Instagram’s Google Leap: Why Your Business Needs a New Strategy

Written By Alicia Vial

Today we are diving into a significant shift in the digital world that could impact every business, big or small. For years, Instagram content lived largely within its own app, but now, Google is making it searchable.

Previously, if you searched on Google, you’d primarily see websites, news articles and perhaps some social media profiles. Now, Google is starting to pull in actual Instagram posts, including photos, videos and their captions, directly into search results. For users, it means a richer, more visual search experience, especially for things like product ideas, travel inspiration or local businesses. For businesses, it means their Instagram content now has a direct pathway to being discovered by a much wider audience beyond just Instagram itself.  

Your Instagram content can now act like a mini-website. Think of it this way: if someone is searching for “best coffee shop in New Orleans” or “handmade jewelry in New Orleans, “ your Instagram posts, if optimized correctly, could now appear directly in those Google search results. This is free, organic visibility that wasn’t consistently available before. It’s a direct line to potential customers who are actively searching for what you offer, even if they are not on Instagram.  

So what does this mean? It’s time to apply SEO principles to your Instagram strategy. Just as you use keywords in your website’s text and meta descriptions to rank higher on Google, you now need to consider keywords in your Instagram captions. Google’s algorithms will be looking at the text within your posts to understand what they’re about.  

How can businesses take advantage of this?

  • Use keyword-rich captions: Don’t just post a pretty picture. Describe it thoroughly using relevant keywords. If you sell custom cakes, include terms like “custom birthday cakes New Orleans,” “wedding cake designs,” or “local bakery.” 

  • Always use location tags. Google prioritizes local search results, so tagging your business’s location is crucial.

  • Use your hashtags. While hashtags primarily work within Instagram, they can still signal content relevance to Google. Use a mix of broad and niche hashtags. 

  • Descriptive alt text: This is often overlooked. When you upload a photo, Instagram allows you to add “alt text.” Use this feature to provide a detailed, keyword-rich description of the image. This helps Google understand the visual content. 

  • Engaging content: Google also considers user engagement. The more likes, comments and shares your post has, the more authoritative Google might deem your content.  

 

The biggest mistake would be continuing to treat Instagram purely as a visual-first platform without considering the underlying text. If your captions are vague, lack keywords or don’t accurately describe your offerings, you’re missing out on a massive opportunity for organic discovery. You’ll be leaving valuable visibility on the table, while competitors who adapt will gain a significant advantage. It’s about ensuring your beautiful visuals are accompanied by equally powerful, searchable text.  

  

Alicia Vial

Alicia Vial is a New Orleans native with more than a decade of experience elevating client stories and leading crisis response. As the senior director of strategy, Alicia acts as a leader within the Gambel Communications team ensuring each agency team member is positioned to deliver strategic public relations services that meet the highest standards of the industry. In addition to supporting the agency’s long-term business growth and development, she coordinates day-to-day account services and oversees strategic direction while staying abreast of best practices and industry trends to provide innovative solutions to meet client’s needs.

Before joining Gambel Communications, Alicia served as the communications director for the Louisiana SPCA, the oldest and largest animal welfare organization in Louisiana that impacts more than 74,000 animals per year. During her nearly eight-year tenure, Alicia oversaw numerous crises, served on national communication taskforces, oversaw all aspects of internal and external relations and worked alongside the development department to raise critical funding. Prior to that, she worked in the fast-paced New Orleans hospitality industry focusing on digital public relations for multiple hotels.

Alicia is a member of the Public Relations Association of Louisiana (PRAL), Southern Public Relations Federation (SPRF), a board member of the Public Relations Society of America (PRSA) New Orleans Chapter and a member of the New Orleans Regional Leadership Institute. An accredited public relations practitioner (APR), Alicia is also certified in crisis communications, organizational leadership, content marketing and social media.

A well respected and trusted public relations practitioner, Alicia has been recognized by SPRF as a ‘Senior Practitioner of the Year’. Dubbed early on in her career as one to watch, she also received the ‘Rising Star’ award by PRAL and was profiled in St. Charles Avenue Magazine as part of their Young Bloods series. Most recently, she was recognized at PRSA’s annual Fleurish Awards and received four Awards of Excellence for her work along with the ‘Plate Spinner’ award for her efforts on the board of directors for the chapter.

An LSU graduate, Alicia received a bachelor's degree in mass communications with a concentration in public relations and minors in business administration and leadership development. She is a frequent speaker and presenter on public relations topics, most recently presenting at the Jefferson Economic Development Commission and SPRF annual conference.

When Alicia is not at work, you can find her at the ballpark with her three boys or cheering on the Tigers in Death Valley.

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