What Should I Include in My Google My Business Description?

The description feature in Google Business Profile (formerly Google My Business) is a really handy tool for any local business listing. It gives search users a quick snapshot of the business and the products or services it offers.

Before this feature launched in 2018, business owners could only add basic details like the company name, address, phone number, hours, and payment methods.

Now, it’s a key part of a business’s Google Business Profile (GBP). It’s the perfect place for businesses to share who they are, what they do, and even talk about things like their history, values, or beliefs if they want to.

What is a Google Business Profile description?

It might seem obvious, but the description in your Google Business Profile is a brief summary of your business. You’ve got up to 750 characters to quickly tell people who you are and what you do.

This description is a great way to give potential customers a sneak peek of what they can expect from your business, whether it’s about your physical location or your brand.

Google Business Profile Description Guidelines

Before you start writing your Google Business Profile description, take a moment to check out the Google Business Profile Description Guidelines. These rules explain what you can and can’t include in your description. For example, while you can talk about your business’s history, you shouldn’t mention promotions.

It’s important to follow these guidelines because Google reviews your profile description and may suspend your account if it violates any policies.

Google suggests using the description to share helpful details about the services, products, mission, and history of your business.

Be honest and clear in your description, focusing on what’s useful for your customers to understand your business. Google doesn’t allow content that’s irrelevant or unrelated to your business.

In addition to their general content rules, here’s what you should avoid in your business description:

• Low-quality, irrelevant, or distracting content like misspellings, strange characters, or random text.
• Mentioning promotions, prices, or sales (like “Everything’s 50% off!” or “Best bagels in town for $5!”).
• Adding any links. Links are not allowed in your business description.

Also Read: How do I Set Up My Google My Business Profile?

How long should a Google Business Profile description be?

When creating your Google Business Profile description, make sure to stick to the 750-character limit.

Google explains this in their Help Center:

What to include:

• What your business offers
• What makes your business unique
• A bit about your history
• Any other useful info for customers

What to avoid:

• No URLs or HTML code
• Don’t go over 750 characters
• Focus on your business, not on promotions, prices, or sales. (For more info, check out the guidelines for business representation.)

Here’s an example:
“We’re an independent ice cream shop just steps from the center of town. Locals love us for a cone with friends or a fresh pizza delivered straight to their door. We offer 35 flavors of homemade, hand-churned ice cream and sorbets year-round. Our New York-style pizza is baked fresh every day from midday to close. Come visit us today!”

How do I write a Google Business Profile description?

Before you start writing your Google Business Profile description, remember that you might need to create a few versions. This way, if your description is rejected for not following guidelines, you’ll have a backup ready to go.

If you’re not sure where to start, check out the “About” page on your website. It’s likely packed with valuable info about your brand, your accomplishments, and what you offer. This can be a great jumping-off point for your Google Business Profile description.

Also Read: How do I Respond to Reviews on Google My Business?

Tips for Writing Your Google Business Profile Description:

• Highlight what makes your business different from competitors.
• Mention your business history, especially if you’ve hit a big milestone, like an anniversary.
• Don’t include URLs or links.
• Avoid keyword stuffing.
• Add a call to action like “Visit us today.”
• Don’t talk about sales or special offers—use Google Posts for that.
• Don’t use all caps.
• Mention your business name, main keywords, and location early on (but don’t force in too many keywords—Google’s Vicinity update has made keyword stuffing less effective).
• Keep your audience in mind and let your business personality shine through. How you write should connect with your target customers.
• If possible, include some social proof to build trust.

If you’re stuck or worried your description sounds dull, why not try using AI? It can help bring your ideas to life and make sure your description is engaging.

How to Add a Google Business Profile Description to Your Listing

Adding a description to your Google Business Profile is super simple!

Just go to NMX, click “Edit Profile,” and you’ll find the “Description” section under “About.”

Your description will be shown in a shortened form in the Local Knowledge Panel on both desktop and mobile. To see the full version, people will need to click “more,” so it’s important to get your key info in the beginning. Remember, this applies to both desktop and mobile, so every character counts!

Think of your Google Business Profile description like your website’s meta title and description—you want to make sure it’s just as carefully crafted.

Once you’ve written your description, hit “Apply.” Google will then review and approve it.

If it’s not approved, double-check that you’ve followed Google’s guidelines.

Also Read: How can I Fix Issues with My Google My Business Profile?

Utilizing Google Business Profile Description

If you’re looking for inspiration for your own description, take a look at how your competitors have done theirs. Just search for a similar business on Google and check out their descriptions. See what works well and what stands out.

A strong Google Business Profile description can really boost your local search visibility. Think of it like your elevator pitch—it highlights your strengths and explains why people should choose your business.

So, what are you waiting for? Go update your Google Business Profile description now!