Google Business Profile lets you tell customers your business is women-owned, veteran-owned, LGBTQ-owned.
Google Business Profile offers a set of identity attributes that let you tell customers your business is women-owned, veteran-owned, LGBTQ-owned, Black-owned, or Latino-owned — plus operational attributes covering accessibility, amenities, and service options. These attributes are more than badges: they influence which searches you appear for, help customers who specifically want to support certain businesses find you, and add relevance signals to your profile. This guide explains GBP identity and owner attributes and how to use them effectively.
Many businesses qualify for attributes they never enable, quietly missing both a relevance signal and a connection with customers who are actively looking for businesses like theirs.
Identity attributes are self-identified labels that appear on your profile, telling customers about the ownership or identity of your business. Google offers attributes including:
Women-owned Veteran-owned LGBTQ-owned Black-owned Latino-owned Asian-owned and others, as Google expands the set.
When you enable a relevant attribute, it displays on your profile and can help you appear in related searches and filters.
Customers actively seek them out: Many consumers deliberately choose to support women-owned, veteran-owned, or minority-owned businesses. Attributes help these customers find you.
They can affect search filters: Google and Maps sometimes let users filter or search for these attributes, and enabling them makes you eligible to appear.
They add authenticity and connection: For customers who value these identities, seeing the attribute builds an immediate connection.
They cost nothing: Enabling an attribute you qualify for is a free, quick addition with real upside.
If your business genuinely qualifies, there is little reason not to enable the relevant attributes.
Beyond identity, GBP offers operational attributes that influence relevance and conversion:
Accessibility: Wheelchair-accessible entrance, parking, restroom.
Amenities: Free Wi-Fi, restrooms, outdoor seating, and more, depending on category.
Service options: Dine-in, takeout, delivery, curbside pickup, online appointments.
Payment options: Cards accepted, mobile payments, and similar.
Health and safety: Where applicable.
These attributes help you appear when customers search or filter for specific needs — "wheelchair accessible restaurant," "coffee shop with wifi," "curbside pickup near me."
📊 Flento Data: Businesses that fully enabled their relevant attributes — both identity and operational — appeared for a wider range of filtered and specific searches than competitors who left the attributes section empty, a common oversight.
Step 1: In your Google Business Profile, find the attributes or "From the business" section.
Step 2: Review the available attributes for your category — the options vary by business type.
Step 3: Enable every attribute that genuinely applies, including identity attributes you qualify for and all relevant operational ones.
Step 4: Be honest — only enable attributes that are true. Misrepresentation risks guideline issues and misleads customers.
Step 5: Revisit periodically, since Google adds new attributes over time.
Enable everything relevant: Do not leave the section thin. Each accurate attribute is a relevance signal and a reason for a customer to choose you.
Keep them accurate: Update attributes as your offerings change.
Combine with other signals: Attributes work alongside your categories, services, and reviews to build a complete, relevant profile.
Promote your identity attributes: If you are proud to be women-owned or veteran-owned, reinforce it on your website and marketing too — consistency strengthens the signal.
🔥 Quick Win: Use Flento to audit your Google Business Profile for missing attributes — most businesses have identity or operational attributes they qualify for but never enabled. Turning them on is a free, quick way to expand the searches you appear for and connect with customers actively looking for businesses like yours, and Flento helps you track the impact on your visibility.
GBP identity and owner attributes let you tell customers who you are, help customers who want to support businesses like yours find you, and add relevance signals to your profile — while operational attributes help you appear for specific, filtered searches. Enable every attribute you genuinely qualify for, keep them accurate, and audit for the ones you missed. Find and fill your missing attributes with Flento.
