Google Business Profile categories work best when you pick one specific primary category that describes your business, then add only a few more for distinct departments or services. Google Business Profile Help says the categories you select affect your local ranking.
Pick one specific category as your primary
Google Business Profile Help, in its guide to managing your business category, says to "Select a primary category that best describes your business." Pick something specific, like "Nail salon," instead of something broad, like "Salon." You can't create your own category, so you choose from Google's existing list. If nothing on the list matches your business, choose a more general category. Choosing a category may also set a public label on your business profile.
Use the "This business IS a" test to avoid mistakes
Its guidelines for representing your business add more detail. Google Business Profile Help says to "Use as few categories as possible to describe your overall core business from the provided list." It adds that you should choose categories that are "as specific as possible, but representative of your main business." A good test is to complete the sentence "This business IS a" with your category. You should also describe the business "holistically rather than a list of all the services it offers." The guidelines also say "Do not use categories solely as keywords or to describe attributes of your business." They also advise against picking categories that belong to a nearby or related business. Google adds broader categories in the background, so you can skip picks made redundant by a more specific category. Google Business Profile Help also notes it "can also detect category information from your website and from mentions about your business throughout the web."
Add more categories only for distinct departments or services
Additional categories exist for "special departments or services." Choose a few that match from the list. Separately owned, public-facing departments get their own profile instead of an additional category on yours. Changing categories has a consequence worth knowing about. "If you add or edit an existing category, you might be asked to verify your business again." For businesses with several locations, every location shares the one category that best represents the business. A department's category has to differ from the main business's category. Practitioners such as dentists get their own profile when they're public-facing and reachable at the verified location during stated hours. Google Business Profile Help says they "shouldn't have multiple Business Profiles to cover all of their specializations."
Categories open up features on your profile
Your category choice opens up features tied to your type of business. Restaurants can add order, reservation, and menu links. Health and beauty businesses can add a booking button and a list of services. Hotels can show class ratings and amenities. Google Business Profile Help's guide to managing your services says businesses in certain categories can list services, with suggestions tailored to the type of business. It also says custom service names are allowed, though names with prices, phone numbers, or personal information get rejected. Some features depend on location, too. Google Business Profile Help's guide to managing your attributes says "Some attributes can only be changed in certain locations, countries, or business categories."
What changing a category means for your profile
Once you settle on a category, treat your website the same way. Google Business Profile Help notes it can detect category information from your website, so your headings and service pages should say what your category says. After a category change, check your profile for a verification request. Then fill in the services and booking options that category makes available.
Before you finalize a category, run through this checklist:
- Confirm your primary category completes the sentence "This business IS a" the way Google intends.
- Add extra categories only for departments or services you would stand behind publicly.
- Match your website's headings and service pages to the language in your categories.
- After any category change, check whether Google asks you to verify your business again, then update services and booking options.
Our guide to how your Google Business Profile affects local search ranking covers the three factors Google uses for local search results. Our guide to Google Business Profile posts covers whether posting updates helps your profile.
Frequently asked questions
Do Google Business Profile categories affect ranking?
Yes. Google Business Profile Help says the categories you select affect your local ranking. Tips to improve your local ranking on Google explains that relevance is "how well a Business Profile matches what someone is searching for." Your category is part of that match.
What's the difference between a primary and an additional category?
The primary category best describes your business as a whole. Additional categories cover special departments or services within that same business. Google Business Profile Help says to use as few categories as possible to describe your core business from its list.
Can I create my own Google Business Profile category?
No. Google Business Profile Help says "You can't create your own category." If nothing on the list matches your business, choose a more general category.
Should I add a category for every service I offer?
No. Google Business Profile Help says additional categories are for "special departments or services." Avoid adding one for every product or service you offer. List individual services in the services section instead, where some categories offer suggestions tailored to your type of business.
Will changing my category affect my Google Business Profile?
Possibly. Google Business Profile Help says "If you add or edit an existing category, you might be asked to verify your business again." Plan for that step, then update your services and booking options to match the new category.
Choosing the right Google Business Profile categories comes down to picking one specific primary category. Add only a few more for departments or services. Keep your categories and your website pages saying the same thing about your business.
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