Big news for anyone using Instagram to grow a business: as of July 10, 2025, your posts could appear in Google search results right alongside blogs, news stories, and product listings.
Instagram now makes public content from professional and creator accounts — including photos, videos, carousels, and Reels — discoverable through Google and other search engines. Personal and private accounts are excluded, as are creator accounts for users under 18, but for businesses and organizations using content marketing to increase visibility, this update opens up new opportunities to get in front of a wider audience.
But showing up in search isn’t automatic for the content you want to rank. The way you write captions, use alt text, and choose keywords will determine whether your posts appear in front of the right audience. Here’s how to get your Instagram in shape for Google search and what this change could mean for your business growth.
Why Marketers Shouldn’t Ignore the Latest Instagram Update
Google processes more than 9.5 million searches per minute, and soon, some of those searches could lead directly to your Instagram profile without a single click on your website. For small businesses and independent creators, that’s a whole new avenue to reach customers right where they’re already looking for answers, ideas, or services.
It also changes how Instagram can be worked into your overall marketing plan. Until now, most content on the platform was discoverable only inside the app, but with Google indexing public posts from professional accounts, Instagram is now part of the larger search ecosystem. Photos, videos, and Reels posted on the platform can appear alongside established websites, e-commerce listings, and news outlets.
Early data suggests this isn’t starting from scratch. In countries like Italy, Instagram content already ranks for hundreds of thousands of keywords, with Reels making up a large portion of indexed results. The official indexing rollout simply means this kind of visibility is about to become more common, and potentially more competitive.
How Google Reads Instagram Content
Google uses several elements of your Instagram posts and profile to understand and rank them in search results.
Captions are key. The first line of your caption acts a lot like a webpage title. It’s the first thing Google sees, so include relevant keywords naturally while still making it readable for your audience.
Alt text is another important signal. Originally meant to help users with visual impairments, alt text also gives Google context about what’s in your images. Writing descriptive, keyword-rich alt text can help your posts appear in relevant searches.
Hashtags still primarily help people discover your posts on Instagram. While they don’t directly boost Google rankings, they do guide the search engine in understanding your content’s topic. Using specific, targeted hashtags can also improve engagement on Instagram.
Profile information matters too. Your bio, location tags, and account metadata provide context for Google. A clear, keyword-rich bio makes it easier for search engines to categorize your account and display it in relevant queries. Essentially, businesses should treat their profile like a mini website.
By thinking about each of these elements, you start treating your Instagram posts more like web pages that can be discovered in search. This doesn’t replace the social side of Instagram, but it adds a layer of visibility that didn’t exist before.
Steps to Optimize Your Instagram for Search
Once you understand the basics behind how Instagram and search engines work together to put content in front of users, it becomes easier to get strategic with your social content. Here are some steps to help your professional account appear in search results:
1. Use Keywords Thoughtfully
Think about the words your ideal customers would type into Google. Include them naturally in your captions, alt text, hashtags, and even your bio. If you target a local audience, geo-tags are also important.
2. Write Captions Like Mini Landing Pages
Instead of only describing the images, explain who your content is for, what it offers, and where it’s relevant. Specific hashtags such as #SkiCabinVermont or #VeganBakeryChicago perform better than generic ones like #vacation or #foodie.
3. Add On-Screen Text to Videos and Reels
Google can’t “watch” videos the way humans do, so adding captions or on-screen text helps search engines understand your content while making your videos accessible to viewers watching without sound.
4. Refresh Old Posts
Posts can still gain new life once indexed. Update your captions and alt text with relevant keywords, and archive content that’s outdated or off-brand.
5. Link Instagram Posts to Web Pages
If you have a blog or website, link to related Instagram posts within your site content. This works just like backlinking to other web pages, and shows search engines that your content is valuable for users.
6. Review Privacy and Indexing Settings
Double-check that the posts you want to appear in search are public and that your account settings allow indexing. For sensitive or personal content, adjust visibility by deleting or archiving posts to make them private.
Why Now is the Moment to Make Your Instagram Content Count
The way people discover content online is changing, and Instagram’s new connection to Google search is a perfect example. Posts that once lived mostly inside the app can now reach audiences far beyond it. For businesses and creators, it’s an invitation to think about how your content connects with the world, and how it can start showing up in places you might not have expected.
While this update might feel like just another trend or platform update to try and keep up with, there’s no downside to taking a closer look at how you’re using Instagram. Even if search indexing is new, revisiting best practices for captions, alt text, hashtags, and profile optimization will make your content stronger, both for social engagement and for search.
Think of it as a chance to tidy up your presence. Update captions with clear, relevant keywords, refresh old posts that no longer reflect your brand, and make sure your bio and location tags are precise.
More Insights From Our Marketing Team
To help make sense of these changes, our marketing team recently sat down to share their insights and discuss what this could mean for brands and creators. Watch the video to hear their thoughts, and don’t hesitate to reach out if you’d like support making the most of your Instagram presence.