Now that you’ve got a Google My Business listing created and up to speed, it’s time to fill in the one section you’ve been putting off: the description. While pictures and general business information such as hours of operation are all important pieces of the puzzle, your business description is what distinguishes your business from others. It helps consumers better understand what your brand is all about and choose you over competitors. You don’t have to be a skilled writer by any means to create an effective business description. You just need to know how to maximize the limited space you’re given.

 

Why is Your Google My Business Description Important?

The business description field is where you can share relevant, useful information about your brand with consumers. Whether that’s details about the types of products and services you offer, a little history on how it all got started, or even your mission statement, the business description should ultimately help customers determine whether or not your brand can be the solution to their problem. Without a description, consumers would be left to draw their own conclusions about your business based on the pictures that are associated with your Google My Business listing.

Where Does My Google Business Description Show Up?

Now that you understand just how important the business description field is, you’re probably wondering where does it even show up? Depending on the device your target customers are using, the business description will show up slightly differently.

Your Google Business Description on the Web—Desktop

If you search your business name and location on Google, your Google My Business profile will appear on the right in the Knowledge Panel. The description shows above your address.

Your Google Business Description on Maps—Desktop

From a desktop or laptop computer, your business description on Google Maps will appear in a similar spot.

Your Google Business Description on the Web—Mobile

Here’s how your Google business description appears on a mobile web search:

Your Google Business Description on Maps—Mobile

Finally, here’s what your Google business description will look like on a mobile Maps search:

With all of these views, the description appears above the fold, meaning it is visible before a user has to scroll down on the page. This is why it is important to optimize the description! (There are other elements of your Google My Business profile to optimize as well.)

To see what your business description looks like, simply type in your business name and location into a Google search, or simply typing your business name into Google Maps.

What You Should Include in Your Google Business Description

Part of what makes the business description field so intimidating is that fact that you only have 750 characters to work with. To help you make the most of it, we’ve outlined some informational recommendations below,  depending on the message you’re trying to send.

1. Make Clear What You Do

This is easily the most important piece of information you should cover in the description. If customers are curious enough to read it, that means they want to learn more and see if you have what they’re looking for. Keep it brief, yet detailed enough to give them a clear idea of the products and services you offer.

2. Highlight What Makes You Unique

What sets you apart from the competition? Why should potential customers choose you over another company? These are just a few of the questions you can answer by highlighting the business features that give your brand its own unique flavor.

3. History (If it’s Relevant)

Depending on the industry your business is in, including a brief sentence or two about your brand’s history can sometimes work wonders. This is a particularly potent informational tidbit if your history is exciting and integral to the understanding of the products or services you offer. If none of the above apply, it’s usually best to leave the history lesson for your website.

4. Use High-Value Keywords

Now, we’re not talking about using every last character to stuff as many keywords as possible into your description (keyword stuffing = a bad SEO practice), rather, focus on 1-2 high-value keywords that have the most traffic potential. Not only will this help potential customers see that your business is relevant to their search, but it will also help with your organic rankings.

What You Shouldn’t Include in Your Google My Business Description

Now that we’ve covered what you should be using your business description for, it’s time we take a look at the other side of the coin and talk about what you should be avoiding.

1. No Sales Pitches or Offers

As tempting as it can be to use the limited space Google gives you to drive sales, this is a big no-no. In addition to being against their policy, Google will more than likely deny your proposed description during the review process.

2. No Misleading Information

Even though you would never dream of doing this, it goes without saying that publishing false or gimmicky information about your business is against Google’s fairly easygoing policy.

3. No Links or URLs

Once again, while the business description field may seem like a prime spot to insert some valuable links to drive traffic to your website, don’t do it. Google will automatically deny your description and send you back to the drawing board.

4. No Prohibited Content

Any content that Google considers to be hateful, profane, obscene, sexually explicit, illegal, terrorist-related, or offensive in nature will not only get rejected, but it will also increase the likelihood of Google reviewing the validity of your entire account.

 

Examples and Templates for Good Google Business Descriptions

To write your Google My Business description, we recommend creating a full description and then pairing it down for use in shorter fields. Here are some templates you can customize for your business:

Google Description Example for Retail Business

Template:

[Business name] is a [type of business, category] in [city and neighborhood]. You can find [product, search term] for [audience or occasion]. [Value statement.]

Example:

Brianna’s Boutique is a high-end women’s vintage clothing store in Los Angeles, CA. You can find the best vintage designer labels for any and all occasions. Visit us if you’re looking for one-of-a-kind vintage luxury. Celeb sitings are not uncommon.

Shortened Description:

High-end women’s vintage clothing boutique for all occasions.

Google Description Example for Service Business

Template:

[Business name] provides [service, search term]. We have been serving the [city, state] for more than [time in business]. [Value statement.]

Example:

Gilmore’s provides expert glass repair, plumbing, and electrical services. We are a family business and have been serving the Austin, TX area for more than 20 years. We are the one stop shop for all your home repair and service needs.

Shortened Description:

Family-run one-stop shop for glass repair, plumbing, and electrical services.

Google Description Example for Restaurant

Template:

[Business name] is [type of restaurant] in [city, state, neighborhood]. For [years in business], we have been a local favorite for the best [keywords] in town. [Value statement]!

Example:

Dina’s Diner is an American restaurant and diner in Jacksonville, FL. We have been a local favorite for the best all-American food in town for over 25 years. With nothing but full smiles and fast service, you’ll be leaving satisfied. Come on in for some authentic American comfort food.

Shortened Description:

Authentic all-American food served up fast and friendly.

Google Description Example for Health and Beauty

Template:

[Business name] is a [type of business] in [city, state, neighborhood]. We specialize in [service, search term]. Our experienced staff is eclectic and fun, and we keep up with the latest trends, so you don’t have to. [Value statement].

Example:

Lucy’s is a full-service salon for the entire family in the central area of Boulder, CO. We specialize in trendy cuts, color fashions, highlights, and blowouts. Our experienced staff is eclectic and fun, and we keep up with the latest trends so you don’t have to. We love matching your cut and color to your personality.

Shortened Description:

Full-service salon for the whole family, from traditional to trendy.

Words to Use in Your Google My Business Description

Bring your business description to life with some descriptors. Here is a list to pick from:

• expert, experienced, seasoned
• recognized, award-winning, renowned
• flavorful, tasty
• leading, top-notch, only, first
• casual, comfortable, relaxed
• organic, fresh, home-grown (dishes, ingredients)
• friendly, kid-friendly, family-friendly, pet-friendly (staff, atmosphere)
• fun, upbeat
• high-end, affordable
• dependable, trusty, reliable
• practical
• unique, one-of-a-kind, authentic
• locally made, locally sourced, farm-to-table
• local favorite, go-to, top pick
• one-stop shop, all-inclusive, variety, full range
• customized
• spacious, cozy

Your business description as it appears on Google can influence a consumer’s impression of your business as well their engagement with your profile. Follow the steps above to optimize your description for maximum visibility and appeal.