Google business profile description, hours, and attributes are the underrated fields most businesses leave half empty. Filling them properly produces a measurable lift in ranking, click through, and AI summary inclusion in 2026.
Writing the description that actually helps
You get 750 characters. Use them. Cover what you do, who you serve, your years of experience, your service area, and what makes you distinct. Avoid links, emojis, and promotional language.
Put the most important sentence first because Google truncates the description in some surfaces.
Hours, holiday hours, and more hours
Set your regular hours accurately. Add holiday hours weeks ahead so the profile shows special schedules to Easter, Christmas, and public holidays.
For multi service businesses, add More Hours for delivery, drive through, kitchen, or specific service hours that differ from main hours.
Attributes that drive AI summary inclusion
Wheelchair accessible. Women owned. Veteran owned. LGBTQ friendly. Free wifi. Outdoor seating. Each of these maps to a filter and to an AI summary phrase. Tick every one that applies.
Skipping attributes is leaving free visibility on the table.
Services and products
Add every service you offer with a short description. Add every product with a price. These appear in the Profile and in the AI summary when someone asks what you sell.
For service businesses, services maps to the queries that drive the highest intent clicks.
Keeping it all fresh
Refresh the description annually. Update attributes when you add capabilities. Keep posting fresh content from your WordPress site with GMB Poster so the profile shows recent activity to both Google and AI engines.
the GMB Poster plugin schedules WordPress posts to Google Business Profile on a steady cadence that the algorithm rewards.
Frequently asked questions
How long should my google business profile description be?
Use the full 750 characters with the most important sentence first.
Can I include keywords in the description?
Use them naturally. Keyword stuffing is a quality flag.
Do attributes affect AI summaries?
Yes. AI engines read attributes when summarising why someone should pick your business.
How often should I update hours?
Whenever they change permanently, and at the start of each quarter for holiday hours.
Related reading
- Choosing GBP categories
- Anatomy of a great GBP listing
- GMB Poster on WordPress.org – the plugin powering these workflows.
