Starting July 10, 2025, Instagram will begin allowing Google (and other search engines) to index public posts from professional accounts. This means that your Instagram content could start showing up in Google search results.
Until now, Instagram mostly kept posts inside the app, but soon photos, videos, Reels, and even carousel posts from public professional profiles will be searchable on Google.
Don’t worry, private and personal accounts won’t be affected; only public business/creator accounts get indexed.
Why this update matters for brands & marketers
This update is huge for discoverability. It opens a new door for people to find your content outside of Instagram. Previously, someone had to be on the Instagram app (and usually already following you or browsing Explore) to see your posts. Now, your Instagram photos and videos can surface on Google, reaching people who aren’t even on IG.
Users are increasingly treating social media platforms like search engines, typing in everything from “Father’s Day gift ideas” to “best rooftop bars” directly into Instagram or TikTok. With Instagram posts now appearing in Google Search too, there’s even more incentive to optimise your content for search queries. It’s a chance to boost discoverability on both social and search platforms at once, and smart optimisation will help you show up where people are actively looking.
Even better, Google searchers tend to have higher intent, so if your post answers their query, you’re positioning your brand as a helpful solution. Plus, unlike an Instagram post’s typical short lifespan, a Google-indexed post can keep bringing in views and traffic over time. It’s a win-win for extended reach and longevity.
What types of Instagram content will appear on Google?
Essentially, any public content from a professional Instagram account that’s a standard post is eligible. This includes single-photo posts, video posts, Reels, and multi-image carousel posts. These might appear in various places on Google. For example, an Instagram image could show up in Google Images, or a Reel might appear among the video results or main search listings.
However, there are a few caveats. Stories and other content with an expiration date won’t be indexed; Instagram only allows indexing of feed content, such as posts and Reels.
What if I don’t want my posts to appear on Google?
If you’re a professional account but prefer not to be searchable, you can opt out in your privacy settings. Just untick the box that says ‘Allow public photos and videos to appear in search engine results.’
Key tips to optimise your Instagram content for SEO
With Instagram content now making its way into Google, it’s time to tweak your social strategy with a touch of SEO. Here are some tips to help your Instagram posts appear in the search results:
- Write keyword-focused captions: Use descriptive, specific captions that include keywords people might search for.
- Add Alt text to your images: Instagram lets you add alt text (descriptions) to your photos. Writing a clear alt text helps search engines figure out what’s in the image.
- Tag locations for local searches: If location matters to your business, make sure to geotag your posts. Adding a location tag (e.g., your city or event venue) can help you show up in local Google searches.
- Make sure your profile is public & professional: It sounds basic, but it’s crucial, you must have a public, professional account for all this to work. Double-check your Instagram settings to ensure your profile is set to professional (Business or Creator account) and not private. Only content from public/pro accounts will be indexed, so this is step zero for getting your posts on Google.
- Create content around what people Google: Finally, consider the actual search queries your target audience uses, and let that inform some of your content. Do a bit of keyword research for your social posts to figure out how people are searching for what you offer (it is often different to what to what you would think). Tools like Google’s Keyword Planner or AnswerThePublic can hint at popular searches in your niche.
If you need help making your Instagram content more search-friendly, whether it’s tweaking what you’ve got or planning something new, get in touch today. We’re happy to help.
