One of the most common problems we encounter when we start working with new clients is the incorrect use of Google Business Profile (Google My Business) categories. Before we dive into the issue though, let us give you a quick refresher on what a Google Business Profile is.
A Google Business Profile, or GMB as it used to be known, is a snapshot of your business that Google shows to users when they search for you – it’s that little box on the right hand side of the search engine results page that tells you a business’s address, phone number and opening hours. You can see our Retain Media GBP below.
When it comes to boosting your visibility and attracting customers, the GBP is one of the most powerful local SEO tools at your disposal (for more information about local SEO, check out this article we wrote). In it, customers can find all of the essential information they will want if they Google you directly, but it also plays a major role in directing broader searches towards your business – this is where categories come in.
Categories tell Google and its users what your business does, and there are both primary and secondary categories. For us, our primary category shown above is ‘Marketing agency’. This allows customers to see what we offer at a glance, but it also tells Google to display our business to anyone that searches ‘marketing agency Melbourne’ or any of the additional services shown below.
Missing GBP Categories Could Be Costing You Thousands
Categories are the main way that Google directs customers to your business, which is why it is crucial to have the right categories listed in your GBP. To understand the potential impact of categories, let’s look at three Ford dealers all located in Melbourne.
As we can see, one of these dealers does not have the brand name listed in their primary category, so they will immediately miss out on any customers who are searching for ‘Ford dealer’ in their local area. Additionally, only one of these dealerships has ‘used car dealer’ listed as a category despite all three selling used cars, and it is also the only one of the three to list ‘mechanic’ as a service that they offer. Below is the full list of categories available to car dealerships and those in the auto industry.
Franchise Car Dealer
Acura Car Dealer
Audi Dealer
BMW Dealer
Buick Dealer
Cadillac Dealer
Chevrolet Dealer
Chrysler Dealer
Dodge Dealer
Fiat Dealer
Ford Dealer
GMC Dealer
Honda Dealer
Hyundai Dealer
Infiniti Dealer
Isuzu Dealer
Jaguar Dealer
Jeep Dealer
Kia Dealer
Land Rover Dealer
Lexus Dealer
Lincoln Mercury Dealer
Mazda Dealer
Mercedes Benz Dealer
Mitsubishi Dealer
Nissan Dealer
Opel Dealer
Pontiac Dealer
Porsche Dealer
Auto Other
Auto Accessories Wholesaler
Auto Air Conditioning Service
Auto Auction
Auto Body Parts Supplier
Auto Broker
Auto Chemistry Shop
Auto Dent Removal Service
Auto Electrical Service
Auto Glass Shop
Auto Insurance Agency
Auto Machine Shop
Auto Market
Auto Parts Manufacturer
Auto Parts Market
Auto Parts Store
- Auto Restoration Service
Auto Spring Shop
Auto Sunroof Shop
Auto Tag Agency
Auto Tune-Up Service
Auto Upholsterer
Auto Wrecker
Automation Company
Automobile Storage Facility
Car Accessories Store
Car Battery Shop
Car Bodywork Mechanic
Car Radiator Repair Service
- Car Rental Agency
Car Repair & Maintenance
Car Security System Installer
Car Service
Racing Car Parts Store
Tuning Automobile
Used Auto Parts Store
Car Category
- Car Dealer
- Car Finance and Loan Company
- Car Repair and Maintenance
- Car Service
- Motor Vehicle Dealer
- Race Car Dealer
- Salvage Dealer
- Used Car Dealer
The implications are clear: without the correct categories listed, all three dealerships are missing out on potential leads that could impact their bottom line. Google gives you the option of listing 1 primary category and 9 secondary categories, all of which will expose you to customers searching for those terms.
Although it is only a minor oversight, it could be costing them tens or even hundreds of thousands of dollars in lost business. Below is another example, this time showing a caravan dealer who has the wrong primary category listed.
Again, these are small mistakes that are easily overlooked but their potential cost to your business cannot be understated. In this instance, this dealer will struggle to show up for anyone searching for ‘caravan dealer’ because it is not listed as their primary service, meaning Google will not prioritise it in search results for that term.
Incorrect GBP Categories Could Be Hurting Your Brand
Another potential danger is that by listing the wrong GBP category, you could actually be hurting your brand and frustrating your customers. This is an issue that we encounter constantly with OEMs and vehicle manufacturers – the example below is of a caravan manufacturer who have themselves listed as a caravan dealer.
And now the same for a Yamaha dealer, who had themselves listed only as a ‘motorcycle dealer’, as well as several other secondary categories.
While this may seem like a simple and harmless mistake, it can have serious consequences. In this instance, the manufacturer was having customers regularly show up at their factory having expected to find a dealership – a fact that was made all the more frustrating for the customers by having often driven an hour or more to get there. The result was a bad first experience for customers, and one that could potentially discourage them from ever doing business with the OEM.
For reference, here are all of the categories available for caravans and other recreational vehicles, such as motorbikes and boats. Clients in the trucking and agricultural industries are guilty of this as well, and they often miss out on valuable search exposure by pigeonholing themselves and neglecting the other aspects of their service that they provide beyond vehicle sales.
Caravan Dealers
RV Dealer
Caravan Repair Shop
RV Storage Facility
RV Supply Store
Mobile Home Dealer
Camping Store
Campervan & Caravan Dealer
Caravan Supply Shop
Recreational Vehicle Rental Agency
Consignment Shop
Manufacturer
Motorbike Dealers
ATV Dealer
ATV Rental Service
ATV Repair Shop
Motorcycle Dealer
Moped Dealer
Motor Scooter Dealer
Used Motorcycle Dealer
Golf Cart Dealer
BMW Motorcycle Dealer
Ducati Dealer
Harley-Davidson Dealer
Kawasaki Motorcycle Dealer
Suzuki Motorcycle Dealer
Triumph Motorcycle Dealer
Yamaha Motorcycle Dealer
Motorcycle Parts Store
Motorcycle Driving School
Motorcycle Insurance Agency
Motorcycle Rental Agency
Motorcycle Repair Shop
Motorcycle Shop
Lawn Mower Store
Motor Scooter Repair Shop
Garden Machinery Supplier
Boat Dealers
Boat Dealer
Boat Trailer Dealer
Diesel Engine Dealer
Boat Accessories Supplier
Boat Cover Supplier
Boat Accessories Supplier
Boat Builders
Boat Rental Service
Boat Repair Shop
Boat Storage Facility
Outboard Motor Store
Water Sports Equipment Rental Service
Clients in the trucking and agricultural industries are guilty of this as well, and they often miss out on valuable search exposure by pigeonholing themselves and neglecting the other aspects of their service that they provide beyond vehicle sales.
The example below only lists themselves as a tractor dealer, when they could also include the following secondary categories: ATV dealer, ATV repair shop, construction machine dealer, construction machine rental service, farm equipment repair service, farm equipment supplier, tractor equipment supplier, tractor repair shop, garden machinery supplier.
Here are all of the categories that are available to trucking, agricultural and trailer businesses:
Truck Dealers
Truck Dealer
Truck Parts Supplier
Truck Rental Agency
Truck Repair Shop
Truck Topper Supplier
Truck Wash
Used Truck Dealer
Agricultural & Construction Equipment Dealers
Construction Machine Dealer
Construction Machine Rental Service
Crane Dealer
Crane Rental Agency
Dairy Farm Equipment Supplier
Diesel Engine Dealer
Drilling Equipment Supplier
Farm Equipment Repair Service
Farm Equipment Supplier
Fence Supply Store
Forklift Dealer
Irrigation Equipment Supplier
Lawn Equipment Rental Service
Lawn Mower Store
Material Handling Equipment Supplier
Mining Equipment
Power Plant Equipment Supplier
Pumping Equipment & Service
Towing Equipment Provider
Tractor Dealer
Tractor Equipment Supplier
Tractor Repair Shop
Garden Machinery Supplier
Trailer Dealers
Boat Trailer Dealer
Trailer Hitch Supplier
Trailer Manufacturer
Trailer Rental Service
Trailer Repair Shop
Trailer Supply Store
Trailer Manufacturer
We Can Help You To Clarify Your Categories
As you can see, this is an issue that affects dealers and OEMs right across the industry, and usually it’s for the same simple reason: they didn’t know about it. It’s easy to get caught up in the day-to-day operations of your business, and with literally hundreds of GBP categories to choose from, it can be hard to know whether you have made the right selections or are missing out on any potential opportunities.
That’s why it’s worth talking to the experts. As specialists in the automotive industry, we’ve worked with hundreds of dealers and dozens of OEMs to fix the problems that are plaguing their business, and we can do the same for you. The world has gone digital and in order to succeed, you need to adapt to the new rules of the game.
If you think that your business might be suffering from a lack of digital strategy, or if you just want to know more about what we can offer, get in touch with us to arrange a no-obligation chat.
