How to Choose the Right Primary and Secondary GBP Categories

Key takeaways

• Choosing the right Google Business Profile categories makes it easier for customers to find you and improves your visibility in local search results.
• Your primary category should reflect your core business: what you want to be found for most often.
• Secondary categories expand your reach by covering related services or products without diluting your main focus.
• Checking competitor categories and testing new ones can uncover opportunities to strengthen local search presence.
• Google updates its categories regularly, so staying on top of changes ensures your business remains aligned with current search behavior.

When someone searches on Google Maps or Google Search—say for a grocery store, kayak rental, repair shop, or cleaning service—the results they see are largely driven by Google Business Profile (GBP) categories. Think of these categories as the indexing system that tells Google exactly what your business does.

Get them right, and you show up in the right local search results. Get them wrong, and you risk being invisible to potential customers.

In this guide, we’ll show you how to pick primary and secondary GBP categories that position your business ahead of local competitors—and how to stay current as categories evolve.

What are Google Business Profile categories?

Google Business Profile categories are predefined labels (like clothing store, repair service, equipment supplier) that describe your business. Every profile must have one primary category and can add multiple secondary ones.

• Primary category: This is your business’s “headline.” It should capture your overall core business, like chevrolet dealer or hong kong style cafe.
• Secondary categories: These let you highlight additional services. For example, a dress rental service might also list clothing store, or an insurance agency might also list financial consultant.

By choosing strategically, business owners can signal to Google (and to potential customers) what they do best.

How to choose GBP categories

The categories you select influence whether your business appears in front of the right customers on Google Search and Maps. Here’s a step-by-step way to get it right:

1. Start with your core business

Your primary category should be the one thing you want to be known for. For example:

• A supply store selling industrial equipment should choose equipment supplier as the primary category.
• A restaurant offering fish and chips should go with fish and chips restaurant, not just the broader restaurant category.

Ask yourself: If customers only remembered me for one service, what would it be? That’s your primary.

2. Add specific secondary categories

Once the primary is set, layer in secondary categories that provide a fuller picture. Examples:

• A kayak rental service might add canoe rental service and kayak store.
• A computer desk store could add furniture store.
• A grocery store may include fruit and vegetable store.

Secondary categories help you reach people searching for variations of your service, without confusing Google about your main offer.

3. Match categories to how people search

Think like your customers. Most people type “near me” searches, like "local SEO services near me" or "clothing store near me." If your category choices don’t match what people type, you’ll miss out.

Check Google autocomplete suggestions and “people also search for” panels. These are strong hints at how to phrase your categories.

4. Benchmark local competitors

Search for your service in your city, like "repair service in Park County" or "equipment rental service in Denver." See which businesses show up near the top of Google Maps or the local pack, then check their categories. Those are signals of what Google considers relevant in your area.

5. Stay updated on new categories

Google frequently adds and refines categories. By checking for updates every few months, you can spot new opportunities. For instance, a produce supplier that previously only had wholesaler may now find a more specific fruit and vegetable wholesaler category.

Common mistakes to avoid

Even with the best intentions, many business owners slip up when setting up their Google Business Profile categories. These errors can quietly hurt visibility and keep you from showing up in the searches that matter most.

Here are the pitfalls to watch out for:

• Using the same category multiple times: Google only allows one primary category, so choose carefully. Doubling up won’t give you an advantage. It just wastes a slot you could use for a secondary.
• Being too broad: A generic choice like store instead of computer desk store makes your profile less relevant to customer searches. Specific categories help you appear for the exact products or services people want.
• Adding irrelevant categories: Don't list unrelated categories. For example, a clothing store shouldn't add food and beverage consultant. Every additional category should connect to your core business.
• Ignoring updates: Google regularly adds new business profile categories. If one fits you better than your current selection, update right away. Staying current keeps your profile competitive in local search results.

What are the new Google Business Profile categories that were added recently?

Google doesn’t announce category updates directly, but SEOs track them using tools like PlePer. Some of the most recent additions include:

• drinking water supplier
• energy advisory service
• montessori preschool
• iv therapy service
• physical rehabilitation center
• auto care products store
• tattoo supply store

If any of these fit your industry, it’s worth updating your business profile.

How to check for new GBP categories

You don’t have to guess—Google keeps its category list updated as new options roll out. Here’s how to stay current:

• Check in your GBP dashboard: When editing your profile, start typing in the category field. Google’s auto-suggest shows the most up-to-date categories.
• Use trusted third-party trackers: SEO tools and blogs like PlePer publish updated lists whenever Google makes changes.
• Scan competitors on Google Maps: Searching for similar businesses often reveals new categories you might not have considered.

Making this a quarterly task, right alongside other local SEO check-ins, helps you stay ahead of competitors and align with how customers are searching today.

Why primary and secondary categories impact local search rankings

Categories directly influence local search presence. They help Google decide:

• Which searches trigger your profile to appear
• Where you show up on Google Maps
• How you compare to local competitors

For example, if your business lists medical supply store as the primary category and first aid station as a secondary, you’re more likely to appear when someone searches for "first aid supplies near me."

Without the right categories, even well-optimized businesses risk falling behind in local search rankings.

GBP categories: The key to local search success

Your Google Business Profile does more than list your address; it determines how customers find you across Google Search and Maps. By carefully selecting primary and secondary categories, you help Google connect your business with what people are actually searching for.

Stay current on category updates, monitor competitors, and focus on your core offering. That’s how you keep showing up where it matters most—in front of local customers ready to find you.

GBP categories: Frequently asked questions

What are primary and secondary GBP categories?

Your primary category is your main business identity, the single label that best describes your overall core business. Secondary categories expand your reach by covering related services or products.

What happens if I choose the wrong category?

Selecting the wrong category can push you out of the searches you care about most. That means fewer impressions, less traffic, and ultimately lost revenue opportunities. Choosing accurately helps Google connect you with people who actually want what you offer.

How often should I review my GBP categories?

It’s smart to review them at least once or twice a year. Or sooner if Google introduces new categories in your industry. Regular check-ins make sure your profile stays aligned with current search trends and customer behavior.

Can service area businesses use categories?

Yes. Even without a storefront, service area businesses still rely on categories to signal what they do. For example, a plumber or junk removal service can still be matched with local searches, ensuring visibility where customers need them most.

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