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Share your business identity attributes

To inform customers about the identity of your business on Search and Maps, use the business identity attributes in Google Business Profile.

Select your business attributes

Your business identity attributes set you apart from other businesses, which creates a connection between you and your customers.

Important: Some attributes are only available in certain countries or regions, or to certain categories of businesses. To better match the ways that people search for businesses, attribute names may change over time.

You can choose:

  • Asian-owned
  • Black-owned
  • Latino-owned
  • LGBTQ+ owned
  • Disabled-owned
  • Indigenous-owned 
  • Veteran-owned
  • Women-owned
  • Small business


  • You can choose multiple attributes at the same time.
  • Small businesses shouldn’t be a franchise and should have an annual revenue of less than $10 million.
  • Your business may automatically be opted-in as a small business based on various signals. If you believe you meet the criteria as a small business and are interested in this new feature, you can choose to opt-in or opt-out at any time.

When you select a business attribute, you inform everyone that your business is owned by someone of that identity. You can opt-in or opt-out of a business identity attribute at any time. Learn how to edit business attributes.

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