One of the easiest ways we consistently see small businesses outpace their local competition on Google is by properly optimizing their Google Business Profile (GBP) categories and attributes. These two profile sections might appear basic on the surface, but they quietly carry massive weight in local search ranking and customer discovery—especially as Google leans even harder into semantic and intent-based search in 2025.

Why Categories and Attributes Are Local SEO’s Secret Levers

When we’re helping clients at Rescue My SEO, we always start with categories and attributes because Google relies on them to understand exactly what your business offers and who it best serves. Here’s why they matter:

• Categories directly inform Google which search queries your business is eligible for in local packs and map results. They’re the backbone of relevance.
• Attributes act as modifiers, allowing your listing to show up for growing numbers of “niche” searches, like “wheelchair accessible bakery” or “pet-friendly hotel downtown.”
• Google’s AI systems are increasingly blending profile data with content and reviews to determine if your business is the best match for a specific searcher. Weak or generic profile info leaves you invisible, while precise, complete data drives greater discovery.

How Google Business Profile Categories Work in 2025

As of 2025, there are thousands of official GBP categories. Yet most businesses use only the broadest option (“Restaurant” instead of “Vegan Restaurant,” “Auto Repair” instead of “Transmission Shop”). Here’s our approach for small business owners serious about ranking higher:

1. Choose the Single Most Accurate Primary Category
   This should be your main business focus. If you’re a nail salon that specializes in gel manicures, don’t default to “beauty salon.” Pick “Nail Salon” as your primary. Google gives your primary category top influence in matching you with relevant customer searches.
2. Add Relevant Secondaries—Don’t Overstuff
   You can add additional categories describing legitimate additional services (think “Pedicure Service” or “Waxing Hair Removal Service” for the salon). Don’t pad your profile with unrelated categories. Inaccurate choices can have the opposite effect.
3. Regularly Audit What the Top Competition Is Doing
   Check out which categories top-ranking local businesses use. Do you notice one or two you’re missing that describe a unique service you offer? Update accordingly, but always make sure you actually deliver those services.
4. Don’t “Keyword Stuff” Categories
   Adding every possible related sub-niche does not help and can dilute your authority. Be honest and concise. Google penalizes profiles using irrelevant or misleading categories.

Our Pro Tip for Categories

Each time your business offerings shift, revisit your GBP. Even adding just one newly-released, hyper-specific category can help you snatch rankings from national chains who seldom update their profiles.

Attributes: The Hidden Power-Up for 2025

We can’t say enough about attributes. Attributes are evolving quickly and allow customers and Google to filter listings for their exact preferences—a huge edge in 2025’s ultra-competitive search environment. Here’s what to consider:

• Accessibility attributes: Wheelchair accessible entrance, braille menus, assistive hearing devices.
• Identity and community attributes: “Women-owned,” “Black-owned,” “LGBTQ+ friendly.” These can connect you with customers who actively seek out businesses sharing their values.
• Service features: “Free Wi-Fi,” “Outdoor seating,” “Curbside pickup,” “No-contact delivery.”
• Special accommodations: “Pet-friendly,” “Children’s menu,” “Reservations required.”

Google continually adds new attributes based on user demand and social trends. We recommend setting a quarterly calendar reminder to check for new options that apply to your business.

How to Audit and Update Your Google Business Profile Attributes

1. Go to your Google Business Profile via Google Search or Business Manager.
2. Click “Edit Profile.”
3. Find the “More” or “Attributes” section—this displays all available attributes for your primary category.
4. Toggle on all that genuinely apply. Avoid exaggerating; only claim features or qualities you actually offer.
5. Save your changes. Updates are usually reflected within minutes to an hour.

Bonus: Google may suggest attribute updates based on patterns in your customer reviews. This makes it doubly important to read reviews and respond thoughtfully—Google’s AI uses review content to validate and recommend new attributes over time.

Best Practices Checklist—What to Do Every Year (and Quarter!)

• Review and update your categories each year or whenever something about your business changes (like adding a new service).
• Make checking for new or updated attributes a quarterly habit. Google can quietly introduce options that give you a local advantage.
• Match your business description wording to the keywords your customers actually use, so your profile’s categories and text align with real searches. This synergy can boost Map Pack results. Learn more about writing keyword-focused local content.
• Monitor the listings of local competitors to see if their categories or attributes change—sometimes, a new addition signals an opportunity you’re missing.
• Respond to reviews, as Google may analyze them for attributes or features to highlight about your business.

Common Pitfalls to Avoid

• Using Outdated Info: Neglecting to update categories or attributes when your offerings change can cause missed opportunities. Regular reviews keep your profile accurate.
• Overloading Categories: Too many (or unrelated) secondary categories can confuse Google and lower your ranking. Keep it specific.
• Ignoring Attributes: Dozens of businesses in your area likely skip attributes altogether. This is your chance to stand out.

The Payoff: What Local Businesses Can Expect

From our years helping local businesses, we’ve noticed that:

• Thoughtful, niche category selection can result in significantly more Map Pack appearances for high-converting search queries like “emergency plumber” or “after-hours vet.”
• Enabling descriptive, up-to-date attributes increases the odds that filtered or intent-rich searches (“wheelchair accessible florist,” “Black-owned coffee shop near me”) surface your business.

When paired with other fundamental practices like regular reviews, quality photos, and fresh content, profile optimization delivers some of the fastest, most cost-effective SEO results for local business owners. If you want to see how this fits into a full local marketing strategy, check out our guide on maximizing Google Business Profile posts for local impact and leveraging Google reviews for growth.

Moving Forward: Make Categories and Attributes Part of Your Local SEO Cycle

At Rescue My SEO, we’ve seen firsthand how much more frequently optimized GBPs are shown in local discovery results compared to those left on autopilot. The work does not have to be time-consuming, but it should be intentional, precise, and revisited throughout the year as part of your overall SEO health check.

Want guidance on the next steps for your local visibility, or not sure which categories or attributes match your unique business? We’re always here to help small businesses sort through the ever-changing Google ecosystem. Explore our local SEO services or reach out for a free consultation today.