Google Business 101: Description
2022 Update: Google My Business is now known as the Google Business Profile. With the name change comes some value-added upgrades. Be sure to subscribe to Bigger Better Biz on YouTube to learn how you can improve your chances of showing up on Google Search and Maps.
The description is seen below the reviews and above the posts when the GMB profile is see in Google Search.
When you are building your Google Business Profile you may be tempted to skip a few of the options because they feel like a waste of time. One of these you may consider is the business description. Yes it may take a little thought but it is an essential part of your business listing.
The business description shows up prominently on both the web-based platform and the app. Generally the first sentence shows up and the rest is only a click away. Tell people more about your business! You are obviously proud of it - here’s the way to show it.
Why Does A Description Matter?
The business description on Google Business serves to tell prospective customers what you business is all about. It can be the story of how you got started, information about the business itself, what you sell, what you are known for, your mission statement or things you take pride in. This is the place to show off! If you’ve won an award add it! If people always compliment your sauce make sure people know that you have the best sauce in town!
You want to give any prospective customers a good impression on what your business is all about and the description is the place to do it. You also have a lot of freedom in the description to choose what information you want to provide.
What Should I Include?
A good business description tells the customer enough about your business to make them want to spend money with you. Your description should always include a little about what you business does and maybe how long you’ve been doing it. If you’ve ever won awards this is a great space to mention that!
If you have an interesting history or your business is family owned you may also want to briefly mention that. Otherwise think of something that makes your business unique and highlight it!
You should also include 1-2 high value keywords and make sure they appear in the description. Think of what keywords will bring people to your business. This can help with Local SEO and search engine rankings.
This is also a great place to include things about your business that may be helpful like high-end, affordable, kid-friendly and so on.
What Should I Leave Out?
Don’t make your description read like spam! Save the hyperlinks for the section where you can add links. Adding a bunch of links to your description will make it look suspicious and Google doesn’t allow it. Also don’t include offers or sales pitches for the same reason. You can easily add an offer to your profile with the “Offer” tool.
As if it needs to be said avoid profanity and misleading claims. For most people this will be a no-brainer but you never know! If you add made up claims about your business or products Google may end up booting you off the platform.
Final Thoughts
Taking the time to create a thoughtful description for your business will benefit both your local SEO and how your business looks to potential customers. You can always write a description rife with keywords that will look good to a computer but that won’t turn readers into customers. Make sure it is both informative and human!
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