Instagram is Now a Search Engine (And Why You Should Care)
ready to attract more business through social media?
See how our Perth social media management can drive real results for your health service or real estate business.
ready to attract more business through social media?
See how our Perth social media management can drive real results for your health service or real estate business.
Plot twist: Instagram isn't just for pretty pictures anymore. It's officially a search engine now, and if you're a health service provider or real estate agent in Perth still treating it like a casual social platform, we need to chat.
As of July 2025, Instagram made a massive change. Your posts, Reels, and carousels can now show up in actual Google search results. Yeah, you read that right. Someone searching "physio near me" or "Perth real estate agent" on Google might stumble across your Instagram content before they even find your website.
Let's break down what this means for your business and how to make it work in your favour.
Instagram Content Now Lives on Google (Wild, Right?)
Here's the deal: Since 10 July 2025, public content from professional Instagram accounts now appears in Google search results by default. This means your Instagram isn't confined to the app anymore. It's out there in the wild, competing with websites, blog posts, and your competitors' content.
This is a game-changer for Perth health services and real estate businesses. Your content now has multiple pathways to be discovered by potential patients and clients, even if they never actually open Instagram.
Who This Affects
The indexing feature applies to:
Professional Instagram accounts (business and creator accounts)
Users over 18 years old
Public content shared from 1 January 2020 onwards
Accounts that haven't manually opted out in privacy settings
If you're a dental practice, physiotherapy clinic, chiropractic centre, real estate agency, or individual realtor with a professional Instagram account in Perth, your content is now competing in Google's search results alongside traditional websites.
Why You Should Actually Care About Instagram SEO
Look, we get it. You already have enough on your plate without worrying about another marketing thing. But here's why this matters: 46% of Gen Z and 35% of millennials now prefer scrolling social platforms over Googling when they're looking for services, reviews, and recommendations.
And guess what? These aren't just teenagers looking for meme accounts. These are your potential patients booking their first physio appointment and first-time buyers looking for their dream home in Perth.
What This Means If You Run a Health Service in Perth
When someone searches "physiotherapist near me" or "family dentist Perth", your Instagram content can now pop up right alongside your website and Google Business Profile. That patient education Reel you posted last week? The tour of your shiny new clinic? Your team introduction posts? They're all searchable now.
(Just make sure everything's AHPRA-compliant, obviously. We'll get to that later.)
What This Means If You're in Real Estate
Property buyers and sellers are spending more time on Instagram than ever before. When they search "Perth real estate agent" or "homes for sale [insert Perth suburb here]", your Instagram content can appear in search results. Your property showcases, market updates, and even your personal brand content can reach people before they ever visit your website.
It's like having a second website, but way more visual and way less expensive to maintain.
How Instagram Actually Decides What Shows Up in Search
Alright, let's demystify the algorithm a bit. Instagram isn't magic (though it sometimes feels like it). The platform uses specific "signals" to figure out what your posts are about and who might actually want to see them.
Understanding these signals is basically your cheat code to getting found by the right people in Perth.
The Main Things Instagram Looks At
Your Words Matter: Instagram scans the text you type into search and matches it with keywords in your username, name field, bio, captions, and alt text. So if you're a Perth physio and someone searches "Perth physiotherapy", having those words strategically placed throughout your profile helps you show up.
What People Already Look At: Instagram is nosy. It tracks what the searcher has looked at before, which accounts they follow, and what content they've engaged with. This means your content gets shown to people who are already interested in health services or property in Perth.
Engagement is King: Posts that get saved, shared, and genuinely engaged with (not just liked) rank higher. Both on Instagram and in Google results. Quality engagement tells Instagram "hey, this content is actually valuable."
Fresh Content Wins: Instagram loves new stuff. Regular posting about current health topics or newly listed properties keeps you visible in search results. But don't stress, you don't need to post 47 times a day. Quality over quantity, always.
Location, Location, Location: For Perth businesses, where you are matters. Including Perth suburbs, local landmarks, and location tags helps you appear when people search locally. (Yes, real estate agents, we see you nodding.)
Instagram SEO vs Website SEO: They're Different Beasts
Instagram SEO and traditional website SEO are like cousins. Related, but definitely not the same.
Here's what makes Instagram different:
Visuals First: Instagram wants pretty pictures and engaging videos, not walls of text
It's All Contained: Everything happens within Instagram. No external backlinks or domain authority here
Super Personalised: What you see depends heavily on what you've looked at before and who you follow
Multiple Formats to Juggle: You've got to optimise your profile, feed posts, Reels, Stories, and captions all differently
Short Attention Spans: Reels and Stories have shorter shelf lives than blog posts, but search can extend their reach
For Perth health and real estate businesses, this means your Instagram strategy needs to look good and be strategic at the same time. Pretty photos of your clinic or properties? Check. Smart keyword placement? Also check.
Need Help with Instagram SEO for Your Perth Business?
At Noodle Soup Digital, we specialise in social media management and Instagram SEO for Perth health services and real estate professionals. We understand AHPRA compliance for healthcare providers and the competitive Perth property market for realtors.
Plot twist: Instagram isn't just for pretty pictures anymore. It's officially a search engine now, and if you're a health service provider or real estate agent in Perth still treating it like a casual social platform, we need to chat.
As of July 2025, Instagram made a massive change. Your posts, Reels, and carousels can now show up in actual Google search results. Yeah, you read that right. Someone searching "physio near me" or "Perth real estate agent" on Google might stumble across your Instagram content before they even find your website.
Let's break down what this means for your business and how to make it work in your favour.
Instagram Content Now Lives on Google (Wild, Right?)
Here's the deal: Since 10 July 2025, public content from professional Instagram accounts now appears in Google search results by default. This means your Instagram isn't confined to the app anymore. It's out there in the wild, competing with websites, blog posts, and your competitors' content.
This is a game-changer for Perth health services and real estate businesses. Your content now has multiple pathways to be discovered by potential patients and clients, even if they never actually open Instagram.
Who This Affects
The indexing feature applies to:
Professional Instagram accounts (business and creator accounts)
Users over 18 years old
Public content shared from 1 January 2020 onwards
Accounts that haven't manually opted out in privacy settings
If you're a dental practice, physiotherapy clinic, chiropractic centre, real estate agency, or individual realtor with a professional Instagram account in Perth, your content is now competing in Google's search results alongside traditional websites.
Why You Should Actually Care About Instagram SEO
Look, we get it. You already have enough on your plate without worrying about another marketing thing. But here's why this matters: 46% of Gen Z and 35% of millennials now prefer scrolling social platforms over Googling when they're looking for services, reviews, and recommendations.
And guess what? These aren't just teenagers looking for meme accounts. These are your potential patients booking their first physio appointment and first-time buyers looking for their dream home in Perth.
What This Means If You Run a Health Service in Perth
When someone searches "physiotherapist near me" or "family dentist Perth", your Instagram content can now pop up right alongside your website and Google Business Profile. That patient education Reel you posted last week? The tour of your shiny new clinic? Your team introduction posts? They're all searchable now.
(Just make sure everything's AHPRA-compliant, obviously. We'll get to that later.)
What This Means If You're in Real Estate
Property buyers and sellers are spending more time on Instagram than ever before. When they search "Perth real estate agent" or "homes for sale [insert Perth suburb here]", your Instagram content can appear in search results. Your property showcases, market updates, and even your personal brand content can reach people before they ever visit your website.
It's like having a second website, but way more visual and way less expensive to maintain.
How Instagram Actually Decides What Shows Up in Search
Alright, let's demystify the algorithm a bit. Instagram isn't magic (though it sometimes feels like it). The platform uses specific "signals" to figure out what your posts are about and who might actually want to see them.
Understanding these signals is basically your cheat code to getting found by the right people in Perth.
The Main Things Instagram Looks At
Your Words Matter: Instagram scans the text you type into search and matches it with keywords in your username, name field, bio, captions, and alt text. So if you're a Perth physio and someone searches "Perth physiotherapy", having those words strategically placed throughout your profile helps you show up.
What People Already Look At: Instagram is nosy. It tracks what the searcher has looked at before, which accounts they follow, and what content they've engaged with. This means your content gets shown to people who are already interested in health services or property in Perth.
Engagement is King: Posts that get saved, shared, and genuinely engaged with (not just liked) rank higher. Both on Instagram and in Google results. Quality engagement tells Instagram "hey, this content is actually valuable."
Fresh Content Wins: Instagram loves new stuff. Regular posting about current health topics or newly listed properties keeps you visible in search results. But don't stress, you don't need to post 47 times a day. Quality over quantity, always.
Location, Location, Location: For Perth businesses, where you are matters. Including Perth suburbs, local landmarks, and location tags helps you appear when people search locally. (Yes, real estate agents, we see you nodding.)
Instagram SEO vs Website SEO: They're Different Beasts
Instagram SEO and traditional website SEO are like cousins. Related, but definitely not the same.
Here's what makes Instagram different:
Visuals First: Instagram wants pretty pictures and engaging videos, not walls of text
It's All Contained: Everything happens within Instagram. No external backlinks or domain authority here
Super Personalised: What you see depends heavily on what you've looked at before and who you follow
Multiple Formats to Juggle: You've got to optimise your profile, feed posts, Reels, Stories, and captions all differently
Short Attention Spans: Reels and Stories have shorter shelf lives than blog posts, but search can extend their reach
For Perth health and real estate businesses, this means your Instagram strategy needs to look good and be strategic at the same time. Pretty photos of your clinic or properties? Check. Smart keyword placement? Also check.
Need Help with Instagram SEO for Your Perth Business?
At Noodle Soup Digital, we specialise in social media management and Instagram SEO for Perth health services and real estate professionals. We understand AHPRA compliance for healthcare providers and the competitive Perth property market for realtors.