Instagram Posts Are Now Showing Up in Google Search
Instagram just became a lot more than a social platform. It’s now part of Google Search.
A new update just dropped and Instagram content can now appear in Google search results. Your reels, carousels, and static posts can now be shown alongside websites or blog posts when someone Googles your industry or niche. For creators, this isn’t just a cool new update, it’s a massive opportunity for long-term visibility. Here's what this shift means, why it matters, and what you should do to make sure your posts are optimised for Google search.
How it Works
Until now, Instagram content mostly lived inside the Instagram platform. You’d post something, it would perform for a few days, and then vanish down your Instagram feed. Your reach depended heavily on timing, trends, and the algorithm. But now? Your posts have the potential to show up in Google Search, alongside blogs, YouTube videos, and articles. Your posts have the power to be discovered by people outside of your Instagram, not just those already following you. Say you’re a wellness coach who shares a carousel about post-workout recovery. If someone Googles “best post-workout recovery tips,” your Instagram post could show up on the first results page.
Why This Matters
This shift brings something Instagram has always lacked: evergreen discoverability. Instead of relying solely on the in-app algorithm or hoping people are online when you post, your content now has the potential to reach new audiences for weeks, or even months, after it’s published. More visibility. More traffic. More chances to grow your brand.
Hashtags Are Out. Keywords Are In.
Instagram has just confirmed what many of us suspected: hashtags aren’t what they used to be. They still have a place, but they’re no longer the key to boosting reach or discovery. Now, keywords are the secret sauce to being discovered. This means that it’s time to shift your content strategy from hashtag-heavy captions to keyword-rich content that shows up in both Instagram and Google Search.
How to Use Keywords Strategically
1. Use keywords in your captions, on-screen text, and video titles
The more clearly you describe what your content is about, the easier it is for both Instagram’s internal search and Google crawlers to understand your post and show it in search results.
2. Write for search, not just for style
Ask yourself: What would my ideal follower type into Google or Instagram to find content like mine? Then use that wording when you write your content captions. For example, instead of writing a vague caption like “Sunday vibes 😍”, try writing something more descriptive like “Beginner pilates workout to build core strength” or “Mobility flow for lower back tension”.
3. Research trending keywords in your niche
Type keywords into Instagram or Google and see what search bar autocomplete suggestions come up. Look at what other creators in your niche are posting and what captions and keywords they’re using on their reels and Instagram posts. This will help you discover what keywords are trending.
4. Keep it very natural
You don’t need to stuff your captions with keywords, just include the keywords naturally. The goal is to be discoverable and still sound like you. Stuffing keywords into your content can actually hurt your reach. Google can pick up when it is being forced, and doesn’t sound natural. Focus on writing clear, descriptive captions that include relevant keywords where they fit.
If you’re already putting energy into creating valuable content on Instagram, now’s the time to make sure it keeps working for you, long after you hit "post." This isn’t about trying to trick the system. It’s about being smart with your language, clear with your value, and intentional with your content so that the right people can find it, on Instagram and beyond.