Instagram is no longer just about aesthetic feeds and hashtags. From July 10, 2025, your Instagram posts won’t just live on the app, they’ll start showing up in Google search results, too.
Search engines can now index public content from professional Instagram accounts, meaning your posts, Reels and even Stories (if shared as Highlights) could be showing up in Google search results. While you can opt out, this is the kind of change that businesses should lean into, not shy away from. Because this isn’t just a social update. It’s a massive visibility play.
From Feed to Front Page
We’ve always known Instagram drives discovery. But until now, discovery was limited to in-app behaviour, from hashtags, the Explore page, and the occasional algorithm boost.
With this update, Instagram becomes part of a much bigger ecosystem. The same keywords people type into Google to find products, services or inspiration can now lead audience’s straight to your business Instagram profile. If optimised it right.
This is especially powerful for small businesses, creators, and B2B brands who already put effort into Instagram but haven’t always seen direct ROI. Now, every post becomes a potential entry point for a new set of eyes, and new customers.
What This Means for Your Business
If you’re a business owner or marketer, your Instagram content is now doing double duty. It’s no longer just ‘social media content’. It’s search content. And the good news? You don’t need a whole new strategy, you just need to tweak the one you’ve got.
How to Make Your Instagram Content Count in Search:
Think Keywords, Not Just Captions
Just like you’d research keywords for your search ads, website or blog, do the same for your Instagram content. What words are your customers typing into Google when they’re looking for businesses like yours? Use those words naturally in your captions, image alt text, and even your bio.
However, act with caution and write with purpose. Instagram is still a social platform. No one wants to scroll past a wall of keywords, hashtags, or SEO fluff.
Your Bio is Your New Homepage
Your Instagram bio isn’t just an intro anymore, it’s a searchable piece of content. Use it to clearly state who you are, what you do, and who you help. Think of it as your elevator pitch meets SEO copy.
Make Hashtags Work Harder
Hashtags tell Instagram (and now Google) what your posts are about, which can help it show up in relevant searches and recommendations. But with this new integration, the game is shifting. Instead of cramming your caption with 30 trend-chasing tags, focus on a strategic mix of high-volume and niche hashtags that are directly relevant to your content and audience.
As they say, quality over quantity.
Create for Humans, Optimise for Search
This isn’t a cue to stuff your captions with clunky keywords. SEO-optimised content still needs to sound natural and on-brand. Write how your audience speaks. Solve their problems. Entertain them. Educate them. Just do it in a way that Google can understand, too.
And remember, Google loves engagement. The more likes, comments and saves your post gets, the more signals it sends that your content is relevant and valuable.
Consistency is Key
You don’t need to post every day, but you do need to show up consistently. Just like a website drops in search rankings when its content isn’t updated regularly, an inactive Instagram account gets noticed by none (or at least very few). Regular posting keeps your audience engaged, builds trust, gives Instagram (and Google) the fresh content they love to keep your brand visible.
Watch What Works, Then Do More of It
Instagram SEO isn’t a set and forget move. If you want results, you need to check in regularly. Which posts are getting reach? What search terms are bringing people to your content? Use your analytics to make smarter decisions, refine your strategy, and keep your content working for you.
This update is a rare win-win for brands. You get more visibility, more discoverability, and more chances to connect with people at the right time – when they’re actively searching for your products and solutions.
By incorporating Instagram as part of your search strategy, you’re not just boosting brand awareness, you’re creating more entry points to your business and improving the chances of turning a scroll into a sale.
Done right, it can support lead generation, grow your community, and give you a competitive edge.
Brand Rebellion builds social strategies that go beyond the feed. Ready to make your content work for you? Let’s chat.
