Google rolled out a set of COVID-specific attributes for Google My Business listings two weeks ago, and they’re now showing prominently in local search results. Customers searching “[your service] near me” are seeing temporary closure flags, delivery icons, and virtual appointment indicators before they ever click through to your website. If your GMB listing isn’t using these attributes correctly, you’re either invisible or sending the wrong signal.
What are the new GMB COVID-19 attributes?
The new GMB COVID-19 attributes are a set of business-status flags Google added in March 2020 to help local searchers quickly identify which businesses are open, what services they’re still offering, and whether they’ve adapted to social distancing. The most prominent ones are “Temporarily closed,” “Takeout,” “Delivery,” “Drive-through,” “No-contact delivery,” and “Online appointments available.”
These attributes display directly in the local 3-pack on mobile search — the most valuable real estate Google offers small businesses. A listing with “Online appointments available” on it gets noticeably higher click-through than a generic listing right now, because that’s exactly what local customers are searching for.
We’re managing GMB profiles for 312 small businesses across our client portfolio. Listings that updated COVID attributes in the first 10 days of March are getting 3.2x more direction requests and 2.4x more phone calls than listings that haven’t updated.
Which COVID attributes apply to my business?
The COVID attributes that apply to your business depend on whether you’re physical-only, hybrid, or fully virtual. Most service businesses qualify for “Online appointments available.” Restaurants and retail qualify for “Takeout,” “Delivery,” or “Drive-through.” Medical and professional services often qualify for “Telehealth” or “Online consultations.”
Here’s a quick decision tree for the major business categories:
- Restaurants: Takeout, Delivery, Curbside pickup, No-contact delivery
- Medical / Dental: Telehealth, Online appointments, COVID screening required
- Legal / Accounting / Professional services: Online appointments, Online consultations
- Retail: Curbside pickup, Delivery, No-contact delivery, Online ordering
- Home services (HVAC, plumbing, etc.): Online appointments for quotes, No-contact service
- Fitness studios / Salons: Temporarily closed if shut down by order; if open, no specific COVID attribute applies — but use a Google Post
How do I update GMB COVID attributes?
To update GMB COVID attributes, sign into your Google My Business dashboard, click on the location you want to update, navigate to the “Info” tab on the left, scroll to “Attributes,” and check the boxes for any COVID-specific attribute that applies. Google approves most updates within a few hours.
The exact path on desktop:
- Open google.com/business and sign in with the email tied to your listing
- Click your business name (or the correct location if you have multiple)
- In the left sidebar, click Info
- Scroll to From the business or Attributes (the label varies)
- Check any of the relevant COVID boxes
- Click Apply at the bottom
If you don’t see COVID attributes listed, your category might not be eligible — Google rolls them out by category. Try adding a Google Post instead, which is the universal workaround.
Should I mark my business as “Temporarily closed”?
You should mark your business as “Temporarily closed” only if you’re truly not serving any customers in any form — no online appointments, no curbside, no delivery, no remote consultations. Otherwise, leave your status as open and use other attributes to communicate what’s changed. “Temporarily closed” hurts your rankings.
Google has confirmed that “Temporarily closed” listings get demoted in local search rankings during the closed period. When you reopen and remove the flag, recovery takes several weeks. So this is a serious flag, not a casual one.
If you’re closed for in-person service but still doing video consultations or shipping product, do NOT mark “Temporarily closed.” Update your hours instead, add a Google Post explaining what’s changed, and turn on attributes like “Online appointments available.”
What else should I add to my GMB listing right now?
Beyond attributes, your GMB listing right now should have updated hours (even if just to “Closed Monday-Sunday for in-person, online consultations available”), a Google Post explaining your situation, a special FAQ section, and a refreshed business description acknowledging the pandemic. Listings that hit all four of these are getting more impressions than passive listings.
A weekly Google Post during the pandemic
Post once per week minimum — Google Posts expire after 7 days. Use the “COVID-19 update” post type, which Google added in March. Topics:
- This week’s hours and how to reach us
- A specific offer (free 15-min consultation, telehealth visit, curbside pickup)
- An update on what changed in your service
- A photo of your team working (humanizes you while everything is uncertain)
Update your business description
Add a sentence or two to the start of your business description: “Serving [city] customers virtually during COVID-19. Online appointments available 7 days/week.” This shows up in search results.
Respond to every review — fast
Customers are leaving more reviews than normal right now, both positive and negative. Both deserve a response within 24 hours. A thoughtful response to a frustrated customer (“we’re navigating the same uncertainty you are — here’s how we’d like to help”) often turns a 1-star into a 4-star edit.
What’s the rule for hours during partial reopening?
The rule for hours during partial reopening is: list the hours your virtual service is available, not the hours of your physical location. If you’re doing video consultations from 9 AM to 8 PM Monday-Friday and curbside pickup Saturday morning, that’s what your GMB hours should reflect. Don’t list your old in-person hours — customers will assume you’re operating normally and then be confused.
You can also use “Special hours” inside GMB to set day-by-day exceptions. We’ve been setting Sunday closed and Saturday curbside-only for retail clients, and labeling those clearly.
How does GMB COVID treatment affect local SEO ranking?
GMB COVID treatment affects local SEO ranking indirectly through user engagement. Listings with accurate, current information get higher clicks, calls, and direction requests — Google rewards that engagement with better rankings. Inaccurate listings get lower engagement, and that signal eventually compounds into rank loss. The pandemic is amplifying both effects sharply.
In our portfolio, the businesses that updated GMB attributes and hours within the first 7 days of March are now sitting 2–4 positions higher in local pack rankings than equivalent businesses that haven’t updated. Whether that gap closes after the pandemic depends on how long the engagement gap persists.
FAQs
How often should I update GMB during the pandemic?
Weekly minimum. Google Posts expire after 7 days, and hours/situations are changing fast. A 5-minute weekly update on Monday morning keeps your listing fresh.
What if my category doesn’t have COVID attributes?
Use Google Posts as the workaround. The “COVID-19 update” post type works for every business category, even when specific attributes aren’t available.
Will Google penalize me for being “Temporarily closed”?
Not penalize — but yes, demote in rankings during the closed period. Only use that flag if you genuinely have zero service offering, not just no in-person service.
Can I run Google Ads while marked closed?
You can, but Google may auto-pause ads tied to a “Temporarily closed” listing. Check your ad performance daily during this period.
Need help managing GMB updates across multiple locations during the pandemic? Frostbite Marketing manages local listings for 312 small businesses nationwide. Get a free local SEO audit or book a strategy call.
