Instagram made a quiet change, but for service-based business owners who create content to connect with potential clients, the impact isn’t small.
Meta content from public business accounts can now appear in Google search results. It’s a shift that makes Reels and captions searchable outside of social media.
And yep, you guessed it, you don’t have to rely solely on the algorithm to decide who sees your post. Now, someone looking for a website designer, photographer, or business coach in your niche could land on a Reel you filmed three weeks ago. Worth writing a better caption, right?
What changed
Instagram content used to stay locked inside the app. The post about your process was probably gone after 24 hours unless someone saved it. Now, Google can scan public-facing content from business and creator accounts. This includes:
- Reels
- Static posts
- Captions
- Alt text
- Facebook Business Page content
So, if someone searches “wedding planner in Detroit” or “realtor for first time home buyers” your post could show up before they even touch Instagram. And they don’t have to be following you to find it.
Why service providers should care
Search is intentional. People go to Google when they’re ready to make a move, not just scroll through someone else’s highlight reel.
Content built around real stories, actual results, and everyday expertise can now show up in those moments—without paying for ads or waiting on an algorithm to act right.
A single post can introduce someone to your work, give them a reason to trust your voice, and guide them toward a next step. I think this kind of reach is a strategy that respects your time and shows your value.
Adjust your content without starting from scratch
You’re speaking to people who are ready to invest and want to know who can actually help. Every word should reflect purpose. Here’s how to meet them with clarity and direction.
Start with clear language
“Quick tip 💻” isn’t doing you any favors. Write like someone is Googling their way through a long to-do list.
Try: “Helping a wellness coach build out a launch plan for her first group program.” Direct. Useful. Human.
Use a real story
Pull something from a client conversation or your own experience. The kind of detail that makes someone pause and think, “Oh, I’ve been there.”
Example: “A client couldn’t figure out why her Reels weren’t converting. We rewrote her video hooks using stories from actual client results. She booked three discovery calls that week.”
Name your niche and location
You don’t need to overdo it. But people search for services by location and industry. Your content should make that easy to match.
Instead of: “Booking now.”
Use: “Now scheduling August brand shoots for beauty professionals in Atlanta.”
Make your alt text work
Alt text is a short description that tells people and search engines what’s in your post. Instagram uses it for accessibility, so screen readers can describe the image to someone with visual impairments.
But that’s only part of the story.
Alt text also helps your content show up in search results. For business accounts, this is a built-in opportunity to make every post more searchable without writing anything extra in your caption.
Use it. Every time.
Write a simple sentence that describes what’s happening in the image or video. Be clear. Skip the filler.
Example:
“Virtual assistant reviewing a client task list on a laptop at a coffee shop in Baltimore.”
That one line tells Google exactly what the content shows. And it does something your caption can’t: keep working even after your post leaves the feed.
Give them a next step
“DM me to learn more” still works. So does “Click the link for details” or “Save this if you’re launching soon.” A lot of people just need a little direction.
Things to check right now
Look at your last few posts and ask:
- Would someone who’s never heard of you understand what you offer?
- Does the caption include real examples or moments from your work?
- Could someone search for your service and find this post useful?
If the answer’s no across the board, no need to panic. Keep your next post simple.
Start with a story.
Say what you do.
Give them a step to take.
And please, no more “Monday vibes” captions. Save those for your group text.
Need help writing content that works past the feed?
I work with service providers who want storytelling and strategy that gets to the point, shows personality, and doesn’t disappear after 24 hours.
If you need short-form video planning or done-for-you copy, I’m here for you.
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