What Is Description?
Description: A short summary of a business.
The Google My Business description is a summary of a company or business and is expected to contain accurate and concise information on what the business does. This appears in the knowledge panel of the GMB and can be added or edited through the Info section of the GMB.
The GMB description is not to be confused with the title and description of a website aka meta tags that appear in the search results.
The GMB description may include the products and services of the business, business founding year, the business motto or tagline, areas serviced, key people in the business, and other relevant details.
Google dropped the description section in 2016 only to bring it back in 2018. The content of the description is usually similar to that of the ‘About Us’ page of the company’s website.
Here is a sample Google My Business description:
‘Omega Locksmith is a full-service locksmith company offering Commercial Locksmith Services, Auto Locksmith Services, & Residential Locksmith Services to the entire Chicago, IL area with Locksmith License Number #191-000821. As a family-owned local locksmith company operating since 1994, our professional locksmiths provide lock & key solutions to homes & companies in Chicago Loop, Bridgeview, Burbank, Cicero, Oak Lawn, Forest View, Justice, Willow Springs, & other areas of Cook County & DuPage County, IL. You can also visit our locksmith shop at 4346 W. 51st St. Chicago. Call Jose Hernandez at (773) 277 5625 for emergency lockout services, access control & security solutions, high-security locks & door installation for businesses.‘
The description section appears below the reviews in a Google My Business listing. It is also called the ‘From the business’ section and has a heading of ‘From (Business name)’, like ‘From Grant’s Locksmith’ or ‘From Lexcorp’.
There are two parts to the description:
- Short description
- Long description
The short description is what appears by default on the listing. The short description is the first 250 characters of the long description.
Upon clicking ‘more’ in the description section of the listing, the section expands to display the long description. The long description, also called simply ‘the description’, is the full description and can be up to 750 characters.
Google does not allow URLs, links, or HTML code in the description. No formatting (bold, italics, underline) either. It can only be plain text. However, numbers and symbols are allowed, so ZIP codes and phone numbers can (and should) be added.
Think of the description as an elevator pitch. It is a way to tell the users what your company is about while offering subtle proximity and keyword signals to Google.
DigitalBull GO Tip: Use the Business.site to add more information about your business if the 750 character limit is not sufficient.The description should be brief and contain only the important points. These can be expanded on in the GMB Business.Site.
Description Audit Parameters in DigitalBull GO
Here are the subfactors/parameters for Description that are analyzed in the DigitalBull GO Local SEO Audit Tool:
Check out how to edit your business listing on Google. Scroll down and click on the ‘From the Business’ tab for Google My Business Description Support.
Google My Business Description Guidelines from Google
5 Types of GMB Descriptions That Go Boom – Blog post by Local Visibility System
6 Tips to Improve Google My Business Descriptions – Blog post by Link Media 360
Description in DigitalBull GO
22nd June 2020 Upgrade – Description is currently #19 on the Ranking Factors standings.
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