I’ve been talking about the importance of Google rankings for years, and teaching dedicated classes on it for the past 18 months. Lately, I’ve noticed more and more social media managers quietly shifting back to talking about visibility on Google. It almost feels like the industry is coming full circle. For years, the advice has been to post more, show up on camera, and chase social media trends. But is it really working?

Social media is great for brand awareness, especially when you want to showcase results or reach new audiences. But does it help busy salon owners get more bookings? In my experience, not in the way we’re led to believe. In fact, I think it stresses professionals out far more than it should.

When I used to sit down and plan content for my salon, it filled me with dread. So I stopped doing it. I still post occasionally, but I no longer obsess over likes, algorithms or trends. I’m not going live because someone told me it boosts engagement. I’m running a real business, and my priority is booking-paying clients, not chasing attention.

The first step in any strategy should be knowing your audience. If your target clients aren’t teenagers or in their early twenties, you don’t need to model your content around trends that appeal to that age group.

Instead, focus your energy on where your ideal clients actually are. Most of them are searching. They’re typing in phrases like:

• “Best facial near me”

• “LED facial Durham”

• “Dermaplaning with real results”

• “Advanced skin clinic in [your town]”

• “Anti-ageing facial specialists near me”

According to a 2024 Pew Research study, more than 60 percent of consumers aged 30 and over use Google to find services before booking.

Just 16 percent rely on Instagram. Another report  showed that 76 percent of people check Google Maps and Google Business Profiles when choosing a local business.

That means if you’re targeting women in their 30s, 40s or 50s, Google is likely their first stop,  not social media.

Yes, I do. But I use it as a supporting tool, not the foundation of my business.

My Instagram page acts as a shop window. Once someone finds us on Google, they might click through to Instagram to check our work. When they get there, I want them to see that we’re active, credible, and experienced.

I post a few times a month. I include great before-and-afters, helpful tips, and showcase our most popular beauty treatments. I don’t try to force engagement. Instead, I focus on being consistent and showing that we’re a real business with a strong reputation

How I Set Up My Instagram to Support SEO

Here’s what I recommend for salon owners who want to keep social media professional, but manageable:

Instagram Profile Tips:

• Use your full business name in your name field or handle so it shows up in search

• Include your location and services in your bio

• Add a link to your website or booking system

• Set up Highlights that display your treatments, reviews, qualifications, and client FAQs

• Write clear captions that mention the treatment and location (e.g. “Microneedling results from our Durham skin clinic”)

Google and social platforms both scan this kind of text. Including the treatment name and location helps you appear in more relevant searches.

Where I Focus My Energy Now

Most of my digital marketing energy goes into the things that bring long-term, reliable visibility:

• Google Search

• Google Business Profile

• Google Maps

• Optimised website pages

• Blog content that answers client questions

Because when someone finds you on Google, they’re not just browsing. They’re actively looking to book. And that’s the difference between content that gets seen, and content that gets clients.

You do not need to delete your social media accounts. But you should stop building your entire strategy around platforms you don’t control. Social media is useful, but Google is dependable.

Google wants clarity. Your clients want answers.
Give them both — and you’ll build visibility that actually books.