What are Google Business Profile categories?
Business Profile categories are labels from a fixed Google list that describe what kind of business a profile represents. Google says: "Your business categories inform your customers about what your business does."
Each profile has one primary category and can have up to 9 additional categories. Google says that if you select several, "the category in the first field will be your primary category."
Do categories affect local ranking?
Yes. Google says: "The categories you select affect your local ranking on Google."
Categories feed relevance, which Google describes as "how well a Business Profile matches what someone is searching for." Google gives the example of a pizza restaurant that might appear for searches such as "Restaurants," "Italian Restaurants," or "Pizza." Categories also unlock features: Google says "based on your business category, you might notice special features available for your Business Profile."
How do you choose a primary category?
Choose the most specific category that describes the core business. Google's guidelines say to select categories that complete the statement "This business IS a" rather than "this business HAS a."
- Be specific. Google's example is to choose Nail salon rather than Salon.
- Pick from the list. Google says: "You can't create your own category." Type a word such as "moving" into the category box and choose from the options Google shows.
- Fall back to a general category if no specific one fits. Google says to "select a general category that describes your business" in that case.
When should you add additional categories?
Add an additional category only for a distinct part of the business that customers look for separately. Google says: "Do not select a category for every product or service. Instead, use a few categories from the provided list to describe."
Its guidelines add: "Choose the fewest number of categories it takes to describe your overall core business."
Individual services belong in the Services section, not in categories. Google says businesses in some categories, "like service businesses, might have the option to showcase their offerings directly" on the profile.
Which category mistakes should a business avoid?
- Categories as keywords. Google says: "Do not use categories solely as keywords or to describe attributes of your business."
- Categories for other businesses. Don't add categories for a business nearby or one that operates inside yours. Google says a separately owned and operated department "should have their own Business Profiles."
- Different categories across locations. For a business with several locations, Google says "all locations must also have the same category if they provide the same service." See Business Profiles for multiple locations.
What happens when you change a category?
The change can trigger a new verification. Google says: "If you add or edit an existing category, you might be asked to verify your business again." See Business Profile verification.
Change the primary category only when it no longer describes the business.