Your Insta posts are about to get Googled (and that's great for your small business marketing)
You know that feeling when you post something brilliant on Instagram and it gets three likes? Two of which are from your mum and your best mate who likes everything you post out of loyalty?
Meanwhile, somewhere out there, someone is desperately Googling for exactly what you just shared, but they'll never find it because it's trapped in the Instagram bubble.
Well, not any more!
Instagram is changing the visibility game as of July 10th, when Google and other search engines will be able to start indexing your public Instagram posts. That means your reels, carousels, images, videos, and captions can now show up in actual Google search results.
What this actually means for your business
If you have a public business or creator account, people can find your posts by Googling - even if they're not logged into Instagram or following you.
Your content doesn't just sit on your grid gathering digital dust anymore. It might actually show up when someone searches for exactly what you offer - even months or years into the future. Unlike Instagram's algorithm where posts disappear into the void after a day or two, Google traffic can last for ages.
Your post from six months ago could still be bringing you new eyeballs. Your next client might discover you through Google, not through Instagram's mysterious algorithm.
Can you opt out?
You absolutely can. Just go to your Instagram privacy settings, go to visibility, and turn off search indexing.
But if you're using Instagram for marketing your business, you're going to want to stay opted in. This is about getting more visibility, and for most small businesses, there is no real downside to having more people get access to your content.
How to get your Instagram ready for search
I know, the mere mention of SEO (Search Engine Optimisation) is enough to break lots of small businesses out in a swear. The good news is you don't need to become an SEO wizard overnight. But here are some simple changes that'll make a real difference:
Sort your Instagram bio out
Use actual keywords instead of wishy-washy terms like "dreamer" or "creative". Something like "marketing coach in Stockport" or “sustainable Scottish fashion designer” is going to serve you way better than vague fluff. Make your name, handle, and website link crystal clear.
Write smarter captions and natural keywords
Treat them like mini blog posts. Instead of "another one done", try “oak dining table finished with natural Danish oil”. Instead of “love my job”, try “my heart is full after wrapping up a great brand strategy session for a holistic coach”.
See the difference? You're being descriptive and using words people might actually Google. Think about what your people are typing into Google. "Hair stylist for weddings in London" or "accountant for creative freelancers" - those specific phrases matter now.
Never forget you're writing for humans first. Don't stuff keywords in there like you're playing Scrabble with a thesaurus.
Remember the techy bits
Include alt text (the text description of images you share). This isn't just good practice for accessibility - Google can now pick this up, so describe your images clearly. Bonus points if you include your brand or location info alongside keywords.
And if you serve a particular area or have a physical shop, tag your location. This will help with local search visibility in a big way.
Use hashtags with purpose
Ugh, hashtags. The rules around these are seemingly always changing. With this new update, it’s all about using hashtags to describe what your content is about, so Instagram and Google can show it to the right people.
Five to ten focused hashtags work better than throwing everything at the wall. Think "Manchester photographer" or "Brighton florist" - the stuff people actually search for.
What kind of content is likely to rank well?
While it's still early days and things will shift as the update settles in, here's what looks promising:
How-to posts like "how to repot houseplants without killing them" or "how to return to exercise after having a baby". This is the kind of stuff people are already Googling.
Before and after content - absolute marketing gold for any transformation-based business, whether that's garden design, wardrobe organisation, room decluttering, furniture upcycling…
Event recaps with specific keywords like " for small businesses" or "Edinburgh food festival highlights”
Product showcases tied to particular locations or problems you solve.
How to track the impact
Keep an eye on spikes in your profile views or website clicks. The numbers might take a few weeks to stabilise, but watch for patterns.
Try Googling yourself in incognito mode. Search your name plus your service plus "Instagram" and see what shows up.
Notice what's getting shared or clicked more than usual - that's likely your search-friendly content. Use that intel to inform your future content strategy.
The bigger picture
Here's the thing: Instagram isn't just for scrolling anymore. It's now a proper searchable marketing channel, just like your website or LinkedIn.
This is a reminder that we can start posting with real purpose. Your content now has the potential to work harder for you, reaching people beyond your existing followers.
SEO for your website and social media now go hand in hand. Your posts can become part of a bigger search visibility strategy.
I think this is genuinely exciting news. It opens up a whole new way for the right people to find you - and it makes investing time and effort in Instagram feel more worthwhile than it’s felt in recent times.
The small businesses I know are brilliant at adapting to change like this. While the big companies are still figuring out what this means, you can get ahead by making these simple tweaks now.
Your next client might not come from your existing followers - they might come from someone Googling exactly what you do at 11pm on a Tuesday night.
For too long, your brilliant posts have been at the mercy of Instagram's algorithm, reaching a fraction of the people who could genuinely benefit from what you share. Now your content can do what it was always meant to do: find the right people.
Time to watch your Instagram work harder than it ever has before!