Guide

Google profile categories and services

Your primary category on Google is one of the strongest signals deciding which searches you show up for. Plenty of trades pick something vague when they set up the profile and never look at it again.

Pick the most specific primary category

Choose the one that describes what you mainly do, not the broadest one available. A roofing contractor should be a roofing contractor, not a general contractor.

Specific beats broad because it matches what people actually type.

Use the extra categories properly

You can add secondary categories for the other real parts of your business. Use them for things you genuinely do, not for everything you can spell.

Adding categories you do not serve drags in the wrong calls and can dilute the searches you do want.

Fill in the services list

Most profiles leave this blank. Listing each service with a short description gives Google more to match against and gives customers a reason to choose you.

Use the words customers use. Boiler repair, not heating system remediation.

Check it once a year

Along with the rest of the profile basics.

  • Business name exactly as it appears elsewhere
  • Opening hours, including bank holidays
  • Service area if you travel to customers
  • Website link pointing at the right page
  • Phone number matching your site

Common questions

Can I change my Google category later?

Yes, and it is worth reviewing as the business changes. Expect visibility to move around for a few weeks after you do.

How many services should I list?

Every service you genuinely offer, described in a line or two each. It is one of the easiest wins on the whole profile.

Where to go next

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