Updated: November 2026
You know that feeling when you post something brilliant on Instagram and it gets three likes? Two of which are from your mum and your best mate who likes everything you post out of loyalty?
Meanwhile, somewhere out there, someone is desperately Googling for exactly what you just shared.
Well, here's the good news. Your Instagram posts don't have to rely entirely on Instagram's mysterious algorithm to get discovered anymore.
Since Instagram expanded search engine access to public posts from professional accounts in July 2025, there's been a bigger opportunity for your content to show up in Google search results.
And more recently there's been another interesting development. Google has introduced a way to track how your Instagram content performs in search, using Google Search Console.
So, instead of just crossing your fingers and hoping the algorithm likes you today, you can start being a bit more strategic about getting your content found.
Let's look at how to get your Instagram posts showing up in Google, what Instagram SEO involves, and how to tell whether any of it is working.
Can Instagram posts really show up on Google?
Yes! And this is where things get interesting for small business marketing.
Google can index eligible public Instagram posts, including reels, carousels, images and videos. That means someone could discover your content through a Google search without following you on Instagram or even being logged into the app.
Imagine you're a wedding florist in Manchester and you've shared a gorgeous carousel of seasonal wedding flowers. Now, someone Googling "autumn wedding flowers Manchester" might come across your Instagram post in their search results.
Or perhaps you're a marketing coach who's shared a reel with small business marketing tips. Someone searching for that exact advice might find your reel through Google rather than Instagram.
Your content suddenly has another way of reaching people.
And unlike Instagram's feed, where a post can feel like it's disappeared into the void after a couple of days (if it gets seen at all in the first place), search gives useful content the potential to be discovered much later.
Your post from six months ago could still be bringing you new eyeballs.
Of course, just because Google can index your Instagram posts doesn't mean every post will appear in search results. You still need to give Google a reason to show your content to someone.
Which brings us neatly to Instagram SEO.
What is Instagram SEO (and why should you care)?
I know, the mere mention of SEO (Search Engine Optimisation) is enough to make lots of small business owners break out in a sweat.
But don't panic. You don't need to become an SEO wizard to do this well.
Instagram SEO is about making your content easier to find when people search for topics, products or services related to your business.
That includes people searching inside Instagram and people using Google.
The two search systems don't work in exactly the same way, but they have something important in common: both algorithms need to understand what your content is about.
And the clearer you make that, the better chance you give yourself of being discovered by the right people.
Not just people who already follow you. People who are actively looking for what you do.
That's the exciting bit.
How to get your Instagram posts to show up in Google search
Right, let's get practical. Here are some things you can do to make your Instagram content more search-friendly.
1. Make sure Google can actually find your posts
First things first. There's no point spending ages optimising your captions if your account isn't eligible to appear in search results.
Instagram allows search engines to index eligible posts and reels from public professional accounts, including business and creator accounts, where the account holder is over 18.
This applies to eligible content published from January 2020 onwards, so it's not just your shiny new posts that have the potential to be discovered.
Check that your account is public, you're using a professional account and you haven't disabled search engine visibility.
You can look for the setting that allows public photos and videos to appear in search engine results in your Instagram account privacy settings. The exact menu wording may change as Instagram updates the app.
You can opt out if you want to, but if you're using Instagram to market your business, I'd generally recommend keeping search visibility switched on.
Just remember that allowing indexing isn't a guarantee that Google will show your posts.
2. Sort your Instagram bio out
Your Instagram bio shouldn't leave people scratching their heads about what you actually do.
Use real words that describe your business rather than relying entirely on wishy-washy terms like "dreamer", "creative" or "helping you live your best life". The robots can’t compute what you actually help people with.
Something like "marketing coach in Stockport" or "sustainable Scottish fashion designer" is going to tell people a lot more than a collection of inspirational adjectives.
Make sure your name, handle, bio and website link clearly reflect your business.
And if you work in a particular location, make that obvious too.
Think about what someone would actually type into Google if they were looking for a business like yours.
Those are the words you want to use naturally throughout your Instagram presence.
3. Write captions with searchable keywords (without sounding like a robot)
This is probably one of the biggest changes I'd encourage small business owners to make.
Stop writing captions that only make sense to people who already know what you're talking about.
Instead of:
"Another one done! So happy with how this turned out."
Try:
"Just finished this handmade oak dining table, using natural Danish oil to bring out the grain."
Or instead of:
"Love my job!"
Try:
"My heart is full after wrapping up a brand strategy session with a holistic health coach who's launching her new business."
See the difference?
You're giving people, Instagram and search engines more context about what you're sharing.
Think about the specific questions your customers ask and the words they use to describe their problems.
"Hair stylist for weddings in London."
"Accountant for creative freelancers."
"How to price handmade products."
"Marketing ideas for small businesses."
These are all examples of the kind of searches you could build content around.
And remember, you're writing for humans first. Don't stuff keywords into your captions like you're playing Scrabble with a thesaurus.
If it sounds ridiculous when you read it aloud, rewrite it.
4. Put the important information near the beginning
You know those captions that start with three paragraphs of waffle before eventually getting to the point?
We've all written them. But if you want your content to be useful in search, try making the subject clear early on.
Instead of opening with "I've been thinking about something lately..." you could start with:
"Struggling to get your Instagram posts seen? Here are three things I'd change about your captions."
That immediately tells someone what they're going to get from your post.
It also gives search engines useful context.
You don't have to abandon your personality or start every caption with a boring keyword phrase. Just make it easy to understand what you're talking about.
5. Make your reels and carousels easy to understand
Your captions aren't the only place to think about search.
The content itself matters too.
If you're creating a carousel about Instagram marketing, give it a clear opening slide like:
"5 ways to make your Instagram posts easier to find on Google."
If you're creating a reel about decluttering a kitchen, say what the video is about rather than relying entirely on a trending audio clip.
Use clear, descriptive on-screen text and explain the subject in your video.
This helps your audience understand what they're watching, and gives Instagram more information about the content.
It also makes your posts more useful when someone discovers them without any previous knowledge of your business.
And please don't feel like you have to turn every reel into a highly polished educational masterpiece.
Useful is far better than fancy here.
6. Remember the techy bits: alt text and locations
Alt text is a written description of an image, primarily designed to make visual content accessible to people using screen readers.
Instagram lets you add or edit alt text on image posts.
Rather than writing something vague like "photo of flowers", describe what's actually there.
For example:
"Autumn wedding bouquet featuring burgundy dahlias, peach roses and eucalyptus, created by a Manchester wedding florist."
That's a much more useful description.
Clear alt text can also help systems understand images, although adding keywords to alt text isn't a guaranteed way to improve your Google rankings.
And if you serve a particular area or have a physical shop, use relevant location tags where appropriate.
Again, there's no magic guarantee that adding "Manchester" will make you appear at the top of Google.
But giving people clear information about where you work makes your content more useful, particularly when they're looking for local businesses.
7. Don't get too hung up on hashtags
Ugh, hashtags.
The rules around these seem to change every time we finally get our heads around them.
Hashtags can still help categorise content and connect it with relevant topics on Instagram, but they're not a secret shortcut to ranking on Google.
I'd much rather see you write a genuinely useful, descriptive caption than spend 20 minutes trying to decide between 15 slightly different hashtags.
Use a small number of relevant hashtags if they make sense for your post.
But don't rely on them to do all the work.
8. Create content that answers real questions
This is where I think small businesses have a massive opportunity.
Instead of only creating posts about what you've been doing, start creating more content around what your customers actually want to know.
Think about the questions you answer all the time.
The things people ask before booking you.
The problems your products solve.
The advice you find yourself repeating in emails, consultations or conversations.
All of that is potential search-friendly Instagram content.
And the lovely thing is, you don't have to invent loads of new ideas. You probably already have plenty of useful knowledge that your customers would love to find.
What kind of Instagram content is most likely to show up in search?
There's no magic formula for getting an Instagram post to rank on Google. But some types of content are particularly well suited to answering the kinds of searches people make.
How-to posts: "How to repot houseplants without killing them", "How to price your handmade products" or "How to write a better Instagram bio".
Before and after content: Brilliant for transformation-based businesses, whether that's garden design, wardrobe organisation, room decluttering or furniture upcycling. Explain what changed and how you achieved the result.
Answers to frequently asked questions: If your people keep asking whether they need a brand strategy before investing in a website, that's a post waiting to happen.
Product showcases: Describe what your product is, who it's for and what makes it special, rather than just posting a pretty picture and hoping for the best.
Local content: Posts about projects, events, services or experiences in a particular area can be useful for people searching locally.
The common thread is content that gives people a clear answer, solves a problem or helps them make a decision.
Which, when you think about it, is exactly the sort of content we should be creating anyway.
What about AI search? Can your Instagram posts show up in ChatGPT and Google's AI results?
Now, there's another layer to all this.
People aren't just typing a couple of words into Google any more. They're asking longer, more specific questions, using AI-powered search features and tools like ChatGPT, Claude etc to help them find information.
You might have heard people talking about LLM (Large Language Model) optimisation, GEO (Generative Engine Optimisation) or AI search optimisation.
Lots of fancy names for what is, at its heart, a pretty sensible idea.
Make your content clear, useful, trustworthy and easy to understand.
AI-powered search systems can use publicly available information from across the web, including social content where it's accessible. But that doesn't mean every Instagram post will be available to every AI tool, or that writing a particular phrase will get your business recommended by the robots.
There are no guaranteed hacks for that.
What you can do is make your content more useful and easier to understand.
Be specific about what you offer, who you help and where you work.
Share genuine expertise, practical advice and examples from your own business.
Answer questions clearly rather than hiding the useful information behind a vague hook.
And make sure the information on your Instagram, website and other online profiles is accurate and consistent.
If you're a wedding photographer in Cheshire, for example, make that obvious across your online presence.
If you specialise in marketing for creative small businesses, say so.
You want people and search systems to be able to connect the dots about who you are and what you do.
One important thing, though: don't abandon your website in favour of Instagram.
Your website is still somewhere you have much more control over your content, your customer journey and how your business appears in search.
I think the best approach is to make your website and social media work together.
You could take a useful Instagram carousel and turn it into a more detailed blog post. Or create a reel answering a common customer question, then link people towards a relevant service page on your website. Repurposing content is one of the smartest marketing habits you can form.
That way, you're not putting all your marketing eggs in Instagram's rather unpredictable basket.
How to track your Instagram posts in Google Search Console
Now for something that I think is genuinely exciting.
Until recently, one of the frustrating things about Instagram appearing in Google was how difficult it was to tell what was actually happening.
You could Google yourself, keep an eye on your Instagram insights and make a few educated guesses.
But in July 2026, Google introduced platform properties in Google Search Console, making it possible to track the search performance of supported social accounts, including Instagram.
And this is a pretty big deal if you're trying to understand whether your Instagram content is being discovered through Google.
What is Google Search Console?
Google Search Console is a free tool that helps you understand how your content performs in Google search.
Traditionally, it's been used by website owners to see which pages appear in search results, what people are searching for and how many clicks their websites receive.
Now Google is gradually extending that visibility to supported social media accounts too.
Which means you may be able to see how people are finding your Instagram content through Google, rather than just guessing.
How to connect your Instagram account to Search Console
Here's how to get started:
Head to Google Search Console.
Sign in with your Google account.
Open the property selector and choose to add a new property.
If the platform property option is available, select Instagram.
Follow the steps to connect and verify your Instagram account.
Once it's connected, give Google a few days to start showing performance data.
It's worth knowing that Google is rolling this feature out gradually, so you might not have access to it yet.
If you can't see the option, don't panic. It doesn't mean your Instagram content can't appear on Google.
It just means you might have to wait a little longer to access the reporting in Search Console.
What can you actually see?
Once your Instagram account is connected, Search Console can help you understand things like:
Impressions: How often your Instagram content appears in Google search results.
Clicks: How many times people click through to your Instagram content from Google.
Search queries: The words and phrases people search for when they discover your content.
Click-through rate: The percentage of impressions that result in a click.
Average position: Where your content tends to appear in Google's search results.
You can also use the available performance reports to look for trends and identify content that's attracting attention.
Imagine discovering that a reel you made six months ago about pricing your handmade products is getting impressions from people searching for exactly that advice.
That's useful information!
It tells you there's interest in the topic, and gives you a reason to create more content around it.
Or perhaps your posts are appearing in search results but aren't getting many clicks.
That might be a sign to review how clearly your content communicates what someone will get from it.
Just remember that Search Console is measuring your visibility on Google, not your Instagram reach or engagement inside the app.
And it doesn't tell you every time an AI assistant mentions your business.
What should you do with the information?
Please don't turn this into another set of numbers to obsess over. You've probably got enough of those already!
Instead, I'd suggest checking your Search Console data once a month and asking yourself a few simple questions.
Which topics are getting discovered?
Are people finding me for the things I actually want to be known for?
Are older posts still attracting attention?
Are there questions or topics I could create more content about?
And, most importantly, is any of this helping the right people discover my business?
Because getting thousands of impressions for something completely unrelated to what you sell isn't necessarily going to help you grow.
I'd much rather have 10 relevant people finding my content than 1,000 people who have absolutely no interest in what I do.
How to check whether your Instagram posts are showing up on Google
Even if you don't have access to Instagram reporting in Search Console yet, there are a few simple things you can try.
Search Google for your business name and Instagram handle.
Try searching for a topic you've posted about, along with your business name.
You can also try Google's site: search operator, for example:
site:instagram.com/p/ "Manchester wedding flowers"
Or:
site:instagram.com/reel/ "small business marketing tips"
This can help you find Instagram posts Google has indexed around a particular topic.
It's not a complete or perfectly accurate list of everything Google knows about, though, so don't assume a post isn't indexed just because it doesn't appear in one of these searches.
You can also keep an eye on your Instagram profile activity, website traffic and enquiries.
If someone tells you they found you through Google, ask what they searched for.
That kind of information can be marketing gold.
Your Instagram SEO checklist
If all of this feels like another thing to add to your already ridiculous marketing to-do list, don't worry.
You don't need to overhaul your entire Instagram account this week.
Start with a few simple things:
Check your account is public, professional and eligible for search indexing.
Make sure your bio clearly explains what you do, who you help and where you're based.
Use descriptive, natural keywords in your captions.
Give reels and carousels clear, useful titles and opening lines.
Add meaningful alt text and relevant locations where appropriate.
Create posts that answer real questions your customers are asking.
Connect Instagram to Google Search Console if the option is available.
Review what's being discovered and use that information to plan future content.
And please, don't feel you need to go back and rewrite every Instagram caption you've ever published.
Start with your most useful posts and the topics that matter most to your business.
The bigger picture: your Instagram content can work harder for your business
OK let me be honest with you. If you want Instagram to help with your marketing, then you need to not look at it as a place to just share some photos, make reels and hope the algorithm decides to show your content to more than four people.
It's part of your wider online presence.
And when you start thinking about Instagram, Google, your website and AI-powered search as connected ways for people to discover your business, your content can start working much harder.
That doesn't mean every post needs to be an SEO masterpiece.
It doesn't mean giving up your personality, chasing keywords or turning your Instagram into a collection of boring how-to guides.
But it means being a bit more intentional about what you're sharing. Making it clear what you do. Answering the questions your customers are already asking.
And creating content that's genuinely useful to the people you want to work with.
For too long, we've been encouraged to judge our Instagram content by how many likes it gets in the first few hours.
But what if that post with three likes turns out to be exactly what your next customer is looking for?
Your next client might not come from your existing followers.
They might come from someone Googling exactly what you do when they’re ready to hand over money to solve their problem.
And I think that's a much more exciting way to think about Instagram marketing.
Need help figuring out your Instagram marketing strategy or want to reconnect with the fun side of creating content for social media?
We can do it together! Book a marketing power hour now.