Latest / The Local Marketing Podcast with Fexingo: Small Business, Google Maps, and Local SEO / How a Chiropractor Uses Google Maps Attributes to Win Local Patients
Transcript
- Lucas: Luna, have you ever looked at a Google Maps listing and noticed those little icons under the business name? Things like 'free Wi-Fi,' 'outdoor seating,' 'wheelchair accessible'? Luna: Yeah, I see them all the time. But honestly, I've never thought much about them beyond, like, a quick glance. Lucas: Most people don't. But those are called Google Maps attributes, and they're one of the most underutilized local SEO tools out there. I want to talk about a specific case today: a chiropractor in Austin, Texas, named Dr. Sarah Chen. She runs Austin Spine & Wellness. Luna: Okay, I'm curious. What did she do with attributes? Lucas: So, about a year ago, Dr. Chen was stuck on page two of Google Maps search results for 'chiropractor Austin.' She had decent reviews, a solid website, but she couldn't crack the first page. Then she discovered attributes. Luna: And she just started ticking boxes? Lucas: Essentially, yes. But strategically. Google lets you add up to dozens of attributes, depending on your category. For a chiropractor, some of the key ones include 'accepts new patients,' 'free parking,' 'wheelchair accessible,' 'insurance accepted,' and 'online scheduling.' Dr. Chen went through and enabled every single relevant attribute she could. Luna: But doesn't everyone just check all the boxes that apply? That seems obvious. Lucas: You'd think so. But a study from a local SEO agency called BrightLocal found that over 40% of small businesses don't have any attributes filled out at all. And of those that do, the average is only about four. Dr. Chen went from zero to fifteen. Luna: Wow. So she went all in. Lucas: Exactly. And the results were pretty striking. Within two months, her listing started appearing in the top three map results for searches like 'chiropractor near me' and 'back pain specialist Austin.' She saw a 40% increase in calls and a 25% increase in booked appointments from Google Maps. Luna: That's significant. But is it really the attributes driving that, or could it be other factors? Like maybe she improved her reviews or something? Lucas: That's a fair question. But Dr. Chen kept everything else consistent—same review volume, same website, same ad spend. The only variable was the attributes. And here's why it matters: Google's algorithm uses attributes to better understand what a business offers. When someone searches for 'chiropractor that accepts new patients,' if you have that attribute, you're more likely to show up. Luna: So it's about matching search intent. Lucas: Precisely. And for the user, attributes act as trust signals. A listing with more attributes looks more complete and credible. BrightLocal also found that listings with ten or more attributes see a 30% higher click-through rate than those with fewer than five. Luna: Thirty percent? That's huge for just checking boxes. Lucas: It really is. And it's completely free. No ad spend, no special tools. Just a few minutes in your Google Business Profile. Luna: But I imagine there's a right way and a wrong way to do attributes. Like, you shouldn't claim something that isn't true. Lucas: Exactly. That's the biggest pitfall. If you check 'wheelchair accessible' but your office is on the second floor with no elevator, you're going to get negative reviews and possibly a suspension. Dr. Chen was careful to only claim attributes that were genuinely true. Luna: And another thing—attributes can change. Like, if a business temporarily stops offering online scheduling, they should update that. Lucas: Right. It's not a set-it-and-forget-it thing. Dr. Chen reviews her attributes every quarter to make sure they're still accurate. She also adds new ones as her practice evolves. For example, she recently started offering telehealth, so she added that attribute. Luna: So it's an ongoing optimization. Lucas: It is. And that's part of why it's so effective—most competitors aren't doing it. They set up their profile once and never touch it again. Luna: Let's talk about which attributes matter most for different types of businesses. For a chiropractor, you mentioned 'accepts new patients' and 'insurance accepted.' What about a restaurant? Lucas: For restaurants, 'outdoor seating,' 'takeout,' 'delivery,' and 'good for groups' are huge. For a retail store, 'in-store pickup,' 'women-owned,' or 'lgbtq friendly' can differentiate. The key is to think about what your ideal customer is searching for and make sure those attributes are checked. Luna: And what about businesses that don't have many obvious attributes? Like a plumber? Lucas: Plumbers still have plenty. 'Emergency service,' 'free estimates,' '24-hour service,' 'licensed.' Those are all attributes. A plumber in our network added just those four and saw a 15% increase in calls within a month. Luna: It's amazing how something so simple can have such a big impact. But why do you think so many businesses ignore attributes? Lucas: I think it's because they don't know they exist. Google doesn't exactly advertise them. And many business owners set up their profile in a hurry and move on. They focus on reviews and photos, which are important, but attributes are a quick win. Luna: And quick wins are exactly what a busy small business owner needs. Lucas: Absolutely. So if you're listening and you have a Google Business Profile, go check your attributes right now. You might be surprised at what you're missing. Luna: And if these kinds of marketing insights have been helpful to you, we just want to say—this show is listener-supported. A handful of folks chip in monthly through buy me a coffee dot com slash fexingo, and that's what keeps it ad-free and focused on practical tips like these. Lucas: Yeah, it's a small group, but it makes a big difference. No pressure, just wanted you to know. And if you ever want to be part of that, the link is easy to remember. Luna: Alright, back to attributes. Lucas, you mentioned that Dr. Chen used fifteen attributes. Are there any that are more important than others in terms of ranking? Lucas: Google hasn't released a definitive list, but studies suggest that attributes related to accessibility and payment options tend to have a higher correlation with ranking. Also, attributes that are less common can give you an edge. For example, 'free parking' in a city like Austin where parking is a pain—that's a big differentiator. Luna: So it's a combination of relevance and scarcity. Lucas: Exactly. And one more thing—attributes can also appear in search snippets. When someone searches for 'chiropractor Austin free parking,' Dr. Chen's listing might show a snippet that says 'Free parking: Yes.' That's a direct match to the search query. Luna: That's powerful. So the return on time invested is really high. Lucas: Definitely. Dr. Chen spent maybe an hour total setting up her attributes. And now she's getting a steady stream of new patients from Maps. She told me it's the single best marketing move she's made in the last year. Luna: I love that. A small tweak that leads to real results. For listeners who want to try this, what's the first step? Lucas: Log into your Google Business Profile. Go to the 'Info' tab. Scroll down to 'Attributes.' You'll see a list of categories. Just click 'edit' and check the boxes that apply. Be honest. And don't forget to save. Luna: And then monitor your insights to see if traffic improves. Lucas: Right. Give it a few weeks. You might be surprised. Luna: Excellent. Thanks for sharing Dr. Chen's story. I'm definitely going to check my own profile now. Lucas: Glad to hear it. And if you have a story about how attributes helped your business, we'd love to hear it. Reach out to us on the show's social channels. Luna: Until next time, keep optimizing.