Your Instagram post can now be found on Google!

For years, Instagram content was mostly locked within the app. While hashtags and profile bios helped with discoverability inside Instagram, search engines like Google were unable to completely access or display content from the platform. 

As of July 10, 2025, Instagram has launched a groundbreaking update: Google and other search engines can now crawl and index public content from professional Instagram accounts. That means your public posts, Reels, videos, and carousels are now eligible to appear directly in Google Search results.

When someone searches for “best café in Bangkok,” they will no longer find only blog posts and Google Maps listings. Now, content from your Instagram account might appear too.

This is a massive opportunity for brands, influencers, and creators: a new, high-impact way to drive organic traffic and reach audiences well beyond your existing followers.

The Evolution: Social Media Meets Search

Instagram has only been available in-app since its introduction in 2010. Occasionally, a profile might appear in search results, but individual posts were almost undetectable.

Now, thanks to integration between Meta (Instagram’s parent company) and Google’s web crawlers, public Instagram content is starting to appear on the open web. This is part of a broader trend in which search engines are expanding their definition of what “indexable content” looks like—and social media is playing a growing role.

A Shift in Strategy for Influencers & Marketers

“This is a truly transformative moment for brands and influencers, Content will no longer be just about what happens in feed, but will take immediacy and relevancy that introduces it to the wider world via search. It means influencer content is more powerful than ever and has a bigger role in marketing plans, demanding a more integrative and robust strategy than ever before.”

—Bryce Coombe, Managing Director of influencer agency Hypetap (quoted in Marketing Interactive, 2025)

“Instagram is no longer just a brand-building or engagement channel—it's now a potential driver of organic traffic via Google. We can expect to see more Instagram posts optimised liked traditonal landing pages: clear keyword targeting, relevant hashtags, and links to owned channels.”

—Jack Reid, SEO Director at consulting firm Orange Line (quoted in Marketing Interactive, 2025)

Why This is important for Your Business or Brand

This update can open up new possibilities in the following ways:

▪️ A New Source of Organic Traffic

Your Instagram content can now attract users who are actively using Google to look for information, products, or services, even if they don't follow you on Instagram or don't even have an account.

▪️ Extended Content Lifespan

Unlike typical feed posts which disappear within 24–48 hours, indexed Instagram content can continue to drive traffic and visibility for weeks, months, or even years after it's published, especially if it answers a persistent search query.

▪️ Stand Out in the SERPs

Your engaging visuals (Reels, carousels, videos) may now compete directly with blog posts and videos — allowing you to break through in a crowded digital landscape. Imagine your Reel showing up when someone searches for a "how-to" guide or a product review!

▪️ Greater Discoverability

Reach a larger audience beyond your existing followers and the Instagram algorithm without paying for ads. This is huge for lead generation, local discovery and brand awareness.

▪️ Unified SEO and Social Strategy

Your social media efforts are no longer separate from your SEO. Your social posts are now ranking assets — just like blog content or landing pages.

How to Get Your Instagram Posts Indexed by Google

Here’s how to prepare your content ready for search visibility:

1.  Switch to a Professional Account

Make sure your Instagram is set to Business or Creator and that your account is public.

Then, go to:

Settings & Activity > Privacy > Searchability

Toggle on: “Allow public photos and videos to appear in search engine results.”

This should be on by default for eligible accounts from July 10, 2025 — but it's always good to confirm.

2. Optimize Your Captions for Search Intent

• Think like a searcher: What words would your ideal customer type into Google to find content like yours?
• Write descriptive, keyword-rich captions: Treat your captions like mini-blog intros. Naturally integrate relevant keywords that describe your post's topic. For example, instead of "Weekend vibes," try "3 Relaxing Weekend Getaways in [Your City/Region] for Busy Professionals."
• Focus on value: Google prioritizes useful, high-quality content. Posts offering tips, guides, tutorials, or answers to common questions will perform better.

3. Use Alt Text for SEO

Instagram allows you to add custom "Alt Text" to your images and videos. This is vital for both accessibility and SEO.

Where to write it:

• On desktop: After adding a caption, go to Accessibility → Write Alt Text
  
  
• On mobile: After adding a caption, tap More options → Write Alt Text
  
  
  
  

Describe your visuals: Clearly describe what's in your image or video, naturally incorporating relevant keywords.:

e.g., “Aerial view of Chiang Mai coffee shop with wooden deck and latte art.”

4. Optimize Your Profile for Search

• Your username, display name, and bio are important elements that Google can read.
• Include keywords that express clearly what you do, who you serve, and where you're located (if applicable). 

e.g., “OOO Digital Marketing Agency | SEO & Social Media for APAC”

5. Create Searchable Content 

• Plan your content around topics people are actively searching for. Use tools like Google Trends or even Instagram's search bar for keyword ideas.
• Educational content, "how-to" guides, lists, and answers to FAQs tend to be highly relevant with search intent.
• Use location tags on your posts if your business serves a specific geographical area, as this aids local search visibility.

6. Hashtags vs. Keywords 

• While hashtags remain important for discoverability within Instagram, Google crawling prioritises clear, detailed captions and alt text. Use hashtags strategically and avoid overstuffing.

What Not to Do

🚫 Keyword Stuffing: Avoid cramming keywords into your captions and alt text. Google's algorithms are smart, and this can reduce your visibility.

🚫 Excessive Hashtags: Instagram supports up to 30 hashtags, but focusing on 5-10 highly relevant ones is often more effective, especially for external search.

🚫Rely Solely on Instagram: This new feature is amazing, but your website is still your digital HQ. Keep your blog, landing pages, and content strategy active.

Seize This Opportunity

This Instagram update is a game-changer for businesses and creators looking to expand their reach. It blurs the distinction between social media and traditional web search, making every public professional post a potential doorway to new audiences. By optimizing your content now, your business can seize early-mover advantage and access a whole new stream of organic visibility.