What Are Google Business Profile Categories?
Definition and Explanation
Google Business Profile Categories serve as identifiers that help define a business's specific services or products. These categories are crucial for helping Google understand what your business does, which helps the search engine decide when to display your business profile in search results. For example, if you run a "Pizza Restaurant," choosing this as your primary category will help Google show your business when someone searches for "Pizza near me."
Choosing the right categories is critical for local Search Engine Optimisation (SEO). Properly categorized businesses are more likely to appear in localized search results, which are increasingly prevalent as more people use mobile devices for search. Categories also influence the keywords your business can rank, making them vital to your overall SEO strategy.
Types of Google Business Profile Categories
Primary Categories
The primary category you choose will have the most significant impact on your local ranking and visibility. It should be the most accurate representation of your business.
- Examples: Restaurant, Gym, Dental Clinic, Clothing Store
Secondary Categories
Secondary categories offer additional context and can help your business appear in a broader range of search queries. These should complement your primary category.
- Examples: For a restaurant that also offers vegan options: Vegan Restaurant, Health Food Restaurant. For a dental clinic offering cosmetic dentistry: Cosmetic Dentist, Emergency Dental Service.
Specialty Categories
Some businesses may fall under more specialized categories that are not as commonly used but can be highly effective for niche markets.
- Examples: For a bookstore that specializes in comic books: Comic Book Store. For a gym that focuses on CrossFit: CrossFit Gym.
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How to Choose the Right Categories for Your Business
Selecting the right categories for your Google Business Profile is not just a one-time task; it's an ongoing process that requires thoughtful consideration. Here's how to go about it:
Importance of Being Specific
The first rule of thumb is to be as specific as possible. Google's algorithm is designed to deliver the most relevant results to users, and being specific with your categories will help Google understand exactly what your business offers. For example, if you run a "Pet Supply Store" that specializes in "Aquarium Supplies," make sure to include both as your primary and secondary categories.
Relevance to Your Business Services
Your chosen categories should directly relate to your business's core services or products. If you run a bakery that also serves coffee, your primary category might be "Bakery," while your secondary categories could include "Café" and "Coffee Shop." This ensures you appear in search results for baked goods and coffee, broadening your potential customer base.
Tips for Selecting Multiple Categories
- Start Broad, Then Narrow Down: Begin with a broad category that describes your business and then use secondary categories to get more specific.
- Don't Overdo It: While selecting as many categories as possible is tempting, Google advises choosing only those directly relevant to your business.
- Review and Update: As your business evolves, so should your categories. Make it a habit to review them periodically, especially if you expand your services or target new markets.
Remember to keep creating Google Profile Posts: These posts offer a unique way to engage with current and potential customers by sharing concise information, visible right beneath your business details, accompanied by a photo.
By carefully selecting and periodically reviewing your Google Business Profile Categories, you can improve your visibility in search results, attract more relevant traffic, and ultimately drive more business.
Common Mistakes to Avoid When Choosing Categories
Being too broad or too specific
One of the most common mistakes businesses make when selecting Google Business Profile Categories is choosing too broad or too specific. A broad category might make your business appear in unrelated searches, diluting the quality of your leads. On the other hand, a very specific category could limit your visibility, causing you to miss out on potential customers who are using more general search terms.
Ignoring Secondary Categories
Many businesses focus solely on their primary category and ignore secondary categories. This is a missed opportunity. Secondary categories can provide additional context about your business and help you appear in a wider range of search queries. They can be particularly useful for businesses that offer multiple services.
Businesses evolve, and so should your Google Business Profile Categories. Failing to update your categories to reflect changes in your services or target market can decrease visibility and relevance in search results.
How Categories Affect Your Business Profile
Impact on Search Visibility
Your chosen categories directly impact how and where your business appears in Google Search and Maps. Accurate, well-chosen categories can increase your visibility for the right search queries, attracting more relevant leads.
Influence on Customer Perception
The categories you select also influence how potential customers perceive your business. Incorrect or misleading categories can create confusion and deter customers from engaging with your business.
Role in Local Rankings
Google uses categories as one of the factors to determine local rankings. The right categories can help you rank higher in local search results, making it easier for nearby customers to find you.
Keeping up with the latest changes
Google Business Profile (GBP) remains an indispensable tool when optimising your local business for search engines. Sterling Sky, a leading figure in Local SEO, has published valuable insights on making the most out of Google Business Profile categories. Here, we summarise key takeaways from Sterling Sky's latest articles.
The Hidden Potential of Semi-Unrelated Categories
Google Business Profile allows businesses to select up to ten categories for each profile. While it's tempting to stick to categories directly related to your industry, Sterling Sky suggests that venturing into semi-unrelated categories can be surprisingly rewarding.
For example, a lawn care company that also sets up Christmas lights during the off-season can benefit from selecting the "Christmas shop" category, even though it may not be an exact fit. This would enable the company to rank for "Christmas light installation." Likewise, dentists offering services like Invisalign or ceramic braces can capitalize on the "orthodontist" category, even if they aren't formally specialized in orthodontics. Broadening your category scope can give your local pack rankings a significant boost.
How to Choose the Optimal Category
The right category not only aids in better rankings but also enhances your business visibility on platforms like Google Maps and Search. Tools like the Pleper Chrome extension and GMB Everywhere can make identifying the most relevant categories easier. The Pleper Category Tool can recommend categories based on your business information and targeted keywords, simplifying selection.
Adding Categories: The Administrative Side
As of 2020, the Google My Business dashboard listed 3,956 categories for US businesses. If your business doesn't neatly fit into one of these existing categories, you can request a new one through the Google My Business forum. Note that you'll need to provide substantial supporting documents to consider your request. Such additions, however, can take up to 9 months to get approved. In one instance, a user's request led to adding "Dental Implants Provider" as a new category in June 2020.
The March 2023 Google Core Update: What Changed?
The landscape of local SEO changed considerably with the Google Core Update in March 2023. This update significantly affected both organic search results and map pack rankings. One noteworthy change was the prioritisation of primary categories, which led to drastic shifts in visibility for some businesses. Moreover, categories were broadened to match more related keywords. For instance, businesses listed under "electronic store" now compete with those listed under "computer store" and "phone repair shop."
Businesses that rely solely on secondary categories for their listings may find themselves at a disadvantage against competitors that match primary categories. Although these changes could be temporary-since Google sometimes rolls back updates-it's crucial to stay updated on these developments.
Optimising your Google Business Profile through careful category selection can remarkably impact your online visibility. Businesses should leverage available tools and stay abreast of Google's ever-changing algorithms to optimise their profiles fully. For more expert advice on this topic, Sterling Sky offers an in-depth look into the nuances of Google Business Profile categories and how they affect local SEO.
For further reading, check out Sterling Sky's articles on semi-unrelated categories, how to add categories to Google Maps and Google My Business, and the impact of the March 2023 Core Update on Local SEO. We recommend reading their blog to keep up with the latest changes.
Frequently asked questions
