Picking the right category for your Google Business Profile (GBP) is like picking the right outfit for an important event—it sends a message. Except here, the message goes straight to Google, impacting your local search rankings. In fact, your primary category could be the difference between customers finding you or your competitors.
But let’s be honest: Google Business Profile categories aren’t as simple as they sound. With over 4,000 categories (and more being added or removed constantly), choosing the right ones can feel like navigating a maze.
What Exactly Are Google Business Profile Categories?
In short, GBP categories tell Google (and potential customers) what your business does. For example, are you a dentist or a pet sitter? Maybe you’re an auto wrecker or a fish spa (yes, that’s a thing).
Your primary category is critical—it’s your business’s main identifier and the strongest local ranking signal. You can also pick secondary categories, but more on that later.
Here’s why your GBP category matters:
Visibility: The right category boosts your visibility in local searches. When people search for what you offer, Google can’t recommend you if your business isn’t in the right category.
Relevance: It’s not just about showing up; it’s about showing up for the right things. You don’t want to miss out on potential leads because your GBP category doesn’t match what your business actually does.
Primary vs. Secondary Categories: What’s the Difference?
Your primary category should be laser-focused on your main service. It’s your business’s headline, the thing you want to be known for. The secondary categories? They’re your side gigs—the other services you offer.
Pro tip: Don’t get carried away with secondary categories. While you can pick up to nine, keep it simple and relevant. Overloading your profile with irrelevant categories can confuse both Google and your customers.
How Many Categories Can You Pick?
You get one primary category and up to nine secondary categories. That might sound like a lot, but less is more here. Choose only the categories that best describe your business—no need to max out your options.
Example: If you run a grocery store with a coffee bar, your primary category would be grocery store. But you can add coffee shop as a secondary category to reflect that additional service.
What If Your Category Doesn’t Exist?
It happens. Despite the thousands of categories, you might not find the perfect fit. If your specific niche isn’t available, go broader. Running a speakeasy bar? Try bar or cocktail bar. It’s not about perfection—it’s about relevance.
Single-Location vs. Multi-Location Businesses
Choosing the right category gets trickier for businesses with multiple services or locations.
For single-location businesses with a narrow focus (e.g., a divorce attorney), the primary category is straightforward. But what if your business covers multiple categories? Say you offer HVAC, plumbing, and backflow testing. In that case, prioritize the service you want to be known for the most, then list the others as secondary categories.
Multi-Location Businesses: Spread the Love
If you have multiple locations, mix up the categories. Instead of using the same category for each location, diversify to target different local searches. For example, one office could be listed as HVAC contractor, while another is heating contractor.
Managing Practitioner Listings
This is where it gets juicy. If you’re in an industry like law or real estate, both the business and individual practitioners can have their own GBP listings. That means you could have a law firm listed as a law firm and the individual attorneys listed as divorce attorneys or family law attorneys.
Having both the firm and practitioners appear in local searches can be a game-changer for small markets.
Testing Your GBP Categories: The Secret Sauce
Here’s a little-known secret: your category choice isn’t set in stone. Test it. Try different combinations and see how your search rankings react. Does heating contractor get more hits than HVAC contractor? Make adjustments until you hit the sweet spot.
And don’t forget about seasonality. If your business focus changes throughout the year, update your categories accordingly. An HVAC contractor could switch to furnace repair in winter and AC repair in summer.
In a digital world where visibility is everything, GMB Fox ensures your business isn’t just online—it’s the first choice customers make. Let us handle the complexities of digital marketing, so you can focus on what truly matters: growing your business.
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