Instagram rolled out a major update on 10 July, 2025: public posts from professional accounts will begin appearing in Google Search results.
Until now, Instagram content has largely existed inside the app, visible only to users scrolling their feed or visiting your profile. That’s about to change. From this week, public Instagram content, including photos, Reels, captions, and hashtags, will be discoverable by anyone using Google Search, even if they don’t have an Instagram account.
For brands, this opens a powerful new layer of visibility. But it also means it’s time to rethink how your content is written, structured, and optimised.
What’s Changing?
Instagram has confirmed that:
- Public posts from professional accounts (business or creator) will be indexed by Google.
- Indexed content includes photos, videos, Reels, carousels, captions, and hashtags.
- Stories, private accounts, and personal profiles will not be indexed.
- Users can opt out by navigating to:
Settings & Privacy > Privacy > Searchability > Allow public photos and videos to appear in search engine results
This is Instagram becoming part of the open web, and it brings new opportunities for your content to reach audiences beyond the platform itself.
What Brands Should Do Now to Prepare for Instagram Content Appearing in Google Search
Here’s how to make sure your Instagram content is ready.
1. Optimise Captions for Discoverability
Captions now have a bigger job to do. In addition to driving engagement, they help search engines understand the context of your content. That means using natural, descriptive language with terms your audience may be searching for.
Examples might include:
- “Best recovery smoothie for runners”
- “Best lightweight linen outfits for summer travel”
- “Top-rated home gym equipment for small spaces”
This doesn’t mean turning every caption into a blog post – it means being intentional with the words you choose.
2. Use Hashtags and Alt Text with Purpose
Hashtags have always helped with discovery on Instagram, but now they also carry SEO weight. Prioritise specificity over volume, and use tags that reflect your audience’s intent.
Don’t skip on alt text. While it’s primarily for accessibility, it now adds another layer of metadata that helps search engines understand your content.
3. Treat Each Post Like a Landing Page
Now that Instagram posts can be surfaced in Google results, each one has the potential to act like a small branded touchpoint.
Ask yourself:
- Would a new visitor understand what this product or post is about?
- Does the content reflect your brand clearly and accurately?
- Is there a clear takeaway, value, or CTA?
Optimised captions and strong creative will go further now that content can reach beyond followers.
4. Review and Refresh Your Profile
This update makes your organic feed a public-facing asset with greater reach. That means:
- Clean up any outdated or off-brand posts.
- Ensure your bio is informative and keyword-aligned.
- Think of your grid as a showcase, not just for your audience, but for anyone landing from Google.
5. Align Paid and Organic Strategy
While paid ads on Instagram will not be indexed by Google, because they don’t live on static, public URLs, this shift still impacts your paid approach.
Your paid and organic content should now work more closely together:
- Ensure your grid reflects any campaign messaging you’re running through ads.
- If you’re boosting organic content through paid, remember it may now also surface via search.
- Think of paid as the traffic driver and organic as the home base where users may land.
6. Strengthen Collaboration Between SEO and Social Teams
With Instagram content becoming part of the open web, it’s more important than ever for social and SEO teams to be working together.
That means:
- Sharing keyword insights between departments.
- Aligning messaging and structure across content types.
- Reviewing performance together to understand what’s resonating in both search and social channels.
This collaboration will be key to getting the most out of your content moving forward.
This Instagram update marks a meaningful shift in how social content can be discovered. For brands who move early, it’s a chance to drive more value from every post and reach new audiences in ways that weren’t previously possible.
Partner with Pattern
As a leading global Ecommerce brand accelerator, Pattern helps brands in Australia and across the world set up their social media strategies for success.
Learn more about our Social Media Marketing & Management services or reach out to our team.
