Why It’s Important to Choose the Right GMB Categories
Google My Business is a powerful marketing tool for your business. Not only is it a free way to get the word out about your brand, but it’s one of the most prevalent ways that internet users are discovering new businesses. In fact, 84 percent of customer queries on Google are discovery searches.
This makes it super important that your Google My Business page be complete and entirely accurate. There are a ton of components to consider from reviews and photos to regular posts and responding to messages. However, neglecting to make sure your category selection is on point can cost you some serious business.
Not only can selecting the wrong category be misleading to customers, but it can also leave you out of the most relevant searches for your sales and marketing goals. So make sure you are diligent in doing your research, analyzing your competition, and taking a hard look at what you are trying to accomplish. Then, select your main category and secondary ones with a strategic approach for the most success.
Selecting the Most Ideal Number of Categories is Best for Your GMB Listing
Your GMB listing is meant to be a very specific and exact description of your business. Google has made this easy by giving you access to nearly any category imaginable. So it might be tempting to include as many as possible on your GMB profile.
However, it’s more important to be as specific as possible. And adding too many categories will make it impossible for the Google algorithms to decide what searches your page should rank for. So try to keep it to two or three categories that are extremely relevant to your business.
First, your primary category should be the best descriptor of your business possible. If you sell clothing for the whole family, go with a general one like “Clothing Store”. But, make sure you look for very specialized, specific categories as well for your secondary categories. Adding “Plus Size Clothing Store” and “Children’s Clothing Store” are good ways to gain access to more specific search results.
Choosing the Right GMB Category is Vital to Show Up in Relevant Searches
Here, you’ll see that “Internet Marketing Services” is selected as the primary category.
If your business is primarily focused on this service, you’ll want to make sure you are included in search results for “internet marketing service”. You may offer other services as well, but your primary category is what will earn you a prime sport in results. So, make sure it’s the aspect of your business that you are focused on gaining leads for.
Why It’s Essential to Regularly Analyze and Update Your GMB Categories
Just as every aspect of Google is constantly changing and evolving, the same rings true for their list of GMB categories. It’s constantly growing and transforming as new categories are added and old ones are removed. Be sure that the category that you have listed as your primary is the most accurate for your business.
It’s also important to regularly analyze your secondary categories. Often, you won’t be able to find a category that matches a specific service or industry niche that one of your offerings falls into. There are nearly 4000 options and that list is always growing. So, check in regularly to see if a more accurate category has been added to the GMB category list that will better fit your service or product.
It’s Vital to Keep an Eye On Trends When Selecting Your GMB Categories
The internet is fickle and it can be tough to stay relevant. So, keep an eye on trends that users are searching for when you are selecting your GMB categories and keeping them up to date. If you find that your business offers something that is trending and popular, this allows you to capitalize on that trend and gain visibility.
Many of the GMB categories are very similar. So selecting the right synonym to describe your business can make all the difference, especially if there is a stark disparity in search terms.
For example, say you are both a doctor of ophthalmology and run your own clinic. It might be tempting to make “ophthalmology clinic” your primary category. However, looking at trends will show you that “ophthalmologist” is a far more popular search term.
It’s important to be sure that your category is accurate but also searchable. Plus, you can always include “ophthalmology clinic” as a secondary category for a more well-rounded page.
There are a ton of factors that can impact search terms and changes in trends. Staying on top of them will make users discover your business in a way that’s most relevant for them at the moment. Even things like holidays and the time of year can make an impact on the primary category you select at the time.
Take a look at this example. If you are like many landscaping companies in seasonal locations, you might offer both lawn care and snow removal. However, thanks to seasonal changes, one might be much more relevant than the other during different times of the year.
Keep an eye on these changes and using a little common sense can ensure that you are making your categories the most relevant at the time.
Making Sure You Choose Google My Business Categories that Reflect Your Evolving Business
Hopefully, your business is growing and evolving. With that often comes the addition of new services and product offerings. Make sure your GMB profile reflects these exciting changes by updating your categories to make sure they are always accurate.
Your main category will likely not change very often or even at all. However, you are allowed to add multiple categories to your page. That means that you can adjust your secondary categories to make them as specific to your business as possible.
This lets current customers know that you are providing a new type of business that they might be interested in. It also might draw in new customers that you can now meet a need for. Your secondary category can also help you stand out against your competitors in your primary category.
Your GMB Category Selection is Important for Location-Based Discovery
Google My Business and Google Maps work together to help users discover the types of businesses that users need near them. And 46% of all Google searches are of users seeking local information. So, making sure you choose a category that is likely to be searched for by local users is important if you are a locally-based business. It also helps you to avoid being buried in an overly saturated category in your area.
Say you’re a downtown Nashville eatery that serves pizza as well as other Italian fare. Both “Italian Restaurant” and “Pizza Restaurant” are category options on GMB. However, as you can see here, a search for a pizza restaurant will get a local user a ton of results.
However, the category “Italian Restaurant” is much less competitive. So, while it might not be as popular, choosing this category might help you avoid saturation and give you less competition.
Using GMB Category Choices Strategically to Meet Your Business Goals
Choosing your categories thoughtfully is a great way to help you meet specific business goals. If you are looking to focus on growing a specific area of your business, changing your categories up can help you do so. Just make sure you are being accurate and maintaining balance with your other categories.
For example, maybe you are a general contractor that specializes in home remodeling. But maybe you would like to shift focus and specialize in kitchen remodels while still completing other jobs when possible. You can change your primary category to “Kitchen Remodeling” to make yourself more visible to those with that specific need. However, you can still include “Flooring Contractor” and “Bathroom Remodeling” to keep your options open for other projects.
Why It’s Important to Choose the Correct GMB Categories
It’s no secret that a strong online presence is essential for business. You can take the time to create a stellar website and amazing products and services. But none of that matters if you can’t get discovered through searches. Making sure your GMB categories are thoughtfully chosen is one of the best ways to give you a shot at success.
The online world is competitive. So whether you are trying to build brand awareness, drive traffic to your site, or increase sales and revenue, it takes a multi-faceted approach to reach your goals. Your GMB page and its success is an important facet of your online presence. Failing to optimize it and select the best categories can make your goals unachievable.
Google My Business Category Selection and Its Unexpected Importance
It may seem like a lot of weight is put on what should be the simple task of selecting categories for your Google My Business page. However, that task can make or break the success of your online presence and therefore your business.
So, take the time to think strategically about what categories you choose. Make sure to keep them up to date and optimized for your business, location, and online trends. And you can harness the powerful tool of Google My Business and use it to take your brand to new heights.
A well-managed GMB page requires skill, time, and expertise. With our GMB Management Automation Services, we can help you get the most out of this dynamic tool. Reach out today for your free consultation to get started!
