Can you create a custom Google Business Profile category?

No. Google says a business must select a category from the offered list. If the most specific category is unavailable, choose a more general category that still describes the business.

Should you add a category for every service?

No. Google says additional categories can describe special departments or services, but it advises using a few categories rather than one for every product or service. Use the categories that describe the business itself.

Do all locations of one business need the same primary category?

Locations that provide the same service should use the same primary category. Google's chain guidelines say the consistency rule applies within each subgroup when a business has multiple types of locations, such as retail, distribution-center and office operations. Additional categories can reflect relevant departments or services represented by the business.

Should an independently owned department be an additional category?

No. Google says an independently owned, public-facing department that operates within another business's location should have its own Business Profile. Do not add the department's category to the main business profile; for example, a separately operated cafe inside a health club should use its own profile with “Cafe” as its primary category.

What if the exact category for a business is not available?

Choose the most specific category available from Google's list. If the specific option does not exist, Google says to choose a general category. A custom category cannot be created.

Can a category change trigger verification again?

Yes, it might. Google warns that adding or editing an existing category can require the business to verify again so Google can confirm that the profile information is accurate.

google-business-profile

What is the difference between a primary and an additional Google Business Profile category?

By Sergey Sulimko, Founder

A primary Google Business Profile category identifies what the business is and anchors the profile's main business identity. Additional categories are optional choices that describe relevant departments or services. Google recommends choosing a specific primary category and only a few additional categories that genuinely represent the business, rather than listing every product, service, or amenity.

What does a primary Google Business Profile category do?

Google says the primary category should best describe the business. Choose the most specific option in Google's list. If that option is unavailable, choose a more general category. Google does not provide a way to create a custom category, according to its “Manage your business category” guidance.

What do additional Google Business Profile categories describe?

Additional categories tell customers about special departments or services. Google's category guidance says additional categories are not a list of every product or service a business offers. Choose a few categories from Google's list that represent the business, and leave out categories that describe only an attribute or an isolated offering. Google's example is a grocery store with a bakery and deli: use “Grocery store” as the primary category, then add “Bakery” and “Deli.” If a department is independently owned and operated, do not add its category to the main profile; that department should have its own Business Profile.

How many additional categories can a Business Profile have?

Google's bulk-upload guidance says a Business Profile can have up to 9 additional categories, and the choices are optional. Nine is a maximum configuration, not a target: Google also advises using as few categories as possible and choosing only categories that represent the business.

Which category is primary when several categories are selected?

Google says the category in the first category field is the primary category when several categories are selected. Google also says locations of a business should share the category that best represents the business, but its chain guidelines qualify that rule: when a business has multiple types of locations, such as sub-brands, departments, retail locations, distribution centers or offices, the same-category rule applies within each subgroup. A multi-location business should therefore keep the primary category consistent among locations that provide the same service, while choosing the category that fits each distinct type of operation.

How should you choose between a primary and an additional category?

Use Google's “This business IS a” test for both choices. A category should describe the business itself, not merely something the business has. Google's guidelines also say a specific category can include a more general category implicitly, so skip a redundant general category.

Which Business Profile features depend on category choice?

Google says category choice can determine which special Business Profile features appear. Its examples include hotel class ratings and amenities, restaurant ordering, reservations, menus and menu items, and booking or service-list features for health and beauty businesses.

Does choosing more categories guarantee better local ranking?

No. Google says selected categories affect local ranking, but its local-ranking guidance says local results are mainly based on relevance, distance and popularity, and there is no way to request or pay for a better position. Category selection can describe the business accurately, but it is not a guaranteed ranking gain.

How do you edit primary and additional categories?

Open the Business Profile, select Edit profile, then open Business category and select Edit. Enter and select the primary category, use Add another category to enter and select an additional category, and select Save. Google's category guidance warns that adding or editing a category might require the business to verify again.

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Common questions

Can you create a custom Google Business Profile category?: No. Google says a business must select a category from the offered list. If the most specific category is unavailable, choose a more general category that still describes the business.
Should you add a category for every service?: No. Google says additional categories can describe special departments or services, but it advises using a few categories rather than one for every product or service. Use the categories that describe the business itself.
Do all locations of one business need the same primary category?: Locations that provide the same service should use the same primary category. Google's chain guidelines say the consistency rule applies within each subgroup when a business has multiple types of locations, such as retail, distribution-center and office operations. Additional categories can reflect relevant departments or services represented by the business.
Should an independently owned department be an additional category?: No. Google says an independently owned, public-facing department that operates within another business's location should have its own Business Profile. Do not add the department's category to the main business profile; for example, a separately operated cafe inside a health club should use its own profile with “Cafe” as its primary category.
What if the exact category for a business is not available?: Choose the most specific category available from Google's list. If the specific option does not exist, Google says to choose a general category. A custom category cannot be created.
Can a category change trigger verification again?: Yes, it might. Google warns that adding or editing an existing category can require the business to verify again so Google can confirm that the profile information is accurate.

More on this subject in the answers library, and on the Maps Agent blog.