3 Easy Steps: Writing A Google Places business description that will drive traffic
One of the most important parts of any business listing (including Google Places) is your business description. This is exactly what it sounds like: a description of your business and what you do, in just 200 characters. Yes, that’s pretty short, and the character limit may be intimidating, but with some creative searching and a little thought, you can write a great description for your business. The best part is that a solid description goes a long way toward making your business more visible in Google searches, and that’s a pretty big deal. There are 3 simple steps:
1. Conduct a Keyword Search
First, start out by conducting a keyword search. You need to find out what people are searching for, and what keywords they’re using to find businesses like yours (and your competitors). In other words, you’re trying to figure out what search terms people are using to look for businesses in your industry or field. Here are two simple tools that can get you started:
Google Adwords Tool– This is a great free tool that gives you insight into what people are searching for.
Keyword Inspiration– This is a great read on making the most of your keyword search.
Think of each keyword as an opportunity for someone to find you. Now, you don’t want to fill your entire description with keywords. That could get a little “spammy” and not make any sense. Try to come up with at least 10 keywords to mix and match, but be aware that you probably should only use 3 or 4 in your description.
2. Include Local Search Terms
Including local search terms such as your city, state, or general service area will greatly help with the visibility of your business description. According to Google, 97% of consumers search for local businesses online, so you always want to make sure that there is a mention of the area(s) that you serve. For instance, if you’re a bakery in Atlanta, the goal is not to be the top search result for the query “bakery.” The goal is to be the top search result for the query “bakery in Atlanta, GA.” That will drive more local customers through your front door.
3. Putting it all together
Remember, you’re writing this description for humans, not search engines. It’s a fine balance between man and machine! So, how do you combine vital keywords and basic English grammar, and have it all make sense? Let’s look at an example of a well-written business description. Let’s pretend it’s for Joe Smith’s Car Care in Dallas, Texas.
“Joe Smith Car Care in Dallas, Texas. Car care mechanic specializing in domestic and imports. Highly respected mechanic in Dallas. Joe Smith has been in business for 25 years in Dallas.”
You typically will only have room for 2-3 sentences. Let’s break this down.
-Add the name of your business, and relate it your local area. This comes from your local keyword search.
“Joe Smith Car Care in Dallas, Texas.”
-Add in the keywords mechanic, car, care, domestic and imports. This is based on your keyword research.
“Car care mechanics specializing in domestic and imports.”
-And complete the description with a value statement or your unique selling proposition.
“Highly respected mechanic in Dallas. Joe Smith has been in business for 25 years in Dallas.”
What you end up with is a keyword-rich description that will help customers find you online, but still reads well for humans. That way when customers do find you, they won’t think you’re some kind of Google cyborg, they’ll know that you are exactly what you wrote in your description: a great local business ready to serve their needs.
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