How to Choose the Best Google My Business Category for Any Local Business
Recent studies have suggested that getting the right primary and secondary Google My Business categories in place for your clients’ Google My Business profiles can really help local rankings. But with the categories themselves regularly changing, you need a solid process for testing and deciding how to select the best ones for your clients. Carrie Hill is here to help make sure you select the best category every time.
In the 2018 version of Moz’s Local Search Ranking Factors Survey, contributors indicated that having a complete Google My Business listing is a key element in ranking well in the local pack and maps. When we break it down even further, we can see that two of the top ten local pack ranking factors are related to the category you choose for your business.
Making sure that the primary category you’re using for your business is the best possible choice based on your business’ products, services and/or goals can make a big difference as you try to improve visibility for terms related to that category.
Many say this is obvious—just pick what you are, right? Unfortunately, in some cases it’s more complicated than that. Single location businesses with a narrow focus (i.e. a divorce attorney) can just pick “divorce attorney” and be done with it, for example.
What if that single location divorce attorney has multiple lawyers in a single location, and each attorney has their own Google My Business listing?
Practice and practitioner listings are kosher with Google under their Terms of Service, but only for certain verticals. This poses a more complicated problem. How do you choose a primary and secondary category without poaching or creating competition between your own employees (lawyers) and your business (practice?)
This is further complicated when that single-location business doesn’t have a narrow focus (for example, HVAC, plumbing, water conditioning and backflow testing).
So how do you pick the primary Google My Business category for a business that could cover multiple categories?
Let’s explore some options.
Single-location business with a narrow focus (like our divorce attorney above)
This is pretty simple. The firm GMB category should absolutely be “divorce attorney”. You can use the other options as secondary categories, but the primary category should be the most specific category that answers the question, “This person is (a/an) ___________.”
Single-location business with a broad focus (for example, HVAC, plumbing, water conditioner installer)
I have a client like this, actually, and I made him prioritize the types of business he wanted to attract; what is most important to him moving forward. He ranks really well organically for plumbing terms, but he’d like to focus more on HVAC.
Knowing that, I advised him to choose the category where he wanted to grow, with the understanding that he’d need to invest in more than just picking a category to make it happen. Landing page content needs to align with category subject, and some quality links and citations for that niche wouldn’t be a bad idea.
Practice/practitioner or agent/agency listings (real estate office vs real estate agent, or dental clinic vs dentist)
In certain cases where the employee of the business has its own designation and customer base, both the business and the “employee” of that business can have a Google My Business listing. This is referred to as “practice/practitioner” or “agency/agent” relationships.
The firm’s listing can be categorized as “law firm” or it can be categorized as “divorce attorney.” The attorneys within the firm can be “lawyers”, “family law attorneys” or “divorce attorneys.”
Having the practice and the practitioner show up for a single category in a local query, in a small market, can be a bonus. The proximity to the searcher can also help this, if applicable.
Depending upon the competitiveness of your market and the proximity of your competition, having both the practice and the practitioner use the same category can also muddy the waters a bit, though, so you should test this using different Google My Business categories for your listings versus using the same categories for everyone’s listing.
If you wanted to cover more Google My Business categories, the “firm” could be “divorce attorney” and the individual practitioner(s) could also be “lawyers”. You could also pick the most prominent listing (the one that ranks well already with more reviews) and give a practitioner the “divorce attorney” category if the firm has a weaker profile than the attorney.