Here's a mistake we see constantly: A plumbing contractor chooses "General Contractor" as their primary category because it sounds broader. Result? They never show up when someone searches "emergency plumber." Your category is the single most important factor in local search visibility.
Primary vs. Secondary Categories
Your primary category carries the most weight in Google's algorithm. You can also add up to 9 secondary categories, but they serve a supporting role.
Example: A plumber should choose "Plumber" as primary, not "Contractor." Secondary categories can include "Emergency Plumber," "Drainage Service," etc.
How Google Uses Categories
When someone searches "plumber near me," Google shows businesses categorized as "Plumber" first. Businesses in related categories (like "General Contractor") may appear, but they're at a significant disadvantage.
Category Selection Strategy
Step 1: Research Your Competitors
Search for your main service in your city. What categories are the top 3 businesses using? That's your starting point.
Step 2: Consider Search Intent
What do customers actually search for?
- ✅ "Emergency Plumber" → Use "Plumber" or "Emergency Plumber"
- ✅ "HVAC Installation" → Use "HVAC Contractor"
- ✅ "Electrician near me" → Use "Electrician"
Step 3: Don't Be Too Specific (or Too Broad)
Find the sweet spot. "Emergency Plumber" is good, but "Plumber" gets you in more searches. "General Contractor" is too broad and lacks search volume specificity.
Common Category Mistakes
- Choosing "Service Provider" or similar generic categories: These rarely match actual search queries
- Prestige categories: "Design Firm" sounds fancier than "Sign Company," but nobody searches for it
- Mismatched categories: A restaurant choosing "Bar" when they're primarily a restaurant
When to Change Your Category
If your business evolves or you initially chose wrong, update your category. Google will reindex your profile, and you may see ranking changes within 2-4 weeks. Just don't change categories frequently—stability signals reliability.
Need help identifying the optimal category for your business? GMB Guardian analyzes competitor categories and search volume to recommend the best choice for your specific market.
