How to Choose the Right Google Business Profile Categories

Picking the right Google Business Profile categories can make or break your local visibility. This guide shows you exactly how to select categories that’ll help customers find your business when they’re searching in your area.

I chatted with a bakery owner in Johannesburg last month who’d been using “Restaurant” as her primary category for two years. She wasn’t getting much traction online. She switched it to “Bakery” and added “Wedding Cake Shop” as a secondary category. Within three weeks, she started getting calls for custom cakes she never got before. That’s the power of getting your categories spot on.

What Are Google Business Profile Categories?

Google Business Profile categories tell Google what your business does. They’re not just labels. They’re the main way Google decides when to show your business in search results.

When someone searches for “plumber near me” in Cape Town, Google looks at the primary categories of local businesses. If your category says “Home Improvement Store” instead of “Plumber,” you won’t show up. Simple as that.

Your Primary Category Matters Most

Your primary Google Business Profile category is the most important one. Google gives it the most weight when deciding where you rank. You only get one primary category, so choose wisely.

Pick the category that best describes what you actually do. Not what you wish you did. Not what sounds fanciest. What you do.

A mate of mine runs a panel beating shop in Durban. He wanted to seem more upscale, so he chose “Auto Repair Shop.” Problem is, people searching for panel beating couldn’t find him. When he switched to “Auto Body Shop,” his enquiries doubled.

How to Find the Right Google Business Profile Categories

Google doesn’t show you all available categories upfront. You’ve got to search for them. Start typing what your business does, and Google suggests categories that match.

Here’s what works: Think about what your customers call your business. Not what you call it. If you run a tuckshop but everyone calls it a convenience store, use “Convenience Store” as your category.

Test a few variations. Type “hair” and you’ll see options like Hair Salon, Hairdresser, Hair Extension Technician, and more. Each one attracts different searches.

Research Your Competitors’ Categories

Look at businesses similar to yours that rank well locally. You can’t see their categories directly on their profile anymore, but you can figure it out. Search for specific services they offer. If they appear in those results, they’re probably using related categories.

Secondary Google Business Profile Categories Add Reach

You can add up to nine secondary categories. These give you extra chances to appear in searches. But don’t just stuff in random categories hoping for more visibility. Google’s smarter than that.

Only add categories that genuinely describe services you offer. That bakery I mentioned? She added “Wedding Cake Shop” and “Cupcake Shop” because she actually makes those things. She didn’t add “Caterer” even though she sometimes provides baked goods for events, because catering isn’t her main thing.

Be Specific When Possible

Google offers both broad and specific categories. “Restaurant” is broad. “Indian Restaurant” is specific. Specific usually wins.

Why? Because specific categories match specific searches. Someone searching for “Indian restaurant Pretoria” wants Indian food. If you’re listed as just “Restaurant,” you’re competing with every eatery in town. As “Indian Restaurant,” you’re only competing with other Indian spots.

Common Mistakes with Google Business Profile Categories

I’ve seen businesses sabotage themselves with dodgy category choices. Here are the biggest mistakes:

Using categories you don’t qualify for. A web design agency can’t use “Advertising Agency” just because they sometimes help with ads. Google might remove incorrect categories or even suspend your profile.

Choosing categories based on what you want to do. Your categories should reflect what you do now, not your five-year plan.

Ignoring local search terms. South Africans might search differently than Americans. We say “panel beater” not “auto body shop.” Choose categories that match how locals actually search.

Picking vague categories. “Consultant” tells Google almost nothing. “Marketing Consultant” or “Business Management Consultant” gives Google much better information.

Update Your Categories as Your Business Changes

Your Google Business Profile categories aren’t set in stone. Your business evolves. Your categories should too.

A friend of mine started as a “Coffee Shop” in Sandton. After a year, she added a full breakfast and lunch menu. She added “Breakfast Restaurant” as a secondary category. Her lunchtime bookings increased by 40%.

Review your categories every six months. Are they still accurate? Are you offering new services that deserve their own category? Has your main business focus shifted?

How Categories Affect Your Local Rankings

Google Business Profile categories directly impact where you show up in the Map Pack. That’s the three-business listing that appears at the top of Google search results for local queries.

Getting your categories right won’t guarantee top rankings. But getting them wrong will definitely hurt you. Categories work alongside other factors like reviews, distance, and relevance.

Think of categories as the foundation. You can’t build a strong local SEO presence without them. But they’re just the starting point.

Tips for Service Area Businesses

If you’re a mobile business without a physical location, categories work a bit differently. You still need them. But you can’t rely on foot traffic or address-based searches.

Focus on service-specific categories. “Mobile Hairdresser” tells Google more than just “Hairdresser.” “Emergency Plumber” attracts different searches than “Plumber.”

Many service businesses in South Africa cover multiple areas. Your categories should reflect what you do, not where you do it. Use your service area settings to define your coverage zones.