How to Use GBP Attributes to Attract the Right Customers
Have you ever wondered why your competitors appear more often in Google Maps searches even though your business has been operating longer? One of the most commonly overlooked reasons by Malaysian business owners is GBP attributes — or Google Business Profile attributes — that are incomplete or inaccurate.
Based on the latest data from GBPAuditLab, the average GBP audit score for Malaysian businesses is only 71.2/100, and 100% of audited businesses do not have a complete description. This means the majority of local business owners are still leaving a huge opportunity on the table to attract customers who are genuinely interested in their products or services.
This step-by-step guide will teach you how to set up your GBP attributes correctly so that your profile accurately reflects your business — and in turn, attracts the most relevant customers.
What You'll Need
Before you get started, make sure you have the following:
- A Google Account that is linked to your Google Business Profile
- Full access (owner or manager) to your business's GBP profile
- Up-to-date business information — operating hours, services, facilities provided
- A device — a laptop or desktop computer is recommended for easier navigation
Time Required: 30–60 minutes
Difficulty Level: Easy (Suitable for beginners)
What Are GBP Attributes and Why Do They Matter?
GBP attributes are additional details you can add to your Google Business Profile to let potential customers know about the specific features of your business. These attributes are divided into several main categories:
- Physical facilities — e.g., free parking, wheelchair access
- Services offered — delivery, online booking, on-site services
- Business atmosphere — family-friendly, outdoor seating, free Wi-Fi
- Payment methods — credit card accepted, e-wallets (Touch 'n Go, GrabPay, etc.)
- Health & safety requirements — related to SOP compliance where applicable
When these attributes are filled in accurately, Google will display this information directly on your search panel. Potential customers searching for businesses with specific features — such as "halal restaurant with Wi-Fi" or "shop that accepts GrabPay" — will find your business much more easily.
Step 1: Log In and Access Your GBP Attributes Section
Open Google Business Profile Manager and select your business profile.
- Go to business.google.com
- Log in using your Google account
- Select the business you want to edit
- Click on the "Edit profile" button
- Scroll down to the "More" section — this is where you'll find the Attributes section
[Image: Screenshot of the Google Business Profile Manager dashboard showing the navigation menu on the left, with the "Edit profile" tab highlighted and the "More" / "Attributes" section visible in the editing form]
Important Note: The attributes available will differ depending on your business category. A restaurant will have different attributes from an electronics shop or a clinic. Make sure your business category is set correctly first.
Step 2: Review and Set Your Physical Facilities Attributes
Identify all the physical facilities your business offers and mark them accurately.
Physical facilities are among the first attributes customers look for, especially in Malaysia where practical factors like parking are very important. Facility attributes you should check include:
- ✅ Free / paid parking
- ✅ Wheelchair accessible
- ✅ Public restrooms
- ✅ Nursing room / baby facilities
- ✅ Outdoor / indoor seating area
How to set them:
- In the Attributes section, look for the "Accessibility" and "Amenities" groups
- Click on each relevant attribute to activate it
- Do not tick attributes that are not true — this can lead to negative reviews from disappointed customers
[Image: Close-up view of the "Accessibility" and "Amenities" sections in the GBP Attributes form, showing a list of attributes with on/off toggle buttons]
Step 3: Set Your Service Attributes Accurately
Determine the service modes your business provides and make sure each one is activated correctly.
In the post-pandemic era, Malaysian customers pay close attention to available service options. Common service attributes include:
- Delivery — do you deliver to customers' homes?
- Takeaway — for F&B businesses
- Dine-in — for restaurants and cafes
- Online appointments — for clinics, salons, and professional services
- In-store shopping — for retail shops and boutiques
How to set them:
- Look for the "Service options" group in the Attributes section
- Activate all options that are relevant to your current operations
- Review regularly — if you start offering delivery, make sure this attribute is updated
[Image: The "Service options" section in GBP Attributes showing options such as "Delivery", "Dine-in", "Takeaway" with clearly visible active/inactive status]
Pro Tip: If 46.15% of Malaysian businesses still have no website link in their GBP profile (based on GBPAuditLab data), imagine how many have also not filled in their service attributes. This is your chance to come across as more professional than your competitors!
Step 4: Complete Your Payment Attributes
List all the payment methods you accept so customers aren't caught off guard when they arrive at your premises.
This is one of the most practical yet frequently overlooked attributes. In Malaysia, digital payment methods are increasingly popular. Payment attributes you should consider:
- Credit / debit card (Visa, Mastercard)
- E-wallets — Touch 'n Go eWallet, GrabPay, Boost, MAE
- Bank transfer / online banking
- Cash only
- DuitNow QR
How to set them:
- Look for the "Payments" group in the Attributes section
- Select all the methods accepted by your business
- If you do not accept a particular payment method, do not activate it — this avoids confusion
[Image: The "Payments" section in GBP Attributes with a list of selectable payment methods, including credit cards and e-wallets]
Step 5: Add Atmosphere and Business Identity Attributes
Highlight your business's personality and values through relevant atmosphere attributes.
These attributes help customers make decisions based on the experience they are looking for, not just the product or service. Examples of atmosphere attributes:
- Family-friendly
- LGBTQ+ friendly (where applicable)
- Women-led / Locally owned
- Good for working on laptop
- Free Wi-Fi
- Halal (for food businesses — very important in Malaysia!)
How to set them:
- Look for the "Atmosphere", "Crowd", and "Highlights" groups in the Attributes section
- Select attributes that reflect the true identity of your business
- For Malaysian food businesses, make sure your Halal status is clearly stated — this is a deciding factor for the majority of local customers
[Image: The "Atmosphere" and "Highlights" sections in GBP Attributes, showing options such as "Family-friendly", "Free Wi-Fi", and other business identity attributes]
Step 6: Complete Your Business Description Alongside Your Attributes
Write a business description that complements your attributes and includes relevant keywords.
GBPAuditLab data shows that 100% of audited businesses do not have a complete description — and the description is the most frequently neglected signal. Although the description is technically not part of "attributes", it serves as a complement to all the attributes you have set.
A good description should:
- Mention your main services
- Mention your location or service area
- Include 1–2 relevant keywords naturally
- Not exceed 750 characters
For a complete guide on writing an optimised description, read our article: How to Write an Optimised GBP Business Description for Search.
[Image: The "Business description" editing form in GBP with a sample text filled in completely and professionally]
Step 7: Add Photos That Support Your Attributes
Upload photos that back up the attributes you claim in your profile.
If you say your business has free parking, show a photo of it. If you claim a family-friendly atmosphere, include a photo of families enjoying your services. Attributes without visual proof can be questioned by potential customers.
GBPAuditLab data found that 7.69% of businesses have fewer than 5 photos — which is an extremely minimal number for building trust. Aim for at least 10–20 high-quality images.
For a complete guide on photo optimisation, refer to: How to Optimise Your GBP Photos for Higher Rankings.
[Image: The "Photos" section in Google Business Profile showing various photo categories such as "Exterior", "Interior", "Food & drink", and "Team" with high-quality images]
Step 8: Review the Consistency of All Your Attributes
Double-check all the attributes you have set and ensure they are consistent with the other information in your profile.
Attributes that contradict other information can confuse customers and reduce trust in your business. Check the following:
- Operating hours set — are they consistent with the "Open 24 hours" attribute if you have it activated? (GBPAuditLab data: 7.69% of businesses still have no operating hours)
- Delivery attribute — are you actually offering delivery?
- Listed facilities — are all of them still available today?
A star rating of 4.61/5 with 2,469 reviews (average from GBPAuditLab data) shows that businesses that actively manage their GBP earn high customer trust. Make sure your attributes support this positive experience.
You should also ensure that the Q&A section in your profile does not contradict the attributes you have set. Read more: Q&A Section in GBP — The Feature Many Businesses Ignore.
Step 9: Monitor and Update Your Attributes Regularly
Schedule regular reviews to ensure your attributes are always up to date.
GBP attributes are not something you set once and forget about. Businesses change — you may start accepting a new payment method, add a delivery service, or change your operating hours. Recommended review schedule:
- Every month — review service and payment attributes
- Every quarter — review all attributes thoroughly
- After any major change — update immediately whenever there are operational changes
Google may also suggest changes to your attributes based on customer reviews. Monitor your GBP notifications and accept or reject those suggestions accordingly.
Step 10: Audit Your GBP Profile with GBPAuditLab
Run a comprehensive audit to identify gaps in your GBP profile that you may have overlooked.
Even after following all the steps above, there may still be other aspects of your GBP profile that need attention. This is where GBPAuditLab can help.
GBPAuditLab is designed specifically for Malaysian business owners like you. With just a few clicks, you'll get:
- A comprehensive audit score (Malaysian business average: 71.2/100 — can you do better?)
- A detailed checklist for every GBP element including attributes
- Specific action recommendations to improve your profile
- A comparison against the best standards in your industry
[Image: GBPAuditLab dashboard showing a complete audit score report with pie charts, a list of identified issues, and improvement recommendations for the Google Business Profile]
Want to know where your business stands? Run your free GBP audit now at gbpauditlab.com and find out which attributes you need to fix today.
Conclusion
GBP attributes are not just boxes to tick — they are the language you use to communicate with potential customers before they even set foot in your premises. By setting accurate and complete attributes, you are not only improving your discoverability on Google Maps, but also attracting customers who are truly the right fit for what your business offers.
Remember: wrong or incomplete attributes don't just waste opportunities — they actively push potential customers towards your competitors. Take action today.
To understand more about the factors that influence your overall Google Maps ranking in Malaysia, read: 10 Google Maps Malaysia Ranking Factors You Need to Know.
And if you want to maximise your use of Google Posts together with the attributes you have set, don't miss: Google Posts — How to Use Them and How Often You Should Post.