Google Business Profile attributes illustration

What are Google Business Profile attributes and why do they matter?

Amid the pulse of online enterprise the world of local search feels like a secret map only the savvy can read—and within that map, the modest but mighty Google Business Profile attributes act like hidden treasures your business wants to claim. For business owners who believe their storefront, café, or service-based company deserves to shine, these attributes offer an extra kaleidoscope of detail that nudges your listing from "just there" to "just right" for the right customer.

When you open up your listing dashboard for your Google Business Profile (formerly known as Google My Business) you’ll find a section labelled “Attributes.” These are small descriptive tags—things like “Free Wi-Fi,” “Wheelchair-accessible entrance,” or “Women-owned business”—that help communicate precisely what you offer, how you operate, and most importantly, who you are.

What exactly are these attributes?

Think of them as miniature signposts for searchers and map-wanderers. The attributes attached to your Google Business Profile are fact-based or user-driven characteristics that describe important service elements, accessibility options, payment terms, ambience tags, and more. Some attributes you select yourself in your dashboard, others are crowd-sourced from reviews or user suggestions.

For example, if you run a salon with outdoor seating or use eco-friendly products, an attribute might allow you to mark that feature so clients search­ing “eco salon near me” or “salon with outdoor waiting” might find you. Or say you operate a spa that welcomes pets, or a boutique hotel with a pool and free shuttle; each extra detail is a potential match for a specific search-intent.

Where do these attributes show up—and why you should care

Your attributes aren’t just internal checkboxes—they actually surface in your listing on Search and Maps. On both desktop and mobile, users who click your business card or see the local-pack results can scroll down and see these tagged attributes under your business name or in a section labelled “About.” On mobile especially they can become little icons or shorthand notes that help a customer decide at a glance.

Here’s the kicker: each attribute you offer creates an additional pathway for a potential customer to locate and pick you. A person searching “kid-friendly hair salon Hicksville” or “spa with wheelchair access Long Island” may be matched to you because you selected the correct attribute. That means these little descriptors influence your relevance, which is a big deal in local SEO.

Why do they matter for your business (and ranking too)

If you’re running a small business and you want more foot traffic, more calls, more bookings, you’ll love this: properly filled-out attributes help you show up in the right local searches. When Google sees that you’ve clearly described what you offer, it’s more confident you match the searcher’s needs—and that improves your chances of being shown in the local 3-pack or maps results.

Moreover, attributes also build trust. A potential client skips right past listings that look vague or generic. But if your listing shows “Free Wi-Fi,” “LGBTQ+ friendly,” “Online booking,” you’re signalling you understand modern customer expectations and you’re ready to serve. That little trust spark can turn a searcher into a visitor.

How to choose the right attributes (and avoid the wrong ones)

Don’t just tick everything hoping for maximum exposure—that can backfire if you claim features you don’t reliably deliver. Instead, focus on attributes that truly reflect your business and resonate with your target audience. Ask: What matters to my ideal client? What do they look for? If you run a luxury spa, maybe “Couples massage” or “Steam room” matters more than “Kid-friendly.” If you run a hair salon, maybe “Online booking” and “LGBTQ+ friendly” stand out.

Also keep your attributes updated. Business features change, seasons change, and customer expectations evolve. A holiday-ready café might enable “Outdoor seating – heaters” in winter, switch to “Kids playground” in summer. Keep your listing fresh and aligned.

Step-by-step: adding or editing attributes

Log into your Google Business Profile manager, open your business listing, choose “Edit profile,” then find the “Attributes” section (sometimes under “More”). From there you can select Yes/No or pick the available options. After you save, changes usually show in about 10 minutes (though in some cases up to 30 days).

Tip: On the Google Maps mobile app you can also tap your business listing ? Edit profile ? More ? Attributes. It’s handy when you’re out and about and want to make a quick update.

Common mistakes (and how to avoid them)

Claiming attributes that don’t apply just because they’re popular. If you mark “Wheelchair accessible” but your entrance has steps and no ramp, you risk misleading customers and hurting trust. Maintain accuracy.

Ignoring attributes entirely. Many businesses do the basics—hours, address, phone—and skip attributes. But that’s leaving visible real estate on Google unused. Fill them in.

Choosing attributes that don’t align with your category. Some attributes only show for specific business types or regions. If you’re a beauty salon, attributes for “drive-through” might not even apply. Pick what fits you.

How this ties into your marketing strategy (hint: yes it matters!)

As you use the services of BlogCog, you want every possible lever pulling in your favour. Optimising your Google Business Profile attributes aligns beautifully with your content strategy, your blog efforts, your local targeting. By combining strong blog content, local SEO, and a neatly tuned profile with attributes, you create a trifecta of being found, being chosen, and being booked.

When you post blog articles that address the real needs of users in your area (“how to find a salon with vegan colouring options near Hicksville”), you can cross-link from your site to your Google Profile, reinforce your local relevance, and make sure your attributes reflect exactly what you promote. It’s not all magic—it’s methodical.

Final note: attributes are small but mighty

Yes, the word “attribute” feels a little technical and maybe even a bit dry. But in the real world it’s the difference between a searcher scrolling past your listing and choosing it. For business owners who want to grow, show up, and thrive in local search, filling out your Google Business Profile attributes is low-hanging fruit with high impact. At the end of the day: if a searcher typed what you offer, your carefully selected attributes help them find you—and that’s exactly why they matter.

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