What Is Description?
Description: A summary of a business.
The Google Business Profile 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 GBP and can be added or edited through the Info section of the GBP.
The GBP description is not to be confused with the title and description of a website, which are the meta tags that appear in the Google search results.
The GBP listing description may include the products and services of the business, the business founding year, the business motto or tagline, service areas, license, work experience, 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 Business Profile description:
‘Omega Locksmith is a full-service locksmith company offering Commercial Locksmith Services, Auto Locksmith Services, and 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 and key solutions to homes and companies in Chicago Loop, Bridgeview, Burbank, Cicero, Oak Lawn, Forest View, Justice, Willow Springs, and other areas of Cook County and 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, and door installation for businesses.‘
The description section is publicly visible below the reviews in a Google Business Profile. It is also called the ‘From the business’ section and has a heading of ‘From (Business name)’, like ‘From Grant’s Car Repair’ 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. It is automatically visible to the user. As such, you should frontload your content to entice the user to keep reading the description.
Upon clicking ‘more’ in the description section of the listing, the section expands to display the long description.
Combined, they form the GBP listing description. It is the full description and can go up to 750 characters.
Google does not allow URLs, links, or HTML code in the description content. No formatting (bold, italics, underline) either. Adding a phone number is also risky.
The description can only be plain text. However, certain numbers and symbols are allowed, so ZIP codes should be added. To save space, use ‘&’ instead of ‘and’, ‘#1’ instead of ‘number one’, etc. Also, check for sentiment to ensure it’s positive.
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: The description should be brief and contain only the important points. Try to fit as much critical content as you can here and avoid unnecessary fluff. Use the Business.Site if the 750-character limit for the description is insufficient.
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