This article was automatically translated by artificial intelligence. For accurate information, please consult the original English version.
What is the history of the Google Business Profile description?
At the beginning of Google Business Profile (GBP), an editable text of 200 characters allowed owners to describe their Business directly on their GMB listing. However, following many abuses, notably inappropriate use of Keywords, Google decided to end the project: in August 2016, these “descriptions” were replaced by “editorial summaries,” written by internal Google teams and not editable by owners.
However, at the end of March 2018, Google Business Profile announced the return of descriptions editable by owners on Business listings: this time, the description can be up to 750 characters! 🔥
How to write your Google Business Profile description well?
The content of this description must "highlight what makes the Business unique, whether it is its services, the products offered, the Business’s mission, or its history."
In general, the goal is to make your Business attractive with some restrictions to keep in mind:
Do not include inappropriate content (lies, hateful speech…)
Do not include links to other sites, phone numbers, or email addresses
Do not use words in all caps
Do not mention your prices, special promotions, or sales
To help you understand the spirit 😇, here is an example description (about 700 characters):
“Whether you are looking to buy a new or used vehicle, our dealership will help you find what you want, with a very wide choice of brands: Honda, Nissan, Peugeot, BMW… Our 200 m2 showroom, recently renovated, features warm lighting and many recent models. Additionally, you can also buy various trendy accessories for motorcycles and scooters such as helmets, jackets, or gloves. Feel free to visit us in this historic dealership in the center of Mulhouse, to chat over a coffee offered by the house: we will gladly share our expertise and passion with you!”
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If you want to discuss best practices for Google Business Profile, do not hesitate to contact our Local referencing experts at Partoo, via the chat at the bottom right of this page or visit our website to better understand what we can offer you!
What impact does the description have on your referencing?
The Google Business Profile description should have the sole objective of boosting your conversion: number of views / number of clicks, and ultimately making your Business attractive. This description is not taken into account by Google in your SEO.
Several Google executives and Google Business Profile experts like Mike Blumenthal have publicly confirmed that these descriptions have no impact on your referencing. The only possible SEO impact would be negative if you abuse Keywords (“keyword stuffing”). Indeed, by repeating your Keywords multiple times in your Google Business Profile descriptions, you risk being identified as spam and thus delisted.
Note that these descriptions are never considered as “duplicate content” and can be identical on different platforms (Google Business Profile, Facebook…) without negative effect on your referencing. 🤓