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
- Abarth Dealer
- Acura Car Dealer
- Alfa Romeo Dealer
- Aston Martin Dealer
- Audi Dealer
- Bentley Dealer
- BMW Dealer
- Bugatti Dealer
- Buick Dealer
- Cadillac Dealer
- Chevrolet Dealer
- Chrysler Dealer
- Citroen Dealer
- Cupra Dealer
- Dacia Dealer
- Daihatsu Dealer
- Dealer of Fiat Professional
- Dodge Dealer
- DS Automobiles Dealer
- Ferrari Dealer
- Fiat Dealer
- Ford Dealer
- Genesis Dealer
- GMC Dealer
- Hyundai Dealer
- Infiniti Dealer
- Isuzu Dealer
- Jaguar Dealer
- Jeep Dealer
- Karma Dealer
- Kia Dealer
- Lamborghini Dealer
- Lancia Dealer
- Land Rover Dealer
- Lexus Dealer
- Lincoln Dealer
- Maserati Dealer
- Maybach Dealer
- Mazda Dealer
- McLaren Dealer
- Mercedes Benz Dealer
- MG Dealer
- MINI Dealer
- Mitsubishi Dealer
- Nissan Dealer
- Oldsmobile Dealer
- Opel Dealer
- Peugeot Dealer
- Pontiac Dealer
- Porsche Dealer
- Ram Dealer
- Renault Dealer
- Rolls-Royce Dealer
- Saab Dealer
- Saturn Dealer
- Seat Dealer
- Skoda Dealer
- Smart Car Dealer
- Smart Dealer
- Subaru Dealer
- Suzuki Dealer
- Tata Motors Dealer
- Tesla Showroom
- Vauxhall Dealer
- Volkswagen Dealer
- Volvo Dealer
Auto Other
- Auto Accessories Wholesaler
- Auto Air Conditioning Service
- Auto Auction
- Auto Body Parts Supplier
- Auto Body Shop
- Auto Broker
- Auto Chemistry Shop
- Auto Dent Removal Service
- Auto Electrical Service
- Auto Glass Repair Service
- Auto Glass Shop
- Auto Insurance Agency
- Auto Machine Shop
- Auto Market
- Auto Painting
- Auto Parts Manufacturer
- Auto Parts Market
- Auto Parts Store
- Auto Radiator Repair Service
- Auto Restoration Service
- Auto Spring Shop
- Auto Sunroof Shop
- Auto Tag Agency
- Auto Tune Up Service
- Auto Upholsterer
- Auto Window Tinting Service
- Auto Wrecker
- Automobile Storage Facility
- Brake Shop
- Car Accessories Store
- Car Battery Shop
- Car Bodywork Mechanic
- Car Detailing Service
- Car Factory
- Car Inspection Station
- Car Leasing Service
- Car Manufacturer
- Car Racing Venue
- Car Radiator Repair Service
- Car Rental Agency
- Car Repair and Maintenance
- Car Security System Installer
- Car Sharing Location
- Car Stereo Store
- Car Wash
- Chauffeur Service
- Consolidated Rental Car Center
- Drivers License Training School
- Driveshaft Shop
- Driving School
- Driving Test Center
- Engine Rebuilding Service
- Hub Cap Supplier
- Learner Driver Training Area
- License Plate Frames Supplier
- Motoring Club
- Motorsports Store
- Muffler Shop
- Off Road Racing Venue
- Oil Change Service
- Racing Car Parts Store
- Radiator Repair Service
- Radiator Shop
- Rental Car Return Location
- Road Safety Town
- Self Service Car Wash
- Smog Inspection Station
- Tire Repair Shop
- Tire Service
- Tire Shop
- Towing Equipment Provider
- Towing Service
- Transmission Shop
- Tune Up Supplier
- Tyre Manufacturer
- Used Auto Parts Store
- Used Tire Shop
- Vehicle Exporter
- Vehicle Inspection Service
- Vehicle Shipping Agent
- Vehicle Wrapping Service
- Wheel Alignment Service
- Wheel Store
Car Category
- Car Dealer
- Car Finance and Loan Company
- Car Repair and Maintenance
- Motor Vehicle Dealer
- Race Car Dealer
- Salvage Dealer
- Used Car Dealer
EV
- Alternative Fuel Station
- CNG Fitment Center
- Compressed Natural Gas Station
- E Bike Charging Station
- Electric Bicycle Store
- Electric Motor Scooter Dealer
- Electric Motor Vehicle Dealer
- Electric Motorcycle Dealer
- Electric Vehicle Charging Station
- Electric Vehicle Charging Station Contractor
- Hydrogen Station
- LPG Conversion
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
- Camper Shell Supplier
- Campground
- Camping Store
- Consignment Shop
- Mobile Home Dealer
- Mobile Home Park
- Mobile Home Rental Agency
- Mobile Home Supply Store
- Modular Home Builder
- Modular Home Dealer
- Recreational Vehicle Rental Agency
- RV Dealer
- RV Detailing Service
- RV Inspection Service
- RV Park
- RV Repair and Maintenance Service
- RV Repair Shop
- RV Storage Facility
- RV Supply Store
Motorbike Dealers
- ATV Dealer
- ATV Rental Service
- ATV Repair Shop
- BMW Motorcycle Dealer
- Ducati Dealer
- Electric Motor Scooter Dealer
- Electric Motorcycle Dealer
- Golf Cart Dealer
- Harley-Davidson Dealer
- Indian Motorcycle Dealer
- Kawasaki Motorcycle Dealer
- Moped Dealer
- Motor Scooter Dealer
- Motor Scooter Repair Shop
- Motorcycle Accessories Store
- Motorcycle Dealer
- Motorcycle Driving School
- Motorcycle Insurance Agency
- Motorcycle Parts Store
- Motorcycle Rental Agency
- Motorcycle Repair Shop
- Motorcycle Shop
- Powersports Vehicle Dealer
- Snowmobile Dealer
- Snowmobile Rental Service
- Suzuki Motorcycle Dealer
- Triumph Motorcycle Dealer
- Used Motorcycle Dealer
- Yamaha Motorcycle Dealer
Boat Dealers
- Boat Accessories Supplier
- Boat Builders
- Boat Cleaning Service
- Boat Club
- Boat Cover Supplier
- Boat Dealer
- Boat Detailing Service
- Boat Ramp
- Boat Rental Service
- Boat Repair Shop
- Boat Storage Facility
- Boat Tour Agency
- Boat Trailer Dealer
- Boating Instructor
- Diesel Engine Dealer
- Marina
- Marine Engineer
- Marine Supply Store
- Marine Surveyor
- Outboard Motor Store
- Personal Watercraft Dealer
- Propeller Shop
- Water Ski Shop
- Water Skiing Club
- Water Skiing Instructor
- Water Skiing Service
- Water Sports Equipment Rental Service
- Yacht Broker
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
- Dump Truck Dealer
- Truck Accessories Store
- Truck Dealer
- Truck Driving School
- Truck Parts Supplier
- Truck Rental Agency
- Truck Repair Shop
- Truck Stop
- Truck Topper Supplier
- Trucking Company
- Used Truck Dealer
- Van Rental Agency
Agriculture & Construction Equipment Dealers
- Agricultural Machinery Manufacturer
- Construction Equipment Supplier
- Construction Machine Dealer
- Construction Machine Rental Service
- Crane Dealer
- Crane Rental Agency
- Crane Service
- Dairy Farm Equipment Supplier
- Diesel Engine Dealer
- Drilling Equipment Supplier
- Farm Equipment Repair Service
- Farm Equipment Supplier
- Fence Supply Store
- Forklift Dealer
- Forklift Rental Service
- Garden Machinery Supplier
- Irrigation Equipment Supplier
- Lawn Equipment Rental Service
- Lawn Mower Store
- Material Handling Equipment Supplier
- Mining Equipment
- Plant and Machinery Hire
- Power Plant Equipment Supplier
- Towing Equipment Provider
- Tractor Dealer
- Tractor Parts Store
- Tractor Repair Shop
Trailer Dealers
- Boat Trailer Dealer
- Horse Trailer Dealer
- Manufactured Home Transporter
- Trailer Dealer
- Trailer Manufacturer
- Trailer Rental Service
- Trailer Repair Shop
- Trailer Supply Store
- Utility Trailer Dealer
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.
