What Are Attributes on a Google Business Profile and How Do You Add Them?

By Bill Stilwell · Last reviewed October 16, 2026

The short answer

Attributes are extra facts about your business on Google, like wheelchair access, payment types, or whether you’re women-owned or veteran-owned. You add them in your Google Business Profile (GBP) under Edit profile, then More, by answering Yes or No. Some attributes come from what customers report, and which ones you see depends on your category and country.

What this means

Attributes answer the small questions people have before they call or visit. Does the shop take credit cards? Is there a wheelchair-accessible entrance? Is it a small business?

Google splits them into two kinds:

Factual attributes. Things you know for sure, like accepted payments or an accessible entrance. You can edit many of these.
Subjective attributes. Opinions, like whether a place is cozy or popular with locals. Google says these come from people who visited. You can’t set them.

Google groups attributes into areas such as accessibility, amenities, payments, and business identity. Identity attributes include women-owned, veteran-owned, and small business.

Say Bright Smile Dental has a ramp, an accessible restroom, and takes credit cards. The office manager marks those attributes Yes. A patient who uses a wheelchair can see this before booking.

Why it matters

People decide faster. A customer who needs parking or a payment option can check without calling.
Google uses them to match searches. Google says attributes may help your business show up for searches that match them.
Wrong answers cause real problems. Marking an entrance accessible when it has steps can leave a customer stuck at the door. It also hurts trust.
Customers can add answers too. If you never check, you may not notice an attribute that’s wrong.

Who this applies to

Every verified business should check its attributes. Storefront and hybrid businesses usually see the most, since many attributes are about the physical place. Service-area businesses often see fewer.

Google says some attributes are only offered in certain countries, regions, or categories. If you can’t find one, it may not exist for your category.

How to do it

Set your categories first (see 14.1.8 Categories). Your category controls which attributes you see.
Open your profile and choose Edit profile, then More.
Next to each group, select Edit.
Answer Yes or No only for facts you know are true today.
For accessibility, check the real place. Google’s answers depend on physical details, like whether the entrance has steps and how wide it is. Measure if you’re not sure.
Choose any identity attributes that apply. Google says you can pick more than one and turn them on or off at any time.
For “Small business,” Google’s guidance says it means under $10 million in yearly revenue, and franchises don’t qualify.
Save. Google says reviews of changes usually take about 10 minutes but can take up to 30 days.
Check your attributes again after any change to your space, payment options, or services, and once a quarter.

What proof to keep

A screenshot of your attribute settings with the date
Photos of accessible features you marked, like the ramp, entrance, and restroom
Notes on any changes you made and why

Keep these with your listing records (see 14.4.6 Citation Records).

Common mistakes

Guessing on accessibility. “We have a ramp out back” isn’t the same as an accessible main entrance. Be exact.
Clicking Yes on everything. It makes the profile look padded and sets wrong expectations.
Forgetting to update after a change. You stopped taking checks, or you moved to a second-floor office. Update the attributes the same day.
Not checking customer-added answers. Google fills some attributes from what visitors report. Look over them regularly (see 14.8.5 Suggested Edits From the Public).
Marking “Small business” as a franchise. Google says franchises don’t qualify.
Looking for an attribute that isn’t there. Attribute names change over time. If it’s missing, check your category first.

When to get help from a pro

Most businesses can do this themselves.

An accessibility specialist or contractor: if you’re not sure your entrance, parking, or restroom meets accessibility standards (see 9.7.1 Physical Accessibility). Questions to ask:

Does my entrance count as wheelchair accessible?
What would it take to make my restroom accessible?

Bill’s note

[Bill: add a short story or lesson here. For example, a business that marked itself accessible when it wasn’t, or how identity attributes like veteran-owned helped a client stand out.]

If you’d rather have this done for you, SiteSmarty handles Google Business Profile setup.

How I did this for SiteSmarty

[Date I did this:]
[What I actually did, step by step: which attributes showed up for SiteSmarty’s category and which ones I chose]
[What it cost and how long it took:]
[What surprised me or what I’d do differently:]
[Screenshot or photo to add, with private info blurred: the attribute settings screen on the SiteSmarty profile]
[Result so far:]

Questions people ask

Why can’t I find a certain attribute for my business? Google offers some attributes only in certain countries, regions, or categories. Check that your primary category is right.

How do I mark my business as women-owned or veteran-owned on Google? Go to Edit profile, then More, find the business identity group, select Edit, and choose the ones that apply.

What counts as a small business on Google? Google’s guidance says a business with under $10 million in yearly revenue. Franchises don’t qualify.

Who decides the accessibility attributes on my profile? You can set them, and Google may also use reports from visitors. Check them often.

How long do attribute changes take? Google says usually about 10 minutes, and up to 30 days in some cases.

Audit check

Question: Are the attributes on the Google Business Profile accurate, complete for the business’s category, and checked after changes?
Pass looks like: Every attribute that applies is answered. Accessibility answers match the real space. Identity attributes are true. A dated screenshot shows the settings.
Fail looks like: Attributes left blank. Accessibility marked Yes when it isn’t true. Payment options that are out of date. Customer-added answers that were never reviewed.
Evidence to collect: Dated screenshot of the attribute settings, photos of accessible features, and notes on the last review.

Where this fits

Do this first: 14.8.1 Google Business Profile Verification, 14.1.8 Categories

Do this next: 14.9.5 Booking and Appointment Links

Sources

Google Business Profile Help, "Manage your business attributes" (checked October 16, 2026)
Google Business Profile Help, "Edit your Business Profile" (checked October 16, 2026)

This page explains general rules and Bill's own experience. It is not legal, tax, or insurance advice. Talk to a qualified professional about your situation.