The Not Overwhelming Explainer for Instagram and Google Search
What’s Going on and How to Adapt to Instagram’s New Search Integration
PLUS download my PLAYBOOK to turn your social posts into discoverable content (on and off the app!)
Did you hear the news? In amongst a bunch of other changes, that Instagram posts are now appearing in Google search? I know it’s hard to keep up with all the changes and announcements and difficult to tell which ones to implement, but this is a goodie for small business and will be worth making a few changes for. In a nutshell, Instagram posts are now findable on Google! This essentially means that your content can get found on Google as well as Instagram, even if no one follows you yet. This shift potentially changes the rules for small businesses and creatives who want to be visible beyond their Instagram feed.
For some context, previously your bio, name and hashtags were searchable on the Instagram app, but now everything is searchable (images, file name, videos, captions and hashtags) meaning your posts and videos and images can now appear in Google search results. Check out the google search results…
A simple, specific google search for a local business showing results come from all platforms.
This latest shift removes that rigid thinking about seo and content being only useful to specific platforms. It turns your Instagram and facebook pages into an extension of your website and an asset in organic search.
The same search also shows up short videos in a new “Video” tab on Google - all that time editing reels time is not wasted!
Your unique brand aesthetic, voice and storytelling - when paired with SEO-conscious strategies becomes brand content that works for you in multiple places. You don’t have to chase trends, we’re not into that at The Design Cure, you just need to get clear on your brand strategy foundations, share what you’re already creating and be more thoughtful, descriptive and consistent. Rather than starting from scratch, which feels really overwhelming, let’s focus on refining what’s already working.
So how do we actually do this and make the most of this opportunity in our social media content AND what happens with old content?!
This change doesn’t mean you suddenly need to reinvent your entire Instagram or churn out content daily. What it does mean is that the time you spend creating should work harder for you on Instagram and on Google if you make a few adjustments. It boils down to basic seo for Instagram…
mindfully use your keywords (do your research)
use your hashtags (make your sets to make this easy)
start naming your images (be consistent)
The best way to do these things well is to build them from the foundations:
Clarity first, tactics second.
Do a google search on your business - and see what comes up in all tabs. It will likely have a whole lot of content you don’t want showing up as your search results. Do not panic!
Before you start changing captions or hashtags, pause and get clear on what you actually want to be found for. If someone searched your brand tomorrow, what would you want them to type into Google? What problems do you solve? What language does your audience use when they’re hunting for answers?
This is where keywords become your best friend. Make a list of keywords and search terms for your business or niche and start using them mindfully in all your captions, image names, hashtags.
When you’re intentional with them, you’re not just “posting on Instagram” - you’re giving yourself the best chance to show up at the exact moment someone is searching for what you do on Instagram and Google.
Content pillars become your anchor.
It’s easy to throw hashtags and keywords everywhere and hope they stick, but that leads to noise, not traction. Instead, tie them back to your brand pillars, the main themes that everything you create comes back to.
For example, if you’re a wellness coach, your pillars might be: mindset, nutrition, movement, support and habits. Each of those should have its own hashtag group so you’re consistent, not scattered.
Name your images
Google can’t read what’s in your picture, but it can read your file name. Before you upload anything to Instagram, rename your image file to something descriptive and keyword-rich. That means:
Instead of: IMG_2048.jpg Try: canberra-yoga-studio-logo.jpg
It’s a small step, but over time it makes a big difference, to search engines.
This is how you turn your everyday content into discoverable, strategic assets - starts by doing the boring but powerful basics:
And with a few small tweaks, your Instagram can start working much harder for you, even when you’re not online. SEO isn’t instant. Neither is Instagram visibility. But when you post with keywords and tag groups tied to your brand foundations, you’re quietly building a web of discoverable content that works long after you “share.”
Next Steps!
You can DIY the system but if you’d like a step by step guide, I’ve created a Checklist & Action Plan that gives you:
Some of my own worksheets to help clarify your core message and keywords
Templates for building hashtag/tag groups by pillar
A simple framework for weaving keywords into captions and file names without sounding robotic
What to do with old content - a plan for refreshing old content so it has a second life in search.
IT’S ONLY $49.95 (GST INC) HERE
