Google Business Profile introduced several targeted features to help businesses navigate COVID-19 challenges, focusing on real-time communication, operational transparency, and customer engagement. These tools allowed businesses to update critical information like temporary closures, adjusted hours, and safety protocols directly on Google Search and Maps—where over 1 million businesses utilized these features starting March 2020 ^[2]. Beyond basic updates, the platform enabled fundraising support, virtual service promotions, and dedicated COVID-19 posts that remained more visible than standard updates ^[10]. Schools and local businesses leveraged these features to highlight distance learning programs and special hours for takeout or deliveries ^[5][8].

• Core communication tools: Temporary closure markers, secondary hours for special services, and COVID-19-specific posts with extended visibility ^[2][10]
• Customer support features: Direct links for gift cards, donations, and virtual appointments to maintain revenue streams ^[2][7]
• Safety and transparency: Health/safety attributes (later removed in 2022) and regular updates via Q&A, descriptions, and images ^[3][4]
• Performance tracking: Insights tools to monitor customer engagement and adjust strategies during disruptions ^[8]

COVID-19 Features in Google Business Profile

Real-Time Operational Updates and Communication

Businesses faced unprecedented operational changes during COVID-19, and Google Business Profile became a critical hub for communicating these shifts. The platform introduced dedicated tools to mark temporary closures, adjust hours for specific services, and post time-sensitive updates—all of which appeared prominently in Search and Maps results. Over 1 million businesses adopted these features within the first months of the pandemic, demonstrating their immediate value for maintaining customer trust ^[2].

Key functionalities included:

• Temporary closure marker: A single-click option to indicate a business was temporarily closed without affecting its long-term search ranking, which schools and retailers used to manage expectations while maintaining online visibility ^[5][8]
• Secondary hours: Businesses could add special operating hours for services like curbside pickup, delivery windows, or senior shopping hours, displayed alongside regular hours in search results ^[8]
• COVID-19 post type: A distinct post category designed to stay visible longer than standard updates (up to 14 days versus 7), ensuring critical information like reopening dates or safety protocols remained accessible ^[10]. These posts supported rich media (photos/videos) and direct links to external resources ^[9]
• Automated Q&A: Businesses proactively populated their Q&A sections with FAQs about COVID-19 policies, such as "Do you require masks?" or "Are you offering contactless payment?", which appeared in the Knowledge Panel ^[4]

The urgency of these updates was reflected in Google’s relaxed editing policies during 2020–2021, though businesses were cautioned against rapid, repeated changes to avoid automatic suspensions ^[4]. For example, a restaurant could update its profile to show:

1. Temporary closure from March 15–April 1 (marked via the closure tool)
2. Secondary hours for takeout (4–8 PM daily)
3. A COVID-19 post detailing new sanitation measures with a video tour
4. Q&A entries about gift card purchases and delivery zones

This multi-channel approach ensured customers received consistent information across all touchpoints, reducing confusion during volatile operating conditions.

Customer Support and Revenue Preservation Tools

Beyond operational transparency, Google Business Profile rolled out features to help businesses mitigate financial losses and engage customers virtually. These tools addressed immediate revenue needs—like gift card sales and donations—while also supporting long-term digital transformation ^[2]. By April 2020, features like fundraising links and virtual service promotions became widely adopted, particularly by small businesses and nonprofits ^[7].

Critical revenue-support features included:

• Gift card and donation links: Businesses could add direct buttons to their profiles for purchasing gift cards or making donations, with Google partnering with platforms like PayPal and GoFundMe. A bakery in Portland reported a 30% increase in gift card sales after adding this feature ^[7][8]
• Virtual services attribute: Companies offering online classes, telehealth, or remote consultations could mark this attribute, which triggered a "Virtual Services" badge in search results. Yoga studios, tutors, and therapists used this to pivot to digital offerings ^[2]
• Fundraising posts: Nonprofits and struggling businesses created posts with donation links, which remained pinned to their profiles. For example, a local theater used this to raise $12,000 for its "Save Our Stage" campaign ^[2]
• Local Posts for chains: Multi-location businesses gained the ability to publish COVID-19 updates across all branches simultaneously via the GMB Dashboard, though API support was initially limited ^[10]

These features were complemented by marketing tools to amplify reach:

• Free promotional materials: The GMB Marketing Kit allowed businesses to generate customizable social media graphics and posters highlighting their COVID-19 responses, such as "We Deliver!" or "Support Us With Gift Cards" ^[1]
• Performance insights: Enhanced analytics showed which updates (e.g., reopening announcements vs. safety protocols) drove the most customer actions, helping businesses refine their messaging ^[8]

A case study from Travel Portland illustrated the impact: A bookstore used the virtual services attribute to promote online author events, paired with a COVID-19 post linking to its new e-commerce site. Within a month, its online sales grew by 40%, and the post received 1,200 views—far exceeding typical engagement ^[8]. This demonstrated how combining multiple GMB features could create a cohesive digital strategy during disruptions.