Categories
Categories tell Google what type of business you are. They're one of the biggest factors in determining which searches your listing appears for. Get this right and you'll show up for the searches that matter.
Understanding How Categories Work
What to do
Before we set yours up, understand what categories actually do and why they're so important.
Step by step
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Categories determine when you appear in search. If someone searches "plumber near me", Google looks for listings with "Plumber" as a category. Without the right category, you won't appear for relevant searches.
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You have one primary category and up to 9 secondary categories. Your primary category is the most important — it carries the most weight. Secondary categories let you appear for additional related searches.
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You must choose from Google's predefined list. You can't type in whatever you want. Google has thousands of categories, but you have to find and select them from their list.
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Categories also unlock features. Different categories give you access to different features. Restaurants get menus. Hotels get booking buttons. Service businesses get service areas. Your category determines what options you see.
How much do categories affect ranking?
Categories are one of the top three local ranking factors (along with proximity and prominence). In competitive markets, having the exact right primary category can be the difference between appearing in the map pack and not appearing at all. Google's own documentation confirms that 'relevance' — how well your listing matches a search — depends heavily on category.
Choosing Your Primary Category
What to do
Your primary category should describe what your business IS at its core. Not everything you do — just the main thing.
Step by step
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Think about how customers search for you. What would someone type into Google when they need your main service? "Plumber", "Dentist", "Café", "Solicitor"? That's probably your primary category.
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Be as specific as possible. If there's a more specific category that fits, use it. "Italian Restaurant" is better than "Restaurant" if you're an Italian restaurant. "Emergency Plumber" might be available if that's your focus.
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Choose what you ARE, not what you DO. A plumber who repairs boilers is still primarily a "Plumber", not a "Boiler Repair Service" (unless that's genuinely all you do).
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Start typing to see available options. In the category field, start typing keywords related to your business. Google will show matching categories. Browse through them to see what's available.
Examples by industry
Primary: "Plumber" — This is what customers search for. Even if you specialise in boilers or bathrooms, "Plumber" captures the broadest relevant audience. You'll add specialties as secondary categories.
Primary: "Cafe" or "Coffee Shop" — Choose based on your identity. If you're primarily about coffee, use "Coffee Shop". If you serve substantial food and coffee is secondary, "Cafe" might be better. "Breakfast Restaurant" is an option if that's your main thing.
Primary: "Dentist" — The core category. "Dental Clinic" is similar. Specialties like "Cosmetic Dentist", "Pediatric Dentist", or "Emergency Dental Service" can be primary if that's genuinely your main focus.
Primary: "Solicitor" or your main specialty — If you're a general practice, use "Solicitor". If you specialise, check if Google has your specialty: "Family Law Solicitor", "Criminal Defense Lawyer", "Conveyancing Solicitor" might be available.
Research What Categories Competitors Use
What to do
See what categories successful competitors are using. This helps you discover categories you might have missed.
Step by step
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Search for your main service in Google. For example, "plumber plymouth" or "café exeter". Look at the businesses appearing in the map pack (the top 3 with the map).
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Click on each competitor's listing. Open their full profile by clicking their name.
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Look for their category. It's usually displayed near the top of their profile, under their business name. You'll see at least their primary category.
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Note useful categories. If a competitor uses a category you hadn't considered, note it down. You might want to use it too.
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Use a browser extension for more detail (optional). Tools like "GMB Spy" or "GMB Everywhere" (Chrome extensions) can reveal ALL categories a competitor uses, including secondary ones. Search the Chrome Web Store for these free tools if you want deeper insights.
**Don't just copy competitors blindly.** Use this research to discover relevant categories, but always check they genuinely apply to your business. Using categories that don't fit can hurt your listing.
Adding Secondary Categories
What to do
Secondary categories help you appear for additional relevant searches. Add any categories that genuinely describe what you offer.
Step by step
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Go to your category settings. In business.google.com, find the category section (usually under "Business information" or "Edit profile").
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Look for "Add another category" or similar. Click to add secondary categories.
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Add categories that genuinely apply. If you're a plumber who also does heating work, add "Heating Contractor". If you're a café that does evening meals, add "Restaurant".
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You can add up to 9 secondary categories. But don't add categories just because you can. Only add ones that truly describe services you offer.
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Don't duplicate your primary. If your primary is "Plumber", don't add "Plumbing Service" as a secondary — they're too similar.
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Think about different ways people search. A bakery might add "Wedding Cake Shop", "Cake Shop", "Dessert Shop" if they genuinely offer all these things.
Examples by industry
Primary: Plumber | Secondary: Heating Contractor, Water Heater Installation Service, Bathroom Remodeler, Drain Cleaning Service, Emergency Plumber (if these all apply)
Primary: Cafe | Secondary: Breakfast Restaurant, Sandwich Shop, Coffee Shop, Bakery, Dessert Shop (depending on what you actually offer)
Primary: Dentist | Secondary: Cosmetic Dentist, Emergency Dental Service, Teeth Whitening Service, Dental Implants Provider, Pediatric Dentist (based on your actual services)
Primary: Solicitor | Secondary: Family Law Solicitor, Divorce Lawyer, Will Preparation Service, Estate Planning Lawyer, Notary Public (based on your actual practice areas)
Do secondary categories help as much as primary?
Secondary categories do help you appear for related searches, but they carry less weight than your primary category. If you want to rank strongly for "emergency plumber" searches, having it as your primary category will help more than having it as a secondary. However, you can only have one primary, so secondaries are valuable for capturing additional search types. Some businesses find success changing their primary category seasonally if their business has distinct seasonal services.
**Don't add categories that don't apply.** Adding "Restaurant" when you only sell coffee, or "Emergency Plumber" when you don't offer emergency services, can confuse Google's algorithm and potentially harm your listing. Stick to categories that genuinely describe your business.
How to Set Your Categories
What to do
Here's the step-by-step process to set or change your categories in Google Business Profile.
Step by step
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Sign in to business.google.com and select your listing.
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Click "Edit profile" or look for "Business information" in the menu.
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Find the "Category" section and click to edit.
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Your primary category should be shown first. Click on it to change it, or confirm it's correct.
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To add secondary categories, look for "Add another category" and click. Start typing to search for relevant categories.
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To remove a category, click the X next to it (for secondary categories). Be careful not to accidentally remove important ones.
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Save your changes when you're done. Category changes usually take effect quite quickly, but may take up to a few days to fully reflect in search.
What if Your Category Doesn't Exist?
What to do
Sometimes the perfect category for your business doesn't exist. Here's how to handle it.
Step by step
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Try different search terms. The category you want might exist under a different name. Try synonyms and related terms. "Barber" vs "Barber Shop" vs "Men's Hair Salon" for example.
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Use the closest available category. If your exact business type isn't listed, choose the nearest equivalent. Google adds new categories regularly, so check back periodically.
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Be creative with secondary categories. Even if your perfect primary doesn't exist, you might be able to describe your business accurately with a combination of categories.
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Don't use an unrelated category. If you're a dog groomer and "Dog Groomer" doesn't exist (it does, but hypothetically), don't choose "Pet Store" — it's inaccurate and will show you for the wrong searches.