Your categories tell the platforms what kind of business you are, which is how they decide what searches to show you in. Google and Facebook each take a primary category and a set of additional ones.
The primary category does most of the work
It carries far more weight than the extras. Pick the one that describes what you mostly do — the thing that brings in the most revenue — rather than the widest one you could justify.
A VAGUE PRIMARY CATEGORY COSTS YOU SEARCHES
Additional categories
- Add the other things you genuinely do, not everything you could conceivably do.
- Three or four is usually plenty.
- Every category should be something a customer could turn up and buy today.
Across a network
Locations of the same brand should generally share a primary category, so the network is consistent in search — but a tribe with a genuinely different speciality should say so in its additional categories.