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 helps consumers better understand what your brand is all about. Even though you don’t have to be a skilled writer by any means to create an effective business description, to make the most of the limited space you’re given, there’s a few tips and tricks you can employ to make sure your Google My Business listing stands out. Ready to learn what they are? Let’s get started.
The business description field is where you can share relevant, useful information about your brand with consumers. Whether that be 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.
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.
From a desktop or laptop computer, your Google business description will be towards the bottom of the Knowledge Panel, just under the “Reviews” section so it’s relatively easy to find with minimal scrolling.
From a smartphone or tablet, customers can get to your Google business description by one of two ways. First, they can tap the “About” tab on your Google listing to bring up the description, or they can scroll down and tap the “More About [Your Business]” to get a complete view.
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.
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.
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.
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.
Now, we’re not talking about using every last character to stuff as many keywords as possible into your description (keyword stuffing = bad), 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.
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.
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.
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.
Once again, while the business description field may seem like a prime spot to insert some valuable links to your website, don’t do it. Google will automatically deny your description and send you back to the drawing board.
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.
We’ve provided a few samples below of effective business descriptions so you can see what works and draw inspiration for your brand.
This local bakery does a great job of utilizing the limited business description field by highlighting various informational points that appeal to both commercial and residential consumers.
Well known for their incredible selection and great prices, Harbor Freight really drives the point home by focusing on their low prices, broad range of products, and unwavering quality.
Understanding the way their customers think, Spodak Dental does a great job highlighting the strong points that make them stand out to consumers.
For more help with your Google My Business profile and online presence, head to our GMB Knowledge Center below: