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As of July 2025, a significant update from Instagram has officially rolled out: public posts from Business and Creator accounts on Instagram will begin showing up directly in Google Search results.
Yes, you read that right: Instagram is now officially a major player in the SEO game for businesses. This means the visual content you share, such as your photos, Reels and Carousels, could start driving valuable organic traffic to your brand outside the app, appearing directly when potential clients, customers or supporters search on Google.
This change goes beyond just changing Instagram's internal visibility; it's a major shift in how your content gets discovered online. It's almost like your public Instagram profile is becoming a mini-website in Google Search, offering:
Local search discoverability: Crucial for businesses looking to connect with their local audience.
Increased reach: Your content can now be found by a much wider audience, not just your Instagram followers.
Extended shelf life for your content: Unlike the fleeting nature of typical social feeds, your Instagram posts could be searchable long after they’re published, giving them sustained value.
But here’s the crucial part: this newfound discoverability only happens if your account is set up correctly. At Together Digital, we've broken down everything you need to know about this game-changing update and what you can do right now to prepare.
Here's What You Need to Know: Who It Applies To
This powerful new feature doesn't apply to every Instagram account. It's specifically for those serious about their online presence, such as public business and creator accounts, users who are 18 or older or posts published with search engine indexing enabled (which you control).
Conversely, this does NOT apply to personal or private accounts, users under 18 years of age or accounts that opt out in settings.
Why This Matters for Your Business
This is the first time your Instagram content could become a direct part of your Google search presence, fundamentally changing how your brand is discovered online. This means:
Greater exposure: Your high-quality visuals and compelling messages can now reach new audiences actively searching for solutions or information.
Stronger brand visibility: Your brand can show up more prominently in search results, reinforcing your authority and presence.
More eyes on your services: Whether you're showcasing professional expertise or highlighting your impactful mission, this update drives relevant organic traffic directly to your content.
This convergence of social media and search engine optimisation (SEO) is a massive opportunity for businesses to amplify their digital footprint.
What Should You Do?
You’ll need to decide if you want to opt in or opt out of this feature. Given the benefits for visibility and growth, for most businesses focused on online presence, opting in is highly recommended. To find the option in your settings, follow these steps:
Go to Settings
Navigate to Account Privacy
Once there, toggle ON or OFF the section titled “Allow public photos and videos to appear in search engine results”
How to Make Your Content SEO-Friendly on Instagram
Now that your Instagram content can appear in Google search results, what you post publicly matters more than ever. Treat your Instagram content with an SEO mindset, just like you would your website blog posts.
Here’s how to optimise your content for searchability on Instagram:
Use searchable keywords in captions: Think about what your target audience would search for on Google. Integrate those keywords naturally into your post captions.
Add alt text to your images: This is crucial for accessibility and helps Google understand the content of your visuals. Describe your image clearly and concisely, including relevant keywords.
Name your image files descriptively (before uploading): While this is often overlooked for Instagram, adopting good file naming conventions before uploading can contribute to overall SEO hygiene.
Use relevant hashtags: Hashtags still play a role in discoverability within Instagram, and using relevant ones can signal content themes to search engines.
Stick to a consistent niche: Regularly posting about specific topics related to your brand or mission helps Google understand your authority and relevance in that area.
This is where our SEO and content expertise comes into play, extending your search strategy beyond just your website.
Beyond the Basics: The Power of Intentional Posting
Once indexed, your Instagram posts could be searchable and discoverable long after they're published. This "extended shelf life" means every post becomes a lasting asset. So, be even more intentional with:
The visuals you share: Ensure they are high-quality, on-brand and instantly convey your message or value proposition.
The messaging you write: Craft clear, concise and keyword-rich captions that resonate with your target audience and support your business goals.
The audience you want to reach: Always create content with your ideal audience in mind, ensuring it speaks directly to their needs or interests.
We’re Here To Help
From website development, targeted digital marketing campaigns and SEO to compelling video content, we ensure your online presence is not just visible, but effective in driving leads, engagement and impact.
Get in touch with our team today to discuss your digital marketing needs.
