In a move dedicated exclusively to businesses owned by the LGBTQ+ community, Google has now announced a brand new attribute for Google Business Profile (GBP, formerly known as Google My Business). Here’s how the new “LGBTQ+ owned” attribute appears:

Image: Google

This attribute follows in the footsteps of “family-led” (which is no longer accessible), “veteran-led”, and “women-led”, all of which were introduced in 2018. In 2020, “Black-owned” attributes were added, followed by a “Latino-owned” attribute in 2021.

Although Yelp has offered its own “LGBTQ+ owned” label for more than a year, Google did already include “LGBTQ+ friendly” and “transgender safe space” attributes back in 2020. The “LGBTQ+ owned” attribute is more straightforward, less ambiguous, and intends to spotlight LGBTQ+ company owners.

Here’s how to add it to your profile:

1. In the GBP dashboard, select ‘Edit Profile’ then ‘Business Info’
2. In the ‘More’ tab near the top, select the category you want to change
3. Next to the attribute, select ‘Yes’
4. When you are finished selecting attributes, click ‘Save’

Why does this attribute matter?

According to the Office for National Statistics, 3.1% of the UK population aged 16 years and over identifies as LGB, including an estimated 8% of 16-to-24-year-olds. This increasingly visible prevalence is shaping the business landscape, especially in digital channels. In Google’s own words:

As we celebrate Pride, it’s important to remember visibility and representation are critical, all year round. A flag in the window of a small business has the power to bring queer folks together, to celebrate our joy, honor our history, and fight for our diverse community. It’s our hope that this attribute will allow business owners to celebrate their identity and community with the world.

If you are part of the greater LGBTQ+ community, we recommend that you add this new attribute to your profile—or at least test it out. Attributes like this are designed to not only improve search visibility but set individual businesses apart from their competitors. Use every tool at your disposal to complete your profile(s), enrich your listings, and strengthen your connection with customers and prospects alike.