Instagram Changes Can Have a Big Impact for Small Farms Instagram just made some big changes- which could make a big impact in your small business.

It seems like social platforms are ALWAYS changing- from the algorithm, to where things are located in the app, and everything in between. Most of these changes are small and don't make a HUGE impact. This update and subsequent benefits will only apply to you if you have an Instagram Business account. Not sure if you do? Check out this article to make sure your account is set to Business, not Personal.

Instagram and Google make a deal- make sure your Instagram is working for you now

As of late last week, Instagram now allows Google and other search engines to display public posts on their results pages. This means that Instagram can now be a HUGE contributor to your SEO (search engine optimization). Think: when people google search "farm stands near me," SEO is how you get your farm stand to pop up first. 

When people make a search on Google, Google has historically only searched your website for information. Now, it will search all of your Instagram posts, including: static image posts, carousels, reels, and your captions/descriptions. This is great news for small businesses that primarily use social media for their marketing!

We'll break it down a little bit more. This deal means that improving the way you use Instagram may:

• Make your business more discoverable on Google
• Get more potential customers to see your content
• Increase traffic to your Instagram 

This also means that content you create on Instagram has a longer shelf-life than it used to. Every post you have on your page is now searchable by Google. Every. Post. (As long as your profile is public- which, if you are a business, it should be).

BUT- This will only help you if you have optimized your Instagram. Don't worry- we have some tips on how to do this.

5 Tips to make sure your Instagram is helping you show up on Google searches

1. Add search-friendly keywords in your captions

"Search-friendly keywords" are simply the things people would type into Google to possibly find your business. So, get into the minds of your potential customers. What are they looking for? What problem are they trying to solve? Answering these questions will help guide you when you are making your Instagram captions (including hashtags), making sure that you are including the words that people will be searching for.

2. Use Custom Alt Text to Describe Your Visuals

Alt-text is just the internet's way of searching images. You can make it easier for Google to find your images by adding alt-text. Here's how to do that. An example of this? Let's say you take a picture of your farmers market display and post it on Instagram. You have a caption and some hashtags. ANOTHER way to get Google to optimize your post is to add alt-text. The alt-text here would be something like "a table covered in fresh produce at a local farmers market in Lexington, Kentucky." So, instead of Google only finding your post using your caption- it is also finding your post using your alt-text.

3. Make sure Your Instagram Bio & Handle Reflect Your Business Accurately

Think of your Instagram bio and handle (username) as an abbreviated Home Page on your website. Within 5 seconds, you need your customer to know: WHAT YOU DO, WHEN YOU DO IT, & WHERE YOU ARE LOCATED. Often, we see small businesses with cute, quippy Instagram bios. They seem cool, but they aren't actually effective in getting people to find your profile- even more so now with this new deal. We ranked some examples for you.

Bushel and Peck: 5/10. Good: Business name, location, link to website. Needs: How can customers buy their product? Where? When? 

Blackburn Gardens: 7.5/10. Good: Business Name, location, Niche (u-pick flower farm), link to website, and times. Needs: Hours, clarity on other business offerings.

Meacham Urban Farm: 10/10, no notes. Has all of the information you would need right there in the name and bio.

4.  Hashtags are ALIVE- use them!! 

Your caption doesn't always have to hit every point of a searchability factor- hashtags can help. They are basically a good way to add the keywords into your caption, even if the words aren't in the caption itself. Here's an example: Your post a photo of some beautiful heirloom tomatoes you are about to harvest. Your caption: The Cherokee Purples are finally ready and we can't wait for that tomato sandwich we are about to have for lunch. #kentuckyagriculture #farmersmarket #harrodsburgky #eatlocal #kentuckyproud

In this example, you can still be narrative and interesting with your caption and let the hashtags to do the SEO work for you. You are still including some key words people might be searching for, but not necessarily in the caption itself.

5. Tag your location

Google prides itself on it's local business searchability. When people search for things "near them," Google is pretty good at finding those things near them. You can help Google connect you with potential customers by ALWAYS putting a location on your post- on your feed and in your stories. Tag your city or region to show up in those geo-based results.

If you want someone to take a look at your Instagram page and provide some helpful tips on how to improve your SEO, send an email to us! Email Emily at emilyspencer@uky.edu