Imagine opening a brand-new bakery. You’ve got the sourdough dialed in, the espresso machine purring, and a neon sign that says “Open.” But it’s in the middle of the desert. No roads. No people. Just you and the coyotes. That’s what running a business without digital visibility feels like; you might be amazing, but if no one can find you, it doesn’t matter. So let’s fix that.
We’re talking about the three big ones: Instagram, Facebook, and Google. They’re not just platforms; they’re where your customers go when they’re hungry, curious, or bored at work. And if your business isn’t showing up there, someone else’s is.
Let’s start with the scroll-happy world of Instagram.
Instagram: More Than Just Pretty Pictures
Instagram used to be about brunch photos and sunsets. Now it’s a full-blown search engine with over 2 billion monthly users. People don’t just browse—they search. For hair salons. For vintage sneakers. For “Austin vegan bakery,” which, by the way, is exactly the kind of keyword your profile should include.
Statista reports that Instagram has over 2 billion monthly active users.
Here’s what matters:
Your username and bio aren’t just for flair; they’re searchable. If your handle is @SweetTreats512 and your bio says “Cupcakes & cookies in downtown Austin,” you’re already ahead of the guy who just wrote “Sugar is life.”
Next, alt text and hashtags. Alt text isn’t only about
accessibility; it also helps Instagram understand what’s in your photo. Describe what’s actually there. “Chocolate cupcake with raspberry frosting” is better than “Yum!” Hashtags still work, but niche is better than broad. #AustinEats beats
#Food.
And then there’s Instagram SEO. Yes, that’s a thing now. Since 2022, Instagram’s algorithm has been using machine learning to recommend content based on what people search and how they behave. So your captions should sound like how people actually talk. Think “Looking for gluten-free cupcakes in Austin?” not “Our artisanal desserts are crafted with care.”
Learn more about Instagram SEO
strategies and how to optimize your content.
Alright. Let’s move over to Facebook, which—despite what your Gen Z cousin says—is still very much alive.
Facebook: Still the Neighborhood Bulletin Board
Facebook has over 3 billion monthly users. That’s not a typo. And while it might not be the trendiest platform, it’s still the go-to for people looking up local services. Plumbers. Dentists. Dog groomers. And yes, bakeries.
Statista confirms Facebook’s massive user base.
To show up in Facebook’s local search, your Business Page needs to be complete. That means hours, address, phone number, services, and a profile photo that doesn’t look like it was taken in 2009.
Reviews matter here too—a lot. Facebook’s algorithm favors businesses with high ratings and active engagement. So if someone says “Your cupcakes made my wedding,” don’t just blush; ask them to write a review.
Also, Facebook doesn’t live in a vacuum; it pulls data from Bing and other directories. So if your business name is “Sweet Treats Austin” on Facebook but “Sweet Treats Bakery” on Google, that inconsistency can confuse the algorithm. And confused algorithms don’t recommend you.
Which brings us to the king of all digital discovery.
Google: Where Intent Meets Action
Google handles over 8.5 billion searches a day. Nearly half of those have local intent. That means someone’s looking for something nearby; like cupcakes. Or a haircut. Or both, if it’s been a week.
Check out the real-time stats on Google search activity and local search behavior.
If you’re not showing up in Google Search or Google Maps, you’re basically invisible.
Start with your Google Business Profile (formerly Google My Business). Claim it. Verify it. Then fill it out like your revenue depends on it, because it does. Get your name, address, and phone number right. Add categories. Upload photos. And don’t forget your hours.
Reviews and Q&A also play a big role. Google doesn’t just count how many reviews you have; it looks at what people say and how recently they said it. So keep them coming.
And yes, your website still matters. Title tags, meta descriptions, schema markup, mobile optimization—it all feeds into how Google sees you. If your site loads slowly or looks like it hasn’t been updated since 2015, Google notices. And so do your customers.
Keep Your Story Straight
Here’s something that trips up a lot of businesses: inconsistency. If your business name, address, or phone number is different on Instagram, Facebook, and Google, search engines get suspicious. They don’t know which version is right, so they hedge their bets; and you lose visibility.
Use tools like Moz’s local SEO guide to audit your listings.
So take fifteen minutes. Check your listings. Make sure they all match. It’s boring, but it works.
How Do You Know If It’s Working?
Good question. You need data. Thankfully, all three platforms offer tools to help you track how people find and interact with your business.
Instagram Insights and Meta Business Suite show you reach, profile visits, and who’s engaging with your content. Facebook Page Insights gives you similar data, plus info on how people found your page. And
Google Search Console (plus the Google Business Profile dashboard) lets you see search impressions, clicks, and how often you show up in local results.
Use them. Not obsessively, but regularly. Like flossing. Or checking your bank account.
If your customers can’t find you, they can’t buy from you. You’re not just building a business; you’re building a path to it.
That’s one more tool in the belt.
We’ll be back soon with more you can use.
Until then, keep building.
– Perfect Sites Blog