When it comes to getting found online by local customers, your Google Business Profile (GBP) is one of the most powerful tools you have. And while most business owners know to update their hours, upload photos, and collect reviews, one critical piece often gets overlooked:
Your GBP categories.
Choosing the right categories—and optimizing them—can significantly boost your visibility in local searches. It tells Google what your business does, who you serve, and when to show you in search results.
In this guide, we’ll walk you through exactly how to optimize your GBP categories for better local rankings—and how to avoid common mistakes that could be holding your business back.
What Are GBP Categories?
Categories in your Google Business Profile help define your business in Google’s eyes. When someone types in a query like “emergency plumber near me” or “vegan bakery in Warrington,” Google uses your category selection to decide if your business is a relevant match.
There are two types:
- Primary Category – Your main business type (e.g., “Electrician” or “Family Law Attorney”).
- Additional Categories – Secondary services you offer (e.g., “Lighting Contractor” or “Divorce Lawyer”).
Choosing and optimizing these correctly tells Google when to surface your profile and helps you rank for the right local searches.
Why GBP Categories Matter for Local SEO
Your categories impact:
✅ Where and when your business shows up in Google Maps and local pack results
✅ What features your profile includes (e.g., booking buttons, menus, service lists)
✅ How competitive your rankings are compared to others in your niche
✅ Customer experience, since users get more accurate results
Here’s the bottom line: if your GBP categories don’t match the services your customers are searching for, you’re probably missing out on local traffic—no matter how many 5-star reviews you have.
Step-by-Step: How to Optimize Your GBP Categories
1. Start With Keyword Research
Before updating anything, take the time to research what terms your customers are actually using.
Use tools like:
- Google’s autocomplete – Start typing your service and see what suggestions appear.
- Google Keyword Planner – Free tool to explore search volume and related terms.
- BrightLocal or Local Falcon – For competitive local SEO insights.
Search for your business type and location. Look at which competitors appear in the map pack and what categories they use.
Example: If you’re a water damage specialist in Bucks County, your primary category might be “Water Damage Restoration Service,” while additional categories could include “Mold Remediation,” “Contractor,” or “Fire Damage Restoration.”
2. Choose the Right Primary Category
Your primary category is the most important—and should reflect your core offering.
✅ Be specific. “Wedding Photographer” is better than just “Photographer.”
✅ Avoid picking a category just because it sounds impressive. Choose what most closely matches what you do.
Tip: You can only have one primary category, so make it count. This is the one Google weighs the heaviest.
3. Add Relevant Secondary Categories
Now that your primary is locked in, add secondary categories for the other services you offer. Google lets you add up to 9 additional ones.
✅ Make sure they are accurate and relevant.
✅ Don’t overdo it or add categories that barely apply—you could confuse Google or mislead customers.
Example: A dental clinic might have:
- Primary: “Dentist”
- Secondary: “Cosmetic Dentist,” “Pediatric Dentist,” “Emergency Dental Service”
Each of these categories increases your chances of showing up for a wider range of local searches.
4. Audit Your Competitors
A great way to improve your GBP categories is to look at who’s already ranking in your area.
Search for your primary service + city (e.g., “painter in Warminster”). Click on the top-ranking listings and check their categories under “About” or “Details.”
Ask:
- Are there any categories you’ve overlooked?
- Are their categories more specific than yours?
- Are they appearing for keywords you want to rank for?
Make notes and compare them to your current profile.
5. Update Your Categories in GBP
Once you’ve done your research:
- Log in to your Google Business Profile.
- Click “Edit profile” → “Business information” → “Business category.”
- Add or adjust your primary and additional categories.
- Save changes.
Heads-up: Google may review and approve these updates, especially if they’re significant changes.
6. Support Your Categories with Content
After setting your categories, strengthen them with related signals:
- Use your categories in your business description.
- Add services that match each category (e.g., “Drain cleaning” under “Plumber”).
- Upload photos and videos showing those services in action.
- Post updates or offers that relate to each category.
- Build relevant landing pages on your website.
This shows Google that you’re not just claiming the category—you’re living it.
Mistakes to Avoid When Optimizing GBP Categories
Even well-meaning business owners can hurt their rankings by making these missteps:
🚫 Using broad or generic categories when more specific ones exist
🚫 Adding unrelated categories just to attract more traffic
🚫 Failing to update categories as services expand or shift
🚫 Copying competitors blindly without considering your own goals
Your GBP should reflect your actual business—not a wishlist or someone else’s brand.
How Often Should You Review Your Categories?
You don’t need to update them weekly—but a quarterly audit is a smart move, especially if:
- You’ve added new services
- A new category becomes available (Google updates the list regularly)
- Your local competition shifts
- Your rankings have dropped
Keeping your profile current signals to Google—and customers—that your business is active and accurate.
How Digital One Helps You Get Found Locally
At Digital One, we specialize in helping local businesses get seen—and chosen—by the right customers.
Our GBP optimization services include:
🔹 Category audits and competitive analysis
🔹 Keyword research tailored to your service area
🔹 Profile updates, service list creation, and photo optimization
🔹 Local SEO integration to support your Google presence
🔹 Ongoing monitoring and strategy updates
We don’t believe in guesswork. We use data, real-world experience, and a local-first strategy to help businesses like yours dominate in Google Maps and local search.
Optimizing your GBP categories might seem small, but it plays a huge role in whether your business shows up—or gets overlooked.
Take the time to choose categories that truly reflect what you do, support them with real content, and revisit them regularly as your business grows.
Local customers are searching. Let’s make sure they find you.