This summer, Google announced that it now indexes Instagram posts — meaning the content posted to Instagram is now discoverable to users through Google search.
For healthcare content marketing professionals, this update isn’t just a technical tweak. It has real implications for your organization’s brand, how patients find you online, and how you can leverage your Instagram profile to shape your digital reputation.
What is this update about?
Until this update was made, Instagram content wasn’t visible in Google’s search results. Now that Instagram posts can be indexed, they’ll appear in search results along with your organization’s website, business listings, and other social media profiles.
Now, instead of only appearing to Instagram users, your posts have a much wider audience — the videos and images you post on the platform can influence prospective patients and job candidates without them ever needing to visit your website.
If your Instagram has been an afterthought, this update is your sign to start taking everyone’s favorite photo-sharing app more seriously.
Increasing brand visibility through Instagram
This update also blurs the line between traditional SEO and social media. When a user searches for your organization or their local care options, there’s a higher chance your Instagram content will show up among the results, which can both help or hurt your organization.
This extra visibility can showcase your brand personality, humanize your organization, and support your marketing efforts, like highlighting a particular service line or recruiting new employees.
On the other hand, if your Instagram hasn’t been updated in a while or has posts that don’t reflect your brand story, the content users see could drive them away.
While you (hopefully) have been optimizing your web pages and blogs for Google for years at this point, you’ll now want to think strategically about how Instagram content aligns with your search goals.
Using Instagram to your advantage
It’s more important than ever to use Instagram as a tool for telling your story online and impressing users with your brand.
Audit your feed
Your first step in turning your Instagram profile into a brand-building powerhouse is to conduct an audit.
Make sure the posts you have out there already reflect the quality and trustworthiness you want associated with your brand. (Pro tip: If you have a post with visuals you like but a caption that could use some brushing up, Instagram allows you to edit it after it’s been posted!)
Refresh your healthcare content marketing strategy
Decide what you want your Instagram to look like. Do you want it solely focused on the people who make your organization great (e.g., employee spotlights and patient stories) or do you want to use it as a content hub for your providers to share their health expertise?
Build up an editorial calendar with posts covering topics such as:
- Community engagement
- Workplace culture
- Patient success stories
- Health and wellness tips
- Provider spotlights
Once you’ve started creating your posts, optimize them for search using:
Keyword-conscious captions: Using relevant, patient-friendly terms in captions can increase the chances your posts surface in searches.
Hashtags with intent: While hashtags help inside Instagram, they may also support indexing for broader topics.
Consistent branding: Ensure your Instagram handle, profile description, and post content reinforce the same messaging patients find on your website.
Keep it consistent
The most important part of your new Instagram strategy will be posting regularly and updating your feed just like you do with your website. An active feed signals an active, engaged organization—something both Google and patients value.
Google’s indexing of Instagram is another reminder that digital marketing is more interconnected than ever. For healthcare marketers, it’s an opportunity to extend the reach of your social storytelling, improve visibility in search results, and strengthen your organization’s online reputation.
Need help incorporating Instagram into your organization’s integrated search or healthcare content marketing strategy? The search pros at Geonetric are ready to help, with healthcare-focused tactics that resonate with patients and deliver results. Contact us today to get started!
