GBP Description best practice?

[neighbor_google_maps]

If we have multiple locations should the description be a generic company description that is the same on all of them? Or should they be unique to the specific location?

 

[JS Girard]

Currently the description has no effect on ranking whatsoever and is not (at least IMO ) a particularly prominent element of the profile, so you can do pretty much whatever you want. I'd say it depends how much independence each location has to determine its own branding in general.

 

[Henry LocalClarity]

If we have multiple locations should the description be a generic company description that is the same on all of them? Or should they be unique to the specific location?

Like most local SEO elements, this one falls into the work vs reward category. We think about how much work is required to make the best possible experience for current and prospective customers and what else would I be doing with that time.

While descriptions have zero ranking impact and might not be the most prominent item, they also aren't hidden. They are incredibly easy to customize with just a sentence or two related to their location (at the begining). You can do it once and occasionally catch the eye of a local searcher going forward.

Opinions may vary, but we consider this one worth the minimal effort.

 

[ElizabethRule]

You can also give Google's new AI description writer a whirl and see if that comes up with unique descriptions that are good enough to use