Story Based Question
You’re the owner of a thriving local bakery called “Sweet Treats,” and you’ve recently claimed your Google My Business (GMB) profile to help bring in more customers. As you’re setting up your profile, you notice that there’s an option to choose secondary categories, in addition to the primary one. You already selected “Bakery” as your primary category, but should you pick secondary categories too? What impact do these secondary categories have on your business’s local SEO and visibility? Will it really help potential customers find your bakery, or is it just a waste of time?
Exact Answer
Secondary categories in GMB can expand the visibility of your business by associating it with more relevant search queries. While the primary category is the most important for determining your business’s main focus, secondary categories help you appear in searches for additional services or offerings that might be related to your business. They can improve your GMB optimization by broadening the scope of search terms your business can rank for.
Explanation
Secondary categories are like extra clues you give Google about the specific services or products your business offers. While your primary category defines your business’s main function, secondary categories allow you to target additional search queries that might not directly fit under the primary category. Here’s how secondary categories can influence your GMB optimization and local SEO:
- Wider Reach
By selecting relevant secondary categories, you can increase the number of search queries your business is eligible to show up for. For example, if your bakery also serves coffee, adding “Coffee Shop” as a secondary category can help you appear in searches for coffee shops nearby, not just bakeries. This expands your reach to a broader audience. - Improved Relevance
Choosing secondary categories that match the different aspects of your business helps improve the relevance of your GMB profile in local searches. Google uses these categories to match your business with user queries, so including secondary categories allows you to be discovered by people searching for related products or services. For instance, a bakery could add secondary categories like “Dessert Shop” or “Café” if they offer cakes or seating for customers. - Better Visibility in Local Searches
When users search for businesses with specific needs, Google shows results based on a combination of primary and secondary categories. Let’s say someone searches for “coffee and pastries near me.” If your bakery is listed under both “Bakery” and “Coffee Shop,” your business has a better chance of appearing in this search. - Not Overloading with Categories
While secondary categories are important, it’s essential not to choose too many. Adding irrelevant categories or unrelated services could confuse Google and negatively affect your business’s ranking. Stick to categories that are closely related to what you offer to maintain the accuracy and quality of your GMB profile.
Example
Let’s walk through how secondary categories can optimize your bakery’s GMB profile.
- Primary and Secondary Categories
Your primary category is “Bakery,” but you also select “Coffee Shop” and “Dessert Shop” as secondary categories. This makes your bakery visible to users searching for different types of businesses related to what you offer. When someone looks for “coffee near me” or “desserts nearby,” your business is more likely to appear because Google recognizes you offer both baked goods and coffee. - Reaching a Broader Audience
Now, a customer looking for a “coffee shop with pastries” will see your bakery in the search results because your secondary category as “Coffee Shop” aligns with their search intent. Additionally, someone who’s searching for “desserts in [city]” could find you because of the “Dessert Shop” category. - Choosing the Right Categories
If you had only selected “Bakery” and ignored the opportunity for secondary categories, you might miss out on being found by people searching for related services like coffee or desserts. However, by choosing relevant secondary categories, you ensure you capture a wider range of potential customers who are looking for similar offerings.
Secondary categories play an essential role in optimizing your GMB profile for local SEO. By selecting relevant secondary categories, you can extend your reach and improve your chances of being discovered in a wider range of search queries. However, be strategic—choose categories that align with your business offerings to ensure accuracy and relevance in Google’s search results.