How Instagram Is Changing—and Why It Matters for Real Estate

On July 10th, Instagram rolled out a major update that could radically change the way you create and share content—especially if you’re in the real estate world.

Let’s break down what’s changed, why it matters, and how you can use this shift to grow your client base.

The Big Change: Instagram Content Is Now Indexed by Google

Until now, Instagram has been considered a “walled garden.” This means that while people could view your Instagram profile on the web, your actual posts, reels, captions, and hashtags were not searchable on Google. Only your username and profile bio showed up in search results.

But that changed on July 10th.

Instagram is now allowing Google to index (aka search and display) your actual content—posts, reels, captions, alt text, and more.

Why This Is a Big Deal

Google processes over 8 billion searches per day. That’s the largest information hub on the planet. And until now, your Instagram content didn’t exist in that searchable world. To be discovered, you had to rely entirely on Instagram’s algorithm—hoping your posts would be shared, go viral, or catch the right person’s attention at the right time.

Now, that changes.

Thanks to this update, your real estate content can appear in Google search results when people search for phrases like:

• “Bend Oregon homes for sale”

• “Tetherow real estate”

• “Homes with RV parking Bend”

• “Best neighborhoods in Sunriver”

That means your Instagram content is no longer disposable. Instead of vanishing from feeds within 48 hours, your posts and reels can become evergreen content—content that continues to generate traffic and leads over time.

What Is Evergreen Content?

Evergreen content is content that stays relevant long after it’s published. Think neighborhood guides, market updates, tips for first-time buyers, or video tours of popular communities. These are the types of posts people search for regularly—and now they can find your Instagram content when they do.

What You Need to Know

Before you dive in, here are a few logistical details to keep in mind:

1. Only business accounts are indexed.

   Personal accounts won’t show up in search results. To take advantage of this feature, make sure your Instagram is set up as a business account. You can update this in your Instagram settings.

2. Stories and highlights will not be indexed.

   
   

   These remain temporary and won’t appear in search engines. Stick to posts and reels if you want to be searchable on Google.

3. Here’s what is indexed by Google:

   • Posts (images and carousels)

   • Reels

   • Captions

   • Reel audio and voiceovers

   • Alt text (alternative text for accessibility)

4. Even your old content (up to 4 years back) will be indexed.

   
   

   If you want to go back and optimize past posts by adding keywords or updating captions, now’s a great time.

How to Optimize Your Content for Google Search

This update puts the power of SEO (Search Engine Optimization) in your hands. Here’s how to start showing up in searches:

1. Use Alt Text Intentionally

   Alt text is a hidden description of your image or video used for accessibility. But now, it also helps Google understand what your content is about. Add descriptive keywords like “modern farmhouse in NW Crossing” or “Bend Oregon home with large backyard.”

   
   

2. Write Keyword-Rich Captions

   Start thinking of your captions as mini blog posts. Include relevant terms and phrases people might search for—like “Sunriver homes with golf course views” or “Bend Oregon real estate market update.”

   
   

3. Add Keywords to Reels

   Since Google can index reel audio, use voiceovers to naturally include searchable keywords. For example: “Tour this stunning three-bedroom home in Tetherow.”

   
   

4. Geotag Your Posts

   Always add the location of the property or neighborhood. This helps both Instagram and Google connect your content with local searches.

   
   

5. Optimize Your Profile

   Use your bio, name field, and username strategically. Add keywords like “Central Oregon Realtor” or “Luxury Bend Real Estate.”

Why This Matters for Real Estate Professionals

This is one of the biggest updates in Instagram’s history—and for real estate pros, it’s a huge opportunity.

You no longer have to fight the algorithm alone. Your content can now live beyond the platform, helping buyers, sellers, and investors find you on the world’s biggest search engine.

So what should you do next?

• Focus on value-driven content.

  What questions do your clients ask all the time? Start creating content that answers them.

• Be strategic with your keywords.

  Think like a buyer or seller. What would you search for?

• Update and repurpose old content.

  You’ve probably already made some great posts—just give them an SEO boost.

Let’s start creating content that works smarter, not harder. With Instagram and Google finally working together, there’s never been a better time to build your brand, grow your audience, and turn your content into real leads.

Want help building an Instagram strategy that’s optimized for SEO? Let’s chat—we’d love to help you grow your business.