1 January 2025
Think of your categories as the signposts that tell Google what your business does, and your description as the sales pitch that convinces customers to walk through your digital door. Getting these right is fundamental to attracting relevant, high-intent customers. This unit will guide you through selecting the most effective categories and crafting a description that not only ranks but also converts.
#
The Power of Categories in Local Search
Your Google Business Profile categories are a primary ranking factor for local search [1]. When a user searches for “emergency plumber,” Google relies on the business category to identify and display the most relevant results. Choosing the wrong categories can make you invisible to your ideal customers, while choosing the right ones can place you directly in their path.
Every GBP has one *primary category and the option for up to nine secondary categories*.
Primary Category:* This is your most important category. It should represent the main service or product your business offers. It carries the most weight in Google’s algorithm, so it must be as accurate and specific as possible. For example, a law firm should choose “Family law attorney” or “Criminal justice attorney” rather than the generic “Law firm.”
Secondary Categories:* These allow you to signal to Google all the other relevant services or products you offer. A “Pizzeria” (primary category) might add secondary categories like “Italian restaurant,” “Caterer,” and “Pasta shop.” This helps you rank for a broader range of search queries.
##
How to Choose the Best Categories
1. *Be Specific:* Always choose the most specific category that accurately describes your main business. There are thousands of categories to choose from, so take the time to find the perfect fit.
2. *Research Your Competitors:* Perform a Google search for your main service in your area and look at the primary categories your top-ranking competitors are using. This can provide valuable clues about what Google considers most relevant for those keywords.
3. *Think Like a Customer:* How would your ideal customer search for a business like yours? Use those terms to guide your category selection.
4. *Utilize All Available Slots:* Don’t stop at the primary category. Add as many relevant secondary categories as apply to your business to maximize your reach.
| Category Selection Best Practices |
| :— | :— |
| *Do* | Be highly specific with your primary category. |
| *Don’t* | Use a generic category when a more specific one is available. |
| *Do* | Use all nine secondary category slots if they are relevant. |
| *Don’t* | Add categories for services you do not offer. |
| *Do* | Review your categories annually to ensure they are still accurate. |
#
Crafting a Business Description That Converts
If categories are what get you found, your business description is what gets you chosen. This 750-character summary is your opportunity to speak directly to potential customers, highlight what makes you unique, and guide them toward taking the next step. While the business description is not a direct ranking factor, a well-crafted one can significantly improve your click-through rate, which is a ranking signal [2].
##
Key Elements of a High-Converting Description
1. *Lead with Your Value Proposition:* Start with a strong opening sentence that clearly states who you are, what you do, and who you serve. Don’t bury the most important information.
2. *Highlight Your Unique Selling Points (USPs):* What makes you different from the competition? Do you offer a special guarantee, use unique materials, have extensive experience, or hold special certifications? Mention it here.
3. *Use Natural Language and Keywords:* Write for humans, not robots. Naturally incorporate the keywords and phrases your customers are likely to use when searching for your services. Avoid “keyword stuffing,” which is the practice of unnaturally repeating keywords. This is against Google’s guidelines and makes for a poor reader experience.
4. *Include a Call-to-Action (CTA):* End your description by telling the customer what to do next. Examples include “Call us today for a free estimate,” “Visit our website to book an appointment,” or “Stop by our shop to see our latest collection.”
> *Pro Tip:* Write your description in a separate document first. This allows you to perfect the copy and check the character count before pasting it into your Google Business Profile. Focus on clarity, conciseness, and a compelling message.
#
Your Next Step: Define Your Digital Identity
Choosing the right categories and writing a persuasive description are foundational to your GBP success. To help you master this process, we have created the *“GBP Category Selection Guide + Description Templates.”* This guide includes a comprehensive list of popular categories by industry and 10 customizable templates to help you write a description that captures attention and drives action.
*[Download the GBP Category Selection Guide + Description Templates Now]*
—
#
References
[1] Whitespark. (2023). The 2023 Local Search Ranking Factors. Whitespark.
[2] Google. (n.d.). Guidelines for representing your business on Google. Google Business Profile Help.