Instagram is Now on Google [Here’s What You Need to Know About It]

In the first of a two-part blog on the topic, we explore the initial steps you need to take to ensure your brand doesn’t get left behind when it comes to the latest Instagram visibility update.

With search and social becoming ever more nebulous (‘search is the new social’ is a phrase we’re hearing a lot lately), it’s no surprise that last month saw Google start to index Instagram posts. In other words, content published by businesses on the channel are now findable in Google search results.

This has the potential for huge visibility gains — if marketers are willing to evolve how they use the platform. While there are question marks around the effective blending of creativity and search-led content (more on that in our next blog), there are some simple steps marketers can take to ensure they’re ticking the foundational boxes Google requires:

1. Ensure Your Profile is Public (!)

I know, this reads as an obvious point but, believe it or not, I’ve come across businesses that didn’t realise their profile was set to private or actively choose to do so (perhaps in the hopes of creating a feeling of exclusivity?). So, step one is a simple one: head into settings to ensure this is not the case, particularly important now that Google will understandably only show results from public profiles.

2. Ensure You’re Operating as a Pro

Another ‘goes without saying’ point still worth mentioning is that your account should be set to a professional profile, rather than a personal one.

I’ve seen plenty of companies set up their business with a personal account but it’s important to know that in this instance the content won’t be shown on Google. This is a simple switch than can be made in settings.

3. Update Your Bio

Ensure your bio is keyword-rich, using simple but highly relevant language. This is a space that can easily be neglected but which Google will use when deciding  whether to show your content or that of a competitor.

Also remember to include your location, particularly if you’re a smaller business operating in a specific area, as this will direct Google to your content and increase your chances of ranking for key search terms. While we’re on location, it’s a good idea to include that in your posts too to support post exposure to the right people.

4. Don’t Forget the Alt Text

Here is one that is almost always forgotten. Alt text provides a description of each post’s image or video which helps Google (and, incidentally, screen readers for  users with visual impairments) to understand the content, making it an excellent tool for both accessibility and search purposes.

And while we’d already consider it best practice to include this in your content, it’s now more important than ever, as it provides Google with another reason to pick your content over a competitor’s.

Your language should be highly specific, relevant and to the point to gain the best chance of being used by Google.

5. Be Savvy With Hashtags

This is reiterating advice we’d always give, but it’s all too easy to be too vague, or indeed too specific, with your hashtags. Given that Instagram recommends a maximum of three to five, it’s important to use them wisely.

Don’t waste it on a brand hashtag that no one outside of the company uses. Don’t go super broad (e.g. #Home) nor too specific (e.g. #Cushions). In this example #HomeDecor would offer a good middle ground. Find out what your audience is looking for, what your top-performing competitors are using and what keyword planners suggest would work hardest for your brand.

So there you have it, a few quick wins to edge you ahead of the competition and keep your Instagram and search game strong. Watch this space for our next blog in the series focusing on blending creativity with searchability.

If you’d like to learn more about social media strategy, feel free to reach out to Alex Dixon, our senior social media strategy director.

The author: Alex Dixon is a senior social media strategy director at WPR who specialises in using LinkedIn, Facebook, Instagram, TikTok and X to keep clients ahead of the curve when it comes to social media marketing.