GBP Categories, Services & Attributes: The No-Mistakes Setup for 2025

TL;DR: Your primary category drives discovery, services and attributes drive “relevance” and justifications, and correct SAB/storefront setup prevents suspensions. Use the checklists and tables below to select categories once, mirror services from your site, add only truthful attributes, and keep a simple quarterly change log.

Quick Answer

If you do only three things this week:

1. Pick one best-fit primary category that aligns to the service you want calls for right now.
2. Mirror your website’s service list inside GBP (same wording) and add only attributes you truly fulfill.
3. If you’re a Service-Area Business (SAB), hide your address and list service areas; if you’re a storefront, ensure signage and staffed hours.

The Hierarchy That Actually Matters

• Primary Category → sets what you’re eligible to rank for.
• Secondary Categories → broaden relevance, but only when you truly provide those services.
• Services → reinforce relevance and can trigger local justifications (“Their website says…”).
• Attributes → increase conversion (and sometimes relevance) when accurate (e.g., “Emergency service”).
• Evidence → your site’s service pages, photos, and reviews must corroborate the above.

Step-by-Step Setup (Do This in Order)

1) Decide Your Primary Category (One that Pays the Bills)

Pick the category that 1) matches most of your revenue or your near-term growth target, and 2) already has matching on-site content. Avoid “category hopping.” Revisit quarterly, not weekly.

Rule of thumb examples

• Pest company focused on homes → pest control service.
• Water cleanup company → water damage restoration service.
• Handyman who mostly installs doors/windows → consider door supplier or window installation service only if ≥60% of booked revenue comes from that niche and the website supports it.

2) Add Only Accurate Secondary Categories

Use secondary categories sparingly to reflect truly distinct lines of service supported by pages, photos, and reviews.

3) Map Services 1:1 From Your Website

Create or confirm a service page for every service you add in GBP. Use identical wording.

Service naming tips

• Prefer plain language customers use: “German cockroach treatment” over “IPM kitchen intervention.”
• Use sub-services for popular tasks: “Rodent exclusion,” “Attic sanitation,” “Sump pump install.”

4) Set Attributes You Can Prove

Accuracy beats volume. Check attributes like “Emergency service”, “Online estimates”, “On-site services”, “Eco-friendly options”, “Veteran-owned” only if you can stand behind them.

5) Configure SAB vs Storefront Correctly

• Storefront: Public signage, staffed during posted hours, customers served at the location. Keep the address visible.
• SAB: You go to customers. Hide the address and list cities/ZIPs you routinely serve (think reasonable driving radius, not a whole state).

6) Document Changes (Quarterly)

Keep a tiny “why we changed it” log. If you’re ever suspended, you’ll be glad you did.

Category Decision Matrix (Pick One Primary)

How to validate: Search your target city for your service (“water damage restoration Encinitas”). Note which categories dominate among the top profiles. Don’t copy blindly—match to your genuine offer and supporting pages.

Services Mapping Checklist

• Every GBP service exists as a page on your site with matching wording.
• Sub-services added for top call drivers (e.g., “German roach treatment”, “Pipe leak cleanup”).
• City references appear naturally on relevant service or city pages.
• Internal links connect service pages to city pages and vice-versa.
• Photos and reviews mention the specific service (topical coverage, not generic praise).

Attributes That Actually Help

Tip: If an attribute ever stops being true (e.g., you drop after-hours), remove it immediately.

SAB vs Storefront: Get This Right or Risk Suspension

Storefront checklist

• Permanent signage visible from the street or parking area.
• Staff present during posted hours.
• Customers can walk-in or schedule on-site.
• Address shown on GBP and on your website’s Contact page.

SAB checklist

• Address hidden in GBP.
• Service areas listed as cities/ZIPs you routinely cover.
• No coworking, PO boxes, or virtual offices listed.
• Website clearly states “We come to you” and service areas.

Keep a Simple Quarterly Change Log

Pitfalls & Field Fixes

• Category stuffing: 5–10 secondaries don’t make you broader; they make you riskier. Fix: Keep to what you actually do.
• Attribute overreach: Claiming “24/7” without coverage. Fix: Remove it or staff it.
• SAB showing an address: Hidden address is mandatory for SABs. Fix: Hide it; add service areas.
• No website corroboration: GBP says “Mold remediation,” but no mold page on the site. Fix: Build the page, then add the service.
• Frequent edits: Weekly category flips can trigger reviews. Fix: Quarterly cadence; log changes.

Trade-Specific Starter Sets

Pest Control (Residential)

• Primary: pest control service
• Secondaries (optional): rodent control service, wildlife control service
• Services: ant control, German cockroach treatment, rodent exclusion, mosquito reduction (30-day), exterior perimeter spray, eco-options
• Attributes: emergency service (if staffed), online estimates, eco-friendly options

Water Damage Restoration

• Primary: water damage restoration service
• Secondaries: mold remediation (if in-house), fire damage restoration service (if truly offered)
• Services: emergency water extraction, structural drying, moisture mapping, dehumidification, mold removal, odor control
• Attributes: emergency service, insurance claims assistance

Handyman

• Primary: handyman
• Secondaries: door supplier, window installation service (only if common)
• Services: door replacement, drywall repair, TV mounting, grab-bar install, caulking/weatherproofing
• Attributes: online estimates, on-site services

FAQs

How many secondary categories should I add?
Only those that represent distinct, in-demand services you truly deliver and can prove on your website.

How often should I change my primary category?
Review quarterly. Frequent switches look risky and can trigger manual review.

Do services affect ranking or just conversions?
Both. Services help relevance and can trigger justifications, especially when mirrored on your site.

Can a service-area business show an address?
No. SABs should hide the address and list cities/ZIPs served.

What documentation helps if I get suspended?
Business registration, signage photos (storefronts), job photos/vehicle wraps (SABs), invoices, and website pages matching your declared services.

Do attributes like “Emergency service” really help?
Yes—if true. They increase conversion and clarify your operating model.