GMB Attributes for Law Firms: How to Set Them and What’s New

Your Google My Business (GMB) profile is your calling card for local searchers looking for something close by and tangible.
However, COVID-19 and other events in 2020 made Google expand GMB attributes this year. Now there are many quick ways to denote your hours, service, highlights, and even a special “black-owned” attribute if you own a business in the US.

GMB attributes have been updated for COVID-19 to make it easier and faster for searchers to find what they’re looking for–that’s Google’s business after all. Just like your SEO strategy, you’ll need to update your GMB profile if you want to take advantage of these attributes.

What are Google My Business Attributes?

GMB attributes let customers know what to expect when visiting your establishments. Take a look at the listing below and you will see Online Appointments. This is a rather new attribute allowed for Law Firms.

Online Appointments GMB Attribute Option

For merchants, it’s a great way to advertise services like curbside pickup or delivery, but for hospitals and clinics, it’s also essential to include COVID-19 information.

Attributes are just the latest step that Google is taking to help businesses meet the demands of its users.

While these attributes won’t help with your law firm organic rankings, they do have some impact on local pack rankings. If potential customers type in keywords that match your factual or subjective attributes, you may show up in that search.

Why Attributes Matter for COVID-19

Google offers businesses a ton of ways to attract customers who are searching for lawyers in their local market.

When you add more information to your GMB, you give your business a leg up in the competition, but it also helps your potential customers.

When a customer is searching for a local attorney, Google provides all of the options available to help users make an informed decision and do business with those law firms that support what they need.

For example, some businesses are offering no-contact deliveries as part of COVID-19 awareness, so a consumer who is actively looking for safer places to visit will choose this business over one that doesn’t offer the same option for delivery.

What Attributes are Available

There are also two categories of attributes that merchants can display on their GMB profile, and these readily depend on your selected GMB category.

These types of attributes are:

  • Factual attributes: Easily verified by Google to be true, such as “outdoor seating” or “curbside pick-up.”
  • Subjective attributes: Sourced from opinions and reviews of your customers, such as “fast service” or “friendly service.”

Some of the factual attributes available to most law firms include:

  • Wheelchair accessible entrance
  • Wheelchair accessible elevator
  • Veteran-Led
  • Women-Led
  • Online Appointments
  • Black-owned
  • LGBTQ-Friendly
  • Online Events Calendar
  • Restroom
  • Unisex Restroom
  • Mask Required
  • Appointment Required
  • Temperature Check Required
  • Staff Wears Masks

Business Category and New Factual Attributes Available

Categories open up different possibilities for factual attributes. These depend on what type of organization you own and mainly relate to the services, industry, or products you sell.

For example, organizations in healthcare categories gain access to attributes like virtual care, online care, and COVID-19 support. For restaurants and food services, curbside pickup, takeout, and in-store pickup are a few exclusive attributes.

Many of these attributes for COVID-19 only became available after searchers started looking for businesses that offered more information about their considerations, such as whether a CVS is a COVID-19 testing site or if a clinic provides online care.

There will likely be many other attributes and chances to Google My Business, as it’s become one of the most popular ways for organizations to communicate with customers besides social media.

Should You Add COVID-19 Attributes to GMB?

If you provide special services, then there’s no reason not to add these to your profile. It will only help customers choose your organization over another that doesn’t offer the same considerations.

For example if you’re open, but masks are required you can easily add this to help potential clients know they need to wear a mask if they visit your law firm.

Other Healthcare Features
In addition to attributes, healthcare organizations also got many new features, such as virtual care COVID-19 support links, COVID-19 Google Posts, COVID-19 Schema, and many other SEO options.

How to Set Up Your GMB Attributes

Keep in mind you won’t be able to set subjective attributes such as “friendly service”. These are set by your customers and visitors who leave opinions and reviews.

However, it’s easy to set your factual attributes on GMB, but you’ll need to do so from your computer or the Google My Business App.

Here is how you can edit them.

  1. Navigate to your business profile that you want to make changes to. (You’ll need to be logged into your Gmail address associated with the business profile)
  2. Click “Info” tab on the left side.
  3. Scroll down to “Services” and then click “Attributes.”
  4. Select all attributes that apply to your business then click “Apply”

There is a way to edit these attributes on your Android phone, but it’s not available for iOS. You’ll need to download the Google My Business app on Google Play, then tap “Profile” and scroll down to “Highlights.” You can add your attributes from here.

Have You Updated Your GMB?

If you haven’t created a professional business profile in Google yet, now is the time to do so.

With a Google My Business profile, you tell customers exactly what you have to offer in a concise, mobile-friendly calling card, instead of making them search for that information elsewhere. It’s the perfect way to bring in more customers and inform them of your special services for COVID-19, as well.

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Casey Meraz

Casey is the founder and president of Ethical SEO Consulting and Juris Digital based in Denver, CO. Casey's specialties are in organic and local SEO. He is a regular contributor to the Moz Blog and the author of How To Perform The Ultimate Local SEO Audit. If you have an SEO question or need advice please feel free to reach out by email: cmeraz@jurisdigital.com. Follow Casey on Twitter @CaseyMeraz.