Google recently re-added the description section within Google My Business. The feature was previously available, however, Google removed it back in 2016 after ending Google + integration. Thankfully, it looks like it’s here to stay as an option within the Google My Business platform.
The business description gives owners a chance to add a short paragraph that displays what your practice offers. This is a great opportunity that can really show off aspects of the practice you want potential patients to know about.
How to Add a Business Description
Once in your Google My Business account, add the description by navigating to the Info section.
Scroll down a little and you will see a shop symbol which indicates the business description field.
Once added, these descriptions will display within the local panel. When showing within the search results, they display towards the bottom of the profile, just below the review section.
What to include within the description?
Google has given some clear guidelines on what to include within this section:
- What you offer
- What sets you apart
- Business history
- Anything else that is useful for patients to know
And what not to include:
- No longer than 750 characters
- Do not include Urls or html
- Do not include inaccurate information that misleads potential patients
- Do not focus on special offers and promotions
- Do not include low-quality or distracting content, for example, gimmicky character use and nonsense.
- Do not keyword stuff
See the full Google guidelines here.
The business description should be a useful source of information for your patients. Don’t spam the section with keywords, adverts or links to the site. Instead, focus on selling your practice, much like you would within the welcome or about us section on your website.
Will the description help my site rank?
Google has not given a definitive answer. However back in 2013 when the old descriptions were active, they said that the descriptions were not used in rankings and should instead be used as an evelvator pitch. So, while the business description may not yet be a ranking factor, there can only be benefits from using all the options Google provides within the listings.
If you need help optimising your Google My Business Listing, call us on 01202 677 277.