As of 10 July, 2025, Instagram is making a significant shift that will reshape how brands and creators engage with their audiences online. For the first time, Instagram is allowing Google to index public content from professional accounts, meaning your posts, Reels, and videos could appear directly in Google search results. This change creates potential new opportunities for increased visibility, organic traffic, and long-term content value – exciting, right?
What does this mean?
In the past, Instagram kept its content exclusive, meaning it was mostly discovered within the app. This prevented search engines like Google and Bing from indexing it. Starting in July, however, professional accounts (such as business and creator accounts) can opt in to have their public content indexed and visible via the web. This includes everything from posts and Reels to videos and carousels published from January, 2020, onward.
However, it’s important to note that Stories and private messages will not be indexed, ensuring that your personal content remains private.
Can you benefit?
To take advantage of this new feature, you’ll need a public business, or professional account. Personal accounts and private accounts are not eligible for indexing, nor are accounts belonging to users under the age of 18.
This update offers a great opportunity for businesses, creators, and influencers with professional accounts to expand their visibility and enhance their overall digital presence.
How can you control it?
If this isn’t for you, the update does offer a level of control to users. Instagram allows you to decide whether your content should be indexed by search engines or not. Here’s how to manage the settings:
- Go to Settings > Privacy > Searchability.
- Enable the option to allow public photos and videos to appear in search engine results.
If you prefer to keep your content out of search results, you can always disable this setting or switch your account to private. However, if you’re keen to take advantage of increased visibility, keeping this option enabled will likely be smart move for your business.
Why should brands and creators care?
This update is a game-changer for anyone looking to grow their presence on Instagram. Here’s how it can benefit your brand or personal profile:
- Broaden your reach: The appearance of your content in Google search results increases the chances of attracting new followers and customers at the top of the marketing funnel, driving awareness for those who may not have discovered you otherwise on Instagram.
- Drive organic traffic: Optimising your posts for SEO can drive more traffic not only to your Instagram profile but also to your website or other online platforms.
- Extend the lifespan of your content: Unlike traditional Instagram algorithms, which prioritise recent posts, Google search results can continue to showcase your content long after it’s been posted, ensuring that your work reaches new eyes over time. However, this depends on whether your posts align with what people are actively searching for, so it’s essential to know your audience and understand what they’re seeking.
- Potential to improve SEO performance: With the right use of keywords in captions, and bios you can help your Instagram posts perform better in search results, enhancing your overall SEO strategy.
How to optimise your Instagram content for Google search
To take full advantage of this change, optimising your Instagram content for Google search will be essential. Here are some top tips that we recommend:
- Write engaging, descriptive captions
Use relevant keywords in your captions and bios to improve the searchability of your posts. The more descriptive and on-brand your content, the higher the chances of appearing in relevant searches. Including keywords in post descriptions and your profile biography will be crucial to boosting your visibility. - Maintain consistency
Keep your branding and messaging consistent across all posts to ensure that your profile remains recognisable and trustworthy to your audience. Consistency is key to building a cohesive brand presence that resonates with both your followers and search engines. - Engage your audience
Encourage comments, shares, and interactions to boost engagement. Higher engagement signals to search engines that your content is valuable, which can improve its chances of appearing in Google search results. - Focus on quality content
Google prioritises useful, high-quality content. Instagram posts that offer real value, whether through ‘how to’ guides, tutorials, useful information, inspiration or recipes are more likely to rank well. Prioritise content that provides clear value to your audience, and don’t forget to be genuine and authentic in doing so. - Leverage reels and original content
Instagram continues to prioritise Reels, its short-form video feature, and they now have even greater visibility on Google. To make the most of this, focus on creating authentic, original, and engaging Reels that provide a fresh perspective. In a competitive digital space, standing out requires more than just good content, it takes originality to truly capture attention and drive results.
What are the risks?
While this is an exciting update, it’s important to consider potential challenges:
- Privacy concerns: Public content indexed by search engines means anyone can find and view your posts, so you’ll want to ensure that everything shared aligns with your privacy preferences.
- Increased competition: Your posts will now be competing with other online content, making it even more important to ensure your content stands out with compelling visuals and optimised captions.
In conclusion
Instagram’s integration with Google search is a significant move that opens up exciting new opportunities for brands, creators, and businesses alike. By ensuring your professional content is optimised for search engines, you can increase your visibility, drive organic traffic, and create lasting value from your Instagram posts.
If you’re looking for help with optimising your Instagram strategy or have any questions about how to leverage this new feature, feel free to get in touch. We’re here to help you make the most of this exciting update.
