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How do I write a Google Business Description? Tips, Tricks & Templates for a Killer Google Listing



Why is your Google Business Description important?

The business description is the best place to share relevant, useful information about your business, company or brand with consumers. You can add 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 prospective customers determine whether or not your business is the solution to their problem. Without a business description, consumers/customers would be left to draw their own conclusions about your business based on reviews, pictures associated with your business listing, etc...


Where does my Google Business Description show up?

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


Web: Desktop

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


Maps: Desktop

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



Web: Mobile

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



Maps: Mobile

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




With all of these different devices and 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!


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


What should my Google Business Description include?

Part of what makes the Google business description so intimidating is that fact that you only have 320 characters to work with. To help you make the most of this space, we’ve outlined some recommendations below.

1. Make It Clear What You Do

This is easily the most important piece of information you should cover in the Google business description. If prospective customers are curious enough to read it, that means they want to learn more about your business 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/or 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 business its own unique flavor.

3. History (If it’s Relevant)

Depending on the industry your business is in, including a brief sentence about your company'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 of your business' keywords as possible into your description (keyword stuffing = a bad SEO practice), rather, focus on 1-2 high-value keywords that have the most search engine traffic potential. Not only will this help prospective customers see that your business is relevant to their search, but it will also help with your organic rankings.


What shouldn't my Google Business Description include?

  • No Sales Pitches or Offers

  • No Misleading Information

  • No Links or URL's

  • No Prohibited Content like hateful speech, profanity, obscenities, illegal or offensive language.

Google Business Templates:

Template #1

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


Template #2

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


Template #3

[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]!


Teamplate #4

[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].


Descriptive Words to Use in Your Google Business Description

  • 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


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