Instagram content is about to appear in Google search results – here's what your digital marketing agency needs to know

For a while, there has been a grey area when it comes to social media. Despite taking the online marketing world by storm, some business owners still aren't interested, others see it as a top priority for their organic brand awareness and lead generation strategy.

And because it’s still only a “nice to have” for some, digital marketing providers find it hard to shake this notion, making it harder to prove its value.

Until now…



As of today, Instagram reels and posts will begin appearing directly in search engines like Google. For large digital marketing agencies selling digital marketing to small- to medium-sized businesses, this represents a massive opportunity to expand social media services. Because now, social media captions need to be just as well optimised as the content on their website. Instagram's integration with Google search means that optimised Instagram content can now drive organic traffic in ways we've never seen before. Your SMB clients' Instagram captions, hashtags, and content descriptions will now compete for visibility alongside traditional web pages.

Why this update matters to digital marketing providers

Instagram's integration with traditional search engines means that optimised Instagram content can now drive organic traffic in ways we've never seen before. Your SMB clients' Instagram captions, hashtags, and content descriptions will now compete for visibility alongside traditional web pages.

And for visually appealing businesses like cafes, restaurants, salons and shops, coupling engaging content with being highly optimised for search outside the apps is a win-win.

For digital marketing agencies, this creates three immediate opportunities:

1.  Expand social media service offerings – Position social content creation as an essential SEO strategy
2.  Upsell existing clients – Show how their current social media needs keyword optimisation
3.  Demonstrate cutting-edge expertise – Be the agency that understands this shift before competitors catch on

Why SMBs need your help more than ever

Most small businesses treat Instagram as an afterthought, posting sporadically with captions that lack strategic thinking.

If they aren't experts in social media, their captions might look like: "look what we just did" or "we're ready for you".

Whilst they might think this content creates curiosity or urgency, it offers zero context about what they're promoting. When that content starts appearing in Google search results, poorly optimised posts become missed opportunities for customer acquisition.

The pain points your SMB clients face:

• No keyword strategy for social content – They're missing searches their ideal customers are making
• Inconsistent posting – Sporadic content won't build the authority needed to rank in search results
• Generic captions – "Day in the life!" won't help anyone find their services
• Wrong hashtag strategy – Using generic hashtags instead of being hyper-specific about their offerings and location, e.g. #food vs #brunchinmanchester

4-step strategy for your digital marketing agency

1. Audit existing clients' Instagram accounts

Firstly, create a hit list of your current clients' Instagram accounts and run a lite audit on their page. Things to look for include:

• Posts with no keyword optimisation
• No location tagged
• Content gaps that could be filled with a strong strategy and content pillars

2. Create a social SEO package

If you haven't already, develop service packages that combine traditional SEO with social media optimisation. The package might include:

• Content strategy development and posting schedules focused on engagement as well as being searchable
• Caption and profile optimisation

3. Use data to demonstrate value

Use Insites' Keyword Planner capabilities to show clients exactly which search terms they should target in their website, Google Business Profile AND Instagram content.



4. Target local search opportunities

For SMBs, local search is crucial. Help clients create Instagram content targeting searches like:

• "plumber near me"
• "best pizza in [location]"
• "dentist [city name]"
• "[service] in [area]"

How does this fit with your existing services?

This Instagram update doesn't require completely new expertise – it's an extension of the SEO knowledge your team already has. The same keyword research, content optimisation, and local SEO strategies you use for websites now apply to social media content.

For agencies using Insites:

• Use keyword research insights to inform Instagram content strategies
• Apply local SEO findings to social media posting
• Demonstrate comprehensive digital marketing expertise across all channels

The competitive advantage

Most agencies will take months to understand and implement strategies around this change. By acting now, you can position yourself as the forward-thinking agency that helps SMBs stay ahead of digital marketing trends.

Your SMB clients trust you to navigate the complex world of digital marketing. This Instagram update is your opportunity to demonstrate that expertise while expanding your service offerings and increasing client value.



Want to see how Insites can help your agency stay ahead of digital marketing trends? Our keyword research tools provide the insights you need to optimise content across all channels – from websites to social media. Book a demo to see how leading agencies use our platform to drive better results for SMB clients.