Last Updated: February 2026

Your Google Business Profile category is the single most important on-page ranking factor for local search. Get it wrong, and you won't show up for the searches that matter. Get it right, and you give yourself a massive advantage over competitors who guessed or picked something generic.

Most businesses treat categories like an afterthought. They pick "Restaurant" when they should pick "Italian Restaurant." They add 10 secondary categories because they think more = better. They ignore attributes entirely.

This guide breaks down how to choose the right categories and attributes to maximize your visibility in local search — without getting penalized or wasting your time on irrelevant ones.

What Are GBP Categories?

Categories tell Google what your business does. They determine:

• What searches you show up for
• What competitors you're grouped with
• What features appear on your profile (menu, services, appointments, etc.)

You get:

• 1 primary category (the most important one)
• Up to 9 secondary categories (optional, but strategic)

Your primary category is the anchor. It's the main signal Google uses to understand your business and match you to relevant searches.

Your secondary categories add nuance and help you show up for related searches.

Why Categories Matter for Local SEO

Google uses your primary category as the foundation for ranking you in local search. Here's how:

1. Relevance Matching

When someone searches "coffee shop near me," Google looks at businesses with "Coffee Shop" as a primary or secondary category. If you're listed as "Cafe," you might not show up (or rank lower).

2. Competitor Grouping

Your category determines who you're competing against in the Local Pack (the map results). If you're a "Pizza Restaurant," you're competing with other pizza places — not all restaurants.

3. Feature Unlocking

Certain categories unlock specific features on your profile:

• Restaurants → Menu section
• Service businesses → Service list + appointment booking
• Hotels → Room rates + booking buttons
• Retail → Product listings

Pick the wrong category, and you lose access to features that could convert customers.

How to Choose Your Primary Category

Your primary category should be the most specific, accurate description of what your business does.

The Golden Rule: Be Specific

Bad: Restaurant
Good: Italian Restaurant

Bad: Contractor
Good: General Contractor

Bad: Store
Good: Sporting Goods Store

Google rewards specificity. The more precise your category, the more targeted your search visibility.

Step 1: Search Google's Category List

Google has a predefined list of categories. You can't make up your own.

How to see the list:

1. Go to your GBP dashboard
2. Click on Business Info
3. Click Category
4. Start typing — Google will auto-suggest categories

Pro tip: If you're not sure what categories exist, start typing general terms and see what Google suggests. You might discover more specific options.

Step 2: Match Your Category to Customer Search Intent

Think about what your ideal customer types into Google when looking for you.

Example: You own a pizza restaurant.

What customers search:

• "pizza near me"
• "pizza delivery"
• "best pizza in [city]"

Best primary category: Pizza Restaurant (not Restaurant, not Italian Restaurant)

Example: You're a plumber who specializes in water heaters.

What customers search:

• "plumber near me"
• "water heater repair"
• "emergency plumber"

Best primary category: Plumber (not Water Heater Supplier, not Heating Contractor)

Pro tip: Use Google's autocomplete and "People also ask" to see what real customers search for. Match your category to that intent.

Step 3: Check What Your Top Competitors Use

Look at the top 3 businesses in your niche in Google Maps. What primary category do they use?

How to check:

1. Search for your service/product in Google Maps
2. Click on the top-ranked competitors
3. Scroll down to see their categories (listed under the business name)

If all the top rankers use "Pizza Restaurant," you probably should too.

Warning: Don't blindly copy. If a competitor is using a bad category, don't follow them off a cliff.

Step 4: Avoid Generic Categories (Unless You're Actually Generic)

Generic categories dilute your relevance.

Examples of too-generic categories:

• Business Consultant (vs. Marketing Consultant, Financial Consultant)
• Contractor (vs. General Contractor, Roofing Contractor)
• Store (vs. Clothing Store, Hardware Store)

Exception: If you truly offer a wide range of services with no clear specialty, a broader category might be appropriate. But most businesses have a core service — lean into that.

How to Choose Your Secondary Categories

Secondary categories help you show up for related searches without diluting your primary focus.

The Strategy: Add Categories That Reflect Real Services You Offer

Example: You're a coffee shop that also sells pastries and light lunch.

Primary category: Coffee Shop
Secondary categories:

• Cafe
• Bakery
• Breakfast Restaurant

Why it works: You're still clearly a coffee shop (primary), but you're also showing up for "bakery near me" and "breakfast near me."

How Many Secondary Categories Should You Add?

Minimum: 1-3
Maximum: 9 (Google's limit)
Sweet spot: 3-5

The rule: Only add categories for services you actually provide. Don't add "Pizza Restaurant" if you don't serve pizza.

Why fewer is sometimes better:

• Too many categories dilute your focus
• Google may penalize you if categories don't match your business
• You risk showing up for irrelevant searches

Pro tip: Prioritize secondary categories based on search volume and relevance. If you're a coffee shop that sells a few bagels, don't add "Bagel Shop" as a secondary category — it's not a core service.

Common Category Mistakes (And How to Avoid Them)

❌ Picking a Generic Primary Category

Bad: Restaurant
Good: Thai Restaurant

❌ Adding Irrelevant Secondary Categories

Don't add "Plumber" if you're a landscaping company. Google will notice.

❌ Keyword Stuffing Categories

Google removed keyword-stuffed categories years ago. Don't try to game it.

❌ Changing Your Primary Category Too Often

Frequent category changes signal inconsistency. Pick the right one and stick with it.

❌ Ignoring Local Competitor Categories

If every top-ranked competitor uses a specific category, there's probably a reason.

What Are GBP Attributes?

Attributes are additional details about your business that appear on your profile. They help customers understand what you offer and how you operate.

Examples:

• Wheelchair accessible
• Outdoor seating
• Free Wi-Fi
• LGBTQ+ friendly
• Women-led
• Veteran-owned
• Accepts credit cards
• Takeout available
• Dine-in available

Attributes don't directly impact ranking, but they do impact click-through rate and conversions.

How to Add Attributes

1. Go to your GBP dashboard
2. Click Business Info
3. Scroll to the Attributes section
4. Toggle on the attributes that apply to your business

Pro tip: Only enable attributes that are 100% accurate. If you say you're wheelchair accessible and you're not, you'll get negative reviews.

Which Attributes Should You Enable?

Enable every attribute that accurately describes your business.

Why it matters:

• Customers filter search results by attributes (e.g., "wheelchair accessible restaurants near me")
• More completed info = higher trust = more clicks

Common attributes by business type:

Restaurants/Cafes:

• Outdoor seating
• Takeout
• Delivery
• Dine-in
• Reservations accepted
• Good for groups
• Good for kids
• Free Wi-Fi

Service Businesses:

• Online appointments
• On-site services
• Wheelchair accessible
• LGBTQ+ friendly
• Women-led

Retail:

• In-store shopping
• Curbside pickup
• Delivery
• Same-day delivery
• Wheelchair accessible

Attributes You Should Definitely Enable (If True)

Certain attributes get high engagement because customers actively filter by them:

1. Accessibility Attributes

• Wheelchair accessible entrance
• Wheelchair accessible parking
• Wheelchair accessible restroom

2. Service Attributes

• Online appointments
• On-site services
• Curbside pickup

3. Demographic Attributes

• Women-led
• Veteran-owned
• LGBTQ+ friendly
• Black-owned
• Latinx-owned
• Asian-owned

These attributes help you show up in filtered searches and build trust with specific customer groups.

Do Attributes Affect Ranking?

Short answer: Not directly, but they impact click-through rate and conversions.

Google doesn't use attributes as a ranking signal the way it uses categories. But attributes do influence:

• Filtering: Customers filter by attributes (e.g., "outdoor seating")
• Trust: More completed info = more credible profile
• Conversions: Attributes answer objections before someone clicks

If two businesses rank equally, the one with more relevant attributes will get more clicks.

How to Find Out What Attributes Are Available

Google doesn't show you all available attributes upfront. The options depend on your category.

How to see your options:

1. Go to your GBP dashboard
2. Click Business Info
3. Scroll to Attributes
4. Google will show category-specific options

Example:

• Restaurants see "Outdoor seating," "Takeout," "Reservations"
• Retail stores see "Curbside pickup," "In-store shopping"
• Service businesses see "Online appointments," "On-site services"

Should You Change Your Category Over Time?

Only if:

1. Your business genuinely changes what it offers
2. You initially picked the wrong category
3. Google adds a more specific category that fits better

Don't change your category:

• To experiment with ranking
• Because a competitor changed theirs
• To chase a trending search term

Why stability matters: Frequent category changes signal inconsistency to Google. It can hurt your ranking.

Pro tip: If you need to change your category, do it once and commit. Don't flip-flop.

Advanced Strategy: Using Categories for Multi-Service Businesses

If you offer multiple distinct services, you have two options:

Option 1: Create Separate Profiles for Each Location/Service

When to do this: If you have multiple physical locations or distinct service lines with different addresses.

Example: A company that does both landscaping and snow removal might create:

• Profile 1: "ABC Landscaping" (Primary: Landscaping Service)
• Profile 2: "ABC Snow Removal" (Primary: Snow Removal Service)

Warning: Google prohibits creating multiple profiles for the same location. Don't abuse this.

Option 2: Use Secondary Categories Strategically

When to do this: If you offer multiple services from one location.

Example: A home services company offers plumbing, HVAC, and electrical work.

Primary category: General Contractor (or the most profitable service)
Secondary categories:

• Plumber
• HVAC Contractor
• Electrician

Pro tip: Your primary category should be your core or most profitable service. Don't try to be everything to everyone.

Category + Attribute Optimization Checklist

Use this checklist to audit your GBP categories and attributes:

✅ Primary Category

• Is it the most specific category available?
• Does it match what customers search for?
• Does it align with what your top competitors use?

✅ Secondary Categories

• Do they reflect services you actually offer?
• Are there 3-5 (not 1, not 10)?
• Do they add relevance without diluting your focus?

✅ Attributes

• Have you enabled every accurate attribute?
• Are accessibility attributes enabled (if true)?
• Are demographic attributes enabled (if applicable)?

Final Takeaway

Your categories and attributes might seem like small details, but they're foundational to how Google understands and ranks your business.

Action plan:

1. Audit your primary category — make sure it's specific and accurate
2. Add 3-5 relevant secondary categories
3. Enable every attribute that applies to your business
4. Don't change categories frequently — commit and optimize around them

Get this right, and you're setting yourself up for better visibility, more clicks, and more customers.

Need a GBP Audit?

We audit Google Business Profiles for local businesses and identify category, attribute, and optimization opportunities you're missing.

Get in touch — we'll tell you exactly what needs to change.

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