Latest / The Local Marketing Podcast with Fexingo: Small Business, Google Maps, and Local SEO / Why Your Google Maps Listing Needs Attributes Updated Weekly
Transcript
- Lucas: We talk a lot on this show about Google Business Profile — the photos, the posts, the reviews. But there's one feature that I think is wildly underused, and it's probably the easiest thing you can update all week. Luna: Let me guess — attributes? Lucas: Bingo. Attributes. Those little tags under your listing that say 'free Wi-Fi,' 'outdoor seating,' 'wheelchair accessible.' Most businesses set them once and forget them. And that's a mistake. Luna: Yeah, I've definitely been guilty of that. Set it and forget it. Lucas: Right — and here's why that matters. Google's algorithm treats a stagnant profile as a signal that the business might be inactive. But when you update even one attribute, it's a freshness signal. It tells Google, 'Hey, this place is still open, still paying attention.' Luna: So updating attributes isn't just about accuracy — it's about ranking? Lucas: Exactly. And I've got a concrete case. There's a vegan cafe in Portland called 'Root & Sprout.' They added dietary attributes — 'vegan,' 'gluten-free options,' 'organic' — then updated them every Monday for a month. Their direction requests on Google Maps went up about thirty percent. Luna: Thirty percent from just attributes? That's huge. Lucas: It's not just the update itself. It's that those attributes match exactly what their target customer is searching for. Someone searches 'vegan cafe near me' — Google sees those attributes and knows this listing is relevant. Luna: Right — and if you haven't updated them in a year, Google might not trust that info as much. Lucas: That's the theory. Now, I also talked to a yoga studio in Austin called 'Flow & Restore.' They added 'wheelchair accessible' as an attribute. That's a simple one — they'd had a ramp for years but never tagged it. Within two weeks, they got three inquiries specifically mentioning the accessibility feature. Luna: So it's not just about ranking — it's about qualifying leads before they even call. Lucas: Exactly. Attributes act like a filter. If someone needs wheelchair access, they're not going to call a studio that doesn't list it. By adding that attribute, Flow & Restore saved themselves wasted calls and got more serious prospects. Luna: Okay, so what attributes should a typical small business focus on? There are dozens. Lucas: Start with the ones that directly answer customer questions. For a restaurant: 'outdoor seating,' 'takeout,' 'dine-in,' 'vegan options,' 'wheelchair accessible.' For a retail store: 'curbside pickup,' 'women-owned,' 'lgbtq friendly.' For a service business like a plumber: 'emergency service,' '24-hour availability.' Luna: And you recommend updating them weekly? Lucas: I do. Not all of them — just one or two. Maybe you add a seasonal attribute like 'heated outdoor seating' in winter, then swap it for 'air-conditioned' in summer. That tells Google you're actively managing your profile. Luna: That's smart. And it's what, a five-minute task? Lucas: Tops. Log into Google Business Profile, click 'Info,' scroll to 'Attributes,' and toggle. That's it. Luna: You know, it's funny — we always talk about reviews and posts, but attributes are this low-hanging fruit that almost nobody picks. Lucas: Totally. And the data backs it up. A study from BrightLocal last year found that businesses with more than five attributes get forty-two percent more clicks to their website than those with fewer attributes. It's a compounding effect. Luna: Forty-two percent? That's staggering for something so simple. Lucas: It makes sense. The more attributes you have, the more search queries you're eligible to appear for. And the more accurate those attributes are, the more likely someone clicks through. Luna: Okay, so what about attributes that change often? Like 'open late' or 'happy hour'? Lucas: Those are perfect for weekly updates. If you're a bar with a rotating happy hour, update the attribute to reflect it. 'Happy hour' is an attribute in some categories. Toggle it on Thursday afternoon, off Sunday night. Luna: I love that. It's like a mini-push notification to Google. Lucas: Exactly. And it doesn't cost a thing. No ad spend, no content creation — just a minute of intentionality. Luna: Speaking of things that don't cost much — if you're finding value in these episodes, and if any of these tips have actually saved you time or made you money, we do have a small way you can support the show. It's buy me a coffee dot com slash fexingo. That's it — no tiers, no perks, just a simple way to keep this thing ad-free. Lucas: Yeah, we really mean it when we say even one coffee helps. And it lets us keep focusing on the tactics that actually move the needle, not the fluff. So thank you if you've ever chipped in. Luna: Alright, back to attributes. One thing I want to flag — Google occasionally adds new attributes. So even if you've set yours, check every few months. There might be a new one that fits your business perfectly. Lucas: Great point. I saw just last month Google added 'pickup available' for retail and 'self-checkout' for grocery stores. If you're a small grocer and you add 'self-checkout,' you're suddenly surfacing for people who specifically want that. Luna: That's a competitive edge right there. Lucas: Huge. Because most of your competitors probably haven't even noticed the new attribute exists. You're first to the party. Luna: So here's my takeaway for listeners: pick three attributes that matter most to your ideal customer, add them this week, then set a recurring reminder to review them weekly. Lucas: That's the playbook. And if you want to get really advanced, you can A/B test attributes. Try adding 'free Wi-Fi' for a month, see if your foot traffic changes. Then swap it for 'pet-friendly' and compare. Luna: That's a great idea — and totally trackable if you use Google Maps' own insights data. Lucas: Exactly. The 'Search Queries' report in GBP shows you which searches led to your listing. If you see a spike in 'pet-friendly cafe' searches after adding that attribute, you know it's working. Luna: Alright, I'm convinced. I'm going to update my own profile this afternoon. Lucas: Do it. And let us know what happens. We'll check back in a future episode. Luna: Sounds like a plan. For now, that's all we've got on attributes — but honestly, this might be the most actionable five-minute tip we've ever given. Lucas: I agree. Small tweak, big impact. Thanks for listening, and we'll see you next time.