Did you know your social media profile descriptions are crucial for local SEO? Your profile description provides Google with crawlable content so they understand more about your location and services.
A great profile description can help to improve your local SEO and drive traffic back to your website.
Even experienced small business owners overlook optimizing their profile descriptions on Facebook, Instagram, LinkedIn, YouTube, and Google Business Profile.
Why Profile Descriptions Matter for Local SEO
Consistency Builds Trust: Google cross-references your business name, address, and phone number (NAP) across the web. Matching information signals legitimacy.
Relevance to Local Searches: Using location keywords (like Web Designer in Northern Michigan) connects your business to local intent queries such as web designer near me.
Referral Traffic: A well-written profile encourages clicks to your website, improving user engagement and authority signals.
What to Include in a Business Profile Description
What should you include in a business profile on each one of these platforms?
Google Business Profile
- Business Name: Use your exact business name (no keyword stuffing).
- Primary Category: Choose one main category (e.g., Web Designer).
- Business Description: Include your city, county, or service area (e.g., Serving Petoskey, Harbor Springs, and Northern Michigan).
- Add your top services (e.g., responsive web design, ecommerce websites, SEO).
- Keep it conversational and customer-focused.
- Website Link: Direct to your main website or a service-specific page.
- Photos/Videos: Add real images of your work, team, and local landmarks.
- Posts: Regularly share updates to show activity.
Facebook Business Page
- About Section: Use your keyword-rich description (who you are, what you do, where you are).
- Example: Abuzz Creative provides affordable web design and social media marketing for small businesses in Petoskey and Northern Michigan.
- Contact Info: Ensure your NAP matches your GBP exactly.
- Username: Match your brand (facebook.com/abuzzcreative).
- Call-to-Action Button: Link to your website contact page or “Get a Quote” form.
Instagram Business Profile
- Bio: Start with what you do and where you do it.
- Example: Web Design & Ecommerce | Northern Michigan | Affordable, Local, Responsive Websites
- Add a clear CTA: Get the Buzz at abuzzcreative.com
- Website Link: You can include your main website and four additional links.
- Location Tag: Add your business location to posts and stories for local discovery.
LinkedIn Company Page
- Tagline: Keyword-rich phrase (e.g., Affordable Web Design for Northern Michigan Businesses).
- About Section: 3–5 paragraphs using your service keywords naturally.
- Mention your location, service area, and experience.
- Example: Located in Harbor Springs, Abuzz Creative has been helping Northern Michigan small businesses get found online with responsive websites and local SEO strategies for 25+ years.
- Website Link: Include your site and encourage contact.
- Services Section: Add keywords like Web Design, SEO, Local SEO, Social Media Marketing.
YouTube Channel
- About Section: Write a keyword-rich business description with a list of services and your service area.
- Add your website link and other social links.
- Example: Abuzz Creative provides WordPress web design and local SEO services for businesses in Petoskey and across Northern Michigan. Visit abuzzcreative.com to learn more.
- Video Descriptions: Each upload should include local keywords and a link back to your website.
- Channel Keywords: Add city names and services (e.g., Northern Michigan Web Design, Local SEO, Small Business Marketing).
🧩 Final Tips on Profile Descriptions
✅ Use the same NAP (Name, Address, Phone) everywhere.
✅ Include geo-specific keywords naturally.
✅ Add your website link and CTA in every profile.
✅ Upload real local photos and videos — Google values authenticity.
✅ Keep all profiles active and updated with posts, comments, and reviews.
Remember, your social media and business profile descriptions play a major role in local SEO because Google uses signals from these platforms to understand your business, verify location relevance, and assess brand consistency.
