COVID-19 UPDATE: We've gone virtual!

Google Announces move to make “it easier to find and support Black businesses”

By Meghan McKenna–

Google announced that it will be “honoring the legacy of Black-owned businesses in the U.S.” by “making it easier to find and support Black businesses.” 

Their Outreach Initiatives blog published the first day of Black History Month goes on to note that historically, Black-owned businesses “have served as gathering spots for Black communities throughout the country… as more Black businesses come online, they’re creating new pathways for economic opportunity and generational wealth in the Black community.” 

The search numbers indicate an overwhelming desire to support Black-owned businesses. Google reports seeing a 600% increase in search queries that include “black owned” from 2019 to 2020. In order to make it easier to find Black-owned businesses, Google has introduced new Attributes in their Merchant center and Google My Business. 

The “Identifies as Black-owned” labels are now available to Google Merchants for the first time, however it won’t be visible to shoppers for a few more months. The move is an update to the Black-owned business attribute launched in Google Search and Maps in the summer of 2019. 


  • Sign in to your Merchant Center account.
  • Click the Tools and settings menu in the top right corner of Merchant Center
  • Click the Business information page
  • On the About your business tab, scroll down to the Business identity attributes
  • Click Identifies as Black-owned to toggle it on or off


Check the box next to “include my business in promotions for Black-owned businesses” if you want your business to have the opportunity to appear on pages featuring Black-owned businesses.


  • Sign in to your Google My Business account
  • Navigate to the Info in the left-side navigation
  • Scroll down to the From the business section and click the edit pencil icon.
  • The Identifies as Black-owned Attribute will be the first thing you see, click to toggle it on.
  • Be sure to click Apply to save the settings.




Continue on through and add in any and all attributes that apply to your business. The more information you provide to Google, the more information they have to give users about you! 

For more SEO insights check our Meghan’s Company Search Appeal

About Search Appeal:

We develop creatively unique WordPress websites that are technically optimized for favorable search engine performance. Through a guided process of Audit, Optimize, Design we help your business stand out online with customers and search engines.

Share on facebook
Share on twitter
Share on linkedin
Share on email

Stay Connected

1909 Accelerator: Get to Know the Founders & Their Game Changing Ideas

The cohort is made up of 20 incredible founders from 15 local businesses and is majority minority. The cohort is diverse in people, ideas and industries, with startups ranging from community gardens to real estate applications, maternity athletic wear, hardware devices for those who are speech- and hearing-impaired, and ocean-powered technology—to name just a few.

Read More »
Scroll to Top