Last updated: February 2026
A Google Business Profile description is the text section within a Google Business Profile listing where businesses can describe their operations, services, history, and unique value proposition in up to 750 characters. This description appears in the "About" section of the business listing on Google Search and Google Maps, serving as one of the first text-based impressions a potential customer has of the business. While not a direct ranking factor, the description plays an important role in converting profile viewers into customers.
Many businesses either leave this field blank or fill it with generic, forgettable text. With only 750 characters available, every word needs to earn its place. This guide walks you through exactly how to write a GBP description that communicates your value, incorporates relevant keywords naturally, and persuades potential customers to take the next step.
Does the Google Business Profile Description Affect Local Rankings?
The Google Business Profile description does not directly affect local rankings as a confirmed ranking factor. Google has stated that the business description is primarily for informing potential customers rather than influencing search rankings. However, the description indirectly affects your local search performance through its impact on user behavior and conversion rates.
Here is what the description can and cannot do:
- Cannot: Directly boost your position in the local pack for specific keywords
- Can: Improve click-through rates from your listing by clearly communicating value
- Can: Increase conversion actions (calls, direction requests, website visits) by persuading viewers
- Can: Reinforce topical relevance when combined with other signals (categories, reviews, website content)
While you should include relevant keywords in your description, do so because it helps customers understand your services — not because you expect a direct ranking boost. The real value of a well-written description is conversion optimization: turning listing viewers into leads and customers.
For strategies that do directly influence rankings, see our comprehensive Google Business Profile optimization guide.
What Are the Character Limits and Formatting Rules for GBP Descriptions?
The character limit for a GBP description is 750 characters, and the formatting is restricted to plain text only — no HTML, links, bullet points, or special formatting are supported. Google will also reject descriptions that include URLs, phone numbers, or promotional language such as "best" or "cheapest."
Key rules and restrictions:
- Maximum length: 750 characters (not words — characters including spaces)
- Formatting: Plain text only; no HTML, bold, italics, or bullet points
- No URLs or links: Google will reject descriptions containing web addresses
- No phone numbers: Contact information belongs in other fields
- No promotional claims: Avoid superlatives like "best," "cheapest," or "#1" unless verifiable
- No misleading content: The description must accurately represent your business
- No keyword stuffing: Unnatural repetition of keywords may trigger a review or rejection
Given these constraints, every character matters. Plan your description carefully before writing, and prioritize the most important information in the first 250 characters since that is approximately what shows before any truncation in search results.
How Should You Structure Your GBP Description for Maximum Impact?
You should structure your GBP description using a proven three-part framework: lead with your core value proposition (first 250 characters), detail your key services and differentiators (next 350 characters), and close with a compelling reason to choose your business (final 150 characters). This structure ensures the most important information appears first and the description ends with a memorable impression.
Part 1: The Opening (First 250 Characters)
Start with who you are, what you do, and where you do it. This section should immediately answer the searcher's core question and include your most important keyword naturally. Think of it as your elevator pitch.
Part 2: The Details (Next 350 Characters)
Expand on your services, specialties, experience, and what makes you different. Include secondary keywords and specific details that matter to your target customers. This is where you differentiate from competitors.
Part 3: The Close (Final 150 Characters)
End with a compelling reason to choose your business — years in business, awards, guarantees, unique offerings, or a community-focused statement. Leave the reader with a strong final impression.
What Does a Good GBP Description Look Like vs. a Bad One?
A good GBP description is specific, benefit-oriented, and uses the full character limit to communicate unique value, while a bad description is vague, generic, keyword-stuffed, or incomplete. Comparing examples side by side reveals the dramatic difference in quality and persuasive power.
Bad Example: Dental Practice
"We are a dental office that provides dental services. We have been in business for many years and our dentists are experienced. Come visit us for all your dental needs. Best dentist in town!"
Problems with this description: uses only 208 of 750 characters, contains the promotional claim "best dentist," lacks specific services, does not mention location, provides no differentiators, and is completely forgettable.
Good Example: Dental Practice
"Bright Smile Dental has provided comprehensive family dentistry in downtown Austin, TX since 2008. Our services include preventive care, cosmetic dentistry, dental implants, orthodontics, and emergency dental treatments. Led by Dr. Sarah Chen, our team combines advanced technology including 3D imaging and same-day crowns with a patient-first approach. We welcome patients of all ages and accept most major insurance plans. Our office features a comfortable, modern environment with amenities designed to ease dental anxiety, including noise-canceling headphones and aromatherapy. Serving the Austin metro area with convenient evening and Saturday appointments."
Why this works: uses nearly all 750 characters, mentions location and specific services, names the lead practitioner, highlights technology and differentiators, addresses a common pain point (dental anxiety), mentions insurance acceptance, and includes scheduling convenience — all without keyword stuffing or promotional language.
Bad Example: Plumbing Company
"Plumber. Plumbing services. Emergency plumber. Licensed plumber Dallas. Call us today!"
Good Example: Plumbing Company
"ProFlow Plumbing has served Dallas and the surrounding DFW communities for over 15 years, specializing in residential and commercial plumbing services. Our licensed, insured team handles everything from routine repairs and drain cleaning to water heater installation, slab leak detection, and whole-home repiping. We offer 24/7 emergency service with a guaranteed 60-minute response time for urgent situations. Every job comes with a written estimate before work begins and a satisfaction guarantee. As a locally owned company with over 2,000 five-star reviews, we take pride in transparent pricing and lasting repairs that solve problems the first time."
For more ways to optimize your entire GBP listing beyond the description, read our Google Business Profile tips article.
How Do You Incorporate Keywords Into Your GBP Description Naturally?
You incorporate keywords into your GBP description naturally by weaving them into sentences that describe your actual services, location, and specialties rather than listing them as a string of disconnected terms. The goal is to inform human readers while including terms that reinforce relevance.
Effective keyword incorporation strategies:
- Service keywords: Instead of listing "plumbing, drain cleaning, water heater repair," write "Our services include drain cleaning, water heater repair, and full residential plumbing."
- Location keywords: Instead of "Dallas plumber, Dallas TX plumbing, DFW plumber," write "serving Dallas, Fort Worth, and the greater DFW metro area."
- Specialty keywords: Instead of "emergency plumber 24/7 same day plumber," write "We offer 24/7 emergency plumbing service with same-day appointments available."
- Industry keywords: Instead of "licensed insured bonded plumber," write "Our team is fully licensed, insured, and bonded for your protection."
A good rule of thumb: read your description aloud. If it sounds like something a real person would say to a potential customer, your keyword usage is natural. If it sounds like a search query list, rewrite it.
Understanding which categories to pair with your description for maximum relevance is also important. Our Google Maps categories guide covers category selection in detail.
Should You Update Your GBP Description Regularly?
You should update your GBP description when there are meaningful changes to your business — new services, new locations, awards, or shifts in your value proposition — but you do not need to change it frequently for SEO purposes. Unlike GBP posts, the description is not a dynamic content area that benefits from constant refreshing.
Good reasons to update your description:
- You have added or removed services
- Your business has received a notable award or certification
- You have expanded to new locations or service areas
- Your competitive landscape has changed and your differentiators need updating
- You are testing whether a new description improves conversion metrics
When you do update, make note of the change date and monitor your GBP Insights metrics for the following 30 days to assess whether the update positively impacted engagement. This data-driven approach helps you refine your messaging over time.
Frequently Asked Questions
Can I include emojis in my Google Business Profile description?
Technically, some emojis may be accepted in GBP descriptions, but Google's guidelines recommend against using special characters or decorative elements. Emojis can appear unprofessional, may render differently across devices, and could trigger a review of your listing. It is best to rely on strong, clear writing rather than emojis to convey your message.
What happens if my GBP description is rejected?
If your description is rejected, Google will typically revert to your previous description or display no description. Common reasons for rejection include URLs, phone numbers, promotional superlatives ("best," "cheapest"), offensive content, or keyword stuffing. Review Google's guidelines, remove any violating content, and resubmit. Rejections usually process within 24-48 hours.
Should I write different descriptions for each location of my multi-location business?
Yes, each location should have a unique description that highlights location-specific details such as the neighborhood, specific services offered at that location, team members, and local community connections. Duplicate descriptions across locations miss the opportunity to demonstrate local relevance and can appear generic to both Google and customers.
Can customers see when I last updated my GBP description?
No, customers cannot see the edit history or update date of your GBP description. The description simply displays as current text in the About section of your listing. However, outdated information (referencing past years, discontinued services, or old promotions) signals to customers that your listing may not be actively managed.
Is the GBP description the same as the "from the business" section?
Yes, the GBP description appears under the "From the business" heading in your Google Business Profile listing. This section is entirely within your control, unlike the editorial summary that Google sometimes generates automatically based on web content. The "From the business" section is your opportunity to tell your story in your own words.
How does the GBP description differ from the short name or tagline?
Google discontinued the short name feature for GBP listings. The description is now the primary text field where you communicate your business identity and value proposition. There is no separate tagline field in GBP. Your business name and categories provide the identifying labels, while the description provides the detailed narrative about your business.