Beyond the Basics: Using GBP Attributes to Stand Out from Competitors
You've optimized your Google Business Profile categories, uploaded stunning photos, and built a solid collection of reviews. Your profile looks complete. But is it truly competitive?
In the crowded healthcare marketplace, where patients are often comparing nearly identical services, the smallest details can make the biggest difference. This is where Google Business Profile Attributes come into play.
Attributes are the specific features, amenities, and service details you can add to your listing. They appear as tiny icons and text snippets that searchers can scan in seconds. While many practices fill out the basic fields, the most successful ones use attributes strategically to highlight their unique value propositions and answer critical patient questions before they're even asked.
This article will guide you beyond the basics and into the nuanced world of GBP attributes. We'll show you how these seemingly minor details can be leveraged as powerful tools to filter out unqualified leads, attract your ideal patients, and ultimately, win the click over the competition.
What Are GBP Attributes and Why Do They Matter So Much?
Attributes are essentially tags that describe specific characteristics of your business. For medical practices, they fall into several key groups:
Accessibility: Wheelchair accessible , Gender-neutral restrooms
Payments: Accepts credit cards , Accepts insurance
Services: Accepts new patients , Appointment required , Appointments recommended
Features: Offers free Wi-Fi , LGBTQ+ friendly , Offers virtual consultations
Why They Are Critical for Medical Practices:
They Act as Powerful Filters: A patient with mobility issues will filter for "wheelchair accessible." A patient looking for a quick consultation might search for "virtual visits." By having the right attributes, you ensure you appear in these filtered searches.
They Reduce Friction and Phone Calls: Attributes answer common questions instantly. If a patient sees you "Accept [their insurance]," it removes a major barrier to booking. This saves your front desk time.
They Differentiate You: In a sea of similar practices, attributes like "LGBTQ+ friendly" or "Offers free Wi-Fi" can be the deciding factor that makes your practice feel more modern, welcoming, and aligned with a patient's values.
The Comprehensive Medical Practice Attribute Checklist
Log into your GBP dashboard and methodically review each attribute section. Here is a checklist of attributes to consider, explained for context.
✅ Accessibility Attributes (Building an Inclusive Practice)
Wheelchair accessible elevator / Wheelchair accessible entrance : Crucial for patients with mobility challenges and their families. Be specific if you have both.
Wheelchair accessible restroom : Often overlooked but equally important.
Gender-neutral restroom : A strong signal of inclusivity that is highly valued by many patients, especially in the LGBTQ+ community.
Assistive hearing loop : If you have technology to assist patients with hearing aids.
Pro Tip: Don't just select these if they are technically true. Ensure your facility genuinely provides a comfortable and accessible experience. This builds real trust.
✅ Payment Attributes (Removing Financial Barriers)
Accepts credit cards : Almost mandatory today.
Accepts debit cards : Similar to above.
Accepts insurance : This is a critical one. However, be cautious. It's better to be specific on your website than to have this attribute selected if you only accept a few very specific plans. You don't want to attract patients you can't serve.
Accepts Android Pay / Accepts Apple Pay : Signals a modern, tech-savvy practice.
✅ Service & Practice Operation Attributes (The Core Details)
Accepts new patients : A must-have if you are growing your practice. If you are not accepting new patients, ensure this is deselected to avoid frustration.
Appointment required : Manages expectations for walk-ins.
Appointments recommended : Useful for practices that accept walk-ins but prefer appointments.
Languages spoken : A huge opportunity! List every language spoken by your staff (e.g., Spanish , Mandarin , Arabic ). This can help you tap into specific community markets.
✅ Features & Atmosphere Attributes (The Differentiators)
Offers free Wi-Fi : A small but appreciated amenity, especially for patients who may be waiting or accompanying others.
LGBTQ+ friendly: An attribute that goes beyond a feature—it's a statement of your practice's values and commitment to providing a safe, welcoming environment for all.
Transgender safespace : An even more specific and powerful signal of inclusivity.
Offers military discount : A great way to show appreciation and attract a specific demographic.
Attributes work hand-in-hand with your primary categories. Ensure your foundational settings are correct: Why (and How) to Choose the Perfect Google Business Profile Categories.
The Game-Changer: "From the Business" and "Health & Safety" Attributes
Google has introduced more dynamic attribute sections that are particularly relevant for healthcare.
From the Business
These are attributes that Google generates based on patterns in customer reviews. You cannot edit them directly, but they are powerful social proof.
Examples: Staff friendly , Wait time required , Parking available .
How to Influence Them: The only way to influence these is by generating more reviews that mention these positive traits. Encourage patients to mention specific things like "friendly staff" or "short wait times" in their reviews.
Health & Safety
While many pandemic-era attributes have been retired, this section can still include relevant info.
Staff required to disinfect surfaces between visits : A powerful trust signal for infection control.
Appointment required : May also appear here.
A Strategic Approach to Attributes for Your Niche
For Dentists:
Highlight: Sedation dentistry available , Technology-focused (if applicable), Kid-friendly .
Consider: Emergency appointments available if you offer this service.
For Chiropractors:
Highlight: Same-day appointments , Accepts auto accident insurance , Accepts workers compensation .
Consider: Free consultation available (if you offer it).
For MedSpas:
Highlight: Free consultation available , Medical supervision , Luxury facility .
Consider: Memberships available if you offer package deals.
How to Audit and Implement Your Attribute Strategy
Conduct a Competitive Audit: Look at the GBP listings of your top 3 competitors. What attributes do they have that you don't? This reveals what the local market considers important.
Brainstorm Your Differentiators: Hold a quick team meeting. What do you do better than anyone else? What do patients compliment you on? Translate these into attributes.
Be Brutally Honest: Only select attributes that are authentically and consistently true. Falsely claiming to be "LGBTQ+ friendly" or having "short wait times" will backfire and damage trust.
Update Regularly: Your attributes should evolve with your practice. If you start accepting a new insurance plan or add a new language speaker, update your profile immediately.
Internal Link: A strong attribute strategy is part of a fully optimized profile. Make sure you haven't missed anything with our master checklist: The Ultimate Google Business Profile Checklist for Medical Practices.
Conclusion: The Power of the Small Details
In the competitive world of local SEO, victory often goes to those who sweat the small stuff. Google Business Profile attributes are the epitome of this principle. They require minimal effort to implement but can yield disproportionate results by filtering in your ideal patients and filtering out mismatches.
By thoughtfully selecting attributes that reflect your practice's true character, operational strengths, and commitment to patient care, you move beyond being just another listing. You become a clearly defined, trustworthy choice that stands out from the crowd for all the right reasons.
Now that you've optimized the static details of your profile, it's time to focus on the dynamic elements that show you're active and engaged. Learn how to use Google Posts to drive appointments: Drive Appointments with Google Business Profile Posts: Examples for Dentists & MedSpas.
