Your Google Business Profile Is Your New Homepage
When someone searches for your business on Google, they don't see your website first — they see your Google Business Profile. For local businesses in Des Moines, that profile is now your most important digital asset. Here's how to treat it that way.
When someone searches for your business on Google, what's the first thing they actually see?
It's not your website.
It's your Google Business Profile — that panel on the right side of the screen (or the top card on mobile) showing your hours, photos, reviews, phone number, and a map. For most local searches, that profile gets seen before a single visitor ever clicks through to your site.
That's a shift worth paying attention to. Your Google Business Profile has quietly become the most important piece of digital real estate your business owns — and most small businesses in Des Moines are leaving it half-finished.
Why GBP Outranks Your Website for Local Intent
Think about how people search when they need something local. They're not typing in a web browser and browsing — they're on their phone, mid-errand, looking for the fastest answer. Google knows this. So it surfaces the Business Profile first, pulling the most critical decision-making information directly into search results.
A study by BrightLocal found that 84% of Business Profile views come from discovery searches — meaning people who weren't looking for you specifically, but found you while searching a category or service. Your profile is working as a discovery engine, not just a confirmation tool for existing customers.
And with Google's AI Overviews and local pack results dominating the top of the page, organic website rankings are getting pushed further down. Your GBP listing often has a better chance of being seen than your homepage does.
The 7 Elements Most Businesses Neglect
Here's the thing: having a GBP isn't enough. A sparse, inconsistent, or outdated profile actually hurts you — it signals low credibility to both Google and potential customers.
These are the elements most local businesses in the Des Moines area are under-utilizing:
1. Your Business Description
You get 750 characters. Most businesses either skip this or write one vague sentence. Use it to describe exactly what you do, who you serve, and what sets you apart. Include your primary service keywords naturally — not stuffed, just clear.
2. Services and Products
Google lets you list individual services with descriptions and prices. This feeds directly into search matching. If you offer "local SEO," "Google Ads management," or "website design," those should each be listed as their own service entry.
3. Photos — and Lots of Them
Profiles with more than 100 photos get 520% more calls than profiles with fewer than 10. That's not a typo. Real photos of your team, your work, your office, and your community signal legitimacy and activity. Stock photos don't count.
4. Questions & Answers
Anyone can ask — and answer — questions on your profile. Don't let a competitor or confused customer define your FAQ. Seed it yourself with the questions you hear most often, then answer them clearly.
5. Posts
Google Posts show up on your profile like a mini-feed. They expire after 7 days, but fresh posts signal that your business is active. Use them for promotions, news, seasonal tips, or blog highlights.
6. Review Responses
Responding to every review — positive and negative — shows prospective customers that you're engaged. It also gives you a chance to include relevant keywords in your responses naturally.
7. Attributes and Categories
Your primary category is the single biggest factor in what searches trigger your profile. Most businesses pick one and stop. Adding secondary categories and attributes expands your matching surface.
How Google Decides Who to Show
Google's local ranking algorithm weighs three things: Relevance (does your profile match what someone is searching for?), Distance (how close is your business to the searcher?), and Prominence (how well-known and trusted is your business, based on links, reviews, and overall online presence?).
You can't control distance. But relevance and prominence are entirely within your power. A well-optimized profile with strong categories, complete service listings, consistent NAP information, and a steady stream of fresh reviews is the formula.
What to Do This Week
If you haven't audited your Google Business Profile recently, start here:
- Search for your business on Google and look at your profile as a stranger would
- Check that your hours, phone, website, and address are current
- Count your photos — if you have fewer than 20, add more today
- Read your last 10 reviews — did you respond to all of them?
- Check your categories — is your primary category the most specific match for your core service?
Small improvements compound. A profile that's 80% complete and actively maintained will outperform a "perfect" one that was set up three years ago and never touched.
Your Google Business Profile is no longer optional infrastructure. For local businesses competing in Des Moines and surrounding areas, it's the front door. Treat it that way.
Solle Solutions helps local businesses in the Des Moines metro area grow their visibility through strategic local SEO, Google Business Profile management, and digital marketing that actually converts. Get in touch if you'd like a free audit of your current GBP setup.
