Importance of Keeping Google Attributes Completed and Updated for GBP Listing
Attributes are features that help customers know more about a business. Learn why you should add them to your GBP listing and how they can improve your bottom line.
According to Think with Google marketing podcast data, 56% of shoppers research before buying anything. Today’s consumer is intelligent and has access to a wealth of information. As a result, consumers do intense research before purchasing anything. Hence, the more information they have, the better it will be.
So, if you have a GBP listing, focus on providing enough business information to visitors. It is normal to think that setting up a profile and adding posts to it might be enough. But there’s a catch!
Google provides another essential feature to listing owners, which is — attributes. Keep reading to learn what this feature is and why it’s vital for your listing.
What are Google Business Profile Attributes?
Google Business Profile attributes are characteristics that provide more details about your offer. For example, restaurants can mention whether they offer outdoor seating. In this case, the term ‘outdoor seating’ is an attribute.
Although there are hundreds of attributes, not all of them will be available to you. As a result of what you choose as your primary business category, the availability of the business category will vary. For example, if you have a salon, you won’t have the option of a ‘private dining room’ since it’s not related to your business.
There are two types of Google Business Profile attributes:
● Factual attributes: A business adds and maintains these attributes. Unlike subjective attributes, businesses are in control of them. For example, ‘Wifi’, ‘private dining’, etc.
● Subjective attributes: Google finds these attributes by asking users’ opinions. For example, ‘cozy’ and ‘family-friendly’. A business cannot control, maintain or update these attributes.
Keep in mind that users cannot immediately view the attributes on a GBP listing. To see the attributes of a listing, one needs to click the Google Maps image in the knowledge panel. Then, they’ll be redirected to the Google Maps results. Then, one has to click the business description to view the attributes.
Now, let’s understand why adding and updating attributes in your GBP listing is essential.
Why should you add attributes to your GBP listing?
Attributes are not immediately visible to a searcher. They appear when the searcher clicks on Google Maps. Hence, adding and updating them on your profile may seem unnecessary. But, they have several benefits and are essential for an optimised Google Business Profile.
1. Improves profile rank on search results
When deciding which listings will appear on the first page of search results, Google considers certain factors. Below are some ranking factors:
● A Google Business Profile
● Correct business name, address, and phone number
● Right primary category.
Besides the above-listed factors, attributes also impact the rank of a listing. They can help you get in front of customers and increase your rank in hyperlocal discovery. For example, if a person searches for “women-owned restaurants near me”, Google will present restaurants in the search results that mention “women-owned” as an attribute.
Moreover, Google prioritises business profiles that are complete over incomplete profiles.
2. Stand out among competitors
Google rewards listings with relevant attributes with ‘features bolded in text and icons’. This is a subtle difference, but it is vital. It differentiates and highlights your listing from others. And consumers are more likely to click and interact with your business. This is a significant plus for hyperlocal marketing as well.
So, to provide an improved user experience to customers and improve conversions, add attributes to your GBP listing.
3. Optimisation for voice search
The rise in voice search has led to long and complex search queries. For example, earlier, a consumer may have searched for “North Indian restaurants in Bangalore”. Now, the search may look like “North Indian restaurants in Bangalore with free WiFi”.
Therefore, long-tail keywords are more likely to appear in search results if your listing includes relevant attributes.
Since Google keeps adding more attribute options, you should check back and regularly update attributes on your listing.
4. Improves brand reputation
Google Business Profile attributes provide visitors with additional information and show they have found what they are looking for. This leads to a good customer experience, which improves a brand’s reputation and aids hyperlocal marketing strategies to increase conversion.
Hence, when you add relevant attributes to your profile, consumers will consider it legitimate.
Start adding attributes to your GBP Listing
As discussed, attributes have several benefits for businesses with a Google Business Profile.
It can help improve your rank in local search results and your brand’s reputation. If you haven’t already, add attributes to your Google Business Profile. Also, remember to update your profile with new attributes.
If you have multiple listings, then you can use a tool like ProManage, which is in the exclusive list of ’80 official partners of Google in the world”. It helps GBP listing owners upload attributes to various listings in one go. As a result, it’ll help you save time and become more visible in hyperlocal search results.
To learn more about how ProManage can help you, request a demo today.
