What is Description [description] Product Attribute? Google Free Listings (2025)

For many online shoppers, a detailed product description can be the deciding factor between exploring a listing and scrolling past it. The Description [description] attribute helps your products stand out by conveying the key information right away. And if you’re using AI to generate your descriptions, the Structured Description [structured_description] attribute lets you comply with Google’s current guidelines.

Getting this attribute right is increasingly crucial to succeed on Google’s free listings.

What is Description [description] and Structured Description [structured_description] Product Attribute?

The Description [description] attribute is a straightforward text field (1–5,000 characters) where you communicate the key features, technical specs, or visual details of your product. This text often appears on shopping search results and in the expanded product detail. A relevant, accurate description can capture user interest and drive more qualified clicks.

What are Free Listings? Google’s free listings, available through the Google Merchant Center, let you showcase products on various surfaces—such as Search, Maps, YouTube, and the Shopping tab—without paying for ads. As long as you meet basic requirements, your items can appear organically in relevant searches, making a compelling description critical for winning potential shoppers’ attention.

For AI-generated content, you must submit it via the Structured Description [structured_description] attribute, which includes:

• digital_source_type [digital_source_type] – Tells Google if the description was created by generative AI (trained_algorithmic_media) or not (default).
• content [content] – The actual description text (1–5,000 characters).

If you submit both description [description] and structured_description [structured_description], Google will default to using description [description]. So avoid duplicating AI-generated text there. By selecting the correct field, you stay compliant and help users see accurate product information.

Where Does Google Merchant Center Fit In?

Google Merchant Center is your hub for managing product attributes, including description [description] or structured_description [structured_description]. You upload or adjust these fields in your product data feed, ensure data quality, and keep an eye on any policy updates. Complying with formatting standards and editorial guidelines helps you maintain good standing and prevents disapprovals or limited visibility.

Minimum Requirements for Description [description] and Structured Description [structured_description]

Meeting Google’s minimum standards is essential to qualify for free listings. If your description violates any requirements, you could receive warnings or be disapproved. Here are key requirements:

1. Follow the Character Limit (1–5,000): Both attributes share the same limit, but remember that excess text may be truncated in the listing. Stick to key points to avoid losing critical info.
2. Stay on Topic: Describe the product itself, not your return policy or store info. Resist the temptation to compare it to other items, promote special deals, or mention shipping details.
3. Use the Right Language: Foreign words or special characters should only be used if they’re part of the product’s official name (like “Basmati Rice”). Keep your feed language consistent.
4. No Promotional Text: Phrases like “Buy Now!” or “50% Off!” violate editorial guidelines. Use separate attributes (like sale_price [sale_price]) for such details.
5. Address Generative AI Content Correctly: Any AI-written description must be submitted under structured_description [structured_description] with digital_source_type set to trained_algorithmic_media. Otherwise, you risk non-compliance.

Description [description] vs. Structured Description [structured_description]

It’s crucial to pick the right approach when providing product info:

A) Description [description]

This is the standard attribute for human-written or non-AI text. You can include essential features, benefits, and specs here. Use plain text—no sub-attributes are required.

B) Structured Description [structured_description]

Structured Description is mandatory if your content is generated by AI. It splits into two sub-attributes:

1. digital_source_type [digital_source_type] – Must be trained_algorithmic_media if created using generative AI. Defaults to default if not specified.
2. content [content] – Contains your AI-generated text. The same 1–5,000 character limit applies.

By properly formatting AI-driven descriptions, you help Google trust your feed and provide accurate details to shoppers. If you include both a standard description [description] and an AI-based structured_description [structured_description], the standard description takes precedence.

Best Practices

Apply these tips to stand out in competitive free listings:

• Front-Load Critical Info: Captivate shoppers quickly by listing the most crucial product attributes (size, color, material) in the initial sentences.
• Focus on Benefits and Features: Explain how the product solves a problem or meets a need. For example, “insulated double-walled design keeps beverages cold for 24 hours.”
• Keep Language Consistent: Primarily use the language you selected for your feed. Don’t insert foreign characters or mix languages unnecessarily.
• Use Natural Keywords: Think about how users search. If the product is a vacuum cleaner, mention “cordless,” “HEPA filter,” or “pet hair attachment” if relevant.
• Submit AI-Generated Copy Correctly: If AI wrote your description, use structured_description [structured_description] with digital_source_type set to trained_algorithmic_media. This transparency helps avoid disapprovals.

Pro tip: Use an AI tool to optimize your product feed

Examples

Below is a table showing how to transform lackluster product descriptions into concise, user-friendly versions. Each Before example has issues—either missing details, promotional text, or irrelevant info. The After example provides a clearer, more engaging description.

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Pro tip: Check out two Google product feed examples to see how online stores handle various product data fields.

Why the Right Description Matters for Free Listings

In Google’s free listing landscape, your product description helps algorithms and shoppers alike determine whether a product meets their needs. A well-written description enriches search relevance, driving more qualified leads to your listing. If someone is searching for a “rechargeable pet hair vacuum,” a brief or irrelevant product description may cost you potential clicks.

Moreover, clarity boosts trust. When people encounter coherent, accurate product details, they’re more confident in the purchase—reducing returns and improving overall customer satisfaction. In a crowded marketplace, even subtle improvements in your description can yield noticeable gains in visibility and conversions.

Common Pitfalls & How to Avoid Them

Whether you’re new to Google Merchant Center or a seasoned pro, watch out for:

• Including Promotions or Company Info: The description field should focus on the product. Let other attributes or your site’s landing page handle shipping, store policy, or discount codes.
• Using Gimmicky Text: Excessive capitalization or emoticons can appear spammy. Maintain a professional, grammatically correct tone.
• Neglecting AI Disclosure: If your text is generated by AI, omitting trained_algorithmic_media in your structured description may lead to policy violations.
• Failing to Update Descriptions Over Time: Products evolve. Keep descriptions fresh and accurate as features, specs, or target audiences change.

By sidestepping these issues, you maintain compliance and present a more appealing product listing.

Related Attributes

Google relies on multiple product attributes to show your items in free listings. Keep an eye on the “Needs attention” section in Merchant Center if any attribute issues arise. For structured data usage, reference schema.org terms where applicable. Below is a table of attributes—those marked Required must be provided for free listings; “recommended” ones improve your overall listing quality.

FAQs About Description [description]

Does a more detailed description improve ranking?

Yes. A thorough, relevant description can align better with specific user queries, boosting visibility and click-through rates. Focus on clarity over keyword stuffing—Google’s algorithm prioritizes user-friendly content.

Can I submit both description [description] and structured description [structured_description]?

Yes, but Google will default to description [description] if both are present. If your description is AI-generated, it must go under structured_description [structured_description] with digital_source_type set to trained_algorithmic_media, and you should omit it from the regular description field to comply with policy.

Should I include foreign words if my product name has them?

Yes, if they’re genuinely part of the product name or brand. However, avoid sprinkling in foreign words just for attention. Stick to the primary feed language to maintain clarity and professionalism.

What if my description exceeds 5,000 characters?

Google will truncate the text at 5,000 characters, and you’ll receive a warning in your Merchant Center account. Always ensure the most important details appear in the first few sentences to avoid losing critical information.

Is promotional text always disallowed in the description?

Yes. Phrases like “Buy Now!” or “Best Deal!” are considered promotional and not allowed. Keep your description factual, focusing on product features, materials, dimensions, and other relevant details. Use separate attributes for pricing, shipping, or promotional info.

How do I handle AI-generated text in compliance with Google’s rules?

If you’re using generative AI to create product descriptions, submit that text via structured_description [structured_description]. Set digital_source_type to trained_algorithmic_media to inform Google it’s algorithmically generated. Avoid placing AI text in the standard description [description] field.

Are grammar or punctuation errors penalized?

Poor grammar or awkward punctuation can reduce user trust and might be flagged as unprofessional content. While occasional typos aren’t likely to cause disapproval, consistent mistakes or unreadable text may impact user perception and potentially your listing performance. Aim for clear, correct language.

Conclusion

Accurate, focused descriptions help potential customers quickly understand the value of your product. By adhering to Google’s guidelines for the description [description] attribute and properly handling AI-generated text with structured_description [structured_description], you can improve visibility in free listings and foster trust with your audience.

Conciseness and clarity go a long way toward capturing attention in a busy search environment. Leverage the first few lines to highlight key features, and remember to update your descriptions as products evolve. Steering clear of promotional language, store policies, and unrelated details in your description ensures compliance and a better shopper experience. With thoughtful, policy-aligned product descriptions, you’ll be in a strong position to convert browsing users into satisfied customers.

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