Google Business Profile Categories: Complete Selection Guide
Your primary category is the single most important on-profile ranking factor for Google Maps. This guide shows you how to choose the best primary and secondary categories for maximum visibility.
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According to the latest local search ranking studies, your primary GBP category is the #1 on-profile factor that determines which searches you appear for. Think of it as telling Google: "This is what my business is." If you pick the wrong category, you could be invisible for your most important keywords.
Here's what categories control:
- Which search queries trigger your profile in the Local Pack and Maps
- Which attributes, features, and menu options appear on your profile
- Which competitors Google considers relevant alongside you
- What structured data Google associates with your listing
Primary vs. Secondary Categories
| Aspect | Primary Category | Secondary Categories |
|---|---|---|
| Limit | 1 only | Up to 9 |
| Ranking Impact | Very High | Moderate |
| Visibility | Shown on profile | Hidden to users (visible to Google) |
| Purpose | Defines your core business type | Adds supplementary services |
| Strategy | Choose the most specific match | Add all that genuinely apply |
How to Choose Your Primary Category
Follow this decision framework:
- Identify your core service: What's the one thing you do more than anything else? If 60% of your revenue comes from plumbing, your primary category is "Plumber," not "Contractor."
- Go specific, not broad: Google has thousands of categories. "Mexican Restaurant" ranks for more relevant terms than "Restaurant." "Personal Injury Attorney" beats "Lawyer."
- Research top competitors: Search your main keyword on Google Maps. Note the categories of the top 3 results. You can see categories using browser extensions like GMB Everywhere or by checking the source code of their profile.
- Test with Google's autocomplete: When editing your category in GBP, start typing your service. See what Google suggests — these are real, valid categories.
- Validate with search results: After setting your category, monitor your ranking for target keywords over 2–4 weeks. If you're not appearing for important terms, reconsider your primary category.
Category Selection Examples
| Business Type | ❌ Common Mistake | ✅ Better Choice |
|---|---|---|
| Pizza place | Restaurant | Pizza Restaurant |
| Family dentist | Health | Dentist |
| Dog groomer | Pet Service | Dog Groomer |
| Tax preparation firm | Accountant | Tax Preparation Service |
| Yoga studio | Gym | Yoga Studio |
| Auto body shop | Auto Repair Shop | Auto Body Shop |
Secondary Category Strategy
Add secondary categories for every additional service you genuinely offer. Do NOT add aspirational or tangential categories — they dilute your relevance signal.
Example — Dental Practice:
- Primary: Dentist
- Secondary: Cosmetic Dentist, Pediatric Dentist, Emergency Dental Service, Teeth Whitening Service, Dental Implants Periodontist
Example — HVAC Company:
- Primary: HVAC Contractor
- Secondary: Air Conditioning Repair Service, Heating Equipment Supplier, Furnace Repair Service, Duct Cleaning Service
Common Category Mistakes
- Keyword-stuffing the business name instead of fixing categories: Adding "Best Plumber in Austin TX" as your business name is a guideline violation. Fix your categories instead.
- Using too-broad categories: "Contractor" when "Roofing Contractor" is available.
- Adding irrelevant categories: A restaurant adding "Catering Service" when they don't cater — this can confuse Google's intent matching.
- Ignoring new categories: Google adds new categories regularly (100+ per year). Check quarterly for new options that fit your business.
- Copy-pasting competitors without context: Your competitor's categories may not apply to your services.
How Categories Unlock Features
Different categories unlock different GBP features:
- Restaurants: Menu editor, food ordering, table reservations
- Hotels: Amenity attributes, hotel star rating, check-in/out times
- Healthcare: Insurance accepted, health-specific attributes
- Service businesses: Service area map, service list with descriptions
If you're missing expected features on your profile, your category might be preventing them from showing up. See our GBP attributes guide for what's available per category.
How to Check Your Current Categories
- Sign in to business.google.com
- Select your business profile
- Click "Edit profile" → "Business category"
- Review your primary and additional categories
Or use our free GBP optimizer tool — it analyzes your categories as part of the audit and suggests improvements.
Frequently Asked Questions
Can I change my primary category anytime?
Yes, you can change it at any time in your GBP dashboard. Changes typically take effect within 24–48 hours. Monitor your rankings for 2–4 weeks after any change.
Do secondary categories impact ranking?
Yes, but much less than your primary category. They help you appear for additional search queries related to those services. The ranking impact is roughly 20–30% of the primary category.
What if my exact category doesn't exist?
Choose the closest match. You cannot create custom categories. Google adds new categories regularly — check back quarterly for new options.
Should I use all 9 secondary category slots?
Only if you genuinely offer that many distinct services. Quality over quantity — don't add irrelevant categories just to fill slots. Most businesses use 3–6 secondary categories.
Check Your Category Selection
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