible.” The online appointments attribute triggers Google’s booking integration, adding a “Book Online” button directly to their listing. Appointment requests increase 25%.

Local vs National SEO

Factor	Local SEO	National SEO
Primary goal	Map Pack + local organic	Organic rankings nationally
Key platform	Google Business Profile	Website content
Ranking signals	Proximity, reviews, NAP	Backlinks, content, authority
Content focus	Location pages, local topics	Industry-wide topics
Timeline	3-6 months	6-12 months
Competition	Local businesses	National brands

Tools and Resources

Tool	Purpose	Price
Google Business Profile	Local listing management	Free
BrightLocal	Local rank tracking, citations	From $39/month
Whitespark	Citation building, local rank tracking	From $39/month
Moz Local	Listing distribution	From $14/month
theStacc	Automated local content + GBP posts	From $99/month

Frequently Asked Questions

Which attributes should I prioritize?

Start with accessibility attributes (wheelchair access, parking), then service-related ones (online appointments, delivery), then identity attributes (women-owned, veteran-owned). Fill in every attribute that accurately describes your business.

Do attributes affect local rankings?

They contribute to relevance for filtered and voice searches. A business with the “outdoor seating” attribute ranks higher for “restaurant with patio near me” than one without it. The ranking impact is moderate but measurable.

Can I add custom attributes?

No. Google provides a fixed set of attributes based on your primary category. You can only select from what’s available. If an important attribute is missing, it may be because your category doesn’t support it. Try adjusting your category.

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Sources

• Google: Add Attributes to Your Business Profile
• BrightLocal: GBP Attributes Guide
• Search Engine Journal: GBP Optimization