11/08/2026
You can have an incredible reputation, decades of experience and a brilliant team and still be difficult for the next person to discover online.
And as the way people search changes, I think this is something more businesses need to be thinking about.
Your next patient might not search your practice name. They might Google their problem, search Instagram, ask AI, look for a specific service in their suburb, or move between all of them before making a decision.
So, where do you start?
A few things I’d be looking at right now:
* Stop creating social content only for followers. Build content around the services, problems, questions and locations you genuinely want to be discovered for.
* Get specific. Instead of another generic post, answer the real questions people ask.
* Build series, not random posts. Repeatedly covering an area of expertise helps create a much deeper body of useful content around your business.
* Make your people visible too. Expertise is more powerful when we can see and hear the humans behind it.
* Make sure your digital footprint agrees. Your social profiles, website and wider online presence should make it very clear who you are, where you are and what you specialise in.
* And get Google Search Console set up for your social accounts. This one is BIG.
Google has just rolled out new platform properties in Search Console, allowing businesses and creators to track how content from Instagram, TikTok, YouTube and X is being discovered through Google Search, including the actual search queries leading people to individual social posts, impressions and clicks.
This is why we keep saying social media isn’t just social media anymore.
It’s becoming part of a much bigger discovery ecosystem.
You’ve spent years building the reputation.
Now make sure the next person can find it.
