Why Your Categories Matter More Than You Think
If you’ve ever searched for a "plumber in Chermside" or a "cafe in West End," the results you see are primarily driven by one thing: the categories selected on those businesses' Google Business Profiles (GBP). Think of your category as the signpost that tells Google exactly what you do. If you pick the wrong one, you’re essentially invisible to your target customers, no matter how good your service is.
In this guide, we’re going to walk through how to choose your primary category (the big one) and your secondary categories (the supporting acts) to make sure you're showing up when Brisbane locals are looking for what you offer.
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What You’ll Need Before You Start
- Owner or Manager Access: You need to be logged into the Google Account that manages your profile.
- A Clear Idea of Your Services: A list of what you actually do (and what you want to be known for).
- 15 Minutes of Quiet Time: This isn't hard, but it requires a bit of strategic thinking.
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Step 1: Access Your Business Profile
First things first, let's get into the dashboard. Google has moved away from the old "Google My Business" app and now wants you to manage everything directly from Google Search or Maps.
- Go to Google Search.
- Make sure you are signed in with your business email.
- Search for your business name or simply type "my business" into the search bar.
Pro tip from experience: If you don't see this box, double-check you’re logged into the right Gmail account. It’s the most common reason people get stuck right at the start!
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Step 2: Open the Category Editor
Now, let's find where the magic happens.
- Click on the Edit profile icon (it looks like a little pencil).
- A pop-up menu will appear. Click on the Business information tab.
- Scroll down slightly until you see the Business category section.
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Step 3: Choosing Your Primary Category (The Golden Rule)
This is the single most important step in your local SEO strategy. Your Primary Category carries about 75% of the ranking weight.
The Rule: Your Primary Category should describe what your business is, not what it has or what it does.- Incorrect: "Italian Food" (This is a thing you have/do).
- Correct: "Italian Restaurant" (This is what you are).
If you are a builder in South Brisbane who specialises in decks, don't just pick "Construction." Look for "Deck builder." Be as specific as possible. If Google has a specific category for your niche, use it.
A note for Australian businesses: Google’s category list is global, but it does adapt slightly for our market. However, you might find some Americanisms. For example, you might see "Solicitor" but you might also see "Lawyer." In Australia, "Lawyer" is often a safer bet for broader search volume, but check what your local competitors are using.
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Step 4: Adding Secondary (Additional) Categories
Once your Primary category is set, you can add up to 9 secondary categories. These help you show up for a wider variety of searches.
- Click Add another category.
- Start typing a keyword related to your secondary services.
- Select the best match from the dropdown menu.
- Primary: Hair Salon
- Secondary 1: Hair Extension Technician
- Secondary 2: Hair Colourist
- Secondary 3: Waxing Service (if you offer it)
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Step 5: Check for "Category-Specific" Features
This is where most people stop, but they miss out on the best bits. Changing your category often unlocks new features in your profile.
- Restaurants: Get menu editors and booking buttons.
- Hotels: Get check-in/check-out times and amenity checklists.
- Service Businesses (Plumbers/Electricians): Get a "Services" menu where you can list individual prices and descriptions.
After you save your new categories, go back to the main "Edit profile" menu and see if any new options have appeared. Filling these out is the "secret sauce" to outranking the guy down the road.
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Step 6: Review and Save
Once you’ve selected your categories, click Save.
Warning: Google might say "Your edits are being reviewed." This is normal. Sometimes it takes 10 minutes; sometimes it takes 48 hours. Occasionally, changing your primary category can trigger a re-verification (where they send you a code via post or text). Don't panic—it’s just Google's way of making sure you aren't a bot trying to hijack a local listing.---
Common Mistakes to Avoid
- Category Stuffing: Adding "Plumber," "Electrician," and "Gardener" to one profile. Unless you are a massive maintenance firm with licensed pros in every field, this looks spammy and usually results in lower rankings for all of them.
- Ignoring Seasonality: If you’re a landscaping business that focuses on "Retaining Walls" in winter but "Pool Landscaping" in summer, it’s okay to swap your primary category once or twice a year. Just don't do it every week.
- Being Too Broad: Choosing "Professional Services" instead of "Accountant." Always go for the most specific option available.
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Troubleshooting
"I can't find the exact category for my business!" Google’s list is fixed—you can't create your own. If "Artisan Sourdough Specialist" isn't there, you'll have to settle for "Bakery." Use your business description and services list to add that extra detail. "My changes keep getting rejected." This usually happens if your website doesn't back up your claim. If you change your category to "Dental Clinic" but your website says you're a "Dog Groomer," Google’s AI will flag it. Make sure your website's home page mentions your new primary category clearly. "My ranking dropped after I changed categories." There is often a small "settling period" (about 1-2 weeks) after a major change. However, if you changed your Primary Category, you might have moved from a big pond to a small one. Give it time, and ensure your photos and reviews reflect the new category.---
Next Steps
Now that your categories are sorted, your next task is to make sure your Services List matches. Since you've told Google what you are, you now need to tell them exactly what you do.
Need a hand getting your Brisbane business to the top of the map pack? We do this every day. Feel free to reach out to the team at Local Marketing Group and we can run a quick audit for you.
Related Guides:- How to Write a Google Business Description that Converts
- The Local's Guide to Getting More Google Reviews in Brisbane