Write up to 750 characters that say what you offer, who it's for, where you are and what makes you different. Leave out links, prices and promotions, which Google's guidelines don't allow. Google says it reviews changes before they go live, so a description that breaks the rules may never appear.
Google's rules
Google says to use the description for useful information about your products and services, and about the mission and history of the business. Its guidelines set these limits:
- No more than 750 characters.
- No links of any type, and no URLs or HTML code.
- No focus on promotions, prices or sales. Google's example of content that isn't allowed is "Everything on sale, -50%".
- No misspellings, gimmicky characters or gibberish.
- Be upfront and honest, and keep to what is relevant and useful.
A fill-in structure
Google suggests covering what you offer, what makes you special, how long you've been in business and anything else customers should know. Write one or two sentences for each part:
- What: the business in plain words. "A family dental practice" says more than "your smile partner".
- Who: the customers you serve best, such as families, office workers or beginners.
- Where: your neighbourhood or the area you cover, in the words locals use.
- What is different: a fact you can stand behind, such as years in business, a qualification, hours that suit people, or a service you're known for.
Two examples
Elm Row Family Dental is a dental practice in Elm Row treating adults and children, including nervous patients. We offer check-ups, hygiene visits, fillings, crowns, root canal treatment and teeth whitening. We have looked after local families since 2009, and our ground-floor surgery has step-free access. Early appointments on weekdays suit people who work in town, and we explain every treatment and its options before we start.
Little Fern is a neighbourhood cafe on Mill Street serving breakfast, lunch and coffee roasted in small batches. Everything on the menu is made in our kitchen each morning, including vegan and gluten-free bakes. There's room for prams, a quiet back room for laptop work, and dogs are welcome on the terrace. We opened in 2018 and still buy our bread from the same local bakery.
Why a description doesn't go live
Google reviews your edits before updating the profile. A description is most likely to be held back when it breaks the guidelines above, for example with:
- A web address, even one written without https.
- A sale or a price, such as "20% off this month" or "cuts from 15".
- Keyword lists or gimmicky characters, such as rows of symbols.
- Claims about the business that aren't true.
Common problems
- Can I add my website link?
- No. Google's guidelines allow no links of any type in the description. Add your website in the website field instead.
- Can I mention an offer?
- Not as the focus. Google asks you to write about the business rather than promotions, prices or sales. Share offers as posts, which have their own offer type.
- Should I fill it with keywords?
- No. Write for customers. Google's guidelines rule out low-quality and distracting content, and a list of keywords is both.
- How long before my new description shows?
- Google says it reviews changes before they go live but doesn't give a fixed time. Check your profile on Google later to see whether it has changed.
Edit your description in Reach
The business identity section of the Profile page in Reach has a description field that counts your characters and stops at 750. The new description goes to Google when you save.