How To Write Google Business Description
Google My Business description is crucial for helping Google and potential customers understand your business. The key is to keep the right balance—your description should be optimized enough to boost visibility without sounding overly “SEOish” or under-optimized, which could lead Google’s algorithms to overlook it.
With that in mind, you might be wondering: What’s the best way to write a Google My Business description? In today’s blog post, I’ll walk you through a simple formula to craft an effective description. I’ll also cover the key elements to consider for maximum impact. So, let’s start!
What is a Google Business Description?
Google Business Description is a brief yet informative summary of your Google Business Profile (formerly Google My Business). This description is important because it gives your potential customers a snapshot of what your business is all about. It’s a place to highlight your products or services, share your business values, and provide a sense of what makes your business unique.
The description is one of the first things users see when they search for your business on Google or Google Maps, so it plays a key role in shaping first impressions. According to the guidelines, have 750 characters to clearly and concisely explain what your business offers, allowing users to quickly determine if your business can solve their problems or meet their needs.
The primary purpose of the Google Business Description is to:
- Clarify what your business does (products or services).
- Showcase what makes you unique (your competitive advantage).
- Provide essential details that attract new customers.
The following are the two examples of GBP description for you:
Where Will People See Your Description?
Your Google Business Description can be seen across multiple platforms, but it displays slightly differently based on how someone is searching for your business. Let’s break it down:
Desktop Search:
When someone searches for your business on a desktop, your Google Business Description appears in the Knowledge Panel. This is the information box on the right-hand side of the search results, next to your business name, website, and contact information. It’s a prime spot because it is visible immediately, allowing users to quickly understand your services and unique offerings, so potential customers know exactly what you can do for them.
Mobile Search:
On mobile devices, the description appears prominently when someone looks up your business. It’s just as important as on desktop, if not more, since many people are searching for local businesses on their phones these days.
The Google Business Description is one of the first things users will see, encouraging them to learn more about what you offer. Therefore, it’s highly recommended to keep it short, engaging, and to the point, so it stands out on smaller screens.
Google Maps:
For those searching via Google Maps, your business description appears alongside your business’s location and contact info. Whether it’s from a desktop or mobile app, having an optimized description helps customers know they’re in the right place. This is crucial for businesses that rely on local customers finding them while they’re out and about.
By optimizing your Google Business Description for Google Maps, you’ll ensure that your Google My Business profile is easy to discover, especially for users looking for services nearby.
Character Limits to Know
To craft the perfect Google Business Description, you also need to be aware of the character limits set by Google:
- Total Limit: 750 characters
The full Google Business Description allows for up to 750 characters. This space gives you the opportunity to briefly explain what your business offers, highlight your main services, and mention what makes you stand out from the competition. However, it’s important to remember that many users may only see the most critical part of the description because of the preview limit. - Visible Preview Limit: ~250 characters
Google displays up to 250 characters, allowing only the first 250 characters to be shown in the initial preview. This is why it’s crucial to make those first 250 characters count! Focus on sharing your key services and creating a compelling reason for users to choose your business.
The Basic Rules (What Not To Do)
When writing a Google Business Description, there are certain rules to follow to keep your description professional, informative, and compliant with Google’s policies. Here are key points to avoid:
No Promotional Content or Sales
Google Business Descriptions should provide useful information, not direct sales pitches or promotions. Avoid phrases like “Buy now!” or “Limited-time offer!” This space is meant to educate potential customers, not push them into a sale. Focus on providing value and enhancing their understanding of your business.
No URLs or Links
Including URLs or web links in your Google Business Description is against the guidelines. The description is for offering insights to customers, not for redirecting traffic. Instead, make sure to guide customers to visit your official website through other means. If you need help structuring your online presence, I can guide you on how to do this without using unnecessary links.
No ALL CAPS
ALL CAPS text can appear as shouting or overly aggressive. Keep the business description for Google My Business friendly, clear, and easy to read. A calm, professional tone attracts more customers than an overly forceful one.
No Keyword Stuffing
While it’s important to include keywords for SEO, overloading your description with repetitive phrases can harm search rankings. Instead, focus on strategically using relevant keywords to ensure your description is natural and customer-friendly. Need help finding the right balance? I’m here to assist you!
No Offensive Content
Avoid using offensive language, hate speech, or inappropriate content in your Google Business Description. Maintaining a respectful and professional tone ensures your message resonates with a wide audience and maintains a positive business image.
No Misleading Information
It’s essential to be honest in your description. Providing misleading information, like false claims about services or pricing, can damage your reputation. Transparency and honesty in your business practices build trust with potential customers. Remember, honesty always wins in the long run.
Essential Elements (What To Include)
To craft a compelling Google Business Description, highlight key aspects of your business that make it stand out. Here are essential elements to consider to ensure your description is both informative and appealing:
Business Category/Type
The first thing to do is to clearly state your business type or category. This helps potential customers quickly understand what your business is about. Whether you run a restaurant, plumbing service, or SEO consultancy, make sure this section is clear from the outset.
Main Products/Services
Next, list my primary products or services. This is where you get specific about what my business offers. For example, if you specialize in HVAC repair or digital marketing, please make sure to list those services clearly.
This helps potential customers immediately know if you offer what they need. It’s all about clarity and relevance. If you’re unsure how to describe your offerings, I can guide you.
Location/Service Area
Including my business location or the areas I serve is crucial. Whether you provide services nationwide or focus on a specific region or city, make sure to list this information.
If you have a brick-and-mortar store, provide the physical address, but for service-based businesses, clearly mention the service area.
Unique Selling Points
Make sure to highlight what makes your business different from competitors. This could be my years of experience, award-winning service, or commitment to using eco-friendly products.
Focus on what sets me apart to give potential customers a reason to choose your unique services/products over others. If you’re not sure what your unique selling points are, you can consult me.
Brief Relevant History
Including a brief history of your business can add credibility. Mention when your business was founded or a milestone that demonstrates my expertise in the field. However, keep this part short and relevant.
If you have a long, rich history, save the full story for the website and keep the Google Business Description concise.
Writing Your Description: Step by Step
When I write my Google Business Description, I follow a simple, step-by-step approach to make sure it’s optimized for search.
Start with Key Information (First 250 Characters)
I begin by focusing on the first 250 characters because this is what most people will see before they click “Read more.” This includes my business name, core services, and a brief statement that highlights what makes my business unique. This ensures that I grab attention quickly and present my essential details upfront. If you want help crafting your opening statement, I’m here to help.
Add Supporting Details
Next, I need additional details that give more context about my business. This might include my location, service areas, or the specific products and services I offer. I keep this section concise but informative, giving customers more reasons to consider my business. If you’re unsure what details to include, I can guide you through the process.
Include Natural Keywords
Naturally, incorporate high-value keywords to make it the best Google My Business description. Also, make sure they flow smoothly with the rest of the text. This helps improve visibility in search results while keeping the description sound authentic.
Please don’t stuff it with keywords but instead focus on using 1-2 that are relevant. I can help you choose the best keywords to optimize your description effectively.
Don’t Add Call to Action
You will see that many people will recommend you add a call to action towards the end. Even in GMBs, you will end statements as “Visit our website to learn more” or “Call us today for a free consultation.”
I highly recommend against it. These statements are marked as spam by Google’s algorithm, and this is based on my experience.
So, don’t use them at all.
Proofread Carefully
Fianlly, take time to proofread for any spelling, grammar or formatting errors. A polished, professional description reflects well on business and helps build trust.
Google Business Description Tips
To craft an effective Google Business Description, focus on understanding your audience and utilize various resources and strategies to enhance content.
- Write for Your Target Audience: Always keep your audience in mind when crafting my Google Business Description. Understanding their needs helps you to connect and engage effectively.
- Use Your Website’s ‘About’ Page for Inspiration: I often refer to my website’s ‘About’ page for ideas. This helps me articulate my unique offerings and unique selling points.
- Check Competitor Descriptions: Also analyze my competitors’ descriptions to see their strategies. This helps identify trends and opportunities to stand out.
- Create Multiple Versions: Try to write several versions of my Google My Business descriptions. This allows you to experiment and find the best message for my audience.
After Writing
After completing a Google Business Description, follow a few key steps to ensure it is properly added and monitored for effectiveness.
- How to Add the Description to Your Profile: Add the description for Google My Business by logging into the Google My Business account. Navigate to the “Edit” section and input the description.
- What to Expect During Google’s Review: Once submitted, Google reviews the description. This review process may take up to three days. It is important to remain patient and watch for any notifications about approval.
- How to Track Effectiveness: Monitor insights to track how the description impacts customer engagement. This includes looking at views, calls, and visits to the profile.
- When to Update the Description: Update the description regularly, especially if there are changes in services, promotions, or unique selling points. Keeping the content fresh ensures it remains relevant to customers.
Final Words
To summarize, writing an effective Google Business Description is essential to focus on clarity, relevance, and value for potential customers. It is important to highlight unique selling points and location concisely, and end with a strong call to action.
An optimized, engaging description not only enhances visibility but also attracts the right audience.
