A well-optimized Google Business Profile (formerly known as Google My Business) is a core component of local search visibility. How business listings are categorized can be used to the advantage of medical practices that aim to maximize reach to potential patients. This article covers the Google Business Profile (GBP) categories aspect of profile optimization and how it relates to Google search visibility, including Google Maps and the coveted, “local pack.”
Understanding Google Business Profile Categories
Sorting through Google Business Profile categories can feel like a scavenger hunt. Picture this: there are over 4,000 categories to choose from and the Google My Business category list will continue to grow. With more options comes more specificity, helping your business’ name stand out in just the right way.
With the right list of Google business categories, your practice becomes more visible in those all-important local search results, helping patients narrow selections based on providers’ special features. It’s worth taking the time to explore your options and so your categories reflect what makes your practice unique. By locking-in your perfect categories’ combo, you better optimize your GBP.
Selecting the Optimal List of Categories for Google My Business
Google Business Profile categories are essentially labels used to describe a local business on Google Maps and Search. By selecting the most accurate primary and secondary categories, you ensure that your medical practice appears in relevant searches for improved online visibility.
Choosing a Primary Category for Google My Business
Google My Business categories best practices include choosing a primary category that most accurately represents the type of business an owner operates. For example, if you are a general practitioner, your primary category might be “General Practitioner” or “Medical Clinic.”
Search engine optimization (SEO) keyword insights also can guide the categories selection process. By using keyword research tools to find what potential patients are searching for or noting categories are boosting visibility for your competition, you can better align your primary category with high search volume terms. Keep in mind that you can edit your profile at any time to reflect new business information or an updated business description.
Choosing Additional Google Business Profile Categories
Beyond your primary label, Google allows you to specify up to nine additional categories. These serve a dual purpose: they display the full range of services you offer, and they inform Google’s algorithms about which search queries are most relevant to your practice. Benefits of additional categories include:
- Enhanced visibility in search results: With additional categories, you expand the net you cast in the vast ocean of online searches. Say you’re a primary care clinic that also offers physiotherapy and nutrition counseling. By listing these as additional categories, you increase the likelihood that your practice will appear in search results for a broader range of health-related queries.
- Clarified scope of services: Patients are often looking for specific services. The presence of additional categories can be pivotal in a patient’s decision to choose one practice over another. For instance, a general dentist who also specializes in cosmetic procedures should add “Cosmetic Dentist” as a secondary category to promote such services.
- Targeted patient demographics: Certain additional categories can help you appeal to specific segments of the population. For example, including categories like “Sports Medicine Clinic” or “Pediatric Dentist” immediately informs consumers that your establishment serves athletes or children, respectively.
Taking advantage of every GBP feature, including additional categories, can set you apart from your competition. By tailoring your profile to precisely represent your capabilities and accommodations, you enhance visibility and inform potential customers to build more interest in your practice.
Researching Competitor Google Business Profile Categories
Choosing the right categories can be the difference between landing at the top of the search results or being buried at the bottom. Start by compiling a list of your top local competitors. Pay special attention to those that rank highly on Google Maps or have a strong online presence. These are the practices likely to be making strategic use of their GBP categories.
Additional tips for competitor GBP analysis include:
- Analyze competitor business categories for Google My Business: For each competitor, review their GBP listing and note the categories they use. Look for any patterns or overlap of categories used by top-ranking practices in your specialty.
- Cross-reference services: With a list of common GMB categories for competitors in hand, check off which ones are a match for a service you offer. If a common category used by competitors is missing from your profile, but it aligns with your services, consider adding it to your GBP.
- Ensure accurate representation: While it can be tempting to add the most popular categories, misinformation can harm your practice’s reputation and SEO. Select only the categories that accurately match your business operations and specialties.
Finally, SEO is not a ‘set it and forget it’ action. Upon the addition of new GBP categories, or changes in Google’s algorithm that affect local search visibility, it’s worth checking in with your business profile for further refinements.
Summary: Choosing Google Business Profile Categories for Business Listing Optimization
Several factors are at play with Google Business Profiles optimization, including how a local business is categorized. With thousands of business categories to choose from, businesses are tasked with choosing the most accurate primary category, and the most descriptive secondary categories (up to nine). Local businesses can boost their local search visibility by cross-referencing categories with high-volume search terms and categories used by top-performing competitors. The goal is to leverage the specificity of categories to more precisely promote your services while aiming for increased visibility.
While GBP categories are a piece of the SEO puzzle, they work best alongside other efforts such as acquiring positive reviews, maintaining an engaging website, and participating in community events. An optimized GBP is all about researching, refining, and representing your practice confidently in the digital sphere to drive patient engagement.
Dominate Local Search Results with Google Business Profiles Optimization
Having your practice listed on Google Business Profiles not only ensures you’re visible in a high-traffic online directory but also strengthens your competitive position in the local market. iHealthSpot specializes in crafting digital marketing strategies for medical practices that increase new patient leads by leveraging Google through local SEO, GBP optimization, and online reputation through ratings and reviews. Carve out a larger slice of the local market by reaching out to us today.
