What attributes are for
Attributes are the short yes-or-no facts under your business name: outdoor seating, Wi-Fi, wheelchair-accessible entrance, accepts credit cards, women-owned. They answer the small questions that decide whether someone picks you, and they show on your profile across Google Search, Maps and other Google platforms.
They also do a quieter job. Google says certain attributes can help your business show up when people search for places with those features, such as “restaurants with outdoor seating.” That makes it worth spending ten minutes on them, especially the ones customers filter by.
Why your list looks different from a competitor’s
Google doesn’t offer the same attributes to everyone. What you can set depends on your business category, and some attributes can only be changed in certain countries or locations. A dentist won’t see dining options; a cafe won’t see appointment-only attributes meant for clinics. If you expected an option and it’s missing, check your primary category before anything else. Google also warns that attribute names can change over time, so a label in an old guide may not match your screen.
Online service attributes are a separate set, meant for services delivered fully remotely in real time, like virtual classes or consultations. You manage those in Business Profile Manager alongside booking links.
Identity attributes need care
The identity options say something about the people who own the business, not about who you serve. Google’s list covers Asian-owned, Black-owned, Latino-owned, LGBTQ+ owned, Disabled-owned, Indigenous-owned, Veteran-owned, Women-owned and Small business. You can choose several and switch them off any time.
Small business has a definition attached. Google uses under 10 million dollars a year and excludes franchises. It may also apply the label automatically from information it holds, so don’t be surprised if it’s already there.
Attributes you didn’t choose
Some attributes come from customers rather than owners. Google fills certain ones in from what visitors report, which is why a profile can show “cozy” or “good for kids” without anyone in the business clicking it. Where the attribute is editable, setting it yourself is the way to correct it.
Timing and bulk changes
Saving an attribute starts a review, the same as other profile edits. Google says this usually takes about 10 minutes and can take up to 30 days. If you manage 10 or more locations, bulk upload is the faster path. Agencies working at scale can use the Business Profile APIs.
If it doesn't work
- The attribute you want isn't listed: availability depends on your category, country and location. Check that your primary category is the right one.
- An attribute shows that you never set: some are filled in from customer visits. You can usually correct it by setting Yes or No yourself.
- The change hasn't appeared: attribute edits are reviewed like other edits, usually within minutes but sometimes up to 30 days.
- Small business won't stick for a franchise location: Google says franchises can't be considered a small business.
Questions owners ask
Which owner identity attributes can I add?
Google lists Asian-owned, Black-owned, Latino-owned, LGBTQ+ owned, Disabled-owned, Indigenous-owned, Veteran-owned, Women-owned and Small business. You can pick more than one and opt in or out at any time. They tell people who owns the business, so add only the ones that apply.
What counts as a small business for the attribute?
Google's help page defines it as a business making under 10 million dollars a year, and says franchises don't qualify. Google may also mark a business as small on its own based on the information it has.
Do attributes help me rank?
Google says some attributes may help your business appear when people search for places that have them. Its local ranking guidance also lists attributes such as parking or Wi-Fi as part of keeping business information complete. It doesn't promise a ranking change from any single attribute.
I have dozens of locations. Do I edit each one?
No. Google says businesses with 10 or more locations can bulk upload attributes, and agencies can use the Business Profile APIs instead of editing one profile at a time.
Sources
- Edit attributes for your Business Profile (support.google.com)
- About attributes for your Business Profile (support.google.com)
- Tips to improve your local ranking on Google (support.google.com)
Checked 13 Nov 2026. When the platform changes its process we update this page and log it in What changed.