How to get your Instagram content in Google search

How to get your Instagram content in Google search

Reading Time: 4 minutes

Instagram content in Google Search is now a reality and it’s about to change how brands, creators, and businesses think about social media.

As of July 10th, Instagram posts from public, professional accounts will show up in Google Search results. That means your Instagram content isn’t just competing for attention in the feed – it’s now vying for visibility alongside blog posts, YouTube videos, and traditional SEO optimised content.

Let that sink in.

A single Instagram post could now rank on Google for a search like “best skincare tips” or “BMW X5 review”. And unlike the average 24-hour shelf life of a feed post, this gives your content a shot at long-term discoverability.

It’s a major shift and a wake-up call for brands still relying on paid ads to do all the heavy lifting.

The cost of paid social is rising and fast.

Let’s get one thing out of the way: paid social ads aren’t going anywhere. They still play a valuable role in accelerating growth. But relying on them alone? That’s becoming a seriously expensive habit.

According to Statista, the average CPM (cost per 1,000 impressions) on Meta increased by over 23% in 2024, with some industries seeing year-on-year jumps as high as 30%.

Add in Apple’s privacy updates, declining third-party tracking accuracy, and algorithm volatility, and it’s no wonder businesses are feeling the squeeze.

This pay-to-play model might work for big brands with deep pockets, but for everyone else – small businesses, lean marketing teams, creators, it’s starting to look unsustainable.

Which is why this new visibility for organic Instagram content on Google is such a game-changer.

Organic content is now a compounding asset.

In the past, social posts were fleeting. They showed up, got liked (if you were lucky), and vanished. Not anymore.

Social media is becoming part of the search ecosystem. That means your organic content, when done right – is no longer disposable. It’s searchable. Rankable. Discoverable weeks or even months after you post.

That’s a massive opportunity to rethink your approach.

“Organic content is the new homepage. It’s where brand discovery happens and it doesn’t cost a cent, if you do it right.”

It’s no longer just about reaching your existing followers, it’s about building a searchable archive of content that adds value, builds authority, and drives consistent traffic over time.

This isn’t the time to post less. It’s the time to post smarter.

11 tips to make your organic content work harder – for longer.

Here’s how to futureproof your Instagram content for Google Search, platform algorithms, and real humans:

1. Write captions that answer questions.

Think like your audience. What would they type into Google? Use those questions (and answers) in your captions.

2. Use location tags.

Google cares about relevance and that includes location. Tag your business or local area in every post to improve geo-targeted visibility.

3. Repurpose what works.

Got a blog post that performs well? Turn it into a carousel. A Reel that blew up? Share key points in a static post. Make your best ideas work across formats.

For example, a UK recruitment agency recently turned a high-performing blog post into a Reel answering “What should I put in my LinkedIn headline?” and within days, it appeared on Google for that exact phrase. Zero ad spend. Just great content, in the right format.

4. Show up consistently.

Posting once a week doesn’t cut it anymore. Aim for 3–5 value-driven posts per week. Frequency signals freshness, which search engines love.

5. Use natural keywords.

Include relevant keywords in your captions, image alt text, and video descriptions, but keep it human. Don’t keyword-stuff. Think clarity over cramming.

Want help identifying keywords or writing better captions? Fetch’s content library gives you 2,500+ done-for-you social posts designed to educate, inspire, and get found, fast.

6. Encourage real engagement.

Search engines are paying attention to interaction signals. Ask questions. Start conversations. Make it easy for people to engage (and mean it).

7. Share evergreen insights.

Posts that educate, explain, or solve a problem are more likely to surface in search. Think: “How to choose the right leash for your dog” over “Our new colours just dropped!”

8. Mix up your formats.

Use a healthy blend of Reels, carousels, Stories, and static posts. Different formats reach different audiences and keep your grid dynamic.

9. Cross-link everything.

Mention your blog in your Instagram captions. Embed Instagram posts on your website. Cross-pollination boosts authority and time-on-site metrics.

10. Add alt text to images.

Instagram lets you write custom alt text. Use it. Describe the image and weave in your main keywords – it’s good for accessibility and SEO.

11. Turn FAQs into content.

Every question your audience asks is a chance to create helpful content. Use DMs, comments, and sales calls to fuel your content calendar.

What Instagram content in Google Search means for your strategy.

If you’ve been treating social content like fast fashion – post once, forget it, move on – it’s time for a wardrobe change.

The rise in paid media costs and the new visibility of social posts in Google Search have made one thing clear: organic content is no longer optional. It’s your most valuable, sustainable marketing asset.

Build it like a library. Optimise it like a website. Post it like a person.

And remember: the more helpful your content, the harder it works now, and in the months to come.

Need help? Over the last five years our team have created, posted and amplified more than 100,000 social media posts. If your social media strategy needs a rethink, contact us today.