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Boost Your Local SEO With Our GBP Description Tips

Your Google Business Profile provides an excellent opportunity to connect with local consumers. A compelling description that’s optimized for search can boost your chances of appearing in the local pack while encouraging searchers to give you a call, make a reservation, or ask for directions.

May 17, 2024

6 m read

Mastering local SEO can be a game changer for businesses looking to connect to nearby customers. However, you’ll have to focus on specific parts of your Google Business Profile (GBP) to make this happen — and your GBP description is one of the most important.

In this guide, I’ll explain what your GBP description is and why it matters. I’ll also give you several helpful business description examples and templates you can tweak for your own needs.

What Is a Google Business Profile Description?

A Google Business Profile gives you more control over how your company’s details appear in Google products such as Search and Maps. Google may fill in some of this information automatically, but it’s best to manage and optimize it yourself to ensure accuracy and improve visibility.

The company description within your GBP is one of the most important elements because it outlines what your business does and allows you to showcase your brand. You can also use it to share your unique value proposition that convinces customers to choose your business over competitors.

Why Your Google Business Profile Description Matters

The main reason to include a description of your business on your GBP is that it helps customers understand your company. However, it also has several other benefits, including:

  • Boosting local SEO. Details within your GBP create relevance that Google can use to rank your site for location-based queries in Search and Maps.
  • Enhancing clarity. Having correct and accurate information is essential for gaining new customers.
  • Building trust. A clean, professional description provides a trustworthy brand image.
  • Encouraging action. When people read your GBP description, that’s one more opportunity to convince them to visit your website or contact you.
  • Supporting branding. Managing your GBP lets you maintain a consistent brand voice across all communications.
  • Ensuring compliance with Google policies. Google products have strict content guidelines. Writing your own description helps avoid policy violations.

How To Write a Business Description

Wondering how to write business descriptions that boost SEO while also impressing your target market? Your GBP description should be unique to your brand. However, there are certain things you should always include.

  • Business Name and Location: Basic details to identify your brand and where you operate.
  • Core Offerings: An explanation of what services and products you offer.
  • Value Proposition: Unique selling points and reasons why customers should choose your business over competitors. This could be similar to your mission statement.
  • Ethics and Principles: Details about any corporate social responsibility and environmental activities.
  • Keywords: Terms relevant to your offerings to help your business rank higher in relevant searches. For example, if you’re a lawyer, you’ll want to highlight your service keywords like “cooperative divorce” or “Florida estate planning.”

If you have multiple locations, you’ll want to create a Google Business Profile for each that speaks to that location’s products and services. You can add users to your GBP account to allow specific people to manage each location.

Google’s GBP Description Guidelines

Google requires businesses to follow three core rules when using GBP:

  1. Avoid prohibited content.
  2. Present information accurately.
  3. Comply with all content guidelines.

So, what does Google prohibit? You’ll need to avoid problematic behavior like harassment and hate speech. Google also disallows any content that can be considered misinformation or misrepresentation of your brand. You can’t impersonate other companies or use fake engagement to make your business look more popular, either.

Present your brand ethically, and make sure your description and the other elements of your profile accurately reflect the quality and benefits of your products or services.

Beyond this, there are a few other basic guidelines to follow, including:

  • Avoiding grammar or spelling mistakes. This helps make you look more trustworthy.
  • Not mentioning promotions.
  • Avoiding links of any type.
  • Avoiding unnecessary information in name and contact sections. No keyword stuffing!
  • Maintaining naming consistency across each store location.

Most of these guidelines also apply to any Google Posts you create, so it’s worth reading through Google’s policies if you want to use this GBP feature.

Google Business Description Example + Template

The easiest way to learn how to write a business description is to look at examples and templates across different industries. Here are several fictional company description examples.

Law Firm Example

“Smith & Son Legal Services has served Springfield for over 20 years. Our dedicated team provides compassionate, comprehensive legal advice and representation. Specializing in estate planning, divorce, and business contracts, we’re committed to securing your legal rights and future. We also proudly offer pro bono representation to charities. Contact us for a consultation.”

Template:

“[Business Name] has served [Location] for over [Number] years. Our dedicated team provides compassionate, comprehensive legal advice and representation. Specializing in [Service Keywords], we’re committed to securing your legal rights and future. [We also proudly offer pro bono representation to [Groups/Causes]]. Contact us for a consultation.”

Physical Store Example

“Sage Decor brings modern elegance to Main Street, Springfield. Our boutique showcases a collection of handcrafted home furnishings and decor that blend timeless design with contemporary living. From artisanal candles to bespoke furniture pieces, we help you create spaces that reflect any personal style. Experience a new level of home inspiration at Sage. Visit us today to discover your next treasure.”

Template:

“[Business Name] is your go-to destination for [Need] in [Location]. Our boutique/store/warehouse offers a wide variety of [Products]. From [Keyword] to [Keyword], we provide everything you need to [Lifestyle Benefit]. Visit us today for/to [Unique Offering/Benefit].”

Lawn Care Company Example

“Emerald Acres Lawn Care offers comprehensive lawn maintenance and landscaping services to transform outdoor spaces into lush retreats. Serving Springfield, we specialize in eco-friendly solutions, including organic lawn treatments and water-conservation gardening. Our services range from routine lawn care to complete landscape design, ensuring your home or business makes a lasting impression. Contact us for a quote.”

Template:

“[Business Name] offers comprehensive [Service Types] to transform outdoor spaces into [Benefit]. Serving [Location], we specialize in [Unique Offerings]. Our services range from [Keyword] to [Keyword], ensuring your [Property Type Serviced] [Benefit]. Contact us for a quote.”

Real Estate Agency Example

“Coastal Realty helps you find your dream home along the picturesque shores of Monterey Bay. Our agency specializes in beachfront properties, offering homes with gorgeous views and luxurious lifestyle perks. Whether you’re searching for a cozy beach cottage or a sprawling seaside estate, our experienced agents will find the perfect match for your lifestyle and budget. Embrace waterfront living with Coastal Realty and discover a home where every day feels like a vacation. Contact us for a personalized property tour.”

Template:

“[Business Name] helps you find your dream home in [Location]. Our agency specializes in [Property Type], offering homes with [Key Features]. Whether you’re searching for [Keyword] or [Keyword], our experienced agents will find the perfect match for your lifestyle and budget. Embrace [Aspirational Lifestyle] with [Business Name] and discover a home where [Lifestyle Perk]. Contact us for a personalized property tour.”

Dentist Example

“City Dental Care provides gentle dental services in Downtown Phoenix. Specializing in both routine care and cosmetic dentistry, we’re committed to brightening smiles with the latest treatments in a friendly, comfortable setting. Our expert team ensures every visit is a positive experience, whether you need a check-up or a complete makeover. Start your journey to a healthier smile with City Dental Care. Book your next visit now.”

Template:

“[Clinic Name] provides gentle dental services in [Location]. Specializing in [Unique Offerings], we’re committed to brightening smiles with the latest treatments in a friendly, comfortable setting. Our expert team ensures every visit is a positive experience, whether you need [Keyword] or [Keyword]. Start your journey to a healthier smile with [Clinic Name]. Book your next visit now.”

More Tips To Optimize Your Business Description

Working off of one of the small business description templates above can be a great start for your GBP optimization. Here are a few more things to help you craft a compelling business description:

  • Stay within the 750-character limit, but don’t feel like you have to use the full quota. Concise and direct descriptions perform best. 
  • Start with the most important information!
  • Research and include relevant local keywords, but avoid keyword stuffing.
  • Maintain the same brand voice you use for other customer-centric communications.
  • Keep your target audience in mind. 
  • Always include a clear CTA.

How To Add a Description to Your GBP

Adding a description to your GBP is a relatively straightforward and quick process.

Step 1: Log In

Make sure you’re logged in to the gmail address associated with your Google Business Profile.

Step 2: Search Your Business

Google your business name. This should bring up a dashboard at the top of SERPs.

business description 1

Step 3: Edit Profile

Click on ‘Edit profile’ to access your description.

Step 4: Find the Description

Scroll through the sections to the description field and click the pencil icon to update it. Paste in your well-crafted business description.

google business description 2

Step 5: Save and Review

Save the changes. It may take a few hours or days for your GBP to update.

Your Google Business Profile is an important part of your local SEO strategy. Make sure the rest of your strategy is working for you — regularly run local SEO audits to ensure alignment across your GBPs, landing pages, and keyword strategy.

Fully Optimize Your GBP Today

Looking to fully optimize your Google Business Profile? As helpful as business description examples are, nothing beats expert guidance and knowledge. Schedule a free consultation with our SEO agency, and we’ll ensure your GBP shines.

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