How Much Does Local SEO Cost in the UK?
UK local SEO prices range from under £100 to several thousand pounds a month.
Why Categories Matter
Categories tell Google what your business is. The primary category carries the most weight: it affects which searches you can appear for, which features your profile shows (such as menus, bookings or services) and how relevant you look compared with competitors.
Primary vs Secondary Categories
| Primary category | Secondary categories | |
|---|---|---|
| How many | Exactly one | Up to nine more |
| Weight | Strongest relevance signal | Smaller, supporting signal |
| Choose | Your core business and main money-maker | Other services you really provide |
| Example (roofer) | Roofing contractor | Gutter cleaning service, Skylight contractor |
How to Research the Right Category
- Search your most valuable keyword in your area, e.g. “roofer Leeds”.
- Note the top three businesses in the Map Pack.
- Check their primary and secondary categories (free browser extensions reveal them).
- Look for the most specific category that matches your core service – specific usually beats general.
- Check that the category fits what you really do; never choose one just because a competitor uses it.
Specific Beats General
“Dentist” is general; “Cosmetic dentist” is specific. “Lawyer” is general; “Family law attorney” (as it may appear in Google’s list) is specific. Choose the most specific option that represents your core business – and use secondary categories for the rest.
Common Category Mistakes
- Using a broad category like “Contractor” or “Service establishment”.
- Adding every category that seems vaguely related.
- Choosing a category for a service you rarely offer.
- Changing the primary category frequently – it can trigger reviews and ranking swings.
- Ignoring new categories that Google adds over time.
Testing Category Changes
If you are unsure between two primary categories, change one at a time and track a rank grid for four to six weeks. Make one change, measure, then decide.
Categories Are Just the Start
After categories, add detailed services, a good description, photos, posts and reviews. Our Google Business Profile optimisation covers all of it, and our guide to ranking in the Map Pack explains the rest.
Examples of Good Primary Categories
| Business | Weak choice | Better choice |
|---|---|---|
| Roofing company | Contractor | Roofing contractor |
| Boiler engineer | Plumber (if mainly heating) | Heating contractor or Boiler supplier, if accurate |
| Cosmetic dental clinic | Doctor | Cosmetic dentist |
| Conveyancing firm | Legal services | Conveyancer or Solicitor (as listed) |
| End of tenancy cleaners | Service establishment | House cleaning service |
Category names change over time and vary slightly by country, so always check the exact options in your own profile.
How to Change Categories Safely
- Record your current categories and take a rank-grid snapshot.
- Change one thing at a time – usually the primary category first.
- Leave it for four to six weeks; rankings often wobble for a few days.
- Compare the new rank grid and profile actions with the snapshot.
- Keep the change if it helped, or switch back if it clearly hurt.
Avoid changing categories alongside your name or address – several big edits at once can trigger a profile review.
FAQs
Frequently Asked Questions
How many categories should a Google Business Profile have?
One primary plus as many secondary categories as accurately describe your services – often two to five. Quality beats quantity.
Can I create my own category?
No. You must choose from Google’s list. If an exact match does not exist, choose the closest specific option.
Does changing my primary category affect rankings?
Yes, often significantly – sometimes up, sometimes down. Make changes carefully and track the results.