Your primary category should be the most specific, accurate description of what your business does. Secondary categories can cover additional services. Getting the categories right is one of the most impactful things you can do for your local search rankings.
Why Do Categories Matter So Much?
Your primary business category is one of the strongest signals Google uses to decide which searches your profile should appear for. If your category is too broad or inaccurate, you will miss out on the specific searches that matter most for your business. For example, a business that does boiler installations and repairs should be categorised as "Boiler Supplier" or "Heating Contractor" rather than the generic "Plumber" — even though plumbing may be part of what they do. Specificity wins.
How to Choose Your Primary Category
Search Google for the most common way a customer would describe your business. Then check which category matches most closely in Google's list. You cannot invent categories — you must choose from Google's pre-defined list. If you are unsure, search for what category your top local competitors use in their profiles. You can see this information on their Google Business Profile page. Matching or outperforming what the top-ranked businesses in your niche use is a sensible starting point.
How Many Secondary Categories Should You Use?
Add secondary categories for every significant additional service your business offers. There is no strict limit, but focus on categories that genuinely reflect your services rather than adding every loosely related category to try to appear in more searches. Irrelevant categories can actually confuse Google's understanding of your business and reduce your visibility for the searches that matter most.
Do You Need to Update Categories Over Time?
If your services change or expand, update your categories to reflect that. Also keep an eye on whether Google adds new, more specific categories to their list over time — they do add new ones, and a more precise category that better matches your business may become available. Reviewing your profile settings every few months takes only a few minutes and can identify quick improvements like this.