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The attributes should start appearing in Search and Maps soon. They are intended ATTEND OUR EVENTS
to give consumers confidence and manage their expectations. December 8-9, 2020: SMX (Virtual)
Greg Sterling on September 10, 2020 at 3:24 pm Available On-Demand: SMX Next
Google has introduced a new set of “health & safety” business attributes tied to COVID-19. This follows June 8-9, 2021: SMX Paris
earlier introductions of similar features by Yelp and TripAdvisor. October 2021: SMX Advanced Europe

These attributes started appearing yesterday for some, in the Google My Business (GMB) dashboard. LEARN MORE ABOUT OUR SMX EVENTS

They haven’t shown up yet in Search and Maps but presumably will soon. The new attributes help Gain new strategies and insights at the
provide clarity and reassurance to potential customers that safety protocols are in place. intersection of marketing, technology, and
management. Our next conference will be
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RESEARCH REPORTS
Local Marketing Solutions for Multi-Location
Businesses
New healthy & safety attributes available in Google My Business. Enterprise Digital Asset Management Platforms
Identity Resolution Platforms
Consumers care. There’s plenty of evidence that consumers care about this information. Many people Customer Data Platforms
remain nervous about going into stores as long as infection and death rates remain high. B2B Marketing Automation Platforms
Call Analytics Platforms
Business health and safety measures and their enforcement (or non-enforcement) have increasingly
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shown up in reviews, sometimes having a negative impact on retailers’ overall scores, which can
impact rankings over time. Mask rules in particular have been caught up in controversy and politics
often showing up in review comments.
SEARCH ENGINE LAND’S GUIDE
Survey data from GatherUp, however, reflect that consumers want mask enforcement are more likely TO PPC
to engage with merchants and visit stores that communicate and offer these safeguards.
Why we care. Business attributes on GMB are category dependent and so these new health & safety
attributes probably won’t show up for all categories. But the attributes were expected and consistent
with the numerous COVID-related changes and features Google has introduced.

The key point is that local merchants and retailers using these attributes may see more engagement
or an improved response from consumers who want to do business with them but want assurances
that it will be safe.

ABOUT THE AUTHOR

Greg Sterling
Follow @gsterling

Greg Sterling is a Contributing Editor to Search Engine Land, a member of the programming team for SMX events and the VP,
Market Insights at Uberall.

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CHANNEL: LOCAL GOOGLE GOOGLE: GOOGLE MY BUSINESS GOOGLE: MAPS & LOCAL SEO - SEARCH ENGINE OPTIMIZATION SEO: LOCAL

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