When I first started optimizing Google My Business (GMB) listings for clients, I assumed that more was always better. More categories, more keywords, more services—it all seemed like a straightforward way to rank higher.
But then, I noticed something strange: some businesses saw a rankings boost, while others seemed stuck in place or even lost visibility.
That’s when I realized that GMB isn’t just about throwing everything at the wall and hoping something sticks. It’s about strategy, precision, and understanding how Google interprets your business.
The Role of Categories in Google My Business
Categories in GMB help Google understand what your business does and match it to relevant searches. The primary category is the most important—it should define your core service.
Secondary categories can help provide additional context but should be chosen carefully.
Here’s where the confusion comes in: should you list your specific services as categories, or is that overkill? For example, if you run a digital marketing agency, should you add “SEO Services” and “PPC Management” as categories, or is it enough to simply select “Marketing Agency” and list services separately?
The Right Way to Handle Categories and Services
1. Stick to Industry-Recognized Categories
Google offers a predefined list of categories, and these aren’t customizable. Your goal is to choose the most accurate ones rather than force-fitting services into them.
Pro Tip:
Many people don’t realize that Google updates its categories periodically. What I wish I had known earlier is that you should check for new categories at least once a year. Google might introduce something more relevant to your business that wasn’t available when you first set up your listing.
2. Don’t Overload with Irrelevant or Redundant Categories
Adding too many categories can dilute your relevance rather than strengthen it. I’ve seen businesses add every remotely related category, hoping to capture all possible searches.
The problem? Google gets confused about your primary focus and may rank you lower as a result.
A Real-World Example:
A client of mine, a home renovation contractor, had chosen “Interior Designer” and “Construction Company” as categories, thinking it would help. Instead, their rankings dropped for their actual core service: home renovations. Once we refined their categories to “General Contractor” and “Remodeling Contractor,” their local visibility improved significantly.
3. Use the ‘Services’ Section for Specific Offerings
The best way to include individual services isn’t through categories but through the ‘Services’ section in GMB. This is where you can list all the detailed services you provide under each category.
What Most People Overlook:
Many business owners set up their listing and forget about it. But here’s what I didn’t realize when I first started: updating your services regularly can improve visibility. Google values fresh content, so periodically refining your service list (without spamming) can be a small but effective boost.
4. Make Sure Your Categories and Services Align with Your Website
One mistake I see often is businesses selecting categories that aren’t reflected on their website. If your GMB lists “SEO Services” but your website barely mentions SEO, Google might see that as inconsistent and rank you lower.
Quick Tip:
Your website’s homepage and service pages should reinforce the categories and services in your GMB profile. If you’re struggling with rankings, check for mismatched messaging.
Did You Know?
Google’s algorithm considers user engagement in GMB rankings. If people frequently click on your services, call your business, or ask for directions, Google sees your listing as valuable.
That means a well-structured services section—filled with relevant, engaging descriptions—can influence rankings more than you might expect.
Recap: How to Handle Categories and Services in GMB
- Choose one primary category that best represents your business.
- Add only relevant secondary categories—don’t go overboard.
- Use the Services section to list specific offerings, not as extra categories.
- Check for updated categories periodically.
- Ensure your website content aligns with your chosen categories and services.
Final Thoughts: Should You Include Services as Categories in GMB?
In most cases, no. Services should go into the Services section, while categories should remain focused on broad business types. That balance keeps your listing clear, relevant, and optimized for Google’s algorithm.
Now, I’d love to hear from you: Have you experimented with different category strategies in GMB? What worked (or didn’t work) for your business? Drop a comment and let’s discuss!
