What the description is for
The description is your one chance on the profile to explain the business in your own sentences. Everything else is structured fields: categories, hours, services. Google’s guidelines say to use it to provide useful information about the services and products you offer. Its edit page adds a nudge in the same direction: focus on the business itself, not promotions or prices.
That gives you a clear brief. Write the paragraph you’d want a new customer to read before calling you.
A simple shape that works
You have 750 characters, roughly 110 to 130 words. That is enough for four short parts:
- What you are and what you mainly do. “Family-run bakery making sourdough and custom cakes since 2009.”
- Who you serve and where. “We bake for walk-in customers, weddings and local cafes across the East Side.”
- What sets you apart, stated as a fact. “All bread is naturally leavened and baked the same morning.”
- A practical detail. “Custom cake orders need five days’ notice; gluten-free loaves on Fridays.”
Notice what’s missing: no prices, no “20% off this month,” no website address, no “best in town.” Those either break Google’s rules or tell the reader nothing.
Things to leave out
- Links and web addresses. Google’s guidelines say descriptions must not display links.
- HTML or formatting code.
- Special offers, prices and sales. Use posts for time-limited news.
- Claims you can’t back up. Reviewers check edits for accuracy, and so do customers.
Using the AI suggestion
Some profiles show a Suggest description button that drafts text from your profile details. Google says it writes creative text, so it can include things that aren’t true for your business. Read each sentence against reality before you select Use. Google also notes the suggestions improve when your profile is complete and you’ve already added some description text. You can rate a draft and report problems with it.
Timing and review
Google says profile changes usually show within about 10 minutes, with some taking up to 30 days. If your new description hasn’t appeared after a day, check the edit status before rewriting it.
If it doesn't work
- Description doesn't appear: check the edit status. Pending or Not approved edits don't show. See the rejected-description guide.
- No Suggest description button: Google says the AI suggestion is only in select regions and languages and may not be available to everyone.
- Text was cut off: you went past 750 characters. Shorten it in your notes app and paste again.
- You want to advertise a sale: use a post instead. The description is for lasting facts about the business.
Questions owners ask
Should I stuff my description with keywords?
Google's guidelines say to use the description to give useful information on services and products. They don't promise a ranking benefit from keywords. Natural wording that names your main services covers the useful terms anyway.
Can I mention my phone number or website?
Google's guidelines say descriptions must not display links, and its edit page says no URLs. Your phone number and website have their own fields on the profile, so leave them out of the description.
Is the AI-suggested description safe to use as is?
Google says the feature writes creative text and that you should check it for accuracy and update it. You must be 18 or older to use it. Treat it as a draft, not a finished description.
How often should I update it?
Google doesn't set a schedule. Update it when your services, areas or specialties change. Each edit goes through review again, so avoid frequent small tweaks.
Sources
- Manage your Business Profile description (support.google.com)
- Edit your Business Profile (support.google.com)
- Guidelines for representing your business on Google (support.google.com)
Checked 13 Nov 2026. When the platform changes its process we update this page and log it in What changed.