The Google My Business (GMB) description is one of the most important aspects of local SEO and customer interaction. The GMB profile is often the first point of contact that potential customers see when they search for your business on Google. It is important to write a good description so that you can distinguish yourself and convey what your brand stands for, its values, brand trust, and identity, and what makes you different from others.
The description is also used to rank local searches. Google includes it as a part of its algorithm to try and understand what your business is about and how it relates to certain search terms.
A GMB description that has been optimized properly can increase your presence on the local search engine results page (SERP), which means that your potential customers can easily find you when they search for businesses like yours. Research shows that companies with full profiles and properly described businesses are likelier to get more clicks, calls, and foot traffic.
Character Limit and Best Practices
Google allows up to 750 characters for your GMB description, but you should make every word count. The first 250 characters are especially valuable, included in the search results and preview snippets. Include your business name, primary services, and what makes you special in the first few lines.
Best Practices:
- Keep it concise: Focus on what separates you, and avoid lengthy paragraphs. You have a limited number of characters, so make each one count.
- Prioritize important details: Start with core services, Location, and what makes your business unique. This grabs the user’s attention and increases the likelihood of clicking to learn more.
- Structure properly: Use line breaks to improve readability, especially if you’re listing products or services.
Keyword Integration
Using relevant keywords in your GMB description can greatly improve your local SEO. Natively incorporating terms that a consumer might use to search for similar services helps Google understand your services and why they are relevant to your business. Keyword stuffing or overusing keywords damages your rankings and readability.
Tips for Effective Keyword Integration:
- Research: Identify the key terms your target audience is searching for, such as “plumbing services near me” or “best local bakery.”
- Naturally fit keywords: Integrate keywords into the description in a way that makes sense and reads naturally. For example, for plumber services, you can write it like: “We offer professional plumbing services for homes and businesses in Springfield.”
- Focus on user intent: Consider what your customers are looking for when searching for a business like yours, and align your description to match that intent.
What to Include in Your GMB Description
Your GMB description needs to deliver essential business information to potential customers using clear, engaging, concise language. Users should rapidly comprehend your business offerings and competitive advantage through this description.
Key elements to include:
- Core Products or Services: Your main offerings should lead the discussion on whether they consist of products, services, or both.
- Unique Selling Proposition (USP): The unique selling proposition (USP) identifies what sets your business apart. Emphasize areas including special features alongside your customer service experience and professional certifications.
- Business History or Story: Include a concise explanation of your business history when it provides additional value to your audience. Customers feel more personally connected when they learn about your business story.
- Location and Service Areas: Local businesses can boost their search visibility by clearly listing their physical address and the service areas they cover on their profile.
- Contact Information: Google automatically displays your phone number and website, but placing repeated contact details in your description ensures users notice them.
Call to Action (CTA)
A Call to Action (CTA) in your GMB description motivates users to proceed with additional actions following their business discovery. An effective Call to Action (CTA) directs potential customers to contact you, check your website, or visit your physical store.
Examples of Effective CTAs:
- “Call us today to schedule a free consultation!”
- “Stop by our store to see our new collection.”
- “Visit our website for more information and special offers.”
Your business objectives need to drive the creation of CTAs that remain actionable and specific. Creative CTAs that prompt immediate action can boost conversions while making your business distinguishable from competitors.
Avoid Over-Promotion
As a rule, your GMB description should highlight the best aspects of your business and its main products or services. Google does not allow businesses to use their descriptions to advertise offers or to post advertisements. The core value of your business should be what your description concentrates on, not the sales pitch.
What to Avoid:
- Aggressive marketing language: Some examples include – ‘Best in town’ and ‘World class service’ if not supported properly.
- Overuse of promotional offers: While promotions and sales are great for getting more customers, your GMB description shouldn’t be about explaining what your business is. Instead, you can post specific promotions through Google Posts.
- Excessive keywords: Using your description to try and game the system by stuffing it with keywords will get you penalized by Google and lead to a very bad user experience.
Updating the Description
The Google My Business (GMB) description requires regular updates rather than a one-off creation. You must maintain your Google My Business description to be current and timely. Your GMB description must show changes whenever your business develops through new services and products or moves to a different location.
Maintaining up-to-date information in your business profile keeps it accurate and lets Google know you’re active, which improves your local search ranking.
When to Update:
- New Services or Products: Include new services or product lines into your business description once they are introduced.
- Changes in Location: Add new locations to your description whenever your business starts operating in additional regions or expands its service area.
- Seasonal Changes: In peak seasons or holiday periods, make sure your description features current promotions or special offers that matter to customers.
GMB Description in the Context of Business Categories
Selecting your business category within Google My Business controls which search results will display your business. Different business categories have specific expectations you can meet by customizing your description to match your selected category, improving your search ranking.
Example Categories and Relevant Description Approaches:
- Restaurant: Your restaurant description should prioritize menu selection, food quality, and dining experience to succeed. Emphasize local favorites or unique dishes.
- Plumber: Showcase your plumbing specialties, including emergency services, and detail the geographic regions you cover.
- Retail Store: Describe your product range and any special deals while explaining what distinguishes your store from others, such as handmade goods or sustainable products.
- Fitness Center: The focus of your fitness center marketing should be your facilities and service offerings, including personal training, group classes, and the customer experience.
Understanding your category can help you tailor your description to speak directly to the needs and expectations of potential customers searching for businesses in your field.
What is a Google Business Profile Description?
Your Google Business Profile description is where you can briefly describe your business and what it offers, and this description will be shown on your listing whenever someone searches for you on Google Local. It is one of those first things that a potential client will see when they find your business listed in the local search results, so you need to make an impact.
The description lets you provide important details about your business, such as your products and services, your values, history, and what makes you unique. It’s an opportunity to showcase your brand and connect with your target audience on a deeper level.
Google Business Profile Description Guidelines
Before you start crafting your Google Business Profile description, it’s essential to familiarize yourself with Google’s guidelines. This ensures your description adheres to Google’s rules, helping to avoid any issues like account suspension or rejection.
Things to Include in Your Google Business Profile Description:
- What you offer: Begin with a small description of your business’s products or services. Do not forget to emphasize the benefits of your business.
- What sets you apart: It could be your customer service, products, or business values that you must clearly define. This is important to avoid being similar to other businesses.
- Your business history: If applicable, you should tell the story of your business, its main achievements, or the number of years it has been in business. It also makes customers feel that they are dealing with a real company.
- Helpful information: It can help the customer understand what to expect from the business, like the address, atmosphere, or attitude of the personnel.
Things to Avoid:
- Keyword stuffing: Do not fill your description with keywords only, as this will affect the ranking of your business. Relevance and quality are more valued by Google algorithm than quantity.
- Promotional language: Advertising and sales texts are also forbidden. That means no phrases like “50% off this week” or “Best in town.” You should use Google Posts for promotions instead.
- URLs or HTML: You should not post your website’s URL or HTML formatting in the description. Google has prohibited the use of links in the description.
- Irrelevant content: Your description should be clear and closely related to your business. Prevent the inclusion of unnecessary or unrelated information.
Google My Business Description Templates for Local Businesses
Use these templates to quickly create your Google My Business description. Simply fill in your business details, or plug them into a tool like ChatGPT, and it will generate a polished, SEO-friendly description for you.
Template #1. Dental Clinic
[Clinic Name] provides gentle dental services in [Location]. Specializing in [Routine Care/Cosmetic Dentistry/Orthodontics], we’re committed to brightening smiles with the latest treatments in a friendly, comfortable setting. Our expert team ensures every visit is a positive experience, whether you need [Routine Check-Up/Tooth Whitening/Braces]. Start your journey to a healthier smile with [Clinic Name]. Book your next visit now.
Template #2. Hair Salon
[Salon Name] offers top-quality hair care services in [Location]. Specializing in [Haircuts/Coloring/Styling], our experienced team is here to give you the perfect look with precision and care. Whether looking for a fresh style or a complete transformation, we provide personalized hair services using the best products. Book an appointment with [Salon Name] today and get the hair you’ve always wanted.
Template #3. Fitness Gym
At [Gym Name], we provide top-tier fitness services in [Location]. Offering a range of programs from [Cardio/Strength Training/Personal Training] to [Group Classes/Weight Loss Plans], we’re dedicated to helping you meet your fitness goals. Our team of certified trainers and modern facilities ensure that you receive the best support possible. Join [Gym Name] today and take the first step toward a healthier lifestyle!
Template #4. Auto Repair Shop
[Business Name] provides trusted auto repair services in [Location]. We specialize in [Routine Maintenance/Brake Repair/Engine Diagnostics] and are committed to running your vehicle smoothly. Our experienced mechanics offer fast, reliable service with no hidden fees. Whether you need [Oil Change/Tire Rotation/Transmission Repair], we’ve got you covered. Book your appointment at [Business Name] today and get back on the road with confidence!
Template #5. Restaurant
[Restaurant Name] offers delicious dining experiences in [Location]. Specializing in [Cuisine Type], we prepare each dish with fresh, locally sourced ingredients to bring you the best flavors in town. Whether you’re enjoying a meal with family or celebrating a special occasion, we provide a welcoming atmosphere and exceptional service. Visit [Restaurant Name] today for an unforgettable dining experience!
Template #6. Plumbing Company
{Business name} is a family-owned {primary business category} located in {location}, serving {target area}. Since {year founded}, we’ve been providing {service 1}, {service 2}, and {service 3} with fast, affordable, and reliable service. {Mission statement}.
Template #7. Service Area Business Example
{Business name} is a {primary business category} serving {target location} and surrounding areas including {nearby area #1}, {nearby area #2}, and {nearby area #3}. For over {years in business}, our professionals have been providing {target product/service} with an outstanding level of care, support, and communication. {Mission statement}.
Template #8. Moving Company
{Business name} is a professional moving company located in {location}. For over {years in business}, our experienced team has provided residential and commercial moving services, including {service #1}, {service #2}, and {service #3}. We pride ourselves on efficient, reliable, and stress-free moves. {Mission statement}.
How to Add Your Google Business Profile Description
Once you’ve written your Google Business Profile description, it’s easy to add it to your profile:
- Log in to your Google Business Profile account.
- Navigate to the “Profile” section.
- Find the “Description” field and click on it.
- Paste or type in your new description.
- Click “Apply” to save your changes.
Google will then review your description, it may take a few days for it to be fully visible on your listing.
Remember: The first few lines of your description will be visible in the local search results, so make them count.
Best Practices for Enhancing Your Google Business Profile
Once your description is live, don’t stop there. Here are some additional tips that can enhance your Google Business Profile further:
- Add Catchy Photos: Good-quality images of your products, services, or Location can build trust and engagement.
- Encourage customer reviews: Positive reviews can significantly impact your business’s reputation and visibility. Respond to reviews promptly and professionally.
- Keep your profile updated: Your business information should be correct, including hours, address, phone number, etc. Update your description if necessary.
