Why Categories Matter So Much
Your Google Business Profile category is arguably the single most important ranking factor you can control. It directly determines:
- Search relevance: Which searches your business appears for
- Available features: Categories unlock specific GBP features
- Attributes: Available attributes depend on your category
- Competitor set: Who you're compared against in rankings
Get your category right, and you're visible to the right customers. Get it wrong, and you're invisible or competing for the wrong searches.
Choosing Your Primary Category
The Specificity Principle
Always choose the most specific category that accurately describes your business:
- "Italian Restaurant" is better than "Restaurant"
- "Family Law Attorney" is better than "Lawyer"
- "Toyota Dealer" is better than "Car Dealer"
- "Emergency Plumber" is better than "Plumber"
Specific categories have less competition and match more specific searches.
Match Customer Intent
Think about what customers actually search for:
- What problem are they trying to solve?
- What words do they use to describe what you do?
- What would they type into Google?
Primary Category Rules
- Must describe your core business, not a secondary offering
- Should match what most customers come to you for
- Be honest—misrepresentation can result in suspension
- You can only have ONE primary category
Additional Categories
You can add up to 9 additional categories. Use them wisely:
When to Add Categories
- You genuinely provide that service
- Customers search for that service type
- The category is significantly different from your primary
Examples of Good Additional Categories
Primary: "Pizza Restaurant"
- Delivery Restaurant ✓ (different service model)
- Takeout Restaurant ✓ (different service model)
- Catering Service ✓ (additional service)
- Italian Restaurant ✗ (too similar to primary)
Don't Over-Categorize
Adding irrelevant categories doesn't help and may hurt. Google's algorithm can detect mismatched categories and may penalize your rankings.
Category Research Methods
Competitor Analysis
Check what categories top-ranking competitors use:
- Search your target keywords
- Click on competitors in the local pack
- Note their primary category (shown on profile)
- Use tools to reveal their secondary categories
Google's Category List
Google doesn't publish a complete list, but you can explore by:
- Typing in the category field and seeing suggestions
- Using third-party category list tools
- Researching similar businesses
Test Different Searches
Search variations of what you do and see which businesses appear. Their categories likely match those searches.
Common Category Mistakes
Being Too Broad
Choosing "Restaurant" when "Thai Restaurant" is available means competing against all restaurants instead of just Thai restaurants.
Aspirational Categories
Don't add categories for services you plan to offer but don't currently provide. Add them when you actually offer the service.
Keyword Stuffing
Categories aren't keywords. Don't add every remotely related category hoping to rank for more searches—it doesn't work that way.
Ignoring Updates
Google regularly adds new categories. Check periodically for more specific options that better match your business.
Copying Competitors Blindly
What works for competitors might not work for you. Their categories should inform your research, not be copied directly.