Categories and Services for Local Google Business Profiles
How Local Business Can Rank Higher on Google Maps by Choosing the Right Categories & Services
Introduction: Why Google Business Profile Categories and Services Matter
When people search for local businesses on Google, they aren’t just looking up your business name—they’re typing in specific needs: “plumber near me,” “family dentist,” “commercial cleaning company.”
If your Google Business Profile (GBP) isn’t set up with the right categories and services, you could be invisible to those searches.
👉 Want to make sure your GBP is set up correctly? Download our free Google Business Profile Optimization Guide.
What Are Categories in Google Business Profile?
Categories are the primary way Google understands your business type. Think of them as the “labels” that define your industry and offerings.
Primary Category: The single most important description of your business. Example: Plumber, Personal Injury Lawyer, HVAC Contractor.
Secondary Categories: Additional labels that help refine what you do. Example: A “Plumber” might also add “Drainage Service,” “Water Heater Contractor,” or “Bathroom Remodeler.”
👉 Example: ICSCincinnati.com is a cleaning company. The primary business category is "Cleaners" but have many other cleaning categories to display on their profile.
What Are Services in Google Business Profile?
Once you’ve chosen your categories, you can add services tied to each category. These act as a menu of what you actually do within that category.
For example:
Primary Category: Plumber
Services: Drain cleaning, pipe repair, water heater installation, emergency plumbing
This not only helps Google understand your offerings, but it also helps customers see the full scope of what you do before they even click your website.
How to Select the Right Categories for Your Business
Start With Your Core Service and Make the Primary Category
Ask yourself: What is the most important Google search that I want local customers to find me through?Research Competitors
Search your top keywords in Google Maps and look at the top 2-4 competitors. See which categories they are using and add the same categories and more if you can.Ensure the Same Categories are Listed on Your Company's Website
Your primary category should the main service keyword that is listed on your website's homepage. All additional categories should have their own separate page as well.Update When Necessary
If your services expand or shift focus, revisit your categories.
👉 Want help identifying which categories will drive revenue? Our Silver Starter Package includes GBP SEO setup and ongoing optimization to make sure your business ranks.
How to Add Services in Google Business Profile
Log into your GBP dashboard.
Go to Edit Services.
Select the category you want to add services under.
Add each service individually.
Write a short description for each service (this is where optimization comes in).
👉 Example: Smitty’s Detail Shop added services like “Paint Correction” and “Ceramic Coating,” which helped them show up for highly specific auto detailing searches.
How to Optimize Services for Maximum Visibility
Research Top Ranking Competitors and see what all services they currently have listed.
Use Keywords Naturally in your descriptions, specifically industry and location specific.
Prioritize Profitable Services like your top earners.
Be Specific (e.g., “Post-Construction Cleaning” vs. “Cleaning”).
Keep It Updated so customers always see accurate offerings.
Why Categories and Services Affect Rankings
Google’s local ranking algorithm considers three things: Relevance, Distance, and Prominence.
Categories directly influence relevance.
Services provide additional signals and keywords for niche searches.
Together, they increase search visibility and lead flow.
👉 Proof: Metz General Contracting improved local rankings in remodeling after we optimized their categories and services to match customer intent.
Example: The Difference Optimization Can Make
Let’s say you’re a cleaning company.
Without optimization: Your GBP just has one category “Cleaners” and no services tied to it.
With optimization: You add all other categories like "Janitorial Service” and list all industry specific services that are tied to that category like “Office Cleaning” and “Medical Facility Cleaning.”
Now you’re visible for every relevant search—and the calls follow.
Final Thoughts
If your Google Business Profile isn’t bringing in the leads you want, your categories and services might be the reason.
By selecting the right categories, filling out services, and optimizing them with clear descriptions, you’ll improve visibility, attract more local customers, and beat competitors who overlook this step.
👉 Ready to optimize your GBP? Choose the right package for your business:
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