Having a well-optimized Google Business Profile (GBP) is essential for contractors looking to attract local customers. One of the most critical but often overlooked aspects of setting up your GBP is selecting the right business categories. These categories significantly impact how and when your business appears in local search results, directly affecting your visibility to potential customers.
This comprehensive guide will walk contractors through the process of selecting primary and secondary categories for their Google Business Profile, explaining why this matters, how to make strategic choices, and what pitfalls to avoid.
Why Business Categories Matter
Business categories on Google are more than just descriptive labels—they’re powerful search signals that:
- Determine which search queries trigger your business listing
- Influence your ranking in local search results
- Define what features and attributes are available for your business profile
- Help potential customers understand your specific services
- Affect which competitors you’re compared against
According to a 2023 study by BrightLocal, businesses appearing in Google’s Local Pack (the map-based results that appear for local searches) saw up to 35% higher click-through rates when they had optimally selected business categories compared to those with generic or misaligned categories.
Primary vs. Secondary Categories: Understanding the Difference
Primary Categories
Your primary category is the single most important classification signal for Google. It should represent your core business function and what you want to be known for primarily. Google gives this category the most weight when determining relevance for searches.
For contractors, this decision is particularly crucial as it affects:
- The specific search queries you’ll appear for most prominently
- The primary set of attributes Google will display on your profile
- How Google categorizes you against competitors
Secondary Categories
Secondary categories expand your visibility by helping you appear in searches related to additional services you offer. While less influential than your primary category, these supplementary classifications help capture business from related searches.
Google allows businesses to select up to 9 secondary categories, though it’s not necessary to use all slots.
Strategic Selection of Your Primary Category
Step 1: Identify Your Core Service
Before opening the category selection tool, ask yourself:
- What service generates the most revenue for my business?
- What do customers primarily hire me to do?
- How do I want potential customers to identify my business?
For example, if you primarily install roofing but also offer siding and gutter services, “Roofing Contractor” would likely be your optimal primary category.
Step 2: Be Specific, Not General
Google rewards specificity. A common mistake contractors make is selecting overly broad categories like “Contractor” or “Home Service Contractor” when more specific options are available.
Consider these examples:
- Instead of “General Contractor,” choose “Kitchen Remodeler” if that’s your specialty
- Instead of “Handyman,” choose “Plumber” if plumbing is your main service
- Instead of “Home Service,” choose “HVAC Contractor” if you primarily work on heating and cooling
Step 3: Research Competitors
Examine how successful competitors in your area have categorized themselves:
- Search for services similar to yours in your service area
- Look at the top-ranking competitors in local results
- Use tools like Brightlocal or Whitespark to analyze their category selections
- Note which businesses appear for multiple related searches
This research provides insights into effective category strategies in your market.
Selecting Strategic Secondary Categories
Complementary Service Categories
Your secondary categories should cover additional services you regularly provide. For instance, if you’re primarily a “Roofing Contractor,” secondary categories might include:
- Gutter Service
- Siding Contractor
- Solar Installation Service
- Skylight Installation Service
Consideration Factors for Secondary Categories
When selecting secondary categories, consider:
- Service Volume: Select categories for services you actually provide regularly
- Profit Margin: Prioritize high-margin services
- Seasonality: Include categories that might help during slower seasons
- Search Volume: Research which related services potential customers search for most frequently
- Competition Level: Consider less competitive categories where you might rank higher
Avoiding Category Dilution
While it’s tempting to select the maximum number of categories, quality trumps quantity. Each category should genuinely reflect services you offer and want to promote. Irrelevant categories may:
- Confuse potential customers
- Trigger Google’s spam detection
- Dilute your relevance for your core services
- Lead to poor customer matches and negative reviews
Complete List of Google Categories Relevant for Contractors
As of April 2025, here are some of the most relevant Google Business Profile categories for contractors (note that Google periodically updates available categories):
General Contracting
- General Contractor
- Commercial General Contractor
- Residential Building Contractor
- Home Builder
- Custom Home Builder
- Design-Build Firm
Specialty Contracting
- Roofing Contractor
- Bathroom Remodeler
- Kitchen Remodeler
- Basement Remodeler
- Addition Builder
- Deck Builder
- Fence Contractor
- Siding Contractor
- Drywall Contractor
- Flooring Contractor
- Painting Contractor
- Tile Contractor
- Cabinet Contractor
- Countertop Contractor
- Insulation Contractor
- Foundation Contractor
- Framing Contractor
- Door Supplier & Installer
- Window Installation Service
Systems & Utilities
- Electrical Contractor
- Plumbing Contractor
- HVAC Contractor
- Solar Installation Contractor
- Telecommunications Contractor
- Security System Installer
- Home Automation Service
- Water Heater Installation Service
- Septic System Service
Outdoor & Landscaping
- Landscape Contractor
- Paving Contractor
- Excavation Contractor
- Concrete Contractor
- Masonry Contractor
- Pool Builder
- Outdoor Kitchen Builder
- Lawn Irrigation Equipment Supplier
- Tree Service
Specialized Services
- Restoration Service
- Waterproofing Service
- Disaster Recovery Service
- Handyman
- Home Inspector
- Building Inspector
- Asbestos Testing Service
- Environmental Consultant
- Construction Equipment Rental Service
Step-by-Step Process for Updating Your GBP Categories
- Sign in to your Google Business Profile account
- Select the business location you want to update
- Click on “Info” from the menu
- Find the “Category” section and click the pencil icon to edit
- For your primary category:
- Begin typing your preferred primary category
- Select the most accurate match from Google’s dropdown suggestions
- For secondary categories:
- Click “Add another category”
- Begin typing each additional service category
- Select appropriate matches as they appear
- Review your selections for accuracy
- Click “Apply” to save your changes
Allow 2-3 days for Google to fully process these changes and update your visibility in search results.
Common Mistakes to Avoid
Misleading Category Selection
Never select categories for services you don’t actually provide. This violates Google’s guidelines and can result in:
- Account suspension
- Removal from Maps
- Loss of customer trust through mismatched expectations
Ignoring Category Updates
Google regularly adds, removes, and refines available categories. Set a calendar reminder to review your categories quarterly to:
- Take advantage of new, more specific category options
- Remove outdated categories
- Adjust strategy based on business changes
Prioritizing Keywords Over Accuracy
Some contractors attempt to stuff keywords into their business name rather than relying on proper categorization. This approach:
- Violates Google’s guidelines
- Risks penalties
- Creates inconsistency across your online presence
Instead, focus on selecting the most accurate categories and use your business description, services, and posts to highlight keywords.
Measuring Category Impact
After updating your categories, track these metrics to gauge effectiveness:
- Search Visibility: Use Google Business Profile Insights to monitor which searches trigger your listing
- Impression-to-Action Ratios: Compare views to website clicks, calls, and direction requests
- Ranking Changes: Monitor position changes for key search terms
- Conversion Changes: Track leads and jobs from GBP inquiries
If results aren’t improving after 30 days, consider reevaluating your category selections.
Advanced Category Strategies
Seasonal Adjustments
Some contractors strategically adjust their secondary categories seasonally:
- Emphasizing “Gutter Service” in fall
- Highlighting “Deck Builder” in spring
- Featuring “Insulation Contractor” during winter months
New Service Launches
When introducing new services, update your categories accordingly and supplement with:
- Google Posts highlighting the new service
- Updated business description
- New photos showcasing the service
- Q&A content addressing common questions about the service
Multi-Location Strategy
For contractors with multiple locations, consider tailoring categories to each local market’s:
- Specific service demand
- Competitive landscape
- Seasonal factors
- Demographic preferences
Strategic Selection of GBP Categories
For contractors, strategic selection of Google Business Profile categories represents one of the highest-ROI optimization opportunities in your local marketing strategy. By thoughtfully selecting your primary category to reflect your core business offering and supplementing with relevant secondary categories, you create a strong foundation for local search visibility.
Be Visible Media, a premier SEO agency based in Cebu, Philippines, specializes in helping contractors optimize their Google Business Profiles for maximum local visibility. Through comprehensive category analysis and strategic selection, Be Visible Media enables contractors to connect with more qualified leads, increase their visibility in Google Maps, and ultimately grow their businesses through improved local search performance. Their deep understanding of contractor-specific categories ensures clients receive customized recommendations that align perfectly with their business objectives.
Remember that your category selections should always accurately reflect the services you provide, prioritize specificity over generality, and be periodically reviewed as both your business and Google’s category options evolve.
By implementing the strategies outlined in this guide, you’ll maximize your visibility to potential customers searching for the specific contracting services you provide, ultimately driving more qualified leads and growing your business.
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