TL;DR
Marking your business as "Veteran-owned," "Women-led," or similar identity attributes on your Google Business Profile does not directly boost your overall search rankings. However, these attributes do make your business discoverable to customers who specifically filter their searches for these designations, meaning you show up in searches you otherwise wouldn't appear in at all. It's not just for show; it's a targeted visibility tool that connects you with customers actively seeking to support businesses like yours.
The Short Answer: It's Not a Ranking Boost, But It Is Real Visibility
Let me cut straight to it: adding identity attributes like "Veteran-owned," "Women-led," "Black-owned," or "LGBTQ+ friendly" to your Google Business Profile won't magically push you to the top of every local search result. Google's algorithm doesn't give you bonus points just because you checked a box.
But here's where it gets interesting, and why these attributes are absolutely worth adding.
When customers search specifically for "veteran-owned plumber near me" or "women-led marketing agency in Austin," Google filters the results to show only businesses that have those attributes selected. If you haven't marked your profile, you're invisible to those searchers. Period.
So while it's not a traditional ranking factor, it's a discovery factor. And in 2026, that distinction matters more than ever.
What Are Google Business Profile Identity Attributes?
Google Business Profile allows business owners to add various "attributes" to their listings. These are essentially labels that describe specific characteristics of your business. They fall into a few categories:
Identity attributes include:
- Veteran-owned
- Women-led
- Black-owned
- Latino-owned
- Asian-owned
- LGBTQ+ owned
- LGBTQ+ friendly
Service attributes might include things like:
- Wheelchair accessible
- Free Wi-Fi
- Outdoor seating
- Accepts credit cards
The identity attributes are what we're focused on today. They're designed to help customers find and support businesses that align with their values or meet specific criteria they're searching for.
Do These Attributes Directly Improve Your Search Ranking?
Let's be crystal clear: there is no evidence that identity attributes like "Veteran-owned" or "Women-led" directly improve your ranking in general local search results.
Google's local ranking algorithm focuses on three primary factors:
- Relevance – How well your profile matches what someone is searching for
- Distance – How close your business is to the searcher
- Prominence – How well-known and trusted your business is (reviews, citations, etc.)
Adding a "Women-led" attribute doesn't make your business more relevant for a general search like "best coffee shop near me." It doesn't change your distance from the searcher. And it doesn't automatically increase your prominence.
What does help your overall ranking? Keeping your entire profile complete, accurate, and regularly updated. As one industry source puts it: "Regular updates ensure that potential customers always have the most current information about your business, which can improve your search rankings."
So if you're hoping that checking the "Veteran-owned" box will suddenly vault you to position #1 for competitive keywords, I've got to manage those expectations.
How These Attributes Actually DO Help Your Business
Now for the good news, because there's plenty of it.
1. You Appear in Filtered Searches
This is the big one. When someone searches for "Black-owned bakery near me" or "veteran-owned auto repair Dallas," Google shows only businesses that have selected those attributes.
If you're a veteran who owns an auto repair shop but haven't marked your profile, you won't show up in that search. Your competitor down the street who did mark their profile? They're getting that customer.
These filtered searches represent a customer base that is actively seeking to support businesses like yours. That's high-intent traffic you're leaving on the table if you don't claim these attributes.
2. You Build Trust and Connection
Customers who search for identity-specific businesses aren't just casually browsing. They're making intentional choices about where to spend their money. When they find your business and see that attribute displayed, it creates an immediate connection.
That connection often translates to:
- Higher conversion rates
- Stronger customer loyalty
- More positive reviews
- Word-of-mouth referrals within that community
3. You Access Dedicated Networks and Directories
Beyond Google, marking your business with identity attributes can open doors to specialized directories, networks, and organizations. For example:
- Veteran-owned businesses can access SDVOSB (Service-Disabled Veteran-Owned Small Business) certifications for government contracting
- Women-led businesses can connect with organizations like the Women's Business Enterprise National Council (WBENC)
- Minority-owned businesses can access SBA programs and certifications
These networks provide visibility, credibility, and sometimes exclusive opportunities that general businesses don't have access to.
The Real Visibility Benefit: Intentional Discovery
Here's how I like to think about it: identity attributes are like having a second storefront on a specialty street.
Your main Google Business Profile is your storefront on Main Street, where you compete with every other business in your category for general foot traffic.
But when you add identity attributes, you're also setting up shop on "Veteran-Owned Street" or "Women-Led Avenue", smaller streets, sure, but filled with customers who came there specifically to find businesses like yours.
You're not just competing for attention anymore. You're being discovered by people who already want what you offer.
Best Practices for Using Identity Attributes
If you're going to add these attributes to your profile, do it right. Here's how:
Only Claim What's True
This should go without saying, but only select attributes that genuinely apply to your business. Claiming "Veteran-owned" when you're not actually veteran-owned is not only unethical, it can get your profile suspended and destroy your reputation.
Reinforce It Across Your Online Presence
Don't just check a box on Google and call it a day. If you're veteran-owned, incorporate that into your:
- Website copy and about page
- Meta descriptions and title tags
- Social media profiles
- Local directory listings
This consistency reinforces your identity to both customers and search engines. As one industry expert recommends: "Incorporate keywords related to veteran-owned businesses into your website content itself" for broader search visibility.
Combine Attributes with a Complete Profile
Identity attributes work best when your profile is already fully optimized. Make sure you have:
- Accurate business name, address, and phone number
- Complete business hours (including special hours)
- High-quality photos updated regularly
- Active review management
- Regular posts and updates
An identity attribute on an incomplete profile is like a fancy sign on a closed store.
Should You Add These Attributes to Your Profile?
If you legitimately qualify for any identity attribute, my answer is a resounding yes.
Here's my reasoning:
- There's zero downside – It doesn't hurt your ranking, it doesn't cost anything, and it takes 30 seconds to add
- There's real upside – You become visible to a dedicated customer base actively seeking businesses like yours
- Customer behavior is shifting – More consumers than ever are intentionally supporting diverse and veteran-owned businesses
- It differentiates you – In crowded local markets, anything that sets you apart is valuable
The only reason not to add an attribute is if it doesn't truthfully apply to your business.
How to Add Identity Attributes to Your Google Business Profile
Adding these attributes is simple:
- Sign in to your Google Business Profile
- Click "Edit profile"
- Select "More" from the menu
- Scroll to find the identity attributes section
- Toggle on the attributes that apply to your business
- Save your changes
Your attributes should appear on your profile within a few days.
If you want to track the results and see how your profile is performing after making changes, Google provides insights on how customers are finding and interacting with your listing.
The Bottom Line
Identity attributes like "Veteran-owned" or "Women-led" aren't going to game the algorithm or shoot you to the top of every search result. But they're far from "just for show."
These attributes connect you with customers who are specifically looking for businesses like yours. They build trust, open doors to dedicated networks, and help you stand out in a crowded marketplace.
If you qualify, claim them. It's one of the easiest wins in local SEO.
Need Help Optimizing Your Google Business Profile?
At LocalBizGuys, we help small businesses maximize their visibility in local search: from identity attributes to review management to full profile optimization. If you want to make sure your GBP is working as hard as you are, let's talk.
