The Website Success Show: SEO & Website Tips For Beauty & Wellness Businesses Who Want More Website Traffic & Conversions

094: How Instagram Posts on Google Can Boost Your Local Business Visibility (Special Episode with Jo Bolton)

• Jules White • Season 1 • Episode 94

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In this special episode of The Website Success Show, Jules is joined by Jo Bolton from Flourish Socials to break down a big shift for business owners using Instagram: posts and reels are now being indexed by Google. The conversation, repurposed from a recent Instagram Live, dives into what this change means for your online visibility - and how to make the most of it, even if you’re not a fan of social media.

Key takeaways:

  • How Instagram Content Now Appears in Google Search:
    Understand what it means for your posts and reels to be ‘indexable’ on Google and other search engines - and why this matters for your business.
  • Visibility Beyond Social Media:
    Learn why repurposing your Instagram content (and mentioning key topics and locations) can help you reach a wider audience beyond your followers, and even show up in AI search results.
  • Tips for Optimising Your Profile and Posts:
    Get practical advice on using keywords and locations in your Instagram bio, captions and alt text, plus insights into how Google chooses which content to show.
  • The Power of Core Topics and Messaging:
    Discover why staying focused on your core topics and making your messaging clear can help both humans and search engines find (and trust) your business.
  • Connecting Social Media and Your Website:
    Hear why it’s still important to direct people to your website - where sales and email sign-ups really happen - and how blog posts and social content can work together for better results.

Resources and links from this episode:

If you’re looking to make your online content work harder for you - and stay ahead as the world of search evolves - this episode is for you.

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Introduction to the Episode

Jules White: So, hi. This is a slightly different episode of the Website Success Show. This is repurposed from an Instagram live that I did with my lovely friend, Jo Bolton from Flourish Socials.

So there have been some big changes to Instagram this month, and now Instagram posts are going to be indexed on Google. So I thought I would share this episode with you. It's unedited completely, just me and Jo having a chat about what the changes are and what it can mean for your business. Now you know I'm all about social media is optional, but if you are using Instagram, it's really good to be aware of how this can help with you actually showing up in Google and what the implications are.

So I hope you enjoy this episode.

Welcoming the Audience

Jo Bolton: Good morning. How are you all doing? Come and join us this morning. I'm just going to wait to see if Jules can join me. I don't know if I can add her without her seeing. Okay, so I am really excited to have Jules joining me this morning. Hi Becky. Hi Janine. Oh my goodness. It's lovely that people can join us this morning.

Um, so this is going to be a great conversation. So if you can, am I a bit echoey? I've just realised I'm a really echoey room. I hope I'm okay. Hi Jen. Um, so this is going to be a really good conversation to, um, let me see if I can add Jules now. There we go.

Come and join us. Did it is okay. Okay, good. Thank you.

Um, is she here? Good morning.

How are you doing? Good, thank you. How are you? Good, thanks. I've just, um, yeah, just.

Jules White: Is that me? Okay.

Jo Bolton: We've been very excited.

Technical Issues and Going Live

Jo Bolton: We've had a few technical issues already this morning, but it's good to see that people are joining us already. We've got Becky. We've got Jen, we've got Debbie, we've got Janine. Lots of people joining us, so please make this a bit of a conversation.

Chat with us. Is your signal okay? Are we good?

Jules White: We're all good. I think. I think so. You, yeah. I think we're all, yeah, so the technical technical issues this morning has been me overthinking it.

Jo Bolton: I was like, um, Jules, can't we just go live on Instagram? Like a normal person? Just like, no, let's do this. And I was like, it's okay.

Okaying. I know well, we can download this and repurpose wherever we want. So if you are seeing this from LinkedIn, Facebook, YouTube, wherever you are, say hi. Um, hi Amy. Um, so yeah, make sure you get involved in like, ask us any questions in the comments and we'll see whether we can answer them. Et cetera. So the big news is that, um, oh, see, she's commenting on everything.

Big News: Instagram SEO Changes

Jo Bolton: The big news is that Instagram's, SEO is changing. And, um, posts and reels and things like that are all going to be seen on Google now. So as soon as I found out I had to get in touch with Jules because she's the SEO expert that I know, and, um, so we can have a little discussion about it. So yeah, like I say, let us know if you've got any questions.

Um, so over to you, Jules. Why is this so exciting?

Why Instagram SEO Matters for Businesses

Jules White: So I think it's exciting because anything that helps us to show up on Google is really beneficial for our businesses, right? I mean, it's uh, it's so hard getting eyes on all on. Well, everything we're doing, whether it's our websites or social media, it's hard getting our eyes on it.

So if we can. Show up on Google, which is still over, well actually I just heard it this weekend, that less than Poppy shush, the dog's going to start barking. Um, less so Google's market share has just dropped under 90%, but it's still, it's around 90% Google's share of people searching. It happens on Google. So anything we can do to help with that all the better really.

Jo Bolton: It's all about visibility, isn't it? And showing up in many, which was our thing this morning.

Jules White: I think for me as well, it's all about making the most of what we're doing. I really hate throwaway content, and actually this just makes it feel like social media will be then left throwaway content really. So

Jo Bolton: that isn't that you make one reel or you put so much effort into your content, and then if it just goes to one place, it almost feels like what you know, repurposing it on LinkedIn, on Google.

It's going to make that one piece of content worth the effort.

Jules White: Yeah, absolutely. Definitely,

Jo Bolton: definitely. Yeah,

Jules White: and Google loves the video, so definitely those kind of, uh, the things that tech often can feel more scary, I think, to begin with actually getting your face out there on video.

Jo Bolton: So you think that doing more, like having your reels and things, they're going to be.

Beneficial.

Jules White: I dunno, I think we, we, I think that's probably a big part of what that, what we'll chat about this morning really, actually. Like what's, what, what do we think is going to be the best things showing up there? And we never really know. I think it's all about, with Google, it's all about answering the query.

So Google just wants to connect people with what they actually are searching for. And sometimes that will be a video, sometimes it'll be a written post, sometimes it'll be something to buy. So I think it's, it's, there's definitely no. Definitive answer. I was trying to think of the word there. Yeah, I definitely don't think there's a definitive answer to that in terms of what,

Jo Bolton: it'll be more, um, like finding out as we go along because I think like the results for that will come in later on, won't they?

And. Like, we'll see what's actually working more.

Jules White: Yeah. After a bit of fun for sure. Yeah, absolutely. It's all, um, it's a time of change, isn't it? So I can't see everybody's comments. I can see, I can only see up to my comment for some reason.

Jo Bolton: Oh, there's no other comment since yours, so that's okay. It's just said that Natalie has joined her.

Jules White: Oh, okay. I didn't do that.

Jo Bolton: So what did you, what did you want to share in terms of SEO? Like, what can people do to show up

Jules White: on Google?

Optimizing Instagram for Google Search

Jules White: Well, maybe if we start just sort of talking about the, the basics of this in terms of, so Instagram has made this big announcement that. Our posts and everything that we do on Instagram is going to be indexable on Google and what that basically means, indexable on Google, means that it will show up in search results on a search search results page on Google.

Now that's all changing at the moment because of AI and getting AI mode and getting different things actually there. So anything we can do to sort of make the most of the content that's out there, I.

And it doesn't just mean Google as well. So if this is indexable, if you're, if, if you're doing things that are indexable on Google, that also applies to Bing and Yahoo and AI searches well, and these things actually make a difference everywhere really. So if we're showing up on Google, we will be showing up in other places as well.

And

Jo Bolton: you had, um, you had a moment a few weeks ago didn't you, about showing up in ai, so that's obviously showing that Instagram is linking into those other places. So we need to be.

Jules White: Yeah, that was a bit of a, uh, uh, I still haven't quite wrapped my head around that of this. So yeah, you message me,

Jo Bolton: you were like, oh my gosh, look, it's found out my Instagram.

Jules White: So bizarre. So that was, I did a, a flash sale on my SEOs for podcast course, um, maybe about three or four weeks ago. And as part of my debrief, my.

So, okay, I'll put my sales page into chat, GBT and just ask it to, you know, to have another look over it and see, make any recommendations. I have some frameworks that I use with clients and I put that in so you know, it could give me some suggestions of how I can make it better. And it said. And so I changed, I changed everything on the sales page, so I didn't have any reference for the flash sale on that.

And the answer that it came back with, that chat BT came back with was, oh, I can see you've got a flash sale for this offer. And I was like, what? Oh, where have I missed that? Where did you see that on the page? And it, it showed my post from the Friday before. On Instagram and it was a direct link to that post on Instagram.

I was like, hold on a minute, hold on a minute. Go out and search the web as well. So this is a chat with chatt. This was a normal chat. I hadn't used the clicked the search, the web button. So that's really interesting and I think actually that kind of stuff just shows that then, you know, if whether people are using chat or or Google or.

If that can happen that quickly, then that's massive for businesses, I think. Really. So I was a bit like, okay, well what do I do with this information?

Jo Bolton: You know? No, that's really good. And that's starting somewhere, isn't it? And if that's going to go onto Google and things like that, so that's really good.

Jules White: Yeah, absolutely.

Jo Bolton: And it's going to beneficial as well for lots of different business owners. It's kind of that. I always talk about how social media is very much. About visibility and just showing up in different places. So just having that, what kind of benefits do you think that it's going to have for business owners?

Jules White: So I think the big thing is that it, it's helping.

To get more eyes on our stuff, as you say, it's about the visibility part of it really. And also then just people actually, um, going through, hopefully I'm, I'm a firm believer in, you know, trying to get people to your website as quickly as you can because that, that's for most businesses, that's where the sale will happen and.

If you can get them there, then they're not off scrolling on, on Instagram. Get them on your website. Get them sort of scrolling down. Yeah, exactly. Watching cat videos. Um, instead, if they're on your website understanding more about what you do, then hopefully that leads to a sale, or at least somebody joining your email list or something where you are, you've actually got them information and regardless of what, what happens with social media where you don't actually own that, if they're on your website, that's your asset for your business and you.

I think, yeah, this, this is just all helping. Hopefully just to get people more eyes back to where, where we actually can make sales or get people following us further. I think really,

Jo Bolton: I mean from my point of view, if people have searched for social media manager or whatever on Google and I come up with, you know, whether it be my reels or posts for them to either go onto my Instagram or on my website, I think would be really good.

Like either way. Um, because I like people to see the content that I create to be, that's why, you know, that's why I put so much re of my own reels and things onto my Instagram. Obviously they're on my website as well. Um, but yeah, I'm looking forward to having that kind of extra level of visibility for the business to bring people, you know, if they're searching for, um, your specific business on Google and they think they see your post, then.

Yeah, it takes you to your website. That's great.

Jules White: Yeah. So maybe we could talk a bit about how that actually happens then. So what do, what do people need to do with their social media accounts? What do they need to do with their Instagram account? Well.

Jo Bolton: Coming from like a profile point of view, having your, like optimizing your profile, having your bio and, um, like clear names and things all sorted, making sure that that's all ready to go if people are seeing that.

Using Keywords and Hashtags Effectively

Jo Bolton: But then like from a post point of view, making sure that you're using your keywords, I suppose very similar to a website, making sure that you are using keywords in your. Um, captions. A lot of people talk about hashtags at the moment and how are they relevant or are they not relevant? I don't think that you need to put 20 hashtags on your, on your post.

I don't think that's worth it. But if you are using them well and you are writing like five to eight meaningful hashtags, then that's definitely going to help with the kind of Google searches. Do you think.

Jules White: I actually, I don't know. I think that would be a really good thing to experiment with, with, wouldn't it like to see what parts of these profiles Google actually draws from to in terms of deciding what it wants to rank really.

I think maybe, um, just mentioning part of what Google does, so Google's bots go out and crawl through the internet and they have to decide which page of the internet. Everything is just internet pages. So whether that's a page of your website, a page that contains a post on Instagram, they're all just internet pages and Google has to decide what individual page is the best one to show up in that search results.

Whether that is a little, you know, box with a link to a video or something like that, it's still Google is showing up those individual results. Really. So actually it's what, it would be a really fun experiment to sit to find out what, what actually does. Encourage Google to, to show your stuff up on, on those results.

I think as

Jo Bolton: well, just having that, especially like keywords, for example, having them in the posts, but I've also written down, um, like pillar content. So keeping to your kind of, um, key content pillars rather than, I mean, you don't want to like overwhelm and have too many things, but if people are look searching for, um, bakery and Bedfordshire or something.

You know, you can, you are using your content pillars. You are sticking to that niche rather than

Jules White: Yes.

Jo Bolton: Yeah. A wider,

Jules White: yeah. This is a big part of where we start with this kind of stuff, I think, and there's so much crossover between this of actually just taking that step back and thinking about. What, what?

Think about your core messaging, I think as well, so I call them core topics and it's sort of three to five key things that if you, if somebody was asking about gt, about your business or asking a person about your business, you know, because obviously humans out there, still, people do ask us, really, they're going to be more popular than ever.

Yeah. So actually just taking it back to that and thinking, okay, what would I want a. Anything like people searching on Instagram watch activity, what would I want them it to say about my business? What are those, as you say, keywords, and I think definitely with keywords it's worth thinking about that as key phrases, like keywords can mean a word or it can mean a whole sentence, and especially more so now we're moving into.

Longer searches on chat, GBT where somebody has a conversation about what's the, who's the best bakery in Bedford? She that does amazing sourdough, you know, and obviously we know that, right? We dunno

Jo Bolton: who that is, Karen, if you're watching.

Jules White: But it's worth sort of thinking about that, of actually what, what are those, those most important things that your business needs to get across?

And remember to use that both in your Instagram, as you say, in your main profile and in your posts, sending it reels, mentioning those actual words, not skirting around it or forgetting to mention it, and then using that on your website as well. I had a client once who was a, um, a therapist, like a counsellor, and she was amazing at treating people with PT posttraumatic stress disorder, been told when she was first.

Setting up her website that PTSD is too, too difficult a term to, to rank for. She, then it put a worm in her brain and she never mentioned it anywhere on her website. And it's like, yeah, she's not going to be showing up. Her small business is not going to be showing up in position one for P for just PTSD.

But actually there's plenty of ways that she could, you know, make that more of a longer search. And actually, yeah, I think I see that time and time again where people just aren't actually mentioning the words that they want to show up for on Google on their website.

Jo Bolton: I put in

Jules White: the box that says keyword.

That was like,

Jo Bolton: that doesn't work. I, I think that's always been true for Instagram. Like using keywords and captions is so important because obviously you can search on Instagram, can't you? So if you can put in the search, you know, bakery, I dunno why we're focused on food at the moment, but Bakery and Bedford, then those, you know, that it will come up on Instagram.

But if that's now on Google as well, that's great. Um, the other thing that.

The Role of Alt Text and Accessibility

Jo Bolton: You can do, I dunno whether people know about this. Um, it was something Becky showed me actually. Um, when you are creating a reel at the bottom, it says like, extra tools or something like that. At right at the bottom, um, of the page where, so you are typing in a caption at the bottom, it says alt text.

If you click in there it says alt text. So if you go in there and you put some alt text in there, whether you know for whatever reason people might need it, um, that will also help I think. Mm. From another direction.

Jules White: Yeah. I didn't realise that was there actually. So yeah, definitely all text is really important from an accessibility, yeah.

Point view, but massively for SEO as well. And if also if people are on a slow. Connection connect or something like that. Then actually the old text tends to show up if, if Google's not or whatever is not able to, that web browser is not able to show the image or show the video. It might show the old text.

And Yeah, that's really,

Jo Bolton: and I thought, yeah, especially that would be really good, you know, coming from a Google point of view if they're

Jules White: something

Jo Bolton: specific.

Jules White: Yeah, I think one.

Google's Search Algorithm and Social Media

Jules White: Index indexable on Google, um, for a very long time. And quite often you see that, you'll see if you are, if you're looking for a person. And they haven't, especially if they haven't got a lot of content out there across different places or their website's not particularly optimised. Quite often you'll see their LinkedIn profile, it's like the second result or sometimes even the first result above their own website.

What, um, how, how Google sort.

Jo Bolton: Differently maybe whether it would be, you know, I suppose, would it depend on like the interaction they'd get on each platform? Maybe would, if like a reel was to get more interaction on Instagram, would that come above LinkedIn on, on the Google search?

Jules White: Yeah, I think, well, the thing Google always wants is that it wants, as I say, the best search result.

And actually the way that we can help that, help our, our staff to be the best is to show. That it's trustworthy, that it's, that we are an authority in what we're talking about, that people are looking at it. So yeah, I think definitely a post that's much more popular if it's relevant. I think that's the other thing is Google wants relevance, so it, it wants to deliver something so people don't have to come back to Google and search for something else.

It wants to, it wants them to get to the right place. So actually, yeah. If we can make sure that that actually, yeah, popular posts are probably going to go, going to outperform ones that haven't got much interaction, but only if they're relevant. The search term,

Opportunities with AI and Searchability

Jo Bolton: I suppose, as well on, um, like Google or other, um, sites, they have the, like the co-pilot, the AI at the top now, don't they?

So that'll be interesting as well to see whether that comes into it, if people are using that, whether that AI will. Pick up a specific post or a real,

Jules White: yeah, yeah. I mean, every, everything is changing in terms of searchability, in terms because of ai. Definitely. I think it's a, it's a really interesting time actually.

There's a, there's a lot of opportunities for businesses that are getting on board with that. There's a lot of opportunities really, so, definitely. Nice.

Jo Bolton: Does anybody have any questions as well? Make sure you let us know. Um. What else have we got on here on our notes?

Jules White: So I think one of the things I would say about this as well is actually, um.

Our core topics. Mm-hmm. I think it's really important to think about our uniqueness as well and talk about that as well. So how, what makes us stand out?

Leveraging Location in Social Media

Jules White: Because obviously the, the internet is a crowded space, so what can we use within our messaging that makes us more unique? And whether that is your location, if you are like social media manager at Bedford Chair would help you to, would help to massively sort of,

Jo Bolton: and on Instagram you can put your location, can't you?

I think that's going to be a key thing, making sure that you. You are using that?

Jules White: Yeah, absolutely. So even like, yeah, I guess even if we're out networking, those kind of things, and actually you are mentioning that you are in that location within there.

Jo Bolton: Yeah. Then that

Jules White: could be helpful as well,

Jo Bolton: actually from a completely different point.

I often will go to a coffee shop or you know, when we go networking, we put a coffee shop or whatever and the location isn't there, which I find quite interesting. Do you think that would make a difference? Because for example, the coffee shop we have, our networking in isn't a location, it's only a, um, like an account on, like a business account.

But if you put put it as a location, that would show up in Google as that location. What do you mean?

Instagram Location Tags and SEO

Jo Bolton: Is this within Instagram?

Jules White: So

Jo Bolton: yeah, you can have like a, um, coffee shop or whatever as a location, which would then tag them. So I think more people should do that. Is what basically that's if you are a location, be a location.

How do you do that then on Instagram?

Jules White: How do you set yourself up as a location on Instagram? And it sounds like, like Google business profile, but for accident?

Google Business Profiles and SEO

Jo Bolton: I don't get started on the Google business profiles as well. That'll be a whole another level. Um, I don't know how you can do it, but it, I think that's something I'm going to look into and, um, talk to like the coffee shop, et cetera, about it because, um, not only showing up on Instagram as a location, or you can get tagged in the caption or tagged in a post.

That's great. But, um, I wonder whether in the SEO side of things, if that will then boost the

Jules White: Google. Yeah, it would be interesting. It would be interesting to see whether Instagram accounts started appearing on Google Maps. I'm not sure whether they would 'cause it would be mad, but yeah, and you, and with Google Business profiles, you have to verify your profile and all sorts of, you know, jump through hoops a little bit to get it.

But yeah, it would be interesting actually to see whether that. Just start showing up.

Importance of Tagging Locations

Jo Bolton: Definitely, definitely Make sure you're tagging your area though when you are, like if you are a photographer in Bedfordshire or you have a beauty business in, you know Milton Keynes, make sure when you are doing your Instagram posts that you are saying the location because.

You're going to come up in searches in that area.

Jules White: Yeah.

Using Alt Text for Local SEO

Jules White: And actually that's important in old text. Old text as well. Yeah, because I was doing some, doing some experiments on, uh, in chat GBT and asking about local walkup businesses. And actually a couple of the ones that were showing up were ones that had mentioned their location in the adult text.

And that was the only thing I could see that was kind of different. Actually, yeah, so I think especially for local businesses, the more often you can mention your location within reason. We don't want to, uh, keyword stuff because that's, that doesn't tend to work. But yeah, the more often you can naturally mention your location and nearby locations as well, then you know, that'll be really helpful.

Definitely.

Jo Bolton: I've just read, uh, Jen's comment. She's. She said, I do tagging my location when I post. Yay. I do something I'm meant to. Yay. Well done. Yeah, make sure you are tagging your location, especially, um, like for you Jen Bedfordshire or Cranfield. They would be really good for you, so well done.

Jules White: And I would say my little add in on that is make sure then you are, if you're doing a post on Instagram, take two seconds and post that on your Google Business profile as well, because that massively helps.

Honestly, Google profiles, you know, I'm so passionate about these J but it's so important for local businesses. It makes such a big difference. Such a massive, massive difference. Massive. And I think with all of this, all of, I probably want something that we haven't mentioned about why this is. Beneficial.

Connecting with Customers Through Search

Jules White: And this is all about, people are out there searching for businesses like yours. They're searching for problem, uh, solutions to their problems. And if your business solves their problem or provides the thing that they want, then they're out there searching. If you can connect with them, at the moment they're searching, they're much more likely to turn into customers.

And you're not just interrupting the scroll. They, they are, they're actually out there looking for businesses like yours and you've only got to do a little bit more than the competition to then be the one that shows up at the top of search results. And that makes a big difference. People are much more likely to click through to those top search results as well.

Really well done, Jen. Yeah, thank you, Jen. It doesn't take long to do as well and it's It is powerful. Definitely.

Jo Bolton: Yeah, for sure.

Instagram vs. Google for Business Searches

Jo Bolton: And also from like Google and Instagram, I. It is going to help in both set, like both places, especially like. Search results for Instagram. I don't know whether a lot of people do this, but I'm definitely search for businesses on Instagram before I go to Google.

That, I dunno whether that's just because I've grown up with the in, you know, I'm all on Instagram. Um, obviously I use Google for some things. You know what would be really good is if everybody put their location on Google Business Profile on Google, so then it's so much easier to find 'em on maps. So then it's so much less stress.

'cause sometimes people aren't on there and I get lost. Yeah, absolutely. Yeah, yeah. You want your

Jules White: location on there, you want it up to

Jo Bolton: date,

Jules White: you wanna get reviews on there. Google knows that you're amazing. And actually, these are the things as well as we're moving into AI search. These are the things that will help you to show up in AI searches as well, really.

Especially if you are a local business. It's, yeah, so much. I suppose

Jo Bolton: when I, sometimes when I'm using chat GBT, I do ask them to go and look on a specific website for a client or something. Um, go and look on such and such website for such and such, so. Yeah.

Jules White: Yeah, I mean if, if even people will be there asking chat, DBT, where's the best place for me to get a hydrating facial locally?

Or not even. That could even be how can I deal with my perimenopausal dehydrated skin? Just as an example, you know, very specific, very specific example, but that's what people do. They will have conversational chat gt and it goes off, it looks at all the local businesses and it looks at ones that, you know, could provide a solution to that, and then we'll deliver it.

Just, you know, a curated result. And then maybe people will go to Google just to make the purchase or just to, to do their, do a last bit of due diligence. But they've already had such a boost because chat, GBT has said this is the place you need to go.

Jo Bolton: Yeah. See from that, I would then go to Instagram. How funny is that?

I would go to Instagram instead of Google. I would look them up because from a, I don't know, not really even social media manager, but I, if they've not posted for a long time, I think, oh, well, they're not. They're not relevant, they're not open, they're not, you know, all those things. So I try and find those places that are.

Doing, you know, showing up basically.

Jules White: Yeah. I feel a little bit like that with websites. I think really that I, I, I probably understand a bit more that actually businesses find it a little bit, maybe find it a little bit hard or, or maybe don't get the dopamine hit with websites. So they don't necessarily use it as much.

But let me, if it's a website, if it's a terrible website, then would put me off going into a business because I just think. Okay. It's not, well, it just doesn't Wow. You straight away. That's the first impression you get of a business. Or maybe, and it doesn't, it doesn't necessarily even mean to, I've got a big spider hanging down by me.

Oh my gosh. It doesn't necessarily mean that they, it's a website that looks awful, but if it's got a, like, if it's really slow to load or if it got, it's got a horrible user experience. If I can't find what I need, then I'm just like, no.

Jo Bolton: Oh, Helen on the airport because their plane's delayed.

Jules White: Oh. Well thank you for joining

Jo Bolton: us.

I'm sad your plane's delayed for you.

Jules White: Where are you going? Also really jealous that you're going on holiday. Yeah,

Jo Bolton: I wish we were going away. Um, what I was going to say, we've got a question here that says what kind of IG content do we think has the best chance of being found on Google? Um. I, like you said earlier, there's a, a real push for video content, so mm-hmm.

That would probably stand out quite a lot, but, um, it will be interesting. It says more, most relevant, trustworthy, or popular.

Creating Relevant and Trustworthy Content

Jules White: Yeah, so I think definitely that is, it's got to be relevant. It's got to be, it's got to de deliver the answer to the search. And it's got to be, yeah, something that Google knows that it's not just AI generated content, it knows why you are that a bakery and Bedford cheer or you know, the place to actually go and get this facial, that it's going to be trusted, it's going to be, you know, those kind of things.

Really. I. And then I think it's to try different types of content as well. I think that's the thing, is that actually seeing what shows, and maybe it be if you've got a long post or something. If that's a thing. It is a thing

Jules White: actually. Actually, if you've got that and that ties into a, something authoritative on your website, maybe ties into a long blog post or something that Actually, I was just going to say,

Jo Bolton: surely if there's kind of, it relates to a blog post, there's that kind of crossover. You've got blogs on your website and stuff.

That's why I often say if you've got a blog post that's coming out, you should post something. That relates to it, like take some of the blog post and make it into a post and then kind of link them together.

Jules White: Oh, a hundred percent. I'm, I'm firm, a firm believer.

Repurposing Content Across Platforms

Jules White: That's one of my core values in my business, in not just creating content for the sake of it and actually create content we own first.

So create our own blogs, our own website pages, and it doesn't have to be blogs. It can be, you know, create a great sales page on your website. Site and then use that as the, as the inspiration for your social media posts where you are linking back to that and you're linking out from it as well into that post and linking to your own content and everything and just, and it doesn't have to be endless blogging.

I think that's sometimes the thing is that people feel like they've got to keep blogging forever. Not every business needs to blog as well. Like if it is a local salon, for example. And they've got loads of different treatments that they do, and they've optimised for that. They don't necessarily need to be blogging, but they do need content on their website.

But actually, if you can do that and make sure that those blog posts are really good, and use those as the inspiration, then it's all about you're then talking the same things over and over again, which that's part of the repetition of marketing,

Jo Bolton: part of the content strategy as well, to kind of link them together, repurpose your content over the different platforms.

I, I always say work smarter, not harder, because. Yeah, that's true.

Jules White: Absolutely.

Optimizing Content for AI Search

Jules White: There's so much, we're really lucky that we've got chat DBT and Google Gemini and everything to give us these ideas of, I've got this blog post here, tell me 10 ways, tell me 52 ways I can use this one blog post. In my marketing and it would come up with amazing stuff.

Really. So, and that's all based then on an article that you've written, whether you, you've had AI help you with that you've written and you've put your personality, you've put your authority in there, and then you can improve that over time as well. Because that's the thing, some people don't come back to their blogs.

Look at what's doing well look at where the low hanging fruit is. You know, look at your, look at your STAs and see what's, okay. I'm, I'm just off of page one with this blog. What can I do to make it better? And then using that across your association in

Jo Bolton: terms of that from an SEO point of view, you're kind of using the same key words and making sure they link together.

Yeah. And

Jules White: related keywords as well. That's the other thing is it's not just about using those same keywords over and over again. Stop stopping those keywords in. It's about using things that would be like, if you are talking about dog walking then, then you're likely to have the words pup or poop or fur baby or those kind of things.

You're going to have that in there as well. You might be mentioning treats, you might be mentioning this and that. And so thinking about how does, how do you tie it all in together without just stopping loads of keywords into things?

Jo Bolton: So much gold. I love it.

Jules White: Yeah.

Jo Bolton: Very good. So yeah, from a point of view of Instagram, SEO, then, um, just making sure that you are using your keywords, you are using the alt text. Hello, Chaney Chaney.

Jules White: Oh, congratulations.

Jo Bolton: Um, probably laid up in bed. Um, so yeah, using your key words, attracting your audience, sharing to stories as well I think would be really important. Making sure you're covering all your bases on Instagram side of things. Um.

Jules White: Getting really clear before you, before you go into this as well, get really clear on the problems you solve and who you help.

What makes you stand out? What, what's the key things in your messaging? Make it simple as well. I think that's the thing is we often can overcomplicate ourselves and it's like the curse of knowledge where actually you just, you don't necessarily. Think about the fact that Joe did a talk, um, at yeah, at her networking event last week and actually just those basic things that, and I've said this to you over and over again, Joan, like actually yeah.

And we need telling that this is how you actually adult text. Well, for example,

Jo Bolton: yeah. When you were looking at yours and you were saying, oh, but my, my name's changed, but I've got blogs that I've got creative on it. I was like, yeah, but people know you now as the website success Hub. Why would you be called anything else?

Um, and yeah, you've just got to remember that to keep your username, everything's got to be clear. Um, making sure that if people see your real or post on Google and they click on it, that it relates to what they were looking for. Um, you know, or they know looking at your profile, they know what you do.

Mm-hmm. Do you know what I mean? Like it's right there, like in your bio, um, it's not hard to find and they know where you are. Put your location there. Yeah.

Jules White: Yeah, definitely. I think this all applies, I always say people need to know what you do, how you're going to make their lives better and what they need to do to get there.

And I think that applies there too as well, isn't it?

Jo Bolton: I do wonder whether the highlights, so, you know, we were talking about, um, like story highlights last week. So you've got obviously a story highlights. You could have a story highlight with. Um, like the services you do and then any FAQs, things like that.

I wonder whether they will show up in some form on Google, um, through the SEO. Um, yeah, be interesting to see how far it will go down.

Jules White: Because you don't, you can't add a description to the highlights, can you? So I think that it, with Google, it, Google's better at understanding video content and audio content, but actually having that written transcript there does make a difference.

So it's, it is likely to be that still that will allow Google to index things quicker if you've got, if the written words that are, that accompany accompany it, that are probably more likely to make stuff show up on Google.

Jo Bolton: Yeah.

Jules White: Yeah.

Jo Bolton: Interesting.

Jules White: Mm-hmm. Interesting.

Jo Bolton: Opportunities.

Jules White: Opportunities for businesses.

I know that, isn't it? Yeah, definitely.

Jo Bolton: It's going to be, it's going to be interesting to see what actually gets ranked onto Google, whether it's just kind of your, whether it's just the profiles or whether, you know, reels are going to be ranked at the top because they're the video content.

Jules White: Um, yeah. Hmm. Love it. One of the, one of the big things with moving forward with AI as well.

The AI agents recommending you and the AI search is recommending you is a positive sentiment of your business across the internet. And actually, I think that's one of the things with our socials is actually if we, if we do have a lot of positivity and a lot of positive reactions to what we're doing, then that, that does, shows that positive intent, uh, you know, sentiment rather, um, throughout the internet really, which is helpful.

That helps.

Jo Bolton: Wow. There we go. We've covered quite a lot, haven't we? I'm just seeing that in our notes. We've got anything else that we wanted to cover. Um, but I think that's it. Yeah. So

Final Thoughts and Services Offered

Jules White: how can you help, how can you help people with this, Jo? What, what can you do to help people with

Jo Bolton: So I can help people? We, I offer a strategy power hour.

Um, so I can help with, um, looking at the strategy, looking at the content planning, looking at how you can incorporate those keywords and, um, bits into your content to show up onto Google, um, as well as obviously my content creation as well, and management. Um, what about you? How can you help?

Jules White: So I can help with the website, SEO part of this.

And also I think with that messaging part of actually, you know, establishing your, your core topics and who you help and that kind of part of it as well, really. But I'm more about the website, SEO and also AI search as well. I've got, I've got a workshop covering up actually next week on how to get chat GVT to recommend your business.

So I'm very excited about that. I've had a look. Good sign up. Yeah.

Jo Bolton: It's a one day out of the whole month that I'm actually working.

Jules White: Oh, I booked on, you're working on the days of the month, right? You're working right now, right?

Jo Bolton: I'm just used to saying that again. I've booked on so I can rewatch it.

Jules White: Well, that's good.

Yeah. Course afterwards.

Jo Bolton: Exciting. Thank you so much for joining me. Thank you. Thank you for organising it and keeping it simple. Yeah, that's it. Thank you so much to everyone for watching. We've had quite a few people on, which has been great. Yeah. Um, but if you do have any questions, um, this will turn into a reel, so just make sure you leave any questions for us in the comments.

Thank you so much. Alright. See.

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