The Ultimate Guide to Local SEO for Des Moines, Iowa
Let’s be honest—running a business is not for the faint of heart. Whether you’re in Des Moines, Iowa or anywhere else. Competition is as fierce as an Iowa winter, and standing out requires more than just great products or services. It takes a killer local strategy to ensure your business is front and center when your community goes searching.
Picture this: a potential customer in Des Moines types “best home remodeler near me” or “top chiropractors in Des Moines” into Google. Are they finding you… or your competitor down the street? Spoiler alert: if you’re not optimizing for local SEO, you’re leaving a lot of opportunity on the table.
Local SEO is how you win in the modern marketplace. It’s the secret sauce that helps you rank higher, show up more often, and attract customers who are actively looking to spend money. In a nutshell, it’s how you turn internet lurkers into loyal customers.
So, if you’re ready to stop missing out and start showing up, stick with me. I’m about to break down the game plan that’ll have your Des Moines business dominating local search in no time.
Here’s Step 1:
Optimize Your Google Business Profile
Think of your Google Business Profile (GBP) as your digital storefront—it’s the first thing most people see when they’re deciding whether to call you or, let’s be real, your competitor. If your profile isn’t polished, you’re basically telling Google and potential customers, “Look elsewhere.”
Why is GBP such a big deal? According to BrightLocal’s Local Consumer Review Survey, 98% of consumers look at online reviews for local businesses before making a decision, and your Google Business Profile is ground zero for those reviews. Even better, an optimized GBP can directly influence how often you show up in “near me” searches, which account for nearly 46% of all Google searches (HubSpot).
Here’s how to ace it:
Claim and Verify Your Profile
If you haven’t claimed your Google Business Profile yet, drop everything and do it now. It’s like reserving your business’s seat at the local SEO table. Visit Google’s Business Profile Manager to claim and verify your listing—it’s quick and free.
Perfect Your Basics
Your name, address, and phone number (NAP) need to be consistent—not just on GBP but across your website and any other online platforms. According to Moz’s Local Search Ranking Factors, NAP consistency is one of the top local ranking signals. Even a minor discrepancy (like “St.” vs. “Street”) can hurt your visibility.
Add All the Details
Don’t leave any blanks. Add your business hours, services, and even the small stuff like photos and attributes. Did you know profiles with photos get 42% more requests for directions and 35% more click-throughs to websites? (Google My Business Insights). Make sure your visuals reflect the quality and professionalism of your business.
Post Regular Updates
Think of your GBP as a micro-blog. Share weekly updates, current promotions, or even a team photo. Profiles that regularly post updates are 2.7x more likely to be considered reputable by customers (BrightLocal).
Encourage and Respond to Reviews
Online reviews are like digital word-of-mouth. Encourage happy customers to leave reviews (politely, of course), and don’t ignore the negative ones. A study by ReviewTrackers found that responding to reviews boosts customer trust by 44%. A simple, “Thanks for your feedback—we’ll look into this!” can turn a negative into a positive.
Optimizing your Google Business Profile isn’t rocket science, but it is a game-changer. When you invest time into getting it right, you’re not just improving your chances of showing up in local search results—you’re building trust with your audience and making it easier for them to choose you. For more insights, check out Google’s official GBP help guide.
Moving on to Step 2:
Build Local Backlinks
If Google’s algorithm were a popularity contest, backlinks would be the votes that get you crowned prom king (or queen). But not all backlinks are created equal—local backlinks are the VIP tickets that tell Google your business is trusted by the Des Moines community. Why do backlinks matter? According to Moz, backlinks are one of the top three ranking factors for Google, and local backlinks specifically help signal your relevance to searches in your area. Think of them as digital referrals: if trusted local businesses are linking to your site, Google takes it as a sign you’re the real deal. Here’s how to score those all-important local backlinks:
1. Partner with Local Organizations and Events:
Whether it’s sponsoring a charity run or donating to a local fundraiser, getting involved in your community can lead to valuable links. Many organizations list sponsors or partners on their websites, and that link to your site carries serious SEO clout. Example: Partner with a Des Moines food bank or community event. They’ll likely list your business on their sponsorship page with a direct link to your site.
2. Get Listed in Local Directories:
Think Yelp, the Des Moines Chamber of Commerce, or niche directories related to your industry. Listings in reputable directories not only make it easier for locals to find you but also build credibility with search engines. Pro Tip: Ensure your NAP (name, address, phone number) is consistent across all directories to avoid confusing Google (Moz Local Search Ranking Factors).
3. Write Guest Posts for Local Blogs:
Reach out to Des Moines bloggers or local news sites and offer to write an article. Share your expertise—whether it’s “5 Signs Your Roof Needs Replacing” or “How to Choose the Best Contractor in Des Moines.” In return, they’ll link back to your site. Example: A local home improvement blog might let you write a post about roofing trends, showcasing your expertise and linking directly to your website.
4. Build Relationships with Local Influencers:
Des Moines is full of community influencers who love to share local gems with their followers. Connect with them, offer your services, or collaborate on content. A single shoutout with a link can bring a surge of traffic and strengthen your online presence. Tip: Focus on micro-influencers with engaged local audiences rather than chasing large accounts with generic followers.
5. Leverage Testimonials and Case Studies:
If you work with other local businesses (e.g., suppliers, partners), ask if they’d feature a testimonial or case study about your collaboration on their website, with a backlink to yours. It’s a win-win—they get social proof, and you get a high-quality link.
Backlinks are a long-term play, but the payoff is worth it. They don’t just boost your SEO; they solidify your business as a trusted part of the Des Moines community. For more insights on building backlinks, check out Ahrefs’ guide to link building.
Let’s move on to Step 3:
Create Localized Content
Content isn’t just king—it’s your ticket to winning the local SEO game. But here’s the trick: generic, one-size-fits-all content won’t cut it. To connect with customers in Des Moines, you need content that feels like it was made just for them. Localized content not only resonates with your audience but also gives Google the signals it needs to boost your site in local search results.
So, how do you create content that clicks with your community? Start by thinking about the unique needs, questions, and interests of people in Des Moines. For example, what are homeowners searching for when they need a contractor? What are renters Googling when it’s time to find a local service provider? The more specific your content, the more likely you are to grab the attention of your target audience—and search engines.
1. Write About Des Moines-Specific Topics:
Create blog posts, guides, and FAQs that cater to the local audience. For example, “How to Winterize Your Home in Des Moines” or “The Top 5 Roofing Challenges for Iowa’s Weather” are topics that not only address real concerns but also help your site rank for hyper-local searches. Add real examples or data points from the area to build trust and relevance.
2. Highlight Local Events and Trends:
Be part of the conversation by tying your content to what’s happening in Des Moines. Write about seasonal events, changes in the housing market, or upcoming community happenings. For instance, a contractor could write, “What Homeowners in Des Moines Need to Know About Spring Storm Repairs.”
3. Create Service Area Pages:
If your business serves multiple neighborhoods or towns around Des Moines, dedicate a page to each area. These pages should include specific information about the services you offer in that location, along with local landmarks or references. For example, “Roofing Services for Johnston, IA” can target searches in neighboring areas.
4. Use Local Keywords Naturally:
Sprinkle in phrases like “Des Moines contractor,” “roofing company near Des Moines,” or “plumbing services in Iowa.” But don’t overdo it—Google values natural, useful content over keyword stuffing.
5. Leverage Customer Stories and Testimonials:
Share real stories from your Des Moines customers. A testimonial that reads, “Thanks to [Your Business], our roof held up through last winter’s brutal snowstorm,” not only adds credibility but also helps build a connection with other locals.
Localized content does more than improve SEO—it establishes your business as a trusted authority in the community. When your audience feels like you “get” their needs, they’re far more likely to engage, share, and convert into loyal customers.
Step 4:
Leverage Social Media for Local Engagement
When it comes to connecting with your local audience, social media is like a digital town square—your customers are already there, and it’s your job to make your business part of the conversation. Whether it’s Facebook, Instagram, or LinkedIn, leveraging social platforms is one of the easiest and most effective ways to build relationships, grow engagement, and attract new leads in Des Moines.
1. Start by Knowing Your Audience:
Your Des Moines audience likely includes homeowners, renters, and business professionals looking for trusted services. Tailor your content to their needs. On Facebook, you might share practical tips like “How to Spot Roof Damage After an Iowa Storm,” while Instagram could feature eye-catching before-and-after project photos.
2. Post Consistently and Strategically:
Consistency is key. Posting 3-5 times per week keeps your business top-of-mind without overwhelming your followers. Mix up your content with a blend of value-driven posts (like DIY tips or educational graphics) and promotional posts (such as special offers or testimonials).
3. Engage with Your Community:
Social media isn’t a one-way street. Respond to comments, answer questions, and interact with local businesses and influencers. People are far more likely to trust and follow a brand that’s active and responsive.
4. Use Geo-Targeted Ads:
If you’re serious about reaching more locals, invest in social media ads with geo-targeting. Platforms like Facebook and Instagram allow you to narrow down your audience by location, ensuring your content reaches people in the Des Moines area who are most likely to need your services.
5. Highlight Local Stories and Successes:
Share testimonials, customer stories, or even collaborations with other Des Moines businesses. For example, a roofing company might post a short video showcasing a completed project and include a quick shoutout to the neighborhood where it’s located.
6. Run Contests and Giveaways:
Boost engagement by running local contests. Something as simple as “Comment your favorite Des Moines landmark for a chance to win a free consultation” can spark excitement and increase visibility. Bonus: Require participants to follow your page to enter.
7. Partner with Local Influencers:
Collaborating with micro-influencers in Des Moines can expose your brand to new audiences. These influencers often have highly engaged followers who trust their recommendations, making them a powerful ally for your business.
Social media isn’t just about growing followers—it’s about building trust and forming genuine connections with the people in your community. By staying active, engaging authentically, and tailoring your efforts to Des Moines, you can turn casual scrollers into loyal customers.
Now, for Step 5:
Mobile Optimization
Here’s the hard truth: If your website isn’t mobile-friendly, you’re missing out on a massive chunk of potential customers. According to Statista, more than 60% of online searches now come from mobile devices, and local searches like “roofers near me” are often made on the go. For businesses in Des Moines, having a mobile-optimized website isn’t just a nice-to-have—it’s a must.
Why does mobile matter so much? Google prioritizes mobile-friendly websites in its search rankings. If your site is slow, hard to navigate, or not responsive, you’re not just losing customers—you’re getting left behind by competitors who’ve embraced the mobile-first world.
Here’s how to make sure your site is ready for the mobile crowd:
1. Use Responsive Design:
A responsive website automatically adjusts its layout to fit any screen size, whether it’s a phone, tablet, or desktop. This ensures users have a seamless experience no matter how they’re accessing your site. Not sure if your site is responsive? Test it with Google’s Mobile-Friendly Test Tool.
2. Prioritize Speed:
Mobile users aren’t waiting around for your site to load. In fact, studies show that 40% of visitors will abandon a website if it takes more than 3 seconds to load (Google Research). Compress images, reduce unnecessary scripts, and use a reliable hosting provider to keep things speedy.
3. Simplify Navigation:
Think about how people use their phones—no one wants to zoom in or dig through complicated menus. Stick to a simple layout with clear navigation buttons, and ensure your contact info or call-to-action buttons are easy to find and click.
4. Enable Click-to-Call:
Make it effortless for mobile users to reach you. A “click-to-call” button allows visitors to call your business with a single tap, which is especially valuable for local searches where customers are looking for immediate help.
5. Test Regularly:
Mobile devices come in all shapes and sizes, so it’s crucial to test your website on a variety of screens. Use tools like BrowserStack or simply check it on different devices to catch any issues.
Optimizing for mobile isn’t just about keeping up with trends—it’s about meeting your customers where they are. When your site loads quickly, looks great, and functions seamlessly on mobile devices, you’re giving your Des Moines audience exactly what they need to choose your business over the competition.
Next up, Step 6 (only two more steps):
Advanced Strategies for Des Moines Businesses
Once you’ve nailed the basics of local SEO, it’s time to step up your game with advanced strategies. These are the moves that take your business from “showing up” to “standing out,” helping you dominate local search results and stay ahead of competitors in the Des Moines market.
1. Invest in Paid Local Advertising:
Paid ads on Google and social media platforms like Facebook and Instagram can supercharge your visibility. With geo-targeting, you can focus your budget on reaching people in Des Moines and nearby areas, ensuring your ads are seen by the right audience. For example, a roofing company could run a campaign targeting homeowners in Des Moines searching for “storm damage repair.”
2. Leverage Geotargeting:
Geotargeting allows you to deliver tailored ads or content based on a user’s location. Combine this with keywords like “near me” or “in Des Moines” to maximize relevance. For example, a contractor could create ads saying, “Serving Homes in Des Moines and Johnston—Call Today!”
3. Use Remarketing to Recapture Leads:
Remarketing ads allow you to re-engage people who’ve visited your website but didn’t take action. By showing them follow-up ads on Google or Facebook, you can stay top-of-mind and bring them back to complete a call, schedule a consultation, or make a purchase. These ads often result in higher conversion rates since you’re targeting people who’ve already shown interest.
4. Optimize for Voice Search:
With the rise of smart speakers and voice assistants like Alexa, Siri, and Google Assistant, voice search optimization is a growing opportunity. Voice queries often take the form of questions, so include content that answers questions like, “What’s the best roofing company near me?” or “How do I fix a leaky roof in Des Moines?”
5. Build Local Landing Pages for Ad Campaigns:
If you’re running paid ads or remarketing campaigns, direct users to dedicated landing pages tailored to specific services or locations. For example, instead of sending ad clicks to your homepage, create a page like “Affordable Bathroom Renovations in Des Moines” to boost conversions.
6. Track and Refine Your Campaigns:
Advanced strategies require ongoing monitoring and tweaking. Use tools like Google Analytics, Google Ads, and Facebook Ads Manager to track campaign performance. Pay attention to metrics like click-through rates, conversion rates, and cost per lead to ensure your efforts are delivering ROI.
These advanced strategies aren’t just about driving more traffic—they’re about attracting the right traffic and turning clicks into customers. When done well, they give your Des Moines business a competitive edge, ensuring your name is the one locals think of first.
Last, but certainly not least… Step 7:
Measuring Success
If you’ve ever tried to improve your business without tracking your progress, you know it’s like throwing darts in the dark—you might hit the target, but odds aren’t in your favor. Measuring your success is what transforms your local SEO and digital marketing efforts from guesswork into a fine-tuned machine.
Tracking your progress not only shows you what’s working but also helps you adjust your strategies to get even better results. Here’s how to measure success effectively:
1. Monitor Website Traffic:
Use tools like Google Analytics to track how much traffic your website is getting and where it’s coming from. Pay special attention to increases in organic traffic (people finding you through search engines) and referral traffic (people coming from other sites, like your Google Business Profile or local directories).
2. Track Local Keyword Rankings:
Keep tabs on how your website ranks for local keywords like “best contractor in Des Moines” or “roofers near me.” Tools like SEMrush or Ahrefs can help you track keyword performance and identify new opportunities to improve rankings.
3. Measure Engagement Metrics:
On social media, look at likes, shares, comments, and follower growth to gauge how well your content is connecting with your audience. Engagement is a key indicator of whether your messaging is resonating.
4. Analyze Lead Generation Performance:
If you’re running paid ads or using lead forms, track how many inquiries or leads you’re receiving each month. Use tools like Google Ads Manager or Facebook Ads Manager to monitor ad performance metrics like click-through rates and cost per lead.
5. Evaluate Review Growth and Sentiment:
Check platforms like Google, Yelp, and Facebook for increases in customer reviews. Look at the sentiment of those reviews—are people highlighting your professionalism, quality, or responsiveness? Use this feedback to reinforce what you’re doing well or address areas for improvement.
6. Set Benchmarks and Compare Over Time:
Establish a baseline for key metrics before implementing any changes, and regularly compare new results to those benchmarks. For example, if you started with 4,500 Facebook page likes, measure how quickly you’re approaching your goal of 5,000.
7. Create Monthly Reports:
Summarize your key metrics in an easy-to-digest report. Include insights like “Organic traffic increased by 20% this month” or “Facebook engagement is up by 15%.” Reports not only help you stay focused but also allow you to communicate progress to your team or stakeholders.
Measuring success isn’t just about crunching numbers—it’s about using those insights to refine your approach and keep improving. With the right tools and a consistent review process, you’ll have a clear roadmap to achieving your local marketing goals in Des Moines.
How Swanson Digital Co. Can Help
You’ve got the keys to winning local in Des Moines, but let’s face it—knowing what to do is only half the battle. The real challenge? Finding the time, expertise, and tools to actually do it.
That’s where Swanson Digital Co. comes in.
We specialize in helping local businesses like yours take their digital presence to the next level. Whether you’re looking to optimize your Google Business Profile, create engaging localized content, or run high-performing social media campaigns, we’ve got the experience and strategies to make it happen. Here’s how we can help:
Local SEO Mastery: From improving your local search rankings to building high-quality backlinks, we’ll ensure your business stands out in Des Moines and beyond.
Social Media That Connects: We craft content that not only grabs attention but also builds genuine relationships with your audience—on Facebook, Instagram, LinkedIn, or wherever your customers are.
Engaging Content Creation: Blog posts, guides, and case studies tailored to your community to keep your site fresh, relevant, and visible in search results.
Paid Ad Expertise: Whether it’s Google Ads or social media campaigns, we’ll get your message in front of the right people at the right time, all while maximizing your ROI.
When you work with Swanson Digital Co., you’re not just hiring a marketing agency—you’re gaining a partner who’s as invested in your success as you are. Let us handle the heavy lifting so you can focus on what you do best: running your business.
Ready to see real results? Let’s talk about how we can help your business win big in Des Moines. Schedule your free consultation today, and let’s start building something great together.
Citations:
BrightLocal Local Consumer Review Survey: 98% of consumers look at online reviews for local businesses before making a decision. BrightLocal.
HubSpot Local Search Statistics: 46% of all Google searches seek local information. HubSpot.
Moz Local Search Ranking Factors: NAP consistency is one of the top local SEO ranking signals. Moz.
Google My Business Insights: Business profiles with photos get 42% more requests for directions and 35% more click-throughs to websites. Google Business Insights.
BrightLocal Reputation Insights: Profiles with regular updates are 2.7x more likely to be considered reputable. BrightLocal.
ReviewTrackers Review Response Study: Responding to reviews boosts customer trust by 44%. ReviewTrackers.
Google’s Business Profile Help Guide: Step-by-step instructions to claim, verify, and optimize your profile. Google Support.
Moz Local Search Ranking Factors: Backlinks are one of the top three factors in Google’s ranking algorithm. Moz.
Ahrefs Link Building Guide: Comprehensive strategies for acquiring high-quality backlinks. Ahrefs.
BrightLocal’s Local SEO Insights: Local backlinks signal relevance and trust to Google’s algorithm. BrightLocal.
Google Search Central Blog: Creating content specific to your audience’s needs improves your relevance in local search results. Google.
Moz Guide to Local Content: Localized content is a critical driver of local search success. Moz.
BrightLocal Local SEO Guide: Geo-specific keywords help drive targeted traffic to your website. BrightLocal.
Sprout Social: Social Media Engagement Strategies: Consistent posting builds brand awareness and customer trust. Sprout Social.
Hootsuite Social Ads Guide: Geo-targeted ads drive engagement with highly relevant local audiences. Hootsuite.
BrightLocal Local Social Media Insights: Collaborating with local influencers can amplify your reach in specific communities. BrightLocal.
Statista Mobile Search Data: More than 60% of online searches come from mobile devices. Statista.
Google Research: Page Speed Insights: 40% of visitors abandon a website that takes more than 3 seconds to load. Google.
Google Mobile-Friendly Test Tool: Test your website’s mobile responsiveness. Google.
Google Ads: Geotargeting Guide: Geo-targeting helps deliver ads to the most relevant audience based on location. Google.
WordStream: Remarketing Ads Best Practices: Remarketing increases conversions by targeting users who’ve already shown interest in your business. WordStream.
BrightLocal: Voice Search Optimization: Voice search queries often focus on local questions and services. BrightLocal.
Google Analytics Guide: Track website traffic and understand user behavior. Google.
SEMrush Keyword Tracking: Monitor keyword rankings and identify new opportunities. SEMrush.
Sprout Social Engagement Metrics: Social media engagement metrics help measure audience connection. Sprout Social.