Industry News: Welcome Back, Google Business Description!

In August of 2016, Google made the decision to remove the ability to add or alter a business’ “Business Description” section in their Google My Business (GMB) utility. Following the changes, the only location where the business’ description would continue exist as editable or changeable was on that business’ Google+ account.

These changes (well, removals, really) arose due to businesses using the section to stuff keywords and spam to increase rankings rather than actually incorporating details about the business.

We weren’t kidding that black hat practices complicate everything. Yep, even Google My Business pages.

GMB’s Business Description Returns

At the end of March 2018, Google announced that this feature would return to GMB. Business listings will now feature sections about the business as written by the business. Following the return of the Business Description to GMB, Google has also revealed additional guidelines for the section.

As directly quoted by Google in their guidelines, here are some DO NOTs:

  • Be misleading to users. Do not provide inaccurate or false information about your business or the services and products offered.

  • Display low-quality, irrelevant, or distracting content. For example, misspellings, gimmicky character use, gibberish, etc.

  • Focus on special promotions, prices, and offer sale. Examples of content not allowed include, “Everything on sale, -50%” and “Best bagels in town for $5!”

  • Display links. No links of any type are allowed.

For the complete set of rules relevant to the Business Description section, scroll down to “Business description guidelines.”

Additional note: the “Description from the Business” (which is what Business Description is listed under once the description is live) will not replace or change Google Maps or Google Knowledge Panel’s listed editorial description for that same business.

Editing GMB’s Business Description

Ultimately, according to Google, the description should illuminate what sets your business apart and your history (etc.), should contain 750 characters or less, and can include absolutely no links or HTML.

For help on how to add, edit, or update your business’ Business Description in GMB, check out Google’s help documents here:

Need Google Assistance?

Looking for insight or help with your business’ Google listings? Whether guiding your experience with Google’s Knowledge Panel or needing a working, top-notch knowledge of the algorithms that Google utilizes, we’re here to help you perform at a higher standard than your competition. Let’s get you ranking closer to where you should be: sky-high and near top of every search engine results page (SERP).

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