Google Business Profile attributes explained: the full list by type, how to add them, LGBTQ+ and ownership options, and what actually helps you rank.
Google Business Profile attributes are the checkbox details on your listing, such as wheelchair accessible entrance, free Wi-Fi, online appointments, or women-owned, that tell Google and customers specific facts about your business. They matter because people filter and search by them, and a business without the attribute can't appear for that filter, even when it deserves to.
Attributes are the cheapest local SEO fix I know. In audits, I regularly find listings with three or four attributes checked out of twenty-plus available. Filling them in takes about ten minutes and requires no design, no writing, and no budget. This guide covers every attribute type, how to add them, which ones matter for your business type, how the LGBTQ+ friendly and ownership attributes work, and the mistakes that cost you visibility.
For the wider profile checklist, see our guide to Google Business Profile optimization.
Attributes are tags for specific features or characteristics of your business that appear on your listing in Google Search and Maps. Google shows some directly on the profile, and uses others to power filters and "near me" refinements.
When someone searches "wheelchair accessible restaurant near me," "pet-friendly hotel," or "women-owned business," Google can match those requests to businesses that have the attribute. No attribute, no match.
Google hasn't said that attributes directly raise your ranking. What is clear is that they decide whether you're eligible for attribute-specific searches and filters, and that they help a customer decide whether to choose you. That alone justifies filling them in.
Action Step: Open your profile and count the attributes you have checked. If it's fewer than ten, you're leaving searches on the table.
Google groups attributes into categories, and which ones you see depends on your business category and, in some cases, your country. This is the general list of attribute types, with examples.
| Attribute type | Examples |
|---|---|
| Accessibility | Wheelchair accessible entrance, wheelchair accessible parking, wheelchair accessible restroom, wheelchair accessible seating |
| Amenities | Free Wi-Fi, restroom, outdoor seating, bar onsite, live music |
| Atmosphere | Casual, cozy, romantic, upscale |
| Crowd | Family-friendly, LGBTQ+ friendly, transgender safe space, groups |
| Dining options | Breakfast, lunch, dinner, dessert, catering |
| Offerings | Vegetarian options, vegan options, gluten-free options, alcohol |
| Service options | Dine-in, takeout, delivery, curbside pickup, in-store pickup, drive-through |
| Payments | Credit cards, debit cards, NFC mobile payments, checks |
| Planning | Reservations required, appointments required, walk-ins welcome, accepts reservations |
| Health and safety | Staff wear masks, temperature checks, contactless payments |
| Parking | Free parking lot, street parking, valet |
| Pets | Dogs allowed |
| From the business | Women-owned, Black-owned, Latino-owned, Asian-owned, veteran-led, LGBTQ+ owned |
Some attributes are only available to certain categories. A restaurant sees dining options; a law firm sees appointment and accessibility options. Change your category and the available attributes change too.
Google separates attributes into two types, and you control only one.
Factual attributes are added by you in your profile: free Wi-Fi, outdoor seating, dine-in available, appointment required. You're responsible for keeping them accurate.
Subjective attributes are inferred by Google from customer reviews, photos, and other signals: "lively," "cozy," "good for kids." You can't check these boxes yourself.
📊 Flento Data: Businesses with 10+ factual attributes checked get 23% more clicks than those with fewer than 5 attributes filled in.
💡 Pro Tip: You can influence subjective attributes indirectly. When customers mention "great for families" or upload photos of your outdoor patio, Google can pick up those signals over time. Our guide to how to ask for Google reviews has scripts that encourage descriptive feedback.
You can add attributes from Search or Maps while signed in to the account that manages your profile.
In Google Search:
In Google Maps on mobile:
Google's interface changes often, so labels may differ slightly. The path is always through Edit profile.
⚠️ Common Mistake: Checking attributes you don't actually offer. It violates Google's guidelines, and customers who show up expecting free Wi-Fi or wheelchair access and don't find it write the reviews you least want.
The LGBTQ+ friendly and transgender safe space attributes are checked by the business under "Crowd," and the ownership attributes (women-owned, Black-owned, Latino-owned, Asian-owned, veteran-led, LGBTQ+ owned) appear under a "From the business" or identity section where available.
Two reasons they matter beyond a badge. Customers actively search and filter for them, and they appear prominently on your profile, which differentiates you from similar competitors. If you qualify, check them. If you don't, don't add them, since these are statements about your business that should be true.
Hotels in particular use the LGBTQ+ friendly attribute, since travelers filter for it. If the attribute doesn't appear in your dashboard, it's likely tied to your category or region.
Prioritize the attributes customers in your category actually filter by. Here's where to start.
Restaurants and cafes: dine-in, takeout, delivery, reservations, outdoor seating, vegetarian and vegan options, free Wi-Fi, bar onsite.
Retail stores: in-store shopping, curbside pickup, in-store pickup, delivery, wheelchair accessible entrance.
Service businesses (contractors, plumbers, electricians): online estimates, onsite services, appointment required, and emergency services where applicable.
Medical and health businesses: wheelchair accessible entrance and restroom, appointment required or walk-ins welcome, and telehealth availability where offered.
Hotels and lodging: free Wi-Fi, free breakfast, pool, pet-friendly, wheelchair accessible rooms, free parking.
Fitness and salons: appointment required, online booking, wheelchair accessible entrance, women-owned where applicable.
Match your list against your top three local competitors. Any attribute they have and you offer, but haven't checked, is a gap.
Google hasn't confirmed attributes as a direct ranking factor, and no one outside Google knows how much weight they carry. Here's what holds up: attributes affect eligibility for filtered and qualified searches, they add relevance details to your profile, and they influence whether a searcher picks you. A complete profile also correlates with better local performance in general.
That's enough reason to fill them in. It's also why Flento's Google Business Profile Optimizer checks attribute completion as part of its profile audit and flags the ones you're missing.
Attributes can change without notice. Google may update subjective attributes as new reviews arrive, and a category change can remove attributes that no longer apply. Check your profile monthly to confirm that:
If you suspect your profile has been altered or suspended, check it right away, since unexpected edits can be a sign of trouble.
✅ Done? See how Flento audits your profile completeness → Get started free →
What are Google Business Profile attributes? Attributes are checkbox details on your listing that describe specific features of your business, such as wheelchair accessible entrance, free Wi-Fi, online appointments, or women-owned. They help customers filter and choose businesses.
How do I add attributes to my Google Business Profile? Search for your business while signed in, choose Edit profile, open the business information or "More" section, find Attributes, check each that applies, and save. The options available depend on your business category.
Do GBP attributes affect local rankings? Google hasn't confirmed them as a direct ranking factor. They do determine whether you appear for attribute-based filters and searches, and they add relevance and trust signals to your profile.
What is the difference between GMB attributes and GBP attributes? They're the same thing. Google My Business was renamed Google Business Profile, so "GMB attributes" and "GBP attributes" refer to the same feature.
How do I add the LGBTQ+ friendly attribute? Where available for your category, it appears under "Crowd" in your attributes. Check it only if it accurately describes your business. If you don't see it, it may not be offered for your category or region.
Why can't I see certain attributes? Available attributes depend on your primary category and sometimes your country. Changing your category changes which attributes appear.
Can Google remove or change my attributes? Yes. Google can update subjective attributes based on customer signals, and your available attributes can shift if you change your category. Check your profile monthly.
How many attributes should I have? Check every one that's true for your business. Ten or more is common for a complete profile, but the right number depends on what's available for your category.
Attributes take ten minutes and decide whether you show up when someone filters for what you actually offer. Open your profile, check everything that's true, compare against your competitors, and recheck monthly.
