How to Support the LGBTQ+ Community on Your Google Business Profile

Adam Dorfman

Over the years, Google has taken significant steps to uplift the LGBTQ+ community, such as giving businesses tools to show their own support on their Google Business Profiles. But many businesses are unaware of how they can use their listings to be more inclusive to LGBTQ+ customers. Following are a few tips that are easy to implement.

Why You Should Show That Your Business is LGBTQ+-Owned and Friendly

In June 2022, Google added new attributes for businesses to show that they:

Are LGBTQ+-owned. This attribute can be added to a verified Google Business Profile to make it easier for people to find and support businesses owned by members of the LGBTQ+ community. Here are instructions for adding this attribute.

Google Business Profile Listing LGBTQ attribute

Support LGBTQ+ customers by designating their locations as “LGBTQ+-friendly” and “transgender safe” on their Google Business Profile listings. The attributes list also includes an option for a business to indicate if they provide a gender-neutral restroom. 

Google has focused on adding Profile attributes because a Profile listing is easily the single most important factor driving a large or small business’s visibility when people do local searches for things to do or places to visit. 

Related: How Google Is Becoming More Inclusive with Black-Owned Businesses

LGBTQ Attributes on GMB Listing

Source: Genbook

How to Add LGBTQ+-Friendly Attributes to Your Profile

Google makes adding LGBTQ+-friendly attributes to your business profile easy. Take a look at the steps below.

  1. Log in to your Google Business Account account. On your dashboard, access the Info tab.
  2. Click on the Attributes section of the listing editor.
  3. Search for attributes such as “gender-neutral bathroom,” “Transgender Safe Space” and/or “LGBTQ-friendly.” click on the relevant tag, and then click “APPLY.”

Your business should display the attributes within three business days.

Other Ways You Can Support LGBTQ+ Customers on Your Profiles

Your Profile offers other features that you can use to support LGBTQ+ customers. They include:

Related: What Businesses Should Do about Zero-Click Searches

As you revise your Profile, remember to review all your digital touchpoints to ensure that your approach is consistent. 

Contact Reputation

At Reputation, we help businesses maximize their visibility and build their reputations online, including management of Google business listingsContact us to learn more.

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