Google announced Today when it’s adding a new label to Maps and Search that will allow people to identify their business as LGBTQ+-owned. The new label is now available on Google for United States merchants with a verified business profile.
The new label joins existing options available to merchants, including Black-owned, Latino-owned, Veteran-owned, and Women-owned. This label also extends to the “LGBTQ+ friendly” and “transgender safespace” labels that appear on business profiles in Search and Maps.
“We want to make it easier for others to find LGBTQ+-owned businesses in our community,” Mackenzie Thomas, Google’s product and marketing inclusion lead, said in a statement. “Starting today, merchants in the US with a verified business profile can on google Add an attribute owned by LGBTQ+ Makes it easy for customers to find and support them through Search and Maps.”
on one support pageOf course, Google notes that self-identification is optional and is currently only available to retailers in the United States. Customers are able to filter for businesses using identity attributes.
Merchants can add labels to their business profiles by logging into their Merchant Center and navigating to the “Business Information” page. From there, you’ll need to find the “About Your Business” tab and scroll down to “Business Identity Attributes.” You can then click the toggle button next to the identity you want to add.