Instagram SEO vs. Google SEO, which is better for your business? I recently listened to an interview with Brock Johnson on the Build Your Tribe podcast, and there were so many gems dropped, especially if you’re a business owner trying to figure out where to put your time. I wanted to share my top 5 takeaways and give you some insight on how I’ve seen these things play out in my own journey.

Takeaway 1: Evergreen Content

What is evergreen content? We’re really talking about content that’s alive and discoverable long after you create it. For example, I have blog posts I wrote over five years ago that are still sitting on the first page of Google. That’s the power of Google SEO. Your content can live on for years and still be working for you. I did a brand collab 10 years ago and that content is still getting views. Compare that with Instagram, where your post gets a couple of days of visibility and then it’s pretty much gone.

Adam Mosseri, the head of Instagram, said they’re trying to make original content last longer on the platform, but it still doesn’t compare to the longevity of a solid blog post or YouTube video. If you’re a business owner, you really want to think about where your ideal audience is going to find you, unfortunately, it’s probably not just Instagram.

Takeaway 2: Search Intent

People go to Google when they’re actively searching for help. They type in things like “how to stop toddler tantrums,” “budget-friendly meal prep ideas,” or “how to monetize your passions.” That’s where Google SEO wins. Mosseri mentioned that Instagram is trying to get better with search and even get some Instagram content to show up on Google. But he also admitted that Instagram’s “content search” isn’t great. You’re still better off using Google if you’re looking for something specific like recipes or parenting advice. That means if you’re a business owner and you want people to discover your content when they’re searching for solutions, you need to show up on Google too.

Instagram is great for engagement and building community, but it’s not the first place people go when they’re looking for deep answers. It’s more about inspiration, quick videos, and catching up with friends. And hashtags are pretty much worthless these days. I used to find amazing vendors through hashtags, like my old graphic designer, but now, it’s hit or miss.

Again, Instagram is trying to improve, but if you want your content to work for you while you sleep, you have to think beyond Instagram.

Takeaway 3: Content Creation Frequency

This one is major. If you’re building your brand primarily on Instagram, you’ve probably felt the pressure to post constantly. Mosseri said the algorithm is updated daily with small tweaks, but what really matters is long-term consistency. Still, if you stop posting for a while, your reach will dip. It’s just how the platform works.

Contrast that with Google SEO, where you can take your time to create one great blog post or YouTube video that brings in leads for years. That’s why my strategy is to release one podcast episode weekly, repurpose it into a blog post, and then turn that into social content. It’s about working smarter, not harder.

Takeaway 4: Taking Content Breaks

Let’s say life gets busy and you need a break. On Instagram, the algorithm doesn’t have recent data to work with, so your new posts might not do well. Mosseri admitted this was a problem, and even he experienced it after taking time off for the birth of his child. Once you’re off the platform for a while, Instagram considers your content “cold,” and it takes time to warm it back up. It’s a byproduct of how the algorithm works.

On platforms like Google and YouTube, your evergreen content keeps showing up in search results, even when you’re not actively posting. I’ve taken months-long breaks from my blog and still had posts ranking on the first page of Google. Of course, Google has its own rules about content freshness and optimization, but it’s a much more forgiving platform for creators who can’t, or don’t want to, be on all the time.

Takeaway 5: Instagram Is Built for Creators, Not Just Business Owners

In my opinion, Instagram seems better suited for creators who work with brand deals and influencer-type content. That doesn’t mean business owners should get off of the platform. I think Instagram is great for showing off your personality and connecting with people on a personal level.

When I’m deciding whether to invite someone onto my podcast or collaborate with them, I usually go straight to their Instagram. It gives me a feel for who they are, what they care about, and how they show up in the world. So yes, Instagram has its place, but don’t expect it to carry the full weight of your business. One fascinating tidbit Mosseri shared is that more content is now being shared through DMs than through Stories—and more in Stories than the main feed. That means how people consume content is shifting. To me, that says Instagram is a relationship builder, while Google is your salesperson working 24/7.

Final Thoughts

Instagram SEO vs. Google SEO? If you want fast visibility, Instagram can give you that. But if you’re a coach, content creator, or service provider who wants long-term traffic and leads, then Google SEO is where your evergreen content can really shine.

You can build relationships on Instagram, but also build authority on long-format platforms that keep serving your content long after you post it.

Listen to the Podcast Epsiode!