Purpose of Your Business Description
Your 750-character description serves several purposes:
- First impression: Often the first text customers read about you
- Differentiation: Explain what makes you unique
- Information: Tell customers what you do and who you serve
- Trust building: Establish credibility and expertise
While not a major direct ranking factor, a good description influences customer behavior—and engaged customers help rankings.
Structure & Format
Opening Line
Lead with your most important information. What's the one thing you want every reader to know?
Core Offering
Clearly state what products or services you provide. Be specific.
Differentiators
What makes you different from competitors? Experience, specialization, approach, values?
Location/Service Area
Mention your location or service area naturally if relevant.
Call to Understanding
End with something that helps customers understand what to expect.
Keywords & SEO
Natural Integration
Include your primary service keywords naturally. If you're a "family dentist in Denver," work that phrase in organically—don't force it.
What to Include
- Primary service/product type
- Location or area served
- Specializations
- Industry terms customers might search
What to Avoid
- Keyword stuffing
- Unnatural phrasing
- Irrelevant keywords
- Excessive repetition
Description Examples
Restaurant
"Family-owned Italian restaurant serving authentic recipes passed down three generations. Our handmade pasta, wood-fired pizzas, and house-made desserts bring the flavors of Naples to downtown Chicago. Cozy atmosphere perfect for date nights, family dinners, and celebrations. Gluten-free and vegetarian options available. Reservations recommended on weekends."
Service Business
"Licensed plumbers serving Denver metro for over 20 years. We specialize in residential plumbing repairs, water heater installation, and emergency services. Available 24/7 for urgent issues. All work backed by our satisfaction guarantee. Free estimates for major projects. Family-owned, BBB accredited, and committed to honest, upfront pricing."
Retail
"Austin's destination for outdoor gear and expert advice since 1985. We carry top brands in camping, hiking, climbing, and water sports equipment. Our staff are active outdoor enthusiasts who can help you find the right gear for your next adventure. We also offer equipment rentals and guided local trips."
Common Description Mistakes
- Including URLs: Violates guidelines—use the website field
- Phone numbers: Not allowed—use the phone field
- Promotional language: "Best in town!" and similar claims aren't allowed
- All caps: Looks unprofessional and may violate guidelines
- Generic content: "We provide excellent service" says nothing unique
- Too short: Wasting valuable space with a one-sentence description
- Keyword stuffing: Unreadable and potentially penalized