Categories and services: tell Google exactly what you do

A nail salon in Sydney lists itself as a “Beauty salon”. A barber in Chicago picks “Hair salon”. A plumber in Bristol chooses “General contractor”. None of them is exactly wrong. But each one is vaguer than it needs to be, and Google says the categories you choose affect your local ranking.

So in this lesson, let’s tell Google exactly what you do.

You’ll choose your primary category, add a few extra categories that are genuinely true, and fill in your services, products or menu, so your profile says exactly what you do.

Every profile has one primary category: it’s the first one you choose. After that, you can add up to nine more.

Start with the primary one. In Whitespark’s survey of local search experts, the primary category ranked first of 187 factors for the map results. That’s expert opinion, not Google, but it shows where to start. Your category also decides some of the features you’re offered, like menu and order links for restaurants, or booking buttons and service lists for health and beauty businesses. It even sets the icon for your business on Google Maps.

Google’s test is simple: choose a category that describes what your business is, not what it has. Google’s own example is a hotel with an ATM. It’s a hotel, so “ATM” isn’t one of its categories.

So say it out loud: “This business is a…”. A nail salon. A barber shop. An emergency locksmith. Google says to pick the category that best matches what your business does, so go as specific as is true. If the exact one doesn’t exist, choose the next best one. You can’t create your own.

Next, extra categories. Add one only if your business genuinely is that too. A plumbing firm that also installs and repairs heating systems might add a heating category. A café that’s also a bakery can add bakery.

Google gives two warnings here. Don’t use categories just as keywords, or to describe features of your business. And don’t use categories that match other nearby or related businesses.

It’s still worth looking at the top three in the map for your main search. Their primary category shows under their name. Treat those as ideas, and run each one through the same test: is my business really that? If not, leave it out.

Categories say what you are. Services say what you do. This is where many of the searches from your W2 list belong.

Google suggests services based on your type of business. Tick every one you really offer. Then use “Add custom service” for anything that’s missing. Use plain names in your customers' words, like “boiler servicing” or “gel nails”, and add a short description of what’s included. Google asks you to keep prices and phone numbers out of custom service names.

Experts rate this too: in the same Whitespark survey, having Google’s suggested services on your profile ranked in the top twenty-five map factors.

Shops can show products with Google’s product editor. Restaurants and cafés can use the menu editor, which is only for food and drink businesses. Menu changes can take a day or two to show.

Here’s how that looks for a fictional plumbing company, Northside Plumbing Co. Primary category: plumber. Extra categories, only because they’re true: a heating category and a drainage category. Services: boiler servicing, blocked drains, leak repairs and bathroom installation, each with one plain sentence. And their emergency call-outs go in as a service, never in the business name.

Let’s do it together. On your profile, select “Edit profile”, and next to “Business category”, select “Edit”. Here’s the primary category box. Start typing, and choose from the list Google shows you.

Below it, “Add another category” adds an extra one, and you can remove any that aren’t true.

Don’t save yet, and here’s why. Google says that if you add or edit a category, you might be asked to verify your business again. So plan your categories on page W4 first, then make the change once.

Now services. Back on the profile, select “Edit services”. You’ll see the services Google suggests for your category. Tick the ones you really offer, then use “Add more services”, and “Add custom service” for anything missing. Select a service to add a description. Then “Save”.

One more reason to use your customers' words: Google says that when someone searches for a service you offer, that service may be highlighted on your profile.

Categories and services aren’t a one-off job. Every three months, look again at your services, at what the top three use, and at the searches in your Performance report. Remove what you’ve stopped offering, and add anything new. We’ll build this into your routine in Lesson 5.5.

A quick rules check. Categories must describe what your business is, not what it has, and Google says not to use them just as keywords. Custom service names should be the service itself, without prices, phone numbers or personal information. And choose categories to be accurate, not to win searches for work you don’t really do.

A country note. Category names won’t always use your word. If you can’t find yours, try the other words from your W2 list: “garage”, “mechanic” or “auto repair”; “solicitor” or “lawyer”; “estate agent” or “real estate agent”. Then pick the one that’s true.

Trade tip. A nail salon that also sells hand cream is still a nail salon. Make “Nail salon” the primary category, and if you’d like customers to see the hand cream, add it as a product.

Recap. One: your primary category is what your business is, as specific as is true. Two: add extra categories only when they’re genuinely true, up to nine. Three: list every service in your customers' words, and add products or a menu if they fit your business.

Your task: fill in page W4 of the workbook. Write down your primary category candidates, and test each one: “This business is a…”. List your extra categories and mark each one true or not. Note what the top three use. Then list your services, each with a one-line description. When you’re happy, update your profile, once.

Next lesson: your hours, contact buttons and attributes.