How do I write a Google Business Profile description that actually ranks?

First, a clear-eyed disclaimer: your business description is not a major ranking factor. Google uses your categories, reviews, and citations to rank you — not your description text. But once a customer finds your profile in the 3-Pack, the description is one of the first things they read. It's your pitch. Write it well and you'll convert more profile views into actual calls.

What Google allows and disallows

Your description can be up to 750 characters (about 100–125 words). Google has rules about what's not allowed:

• No URLs or links
• No HTML or special formatting
• No promotional content like "best prices" or "call now for a free quote"
• No content that doesn't describe your actual business
• No profanity or offensive content

Violating these can get your description rejected or — in serious cases — trigger a profile suspension. Keep it factual and descriptive.

What to include in your description

Think of your description as answering three questions a customer would have when discovering you for the first time:

1. What do you do? — Your primary service(s), clearly stated
2. Who do you serve? — The type of customer or problem you solve best
3. Why you? — Something specific that differentiates you (years of experience, specialty, service area, licensing)

Example for a plumbing company: "Austin-based plumbing company serving residential and commercial customers since 2008. We handle everything from emergency repairs and drain cleaning to full bathroom remodels and water heater installations. Licensed, bonded, and available 24/7 for plumbing emergencies in Travis and Williamson counties."

That description mentions the location, the services, the customer types, the years in business, and the coverage area — all in under 200 characters.

Weaving in keywords naturally

While the description isn't a primary ranking driver, it is indexed by Google. Mentioning your main services and location naturally (not stuffed awkwardly) can help Google confirm your relevance. The key word is naturally — write for the human reading it first.

Structure that works

With only 750 characters, you can't waste space. A structure that works well:

• Sentence 1: What you do + where you do it + how long you've been doing it
• Sentence 2–3: Specific services or specialties (the things customers most often call about)
• Sentence 4: What makes you different — licensing, response time, guarantee, specialty
• Sentence 5 (optional): Service area if it's not obvious from your location

What not to write

• Don't start with "Welcome to [Business Name]" — customers know where they are
• Don't use vague phrases like "quality service" or "customer satisfaction" — everyone claims these
• Don't list every single service you've ever offered — pick your top 4–6
• Don't write in third person ("Smith Electric provides…") — it reads like a press release, not a business