Instagram’s July 10 Update: The Brand Discoverability Game-Changer Every Business Needs to Know
What’s the Buzz? Instagram July 10 Update & Brand Visibility
You’ve heard the hype—on July 10, Instagram is rolling out an update that changes how brands get discovered. For the first time, your public Instagram content can show up directly in Google search results. This isn’t just another tweak: it’s a total game-changer for how businesses, creators, and local brands get found online.
As you can see, the hype is pretty big. While I can say “this isn’t my first rodeo”, I can certainly tell you, from all the algorithm updates, this one is pretty significant.
And that’s why you’re reading this!
Why This Matters: Instagram + Google = Double the Discoverability
With the July 10 update, Instagram is unlocking a brand new level of discoverability. For years, brands have worked on “Instagram SEO”—using hashtags, keywords in bios, optimized captions, and alt text to help content get found within the app. Now, things are changing:
Instagram SEO Is Not New
If you’ve managed a business or creator profile, you probably know about Instagram SEO already:
- Using targeted keywords in your profile and posts
- Leveraging hashtags to boost reach
- Optimizing your bio and captions for specific search terms
- Adding alt text to images for accessibility (and extra search signals)
These tactics helped your content get found by people searching on Instagram. But this system still kept discoverability locked inside the app.
What’s New: SEO Has Evolved to AIO (AI Overviews)
With the July 10 update, we’re entering a new era: AIO—AI Overviews. Now, your public Instagram content isn’t just discoverable inside Instagram; it’s visible on Google, thanks to advanced AI algorithms that connect social signals with the wider web.
Let’s unpack what this means:
- Your Instagram posts, Reels, and profiles can be found directly on Google. This means people who have never even visited Instagram can see your content when searching for what you offer.
- No more relying just on hashtags or followers. Google’s AI is looking at the quality, relevance, and engagement of your content to decide what deserves to show up in search.
- Google now prioritizes brands with strong signals across both Instagram and traditional websites. The more your brand is mentioned, engaged with, and shared across platforms, the more likely you are to be featured in Google’s AI-driven search results.
- AI reads reputation, not just keywords. The era of keyword-only SEO is over. Now, Google’s AI evaluates the bigger picture—your relationships, authority, reviews, engagement, and trust signals—everywhere your brand appears.
What Makes This Moment Different
- It’s not just about optimizing posts for Instagram search anymore—it’s about optimizing for AI everywhere.
- Instagram is now a true search engine partner for Google. Your IG content contributes to your web visibility and can help you dominate search results if you’re strategic.
- This levels the playing field. Smaller brands and creators who excel at engagement and authenticity can now compete with bigger players for attention in both Google and Instagram results.
Bottom line:
The July 10 update is your chance to make your Instagram content work harder than ever—reaching new audiences on and off the platform, and multiplying your opportunities for growth.
But here’s the catch:
This doesn’t mean you’ll be discovered automatically. Just because your content can be indexed by Google, doesn’t guarantee it will be seen by the right people—or at all. There’s a lot more noise and a lot more competition as these AI-driven updates roll out.
Visibility Is Earned, Not Given—Here’s What You Need to Know
Search engines like Google and Bing are no longer just matching search words to web pages. Instead, they’re using Artificial Intelligence (AI) and powerful technology called Large Language Models (LLMs) to understand what people want—and which brands deserve to show up.
Think of it like this:
- Old Way: Search engines were like librarians—they found books (websites) with the words you asked for.
- New Way: Now, search engines are more like super-smart assistants. They don’t just find any book—they recommend the best brands, products, and answers based on everything they know about you, the topic, and what’s trusted across the internet.
Here’s the challenge:
With so much information out there, how do you know if your brand is even being mentioned or recommended by these new smart search engines?
That’s where special tools come in. And this is now, the evolution of SEO.
SEO stands for search engine optimization. But… Think about this- since search engines (literally speaking) are no longer with a search bar, and instead of an “engine” they use a LLM (large language model, smarter than humans), it is fair to say that SEO is pretty much on the last chapter.
RIP SEO Agencies.
How Can You Monitor Your AI Signals?
Well, this is the great news.
Traditional SEO tools have evolved too! So… There are premium tools that allow digital marketers to “see” your discoverability. See below- AHREFS new dashboard, reflecting AI Citations.
AHREFS Just Rolled Out Brand Radar
Ahrefs Brand Radar is like your “search engine report card.” It shows you:
- If your brand is being mentioned in Google’s new AI-powered search answers (called AI Overviews).
Imagine asking a super-smart assistant, “Who’s the best at X?” If your brand is mentioned, you’re winning. If not, you’re missing out. - Which of your Instagram posts or website pages are actually showing up in search.
It’s not enough to just post—you want to know which content is getting noticed outside Instagram too. - How you compare to others.
Are you ahead of your competitors? Are they showing up more often than you? Brand Radar gives you the score. - What’s working right now.
It shows you the products, services, or posts that are getting attention, so you can focus your efforts where they matter most.
Unfortunately, it is not free, and each module is an “add on”, $99 per each LLM. For agencies, this means a 150% increase in costs, without considering the extra tokens you might need to pay, if you are adding automation and agents.
The Opportunity: How Business Owners Can Win (Not Worry!)
Don’t panic—prepare. The businesses that act now will leap ahead while others are scrambling. Here’s our 3-step action plan:
1. Audit Your Instagram Brand Discoverability
Do you know if your content is optimized to be found? Most tracking tools are premium and can be confusing. Book a professional audit (we offer these!) to know exactly where you stand.
Key Questions to Ask During Your Instagram Audit
- Is my profile clear and up-to-date?
Does my bio, photo, and contact info make it easy for someone to know who I am and what I offer? - Are my best posts easy to find?
Have I pinned or featured my most engaging, relevant content at the top? - Does my feed reflect my brand’s current focus?
Are there old, off-brand, or irrelevant posts that could confuse new visitors or search engines? Tip: You can unpublish (archive) content that no longer serves your brand or strategy. - Am I using keywords and location tags in posts and captions?
Will people searching on Google or Instagram find my content for the right reasons? - How is my engagement?
Which posts actually spark real conversations, saves, or shares?
If you’re unsure about any of these areas, now’s the perfect time to do a cleanup and optimization—or get a professional audit for a fresh perspective!
Need help? Book your Brand Discoverability Audit today and let’s make your Instagram work harder for you.
This month, we’ve been busy optimizing our local wellness clients’ Instagram. Here’s an example of a feed!
2. Craft a Quick Win Instagram Optimization Strategy
Don’t overhaul everything. Focus on products, services, or posts that already get engagement and refine them for search and AI. Three months of targeted effort can bring outsized results.
3. Clean Up and Refine Your Brand Signals
Review your Instagram feed and bio—outdated or off-brand content can confuse Google and Instagram’s new algorithm. A focused digital “spring cleaning” prepares you for maximum visibility when the update goes live.
Why Influencers & Local Brands Should Pay Attention
This is HUGE for content creators and local businesses. Now, your influence and content have measurable impact—backed by Google visibility. It’s not just about “likes”—it’s about real discoverability, authority, and growth.
Take Action: Don’t Let Your Brand Go Invisible
The July 10 update is your moment to rethink your Instagram and overall brand presence. Brands that act now will dominate both social and search results as the new AI era unfolds.
Not on Instagram? Focused More on Google?
No worries—your business still has a big opportunity. Google Business Profile (formerly Google My Business) has also received a major overhaul with the latest AI updates. Now, your presence and engagement on Google matter more than ever for getting found in local searches and on Google Maps.
In the graphic below, you’ll see the kind of impact of an optimization campaign. In this case, their discoverability grew up to 65%. Calls went up by 35%, website traffic went up by 46%, and as you can see, this campaign was just a short boost (90 days).
Curious where your brand stands in Google’s new AI Overviews?
Book your complimentary AIO Ranking Audit—let’s put your business on the map!
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