Master GMB category selection to boost local SEO rankings and attract qualified customers
Selecting the correct Google My Business (GMB) category is one of the most overlooked yet critical decisions Australian business owners make. Your primary category directly influences who sees your business in local search results, Google Maps, and the Knowledge Panel. Choose incorrectly, and you're essentially invisible to customers actively searching for what you offer.
Your business category is a fundamental ranking signal in Google's algorithm. When someone searches "plumber near me" in Sydney, Google filters results by the "Plumber" category first. If you've categorised your business as "Home Repair Service" instead, you're competing in the wrong pool entirely.
According to BrightLocal's 2023 Local Search Ranking Factors survey, business category accuracy ranks in the top 10 factors influencing local visibility. Your category directly affects:
• Search visibility in location-based queries • Map placement and prominence • Customer intent matching (appearing for the right searches) • Trust signals (Google trusts accurate business information) • Review categorisation (reviews appear under your chosen category)
A Brisbane electrician categorised their business as "Electrical Equipment Supplier" instead of "Electrician." Result? They appeared in searches from other tradies looking for wholesale equipment, not homeowners needing repairs. Their GMB profile received hundreds of irrelevant inquiries and zero qualified leads for six months.
Many Australian business owners either choose the broadest category available, guess based on what sounds right, or never review their category after initial setup.
Google maintains a database of over 1,500 business categories globally, with regional variations for Australia. These categories follow a hierarchical structure.
Example hierarchy for a Melbourne hairdresser:
Not all categories are available in all regions. A "Ski Resort" category won't appear in standard Australian options, but "Snowsports School" will for Perisher or Falls Creek operators.
Google allows one primary category and up to nine secondary categories. Your primary category is your main business identity; secondary categories help you appear in related searches without diluting your primary positioning.
Example: A Sydney personal training studio might use:
The primary category carries significantly more weight in search rankings, so choose strategically.
Australian tradies often struggle because Google's categories don't always match local terminology. Use these correct mappings:
| Your Business | Correct GMB Category | Common Mistake | |---|---|---| | Plumber | Plumber | Plumbing Supply Store | | Electrician | Electrician | Electrical Equipment Supplier | | Carpenter | Carpenter | Furniture Store | | Roofer | Roofing Contractor | Roofing Supply Store |
Pro tip: Search your business type in Google Maps. If Google shows your competitors with a specific category, that's your answer.
Retailers should balance specificity with visibility. A Perth clothing boutique could use:
Professional services like accounting, law, and consulting should use simpler terms that Google recognises universally:
Restaurants and cafes have granular options. A Brisbane cafe should use "Cafe" rather than "Restaurant" to match customer search behaviour.
Healthcare professionals must be precise:
Open Google Maps and search your business type in your local area. What categories do successful competitors use? This reveals what Google recognises for your industry.
Search exactly what your customers type. Use Google's autocomplete feature—it reveals actual search behaviour and helps you align your category with customer intent.
Google maintains a searchable category database. Search for your business type and note all available options. Choose the most specific one that matches your primary offering.
Don't try to be everything. A Perth cleaning company shouldn't add "Carpet Cleaner," "Window Cleaner," and "Pressure Washing Service" as secondaries if they only do general house cleaning. This dilutes your primary positioning.
As your business evolves, so should your categories. Set a calendar reminder to review your GMB profile quarterly.
Before: Categorised as "Home Repair Service"
After: Changed to "Plumber" + added "Water Damage Restoration" secondary
Result: 400% increase in relevant inquiries within 8 weeks.
Before: Used "Restaurant" as primary category
After: Changed to "Cafe" + added "Bakery" secondary
Before: Used "Physical Therapy" (American terminology)
After: Changed to "Physiotherapist" + added "Sports Medicine" secondary
• Choosing too broad a category: "Service Provider" is too vague. Always choose the most specific category available.
• Using supplier categories when you're a service provider: A locksmith using "Hardware Store" is invisible to customers searching "locksmith near me."
• Ignoring Australian terminology: Use "Plumber," not "Plumbing Contractor." "Physiotherapist," not "Physical Therapist."
• Adding too many secondary categories: Don't use all nine slots unless you genuinely offer those services. Google penalises category stuffing.
• Never reviewing your categories: Set quarterly reminders to update as Google's category database expands.
On Desktop:
Changes typically take 24-48 hours to reflect in search results.
If you offer multiple distinct services, consider:
Option 1: One GMB profile with multiple categories (best for complementary services like a salon offering hair, nails, and skincare)
Option 2: Separate GMB profiles (best for distinct business lines that might confuse customers)
Your category influences which reviews appear prominently in your GMB profile. A cafe with "Restaurant" as primary will show dinner reviews more prominently than coffee reviews. Choosing the correct category ensures reviews align with customer expectations.
After updating your category, monitor these metrics in Google My Business over 4-6 weeks:
• Search impressions • Map views • Website clicks • Direction requests • Phone calls
Your Google Business category is foundational to your local SEO success. It's the first signal Google uses to understand your business and match it to customer searches.
Spend 30 minutes researching your ideal category today. Check your competitors, search Google's category database, and update your profile if needed. It's one of the highest-ROI tasks you can do for your local visibility.
The businesses dominating local search results in Australia aren't necessarily the biggest—they're the ones who've optimised every detail, starting with fundamentals like category selection.
Select the category that most accurately describes your primary service or product. Google filters local search results by category first, so precision matters. If you're a plumber, choose 'Plumber' not 'Home Repair Service.' Use Google's category suggestions and avoid overly broad categories that don't match customer search intent.
Selecting the wrong category makes your business invisible to relevant customers. You'll appear in irrelevant searches, receive unqualified inquiries, and lose local search visibility. For example, an electrician categorised as 'Electrical Equipment Supplier' attracts wholesale buyers instead of homeowners needing repairs.
Yes, significantly. Business category accuracy ranks in the top 10 local SEO ranking factors according to BrightLocal's 2023 survey. Google uses your category to filter location-based searches like 'plumber near me' in Sydney. Incorrect categories directly impact your map placement and search visibility.
You can add one primary category and up to nine secondary categories. Your primary category is most important for local search visibility. Secondary categories help capture additional relevant searches, but they're weighted less heavily by Google's algorithm than your primary selection.
Review your category annually or whenever your business services change significantly. Market trends, service expansion, or business pivots may require category updates. Regular audits ensure your GMB profile stays aligned with how customers search for your business in your local area.
In crowded markets like Melbourne cafes or Brisbane dentists, category precision becomes critical for standing out. Accurate categorisation ensures you compete against relevant competitors, not every business in your industry. This improves your chances of appearing in local search results and Google Maps.
Your category determines where customer reviews appear in Google's system and influences trust signals. Accurate categories show Google your business is legitimate and trustworthy. Reviews also appear under your chosen category, helping potential customers find relevant feedback from similar service seekers.
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