How to Choose the Right Google Business Category | Guide

Why Getting Your Google Business Category Right Could Be the Difference Between Thriving and Just Surviving

You've poured your heart into building your business. You've perfected your service, created a website, maybe even gotten business cards printed. But when potential customers search Google for exactly what you offer, they're finding your competitors instead. Why?

The culprit might be something surprisingly simple: your Google Business Profile category.

Think of your business category as the sign above your storefront—except this sign tells Google's algorithms what you do and who should see you. Choose the wrong one, and you're essentially putting a "Hardware Store" sign above your bakery. Google will show you to people looking for hammers when you're trying to sell cupcakes.

The good news? Fixing this takes about 15 minutes and could transform how many customers find you. Let's walk through exactly how to get it right.

Why Your Category Choice Matters More Than You Think

When someone types "plumber near me" or "affordable web designer in your city" into Google, the search engine doesn't magically know what every business does. It relies heavily on the categories you've selected in your Google Business Profile.

Your primary category is the most powerful signal you send to Google about your business. It tells the algorithm:

• What searches should trigger your profile

• Which competitors you should appear alongside

• What Google Maps category filter you'll show up under

Here's what happens when you get it wrong: A freelance graphic designer who lists herself under "Marketing Agency" won't show up when someone searches for "logo designer near me"—even if logo design is her specialty. Meanwhile, she'll appear in searches for full-service marketing (which she doesn't offer), frustrating searchers and wasting everyone's time.

Secondary categories give you additional visibility for related services, but they carry less weight. Think of your primary category as your main focus and secondary categories as important add-ons.

The Real-World Impact: A Quick Example

Marcus runs a kitchen remodeling business. Initially, he chose "General Contractor" as his primary category because it sounded more professional and covered more ground. The problem? When homeowners searched for "kitchen remodeler near me," he wasn't showing up. General contractors and specialized remodelers serve different needs, and Google treats them differently.

Once Marcus switched his primary category to "Kitchen Remodeler" and added "General Contractor" as a secondary category, his profile views increased by 67% within three weeks. More importantly, the calls he received were from his ideal clients—homeowners who specifically wanted kitchen renovations, not whole-house construction projects or basic repairs.

Step 1: Identify Your Primary Category

Your primary category should be the most accurate description of your core business activity—not the most impressive-sounding option.

Here's how to choose:

Start by asking yourself: "If I could only tell someone one thing about my business, what would it be?" That's likely your primary category.

Open your Google Business Profile (if you don't have one yet, visit business.google.com and follow the setup process—we'll assume you have a profile for now). Click on "Edit profile," then scroll to the "Category" section.

When you start typing in the category field, Google will suggest options. This is crucial: you must choose from Google's predefined categories. You can't create your own, no matter how perfectly worded it might be.

Let's get specific with some examples:

If you're in construction or trades: Don't default to "Contractor" if you specialize. "Roofing Contractor" is different from "Flooring Contractor" which differs from "HVAC Contractor." The more specific you are, the better quality leads you'll attract. Someone searching for a roofer doesn't want a foundation specialist appearing in their results.

If you own a restaurant: "Restaurant" is broader than "Italian Restaurant" or "Pizza Restaurant." If 80% of your menu is pizza and that's what you're known for, "Pizza Restaurant" will attract customers who specifically want pizza—your ideal audience.

If you're a freelancer or consultant: "Graphic Designer" is clearer than "Marketing Consultant" if design work is your primary service. "Web Designer" is different from "Graphic Designer." Think about whether you mainly create websites or if you do broader visual design work like logos, brochures, and branding.

If you run a retail store: "Clothing Store" is different from "Women's Clothing Store" or "Vintage Clothing Store." The more specific you can be about what makes your store unique, the better you'll attract your target customers.

Common mistakes to avoid:

• Choosing a category because it sounds fancier (selecting "Design Agency" when "Freelance Graphic Designer" is more accurate)

• Picking a broader category thinking it will get you more visibility (it usually gets you irrelevant visibility)

• Selecting based on aspirations rather than current reality (if you're a mobile dog groomer, don't choose "Pet Care Service" because you hope to open a facility someday)

The test: Search Google for your chosen category plus your city. Do the businesses that appear offer the same core service you do? If yes, you're on the right track. If you're seeing businesses that do something significantly different, keep searching for a better fit.

Step 2: Add Strategic Secondary Categories

Google allows you to add additional categories—take advantage of this, but be strategic. You can add up to nine additional categories, but quality beats quantity.

The golden rule: Only add secondary categories for services you actively provide and want to be found for. Don't add "Catering Service" to your coffee shop just because you could theoretically cater if someone asked. Add it only if you're prepared and equipped to handle those orders.

How to select your secondary categories:

Log into your Google Business Profile and navigate to the category section. You'll see an option to "Add another category" below your primary one.

Think about the different ways customers might search for your services. An electrician might add:

• Electrician (primary)

• Lighting Contractor (secondary—if you specialize in this)

• Electrical Repair Service (secondary—emphasizes repair work)

But that same electrician should not add "Home Automation Service" or "Security System Installer" unless they genuinely provide those services with confidence and competence.

For service-area businesses (you go to customers): Consider categories that reflect both what you do and specializations. A mobile pet groomer might use "Pet Groomer" as primary and add "Dog Trainer" only if they actually offer training.

For multi-service businesses: This is where secondary categories shine. A restaurant that also does catering should pick the service that represents the bulk of their business as primary, then add the other. If 90% of your revenue comes from dine-in service, make "Restaurant" your primary and "Caterer" your secondary.

A practical approach: List the five most common services customers actually hire you for. Search for each one in Google's category list. The most frequent/core service becomes your primary category. Services two through four become secondary categories if they differ enough from the primary.

Warning about category stuffing: Don't add every remotely related category hoping to appear in more searches. A pizza restaurant shouldn't add "Italian Restaurant," "Sandwich Shop," "Fast Food Restaurant," and "Meal Delivery" just because they technically do all those things. Google may see this as spammy, and you'll attract wrong-fit inquiries that waste your time. Three to five total categories (including primary) is often the sweet spot for most small businesses.

Step 3: Research What Categories Google Actually Offers

This is the step most business owners skip—and it costs them visibility.

Google doesn't publicize a complete, searchable list of available categories in a convenient format. But you can research what's available:

Method 1: Use the category field itself. Start typing keywords related to your business and see what Google suggests. Try variations. If you're a contractor, type "contractor," then try "construction," then "remodeling." Each might surface different category options.

Method 2: Check your competitors. Search Google Maps for businesses like yours in your area. Click on their profiles and look at their categories (these are visible publicly, usually displayed under the business name). This shows you what categories similar businesses successfully use. If three of your top competitors all use the same primary category, that's a strong signal.

Method 3: Think like your customer. What exact words would someone type into Google when they need your service? "Landscaper near me"? "Mexican restaurant"? "Wedding photographer"? Type these into Google and look at the businesses that appear. What categories are they using? This reverse-engineering approach reveals what works.

A real scenario: You're a freelance copywriter but aren't sure which category to pick. Search "copywriter your city" and examine the top-ranking Google Business Profiles. You might discover that "Copywriter," "Marketing Consultant," and "Advertising Service" all appear frequently, while "Writer" is too broad. Test by searching for each category—which results most closely resemble your business?

Step 4: Make the Change (Here's Exactly How)

Now that you've identified your ideal categories, let's implement them. This is simpler than you think.

For desktop:

1. Go to business.google.com

2. Sign in with the Google account associated with your business profile

3. If you manage multiple locations, select the one you're updating

4. Click "Edit profile" (the pencil icon)

5. Scroll to the "Category" section

6. Click on your current primary category—you'll get a dropdown

7. Delete the current category and start typing your new choice

8. Select from Google's suggestions (you can't proceed without picking a predefined option)

9. To add secondary categories, click "Add another category" and repeat

10. Click "Apply" or "Save"

For mobile (using the Google Business Profile app):

1. Open the app and select your business

2. Tap "Profile"

3. Tap "Edit" (pencil icon)

4. Scroll to "Category"

5. Tap your primary category to change it

6. Tap "Add category" for secondary options

7. Tap "Save"

Important note: Changes typically go live within a few minutes, but it can take several days for Google to fully re-index your profile and adjust your visibility in search results. Don't panic if you don't see immediate ranking changes. Give it about a week.

What if you don't see your category option? Try different word variations. "Landscape" might be listed as "Landscaper" or "Landscape Designer" or "Lawn Care Service." If you genuinely can't find an appropriate category, choose the closest available option and use your business description to clarify your specific services (we'll cover descriptions in a moment).

Step 5: Optimize Everything Else to Support Your Categories

Your category choices are crucial, but they work best when your entire profile supports them. Here's how to create consistency:

Your Business Description: This 750-character section should naturally reference your primary category and services. If you're a tile installer, use that word in your description. Avoid keyword stuffing—write for humans, but be clear about what you do.

Example: "We're a family-owned tile installation company specializing in custom bathroom and kitchen transformations. Whether you're renovating one room or your entire home, we bring 15 years of craftsmanship to every project. From classic subway tile to modern mosaics, we handle everything from design consultation to final grouting."

Your Business Name: This should be your actual business name—not your business name plus keywords. Google's guidelines prohibit keyword-stuffing here (like "Garcia Landscaping | Best Lawn Care in Austin"). Violations can result in suspension. Just use your legal business name.

Services Section: If your category is "Roofing Contractor," list specific services like "Roof Repair," "Roof Replacement," "Storm Damage Assessment," "Gutter Installation." This reinforces what you do and can appear in search results.

To add services:

1. In your Google Business Profile editor, find the "Services" section

2. Click "Add services"

3. Create service items with clear names and brief descriptions

4. Include pricing if appropriate (even ranges like "$150–$300" help set expectations)

Posts and Updates: When you share posts on your Google Business Profile, mention your services naturally. A landscaper might post about spring planting: "Spring is the perfect time for fresh landscaping. Let us design and install the garden you've been dreaming of." This reinforces your category focus.

Photos: Show yourself doing the work related to your category. A restaurant should share photos of popular dishes, the dining space, and the kitchen team in action. A contractor should show project photos, your team at work, and before/after transformations. Visual consistency builds trust.

Common Pitfalls to Avoid

Even with the best intentions, business owners make predictable mistakes. Here's what to watch for:

Changing categories too frequently: Every time you change your primary category, Google essentially re-evaluates where you should rank. Frequent changes can hurt your visibility. Choose carefully, then give it at least 3-6 months before reconsidering unless you realize you made a significant error.

Choosing categories for aspirational services: You hope to offer custom furniture building someday, but right now you do finish carpentry. Stick with what you do now. Update when your service mix genuinely changes.

Listing multiple locations with inconsistent categories: If you have three restaurant locations and they all serve the same menu, use identical category structures for each. Inconsistency confuses Google and your customers.

Ignoring category updates: Google occasionally adds new, more specific categories or reorganizes existing ones. Check your categories every 6-12 months to see if something more accurate has become available.

Forgetting to verify changes: After updating categories, always view your profile as a customer would (search for your business on Google Maps). Confirm the changes appear correctly. Occasionally, updates don't save due to technical glitches.

How to Know If You've Chosen the Right Categories

After you've made changes, you should monitor whether they're working. Here's what to track:

Profile Views: In your Google Business Profile dashboard, check your "Performance" tab. Look at the number of people viewing your profile in search and maps. A good category choice should increase views over time (give it 2-4 weeks to stabilize).

Search Queries: The Performance tab also shows what searches led people to your profile. Do these searches align with your services? If you're a wedding photographer but appearing for "family portrait photographer" searches when that's not your focus, something's off.

Actions: Monitor how many people call, visit your website, or request directions. An increase in these actions suggests you're being found by the right people.

Customer Questions: If you start getting calls or messages asking about services you don't offer, your categories might be too broad or incorrect.

The smell test: Search for your primary category plus your city in Google. Browse the results. Do you belong among these businesses? If you look at the top 10 and think "yes, we do the same core thing," you've likely chosen well.

What to Do If You're in a Niche Without a Perfect Category

Some businesses are so specialized that Google's predefined categories feel inadequate. Here's how to handle it:

Choose the closest parent category. If you specialize in vintage furniture restoration, "Furniture Repair Service" or "Antique Furniture Restoration Service" is your best bet. There might not be a vintage-specific option, but the parent category will get you into the right neighborhood.

Use secondary categories creatively. That furniture restoration specialist might add "Antique Store" (if they also sell) and "Interior Designer" (if they offer design consultations) as secondary categories to broaden reach without abandoning accuracy.

Lean heavily on your description and services. Since your category can't be ultra-specific, your business description and listed services need to do more work. Be extremely clear about your specialization in these sections.

Consider your posts and Q&A sections. Answer common questions in the Q&A feature using language that reflects your niche. Share posts about your specialized work. Over time, this content helps Google understand your specific expertise.

Example: A food truck that specializes in vegan tacos might use "Taco Restaurant" as their primary category (since "Vegan Taco Truck" isn't an option), then fill their description, services, and posts with language about plant-based Mexican cuisine and their mobile service.

Quick Start Action Plan

Feeling overwhelmed? Here's your simplified roadmap for this week:

Today (15 minutes):

• Log into your Google Business Profile

• Write down your current primary and secondary categories

• Search Google Maps for your business and note what categories appear

Tomorrow (30 minutes):

• Search for three of your direct competitors and record their categories

• List the top 5 services customers actually hire you for

• Write down the exact phrases customers use when they find you (check old emails or intake forms)

Day 3 (20 minutes):

• Based on your research, identify your ideal primary category

• Choose 2-3 secondary categories that reflect actual services

• Make the changes in your Google Business Profile

Rest of the week:

• Update your business description to naturally reference your services

• Add or revise your services section to support your categories

• Take or upload photos that show you doing the work your categories represent

End of week:

• View your profile as a customer would

• Do test searches for your categories in your area—do you appear?

• Check back in 2-3 weeks to see how your visibility has changed

Your Next Steps

Choosing the right Google Business category isn't complicated, but it's consequential. It's one of those small hinges that swings big doors—fifteen minutes of focused work that can influence whether your ideal customers find you for months to come.

You now know how to select categories that accurately represent your business, how to research what's available, and how to implement changes that support your visibility. The question is: will you actually do it?

Block out 30 minutes this week—put it on your calendar right now—and make these updates. Your future customers are searching for exactly what you offer. Make sure Google knows how to connect them with you.

If you'd like help ensuring your entire Google Business Profile is optimized to attract your ideal customers, I'm here to help. I work with small business owners to build online visibility that brings in qualified leads through Google Business Profile optimization. Whether you need a complete profile overhaul or just want guidance on getting it right, learn more about my services here or schedule a free 15-minute consultation.