Google’s Instagram Update: What It Means for Your Content

Google’s recent move to start indexing Instagram content has the potential to shift how businesses approach both social media and search engine optimisation (SEO), but just like when we experience any other algorithm update, there’s still a lot we don’t know.

At this stage, it’s not about rewriting your entire content marketing strategy overnight. Instead, it’s about taking a measured, thoughtful approach, because while the long-term impact is still unclear, there are things businesses can do now to futureproof their presence and make the most of this recent development.

WHAT’S FEATURES IN GOOGLE’S LATEST CORE UPDATE

Google has officially confirmed that it’s started indexing Instagram content from public business accounts and creators. That means select posts are now discoverable via Google’s search, offering a new way for users to find public Instagram content directly from the search engine results page (SERP).

We don’t yet know how extensive this change will be, what types of content will rank best, or how regularly this indexing will happen. We also don’t know the weighting Google will apply to Instagram versus other content formats.

However, what we do know is that it’s time to treat your Instagram content like you would any other indexed content. Because if your posts are showing up on Google, they need to be worth finding.

WHO COULD SEE THE BIGGEST IMPACT FROM INSTAGRAM SEARCH POSTS?

At this point, it looks like ecommerce brands and influencers could see the biggest impact from Instagram content being indexed by Google.

For ecommerce businesses, it’s a chance to unlock a new layer of organic search visibility. If you’re already using Instagram to tell your brand story, showcase products and build trust, your posts might soon be reaching people outside the app, potentially driving more traffic to your site, without the need for extra ad spend.

Influencers also have a lot to gain here, particularly in visually led industries like fashion, beauty, interiors, food, fitness and travel. Content like tutorials, reviews and recommendations could start showing up in Google searches, giving it a longer shelf life and a wider reach.

With clear captions, helpful context and thoughtful use of alt text, your posts might not just land on someone’s feed, they could be the answer to what someone’s searching for. Whether you’re selling products or growing a personal brand, it’s another reminder of the value in creating content that informs and holds its own outside of social platforms.

Here are some key areas we recommend you think about as the relationship between social content and search visibility continues to evolve.

POST-BY-POST VALUE

If your Instagram posts are now discoverable beyond the app, it’s worth thinking about each one as a potential landing point for someone who’s never seen your brand before.

Would it still make sense to someone who’s discovering it via Google, outside the context of your wider Instagram feed? You might want to ask yourself whether the post educates or adds clarity to something your audience holds a genuine interest in. Thinking in this way can help ensure your content holds its own.

THE ROLE OF EDUCATIONAL AND EVERGREEN CONTENT

With the possibility of posts being found over time through search, more timeless content could carry additional weight. It’s worth reflecting on how much of your Instagram strategy is built around quick wins versus content that adds lasting value.

Consider answering common questions, spotlighting case studies, showing processes or demonstrating products. These types of posts may not go viral, but they might just show up when it matters most.

CAPTIONS AND ALT TEXT

While Instagram is a visual platform, Google still relies heavily on text to understand context. That makes your captions, hashtags, and especially alt text more important than ever.

It’s worth considering how clear and descriptive your copy is, not just for your current followers, but for the wider context of search.

Alt text can offer helpful context, not only for accessibility but also for discoverability. As indexing develops, this kind of detail might help posts become more searchable and meaningful outside the feed.

HOW EDGE CREATIVE CAN HELP YOU ADAPT FOLLOWING THE UPDATE

We don’t have all the answers yet, and no one does. However, what we do have is a strong sense of what makes content valuable.

Google’s Instagram update doesn’t mean every post will rank, or that Instagram will replace your SEO strategy. It does mean, though, that social content is becoming more discoverable and that’s something worth paying attention to.

At EDGE, we stay ahead of the latest digital trends and draw on our experience across SEO and content marketing to build strategies that work. If you’re looking for a marketing partner to help you navigate what this means for your brand, we’re here to help.

Call us on 0121 355 8092 or email info@edge-creative.com.