How to Choose a Category for Your Google Business Profile
Many factors influence your company’s ranking in top local search results. Let’s explore the role that selected categories play in this process when creating and filling out your company listing in Google Business Profile (GBP).
According to the updated list of local search ranking factors, Google Business Profile (GBP) factors—such as categories—have the greatest impact on local search results.
Google Business Profile ranking factors, 2021

Google Business Profile ranking factors, 2023


Categories are assigned to your business to ensure that your company’s products or services are accurately classified on Google.

Google Business Profile (GBP) categories also impact:

- The features available in your GBP profile/listing
- The attributes associated with your business
- Whether you can add a booking button
- The types of price lists you can use
- Whether you can specify primary and secondary hours of operation in your listing

You select a Google business category right after entering your company’s name when creating a Google Business Profile listing.
Keep in mind that the primary category has the greatest impact on your listing’s ranking and should be chosen carefully.
How to Choose a Google Business Profile Category to Increase Visibility on Maps
Let's outline the basic steps in selecting categories on Google for your business.
1
Determine Your Key Search Terms and Phrases
Start by identifying the main keywords and phrases that potential customers might use to find your business.

  • Type of Business: Specify the type of business you operate (e.g., "supermarket," "medical center," "restaurant") and its profile. For example, if you run a restaurant, specify whether it is an "Italian restaurant," "family restaurant," etc. A supermarket could also be categorized as a "food wholesaler" or a "natural food store."
  • Goods and Services: Make a comprehensive list of the goods and services you offer. For example, if you own a beauty salon, list services like hair, nails, and makeup, as well as products like professional cosmetics, tools, and branded accessories.
Use Keyword Research Tools
Once you have your list, use keyword research tools to determine which terms have the highest potential reach. These tools can be either free or paid, such as SEMrush Keyword Analysis.

For instance, if you enter the keyword "Pizza restaurant," you can obtain data like search volume, competition, and related keywords.
Screenshot from SEMrush (results for "Pizza restaurant")
And here are the results for "Italian restaurant":
Screenshot from SEMrush (results on "Italian restaurant")
Next to each keyword, write down its search reach. Then, narrow your list to the words and phrases that have the highest reach and best match your type of business.

In our case, "Italian restaurant" is a broader and more relevant term, so we would choose it as the category.
2
Define the Categories Your Competitors Use
Open Google and start searching your local market using the filtered keywords from your list. Your local market consists of the area where your customers are located in relation to your business.

The size of your local market can vary—it might be as small as your neighborhood, an entire city, or even neighboring towns. This depends on your business model, which Google helps define.

For example, a coffee shop might have a very small local market, as most customers come to get their coffee to go—typically people who live or work nearby. On the other hand, the local market for a zoo could be much larger, as people are willing to travel greater distances to visit.

Make a list of all the competitors you find in your local market. The next step is to analyze their categories, and this is where GMBspy can help.

GMBspy is a free Chrome extension that saves you time. It allows you to navigate Google Maps, search for competitors in your local market, and view their categories. You can either search for competitors individually or simply hover your mouse over the map to see pop-up data.
3
Check the Categories Offered by GBP
Google’s general advice is to be as specific as possible. If you manage a chain of nail salons, don’t overcomplicate it—choose ‘Nail salon’ as your category.

You can’t create your own category, but the list of Google Business Profile categories contains nearly 4,000 options, so you can pick one that generally matches your business.
Please note that if you add or edit one of your existing categories, Google may ask you to verify your business again. This helps Google confirm that your business information is accurate.
4
Focus on Holistic Business Descriptions
Choose categories that complete the sentence: "This business IS a" rather than "This business HAS a." The aim is to provide a well-rounded description of your business, focusing on what it fundamentally represents rather than listing every service, product, or amenity it provides.
FAQs
Let's answer some of the most common questions about choosing categories:
— How many categories can I choose?
— You can choose 1 main and up to 9 additional categories.
Important: Never add categories that are irrelevant to your business. For example, if your business is a pub, you obviously shouldn’t add ‘barbershop’ as a category. Doing so can completely confuse Google, mislead your customers, and harm your local rankings. On the other hand, as long as each category you choose accurately reflects your business, you’ll be fine.
Or you can keep it simple and prioritize adding the most specific categories for your business. Google will handle the broader details behind the scenes. For example, if you choose a specific category like "Vegan Restaurant," Google will automatically associate it with more general categories like "Restaurant," "Vegetarian Restaurant," and "Health Food Restaurant."
— What if there’s no suitable category for my business on Google?
— Google offers a vast number of categories covering many different types of businesses. However, if you can’t find the perfect match right away, choose the category that most closely aligns with what your business does. Then, be sure to fill in as much information as possible about your company, including its products and services, business description, images, and Google posts.
— How do I know if I have chosen the right category?
— Many factors affect the visibility of your listing in local search results. If you've done everything possible to complete your Google listing correctly but it’s still not appearing in local search results, it’s worth double-checking your selected categories. Look at which categories your direct competitors are using. Are your categories aligned, or are you missing something?

Finally, remember that you’re not the only one who can influence your categories. If you notice that your categories have mysteriously changed, it could be due to third parties editing your listings. To fully control access to your listings and protect them from unauthorized changes, consider using specialized software solutions like BrandWizard. The BrandWizard platform helps you maintain your listings accurately and safeguard them from unauthorized edits.
— Which category should I choose if I have a diversified business?
— Google's guidelines allow some business models to have multiple listings for the same physical location. This can apply to:
  • Multi-department models: For example, a medical center with separate departments for cardiology, pediatrics, emergency care, etc.
  • Multi-practitioner models: For example, a law firm with several lawyers specializing in different areas of law.
  • Multi-brand models: For example, in the automotive industry, where Google allows separate listings for dealerships selling different brands of cars.
Google recommends creating a separate listing for each area in a multi-entity business and choosing a distinct category for each listing.
— When the least popular category can be used?
— The main goal when creating Google Business Profile (GBP) listings is to increase visits and foot traffic to your company. If geographical factors or competition make it challenging to maximize revenue from the most popular category, you can gain an edge by selecting several less popular categories. These less competitive categories can help you reach the top of local rankings.
To sum up
Filling in Google Business Profile categories is a crucial part of managing your company listings on Google. By analyzing the data carefully and methodically, you can select the right category to help your business rank successfully on Google.

Periodically, check if new categories have become available. These updates can enhance your visibility in local search results, as well as increase foot traffic and calls to your business.

Utilize available services and tools to analyze Google categories in detail. This will save you time and provide more accurate data, helping you make informed decisions.
Want to keep your GBP listings perfectly updated? BrandWizard is here to help your business take full control— book a demo to learn more.
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