Choosing Google Business Profile Categories: A Guide for Trades and Services
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Your primary category is the single most important choice on your Google Business Profile: Google says the categories you select affect your local ranking (Google Business Profile Help). Choose the most specific category that describes your core business as your primary category, then add a few additional categories only for distinct services you genuinely provide. Don't add a category for every product or service.
Primary versus additional categories
Primary category | Additional categories | |
What it is | The one category that best describes your business | Extra categories for distinct services or departments |
How many | One | A few; Google says not to select one for every product or service |
Example | "Plumber" | Additional categories only for genuinely separate services you offer |
Google's rules, in plain English
From Google's help page on categories (Google Business Profile Help):
Choose specific over general. Google's example is choosing "Nail salon" rather than "Salon". If a specific category doesn't exist, choose a general one.
You can't create your own category. You must pick from Google's list.
Use a few, not many. Don't select a category for every product or service.
Separate businesses need separate profiles. Google's example: a health club with a café shouldn't add "Cafe"; if the café operates independently and serves the public, it should have its own profile.
Changes can trigger re-verification. Adding or editing categories may require you to verify your business again.
Google's broader guidelines also say to use as few categories as possible to describe your overall core business (Google guidelines).
How to pick your primary category
Write down the one thing most of your customers hire you for.
Start typing it in the category field and look at the options Google offers.
Choose the most specific one that is true for your whole business.
Search Google Maps for competitors who do the same work and note their categories. Don't copy them blindly; use them as a check.
Examples for trades and services
Category names come from Google's list and can change, so check the exact options in your profile.
Business | Likely primary category | When to add more |
Plumber doing general and gas work | Plumber | Only if a distinct, specific category exists for a service you genuinely offer |
Electrician | Electrician | If you also run a distinct service with its own category, such as solar installation |
Landscaper | Landscaper | If you also provide a separate service, such as lawn care, that has its own category |
Physiotherapy clinic | Physiotherapist | Only for genuinely separate services offered at the clinic |
Accountant | Accountant | For distinct services such as tax preparation, if offered |
Common mistakes
Choosing a vague category like "Contractor" when a specific one exists
Adding a long list of loosely related categories
Changing categories frequently
Using a category for a service you rarely do
Trying to get keywords into the business name instead; Google's guidelines don't allow that
Categories aren't everything
Categories help Google decide which searches you're relevant for, but you also need complete services, an accurate description, a website that supports your profile, and reviews. Distance from the searcher still matters too.
Next step
If you want your profile set up correctly from the start, see Morphic's Google Business Profile set-up and management, or get a free quote.
Also see Google Business Profile optimisation in St Albans.
Related reading: Why Isn't My Business Showing on Google Maps? 12 Causes and Fixes and How to Rank on Google Maps: Getting Into the Top 3 in Melbourne.
Key Takeaways
Google says the categories you select affect your local ranking.
Choose the most specific primary category that describes your core business.
Add only a few additional categories, for distinct services you genuinely provide.
You can't create your own category, and changes may require you to verify again.
Categories work alongside complete services, a supporting website and reviews.
Emon Datta
Founder, Morphic Agency
Morphic Agency is a Melbourne-based UX design agency. We've shipped 50+ products across 15+ countries.
