Starting July 10, 2025, public posts from professional Instagram accounts will start appearing in Google search results. That means your photos, Reels and videos could soon show up in searches far beyond the Instagram app.
Here’s what you need to know, and how to prepare for this new era of Instagram SEO and content discoverability.
What is changing?
Instagram is opening up public content from professional accounts (i.e. Creator and Business profiles) to be crawled and indexed by search engines like Google.
Until now, your content might have been viewable to anyone with a link – but it didn’t show up in search results. That changes on July 10.
If you’re over 18, have a professional account and your posts are public, your content will start appearing in Google’s search results by default unless you opt out through Instagram’s privacy settings.
Why should you care?
1. Search visibility beyond Instagram
Your posts are no longer confined to Instagram’s walled garden. A Reel about ‘easy gluten-free baking’ or a photo carousel of ‘best dog-friendly cafes in Melbourne’ could now appear in Google search results, reaching a whole new audience who aren’t on the app, or aren’t already following you.
2. SEO is now part of Instagram strategy
This update effectively brings SEO into your Instagram management. Think keyword-rich captions, thoughtful alt text and strategic use of hashtags – though these are becoming less important. The more searchable your content, the better chance it has of showing up in Google results.
3. Evergreen content becomes more valuable
Instagram’s algorithm loves recency. Google loves relevance. A helpful post today, like a step-by-step tutorial, could keep driving traffic for months, or even years.
4. Brand visibility + credibility
Appearing in search results boosts more than reach – it boosts reputation. For businesses and creators alike, it means your Instagram content can now play a direct role in your broader online presence and first impressions.
But it’s not without challenges
- Privacy + Control
You can opt out – but only if you know where to look. And even then, search engines don’t forget instantly. Once indexed, content can linger in search results for a while – even after deletion. - Increased Competition
You’re no longer just competing with other creators. You’re now up against YouTube videos, blog posts, Reddit threads and Google’s own AI-generated summaries. Standing out will require more strategy. - Creative Pressure
The more creators optimise for search, the more the feed may start to look and sound the same. There’s a risk that authenticity could take a back seat to algorithm-chasing, but we’ll have to wait and see.
How to prepare and optimise your content
1. Update your captions with search in mind
Use plain language and terms your audience actually searches for. Think: ‘budget honeymoon destinations’ instead of ‘our romantic getaway’.
2. Add alt text to every image
Alt text isn’t just for accessibility – it’s used by search engines to understand what’s in your photos. Make it descriptive and keyword-relevant.
3. Use location tags
Running a local business? Geotagging posts can help you show up in local search results – especially for hospitality, retail or service-based businesses.
4. Repurpose high-value content
Turn Instagram Reels into blog posts. Reuse captions as Pinterest pins. Extend the life (and reach) of your most valuable content.
5. Watch your analytics
Keep an eye on what performs well before and after July 10. Track not just in-app metrics, but your Google traffic if you’ve linked out to a site or store.
How to opt out
You can turn off indexing by heading to:
Instagram App → Settings & Privacy → Account Privacy → Search Engine Visibility
Toggle it off to keep your posts off Google. But remember: if your content has already been crawled, it may remain visible for a while.
A New Era: Instagram SEO
This move positions Instagram alongside platforms like YouTube and TikTok, which are increasingly used as search engines by younger audiences. With this update, Instagram is expanding its footprint – beyond social media and into the broader web.
It also reflects a bigger shift: social content is no longer ephemeral. It’s becoming part of the permanent, searchable web. And with that comes greater opportunity – but also greater responsibility.
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