You can now specify if your service identifies as a Latino-owned service and if so, you can add that quality to your organization profile and highlight it in Google Search and Google Maps.If you login to Google My Business, click on your business, go to the details tab and then edit your characteristics you will see Black-owned, Latino-owned, women-led and veteran-led choices. The brand-new quality is the Latino-owned, here is a screenshot: So if you run a Latino owned company, adding the characteristic may help highlight your organization in Google Search and Google Maps.