The Digital Marketer’s Guide to Google My Business Descriptions

May 16, 2018

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google my business descriptions

Google recently reintroduced the ability to add business descriptions on Google My Business (GMB).

On this blog post, we’ll talk about why your business needs to add a description, how you can do it using your GMB account, and which local businesses have set great examples of descriptions for you to follow.

What are business descriptions on Google My Business?

Your business description is a summary — of up to 750 characters — that appears when a user searches for your local business or checks out your listing on Google, via a desktop computer or mobile device.

It’s usually displayed alongside or underneath your online reviews and ratings on Google, as well as your business’ review snippets. (Review snippets are algorithmically selected quotes from Google users and local guides that provide information on the keywords most mentioned by your reviewers.)

Here’s how business descriptions might appear on desktop computers and mobile devices:

You can add or edit your business description once you’re signed into your Google My Business account.

Why should I add a business description?

Think of your GMB description as a way to highlight, in a few phrases or sentences, what makes your local business unique.

Google My Business descriptions typically contain information on what your business offers, what sets you apart, how you got started, and anything else that you think would be helpful for your customers to know.  

Apart from helping you convert shoppers into customers, effective GMB descriptions may also positively impact your search rankings over time, depending on how much Google decides these descriptions factor into rankings.  

How do I add business descriptions using Google My Business?

To get started with adding your business description, sign into your Google My Business account.

(Don’t have a GMB account or Google business listing yet? Read this guide to help you get started.)

  • On your Home page, look for an option to Add description.
  • Alternatively, you can click on your Info tab on the right and look for the section where you can add your business description.
  • Add your business description then click Apply.

If you’re not seeing the option to add your Google My Business description, don’t worry. The feature is still being rolled out, so it may take some time before you see the option in your GMB dashboard.

Here are some more guidelines set by Google for when you’re writing out your business description:

  • Don’t spam it. Use it as a way to pitch your business. Focus primarily on details about your business instead of details about promotions, prices, or sales.
  • You should be upfront and honest about the information provided, focusing on content that is relevant and useful to your customers to understand your business.
  • Do not include URL links or HTML code, or exceed 750 characters in the description field.
  • Avoid misspellings, gimmicky character use, gibberish, etc.

Examples of business descriptions on Google

As a local business, you should consider hiring a good copywriter to help you come up with an original, compelling, and attention-catching business description on Google. At the very least, think it over, then edit and proofread, before submitting your own.  

Phil Rozek of Local Visibility System compiled a list of local businesses that are making the most of Google My Business descriptions.

HomeMove Removals and Storage: “Gets across your USP, and asks the searcher to take the next step.”

Lakeshore Guys, LLC: “Different call-to-action (‘Visit our site to see photos of our work.’)”

Batteries Shack: A description that “deploys a ‘come on down.’”

Weather Tight Corporation: Harnesses “strength in numbers; wheel out impressive numbers and other specifics.”

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