Why Google Business Profile Attributes Are a Secret Weapon for Local SEO
Hey there! I’m Linda Donnelly, owner of Business Solutions Marketing Group. For over a decade, we’ve been helping small businesses get found, chosen, and trusted. And today, I want to talk about something many local businesses overlook—Google Business Profile attributes.
You’ve probably filled out the basics of your profile—name, hours, maybe a few photos. But those optional little boxes labeled “Attributes”? Most people skip right past them. Big mistake.
Google attributes are the small tags like:
- “Women-owned”
- “Wheelchair accessible”
- “LGBTQ+ friendly”
- “Outdoor seating”
- “Online appointments”
- “Veteran-owned”
They seem simple. But when used right, they do three big things:
- Help you rank higher in Google Maps and search
- Show customers you understand their needs
- Boost trust, clicks, and calls
Let’s look at the numbers:
Listings with full profiles, including attributes, are 70% more likely to attract visits. Profiles with selected attributes see up to 50% more mobile engagement .
Those are not small wins.
How Attributes Help You Appear in More Searches
Google now uses natural language search. That means when someone says:
“Find a kid-friendly café with outdoor seating near me”
…it looks for listings that match those exact phrases. If you’ve selected those attributes, you show up—even if you never used those words in a post.
Most businesses miss this, which is why this tactic gives you a major edge.
Build Trust Instantly with Smart Attributes
When people skim your listing, they’re looking for quick signals: “Is this place right for me?”
In a Yext study, 62% of consumers say they trust businesses more when they display identity-based attributes like “Women-owned” or “Veteran-led.”
This is especially powerful with local customers. Emotional trust often beats price.
The Hidden Power of Hidden Attributes
Google doesn’t always show all your attributes to users. Some work silently in the background—but they still impact search visibility.
This means:
- You can match more search terms
- You don’t have to “promote” every feature publicly
- You still benefit from private info like “Online classes” or “Language spoken”
Why Most Businesses Don’t Use Them (And Why You Should)
Many small businesses don’t realize these exist. Or they assume “It won’t make a difference.”
But it does. And the best part? It’s free. You don’t need to run ads or hire a developer.
What you do need is a smart strategy. That’s where our team at Business Solutions Marketing Group comes in.
How We Use AI to Select the Right Attributes
Our Google Business Optimization Pro program includes an AI-powered audit that shows us:
- Which attributes people are searching for in your category
- What your competitors have (and don’t have)
- How to fill out your profile to show up for more local results
We don’t guess—we use data.
Real-World Win: A Local Retailer
One of our clients—a boutique gift shop in Raleigh—had 17 reviews, no attributes, and was buried on page 3 of Maps.
We updated their attributes to include:
- “LGBTQ+ friendly”
- “Women-owned”
- “Curbside pickup”
- “Gift wrapping available”
Result? In 30 days:
- Clicks to their profile rose 28%
- Calls increased 19%
- They started ranking for phrases like “inclusive gift shops near me”
All from checking a few extra boxes.
How to Get Started Today
Here’s your quick action plan:
- Log into your Google Business Profile
- Click “Edit Profile” > “More” > “Attributes”
- Select every relevant option for your location, accessibility, ownership, and services
- Update as new features become available
And if you’d rather skip the guesswork? 👉 Let us do it for you
Final Word: Small Tweaks, Big Visibility
You don’t need a fancy ad campaign. You don’t need thousands of followers. You just need a complete, smart, and optimized profile.
Google Business attributes are easy to miss—but powerful when used right.
Let’s get your business in front of the right people. Let’s check the right boxes.
📞 Ready to optimize your Google profile? Contact Business Solutions Marketing Group today.
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