Studies have shown that your Google Business Profile (GBP) category is the most important ranking factor for your Profile. It tells Google what your business is and how your website supports it. This is what your primary category does:
- Tells Google what kind of business you have
- Guides services, your website content, and SEO relevance
- Serves as your SEO blueprint
What Most Business Owners Do with Their GBP Category
- They choose a primary category, such as “plumber” and nothing else.
- They don’t include their services associated with their primary category on the GBP.
- They don’t create enough content on their website about their primary GBP category.
- They don’t have a dedicated page on their website for each service they offer.
Your Primary Category is Your Business Identity
You want to always choose a category that best reflects your core service because Google uses it to connect your business to relevant searches.
In choosing your most accurate GBP category, choose what you do and what people might search for. You can’t choose your own category, only what Google has selected.
Here are some tips on choosing your primary GBP category:
If you’re an immigration lawyer don’t choose the category “Lawyer.” That category is too broad. You want to choose “Immigration lawyer” instead. If you have a plumbing business and you specialize in emergency plumbing services, you want to choose “Plumber” as your primary category and “Emergency Plumbing Service” as a secondary category.
What Customers Are Searching For
To strengthen your local SEO you need to be aware of “search intent” or what people are searching for.
For example, if you are a roofing contractor and your primary category is “Roofing Contractor” people may search for “roofer near me” instead of “roofing contractor near me.” But you don’t need to worry because Google knows that a roofing contractor is also a roofer. You don’t always need exact match keyword searches.
If you are a HVAC company, you may have selected “HVAC contractor” as your primary category. Unfortunately, most people do not search for HVAC contractor. Instead, in the summer use ‘Air conditioning contractor” as the primary category and in the winter change your category to ‘Heating contractor.”
Secondary Categories Expand Your Visibility
Secondary categories can show visitors additional core services your business offers. Use them only if these are services you actually offer.
For example, if your primary category is “Plumber” there are other supporting categories, such as Emergency plumbing service, Drainage service, and Water heater installation service. Using these secondary categories helps Google understand your service offerings. This helps build relevance for your business, which is a big ranking factor for Google.
In the Services section of your GBP, include these secondary categories as separate services with a short description. Also include any other services you offer.
You just need to remember that any secondary services and other services on your GBP should have their own dedicated website page explaining what the service is and where you offer the service (city + state). Your website helps the ranking potential of your GBP. Don’t think of them as separate entities.
How Your Connection Should Look
If your primary GBP category is Plumber, your website’s home page URL should include the word “plumber” or “plumbing.” Remember, Google knows it’s the same thing. For example:
- acme-plumbing-atlanta-ga.com (business name to include plumber or plumbing + city-state
- Secondary Category: Emergency plumbing service – Dedicated emergency plumbing service page: /emergency-plumbing-service-atlanta-ga/
- GBP Service: Drain cleaning – Dedicated drain cleaning page: /drain-cleaning-atlanta-ga/
- The GBP and website should show the same services with dedicated pages on the website for each service
Category Stuffing
Do not stuff your GBP with categories that don’t mean anything to your business. Many times, I have seen the category “Service establishment” added. It’s a meaningless category and offers no value to your profile. If categories do not match the business, they can create confusion for Google.
Many SEO specialists believe that adding too many categories to your profile somehow weakens your primary category. But tests have shown that this is not the case. Adding additional categories can strengthen your profile if they are related to your primary category and this is a service your business offers.
It should be noted that Google will sometimes add services to your profile without asking you. Check your profile often and remove and unwanted services you see there.
Your Website Architecture Helps Your GBP
Once you understand the GBP framework, you can then see what pages need to exist on your website. It becomes the foundation for creating your website architecture.
The best way to show the website architecture and structure is for a plumbing business.
- Find GBP categories:
-Plumber (primary)
-Water Heater Replacement
-Drainage Service
-Bathroom Remodeler
-Water Heater Installation Service
– Emergency Plumbing Service
- Identify 2 core services that you really care about.
URL STRUCTURE
- Homepage
Main Pages:
-Plumbing Services
-About
-Contact
Secondary Category Pages (2):
-Drainage Service
-Bathroom Remodeler
Core Service Pages (2):
-Water Heater Installation Service
-Garbage Disposal Installation
SERVICE HIERARCHY
- Secondary Category 1: Drainage Service
Category Page URL: /drainage-service-el-paso-tx/
Child Services with links to each page:
-Drain Cleaning: /drain-cleaning-el-paso-tx/
-Clogged Drain Repair: /clogged-drain-repair-el-paso-tx/
-Sewer Line Repair: /sewer-line-repair-el-paso-tx/
-Sewer Camera Inspection: /sewer-line-inspection-el-paso-tx/
-Hydro Jetting: /hydro-jetting-el-paso-tx/
-Rooter Service: /rooter service-el-paso-tx/
Notice that the slug does not include /drainage-service-child-service-el-paso-tx/. You want to keep the slug as simple as possible without any nesting.
Secondary Category 2: Bathroom Remodeling
Category Page URL: /bathroom-remodeling-el-paso-tx/
Child Services with links to each page:
-Shower Installation: /shower-installation-el-paso-tx/
-Bathtub Installation: /bathtub-installation-el-paso-tx/
-Toilet Installation: /toilet-installation-el-paso-tx/
-Sink Installation: /sink-installation-el-paso-tx/
-Faucet Installation: /faucet-installation-el-paso-tx/
-Shower Valve Replacement: /shower-valve-replacement-el-paso-tx/
-Bathroom Fixture Replacement: /bathroom-fixture-replacement-el-paso-tx/
Core Service 1: Water Heater Installation Service
Core Service Page URL: /water-heater-installation-service-el-paso-tx/
Child Services with links to each page:
-Water Heater Repair: /water-heater-repair-el-paso-tx/
-Tankless Water Heater Installation: /tankless-water-heater-installation-el-paso-tx/
-Gas Water Heater Installation: /gas-water-heater-installation-el-paso-tx/
-Hot Water System Repair: /hot-water-system-repair-el-paso-tx/
Core Service 2: Garbage Disposal Installation
Core Service Page URL: /garbage-disposal-installation-el-paso-tx/
Child Services with links to each page:
-Garbage Disposal Repair: /garbage-disposal-repair-el-paso-tx/
GENERAL SERVICES (link back to homepage):
Emergency Plumbing Service – /emergency-plumbing-service-el-paso-tx/
Child Services with links to each page:
-Toilet Repair: /toilet-repair-el-paso-tx/
-Leak Detection: /leak-detection-el-paso-tx/
-Slab Leak Repair: /slab-leak-repair-el-paso-tx/
-Pipe Repair: /pipe-repair-el-paso-tx/
-Burst Pipe Repair: /burst-pipe-repair-el-paso-tx/
-Frozen Pipe Repair: /frozen-pipe-repair-el-paso-tx/
-Low Water Pressure Repair: /low-water-pressure-repair-el-paso-tx/
-Gas Line Repair: /gas-line-repair-el-paso-tx/
Sump Pump Repair: /sump-pump-repair-el-paso-tx/
Septic Tank Service: /septic-tank-service-el-paso-tx/
Outdoor Faucet Installation: /outdoor-faucet-installation-el-paso-tx/
Kitchen Plumbing Remodeling: /kitchen-plumbing-remodeling-el-paso-tx/
Commercial Plumbing Service: /commercial-plumbing-service-el-paso-tx/
Plumbing Inspection: /plumbing-inspection-el-paso-tx/
Note: The Emergency Plumbing Service category could have been a secondary category because it is a high intent keyword.
- NAVIGATION STRUCTUFRE
Main Navigation:
-Home – https:/acme-plumber-el-paso-tx.com
-Plumbing Services – no slug
-About Us /about us/
-Contact – /contact/
Conclusion
If you structure your GBP with the proper categories and services and create dedicated pages for those categories and services on your website, you will increase your chances of ranking your GBP #1 in your service area.
If you are a business owner and need help with your website or Google Business Profile contact Blue Lacy SEO.
