The Bottom Line:
Your Google Business Profile categories directly determine which searches you appear in. You get 1 primary category (the most important ranking factor) and up to 9 secondary categories. Most businesses should use 3-5 total. Choose the most specific primary category available, only add secondary categories for services you actively offer, and make sure every category has matching content on your website.
Why Categories Matter (More Than You Think)
When someone searches "plumber near me" on Google, the algorithm doesn't scan every business in the area. It first filters for businesses with relevant categories. If your primary category is "General Contractor" instead of "Plumber," you're not even in the running for that search—no matter how many reviews you have or how optimized your profile is.
Categories are the foundation of local search visibility. Everything else (reviews, posts, photos) helps you rank better within your category, but categories determine which searches you're eligible for in the first place.
The Numbers:
1
Primary category (most important)
9
Additional categories allowed
3-5
Recommended total for most businesses
4,000+
Categories available in Google's system
Primary Category: Your Most Important Choice
Your primary category is the single most important field in your entire Google Business Profile. It's the main signal Google uses to determine what your business is and which searches to show you in.
Primary Category Rules
Be as specific as possible
"Emergency Plumber" beats "Plumber" beats "Contractor" if emergency plumbing is your focus
Match your highest-value service
Choose the category that represents the service you most want leads for, not necessarily the broadest description
Only you can see secondary categories
Your primary category displays publicly on your profile. Secondary categories are hidden from users but still affect rankings.
Don't pick based on search volume alone
A broader category might have more searches, but you'll rank worse against specialists. Own your niche.
Pro tip: Search for your main keyword in Google Maps and look at what primary category the top 3 results use. That's usually the category Google considers most relevant for that query.
Secondary Categories: Strategic Expansion
Secondary categories let you appear in searches for additional services you offer. But more isn't better—adding irrelevant categories dilutes your relevance signals and can actually hurt your rankings.
When to Add a Secondary Category
Add a category if ALL of these are true:
- • You actively offer this service (not "we can do that if asked")
- • You want leads for this service
- • You have a dedicated page on your website for this service
- • You can compete with businesses that specialize in this service
✓ GOOD EXAMPLE:
Primary: Plumber
Secondary: Water Heater Installation Service, Drain Cleaning Service, Emergency Plumber
All are core plumbing services with dedicated website pages
✗ BAD EXAMPLE:
Primary: Plumber
Secondary: HVAC Contractor, Electrician, General Contractor, Handyman, Remodeler, Bathroom Remodeler, Kitchen Remodeler, Home Improvement Store
Category stuffing with unrelated services dilutes relevance
How to Find the Right Categories
Google doesn't publish an official category list, which makes finding the right categories a bit of detective work. Here are the best methods:
Google's Category Selector
The Official Method
In your GBP dashboard, click to edit your category and start typing. Google will show matching categories as you type. Try different variations of your services to discover all available options.
Search variations to try:
- • Your service name ("plumber", "plumbing")
- • Specific services ("water heater", "drain cleaning")
- • Industry terms ("HVAC", "MEP")
- • Customer language ("AC repair", "furnace")
Competitor Research
The Strategic Method
Look at what categories top-ranking competitors use. You can see primary categories directly on their profile. For secondary categories, use browser extensions like GMB Everywhere or PlePer.
What to look for: Categories that appear consistently across multiple top-ranking competitors. If the top 5 plumbers in your area all use "Water Heater Installation Service" as a secondary category, that's a strong signal you should too.
Third-Party Category Tools
The Comprehensive Method
Several tools maintain searchable databases of all Google Business Profile categories, updated regularly as Google adds new ones.
Recommended tools:
- • PlePer GBP Categories: Free searchable database of all categories with filtering
- • GMB Everywhere: Chrome extension that shows competitor categories and more
- • Google API: For developers, the Business Profile API includes category endpoints
Category Recommendations by Industry
Here are category recommendations for common contractor and service business types. Use these as starting points, then research competitors in your specific market.
Plumber
Primary:
Plumber
Secondary options:
Emergency Plumber, Water Heater Installation Service, Drain Cleaning Service, Septic System Service, Water Softening Equipment Supplier
HVAC Contractor
Primary:
HVAC Contractor
Secondary options:
Air Conditioning Contractor, Heating Contractor, Furnace Repair Service, Air Duct Cleaning Service, Heat Pump Supplier
Electrician
Primary:
Electrician
Secondary options:
Electrical Installation Service, Electric Vehicle Charging Station Contractor, Lighting Contractor, Generator Installation Service, Solar Energy Contractor
Roofing Contractor
Primary:
Roofing Contractor
Secondary options:
Roof Inspection Service, Gutter Cleaning Service, Siding Contractor, Skylight Contractor, Roof Snow Removal Service
Concrete Contractor
Primary:
Concrete Contractor
Secondary options:
Paving Contractor, Stamped Concrete Contractor, Foundation Contractor, Masonry Contractor, Driveway Installation
Garage Door Company
Primary:
Garage Door Supplier
Secondary options:
Garage Door Repair Service, Garage Builder, Door Supplier, Gate Supplier, Overhead Door Supplier
Common Category Mistakes
Mistake #1: Category Stuffing
Adding every remotely related category hoping to rank for everything. This dilutes your relevance signals and makes you less competitive for your core services.
Fix: Remove categories for services you don't actively promote. Less is more.
Mistake #2: Too Broad Primary Category
Choosing "Contractor" or "Home Improvement Store" when more specific options exist. You'll rank worse against specialists.
Fix: Find the most specific category that accurately describes your primary service.
Mistake #3: Category-Website Mismatch
Adding categories without corresponding website content. Google cross-references your categories with your site—mismatches hurt credibility.
Fix: Only add categories for services that have dedicated pages on your website.
Mistake #4: Never Updating Categories
Setting categories once and forgetting them. Google adds new categories regularly—you might be missing better options.
Fix: Review your categories quarterly and check for new options that might be more specific or relevant.
Your Category Optimization Checklist
Primary category is the most specific option for your main service
Using 3-5 total categories (not all 10)
Every secondary category has a matching service page on website
Researched competitor categories in your market
Set calendar reminder to review categories quarterly
The Bottom Line
Your Google Business Profile categories are the foundation of your local search visibility. Get them right, and everything else you do (reviews, posts, photos) builds on a solid base. Get them wrong, and you're invisible for the searches that matter most.
The key principles: be specific with your primary category, be strategic with secondary categories, and always match your categories to your website content. Quality over quantity.
Spend 30 minutes this week auditing your categories against this guide. Research your top competitors. Look for new, more specific options Google may have added. Small changes here can have outsized impact on your local rankings.
Action Step: Open your Google Business Profile right now. Check your primary category—is it the most specific option available? Then count your secondary categories. If you have more than 5, consider removing the least relevant ones. Your rankings will thank you.
Want a Professional GBP Audit?
We'll analyze your Google Business Profile categories, compare them to your top-ranking competitors, and give you specific recommendations to improve your local search visibility. Most businesses we audit have at least 2-3 category improvements they can make immediately.