Instagram’s July 10 Google Indexing Update – What It Means for Your Social Strategy

For years, Instagram content has mostly lived inside the app – visible only to those scrolling their feeds or visiting profiles. That’s about to change in a big way. Starting July 10, 2025, Instagram will allow Google and other search engines to index and display public content from professional accounts in search. In plain English: your brand’s Instagram posts, Reels, and videos could soon pop up on Google searches, just like webpages or YouTube videos.

This isn’t just another minor app update; it’s a fundamental shift in how social media and search intersect. In this article, we break down why this update matters for marketers, what it means for your brand, and how you can take action to stay ahead.

What’s Happening on July 10th?

If you manage a professional Instagram account (e.g. a Business or Creator account) that’s set to public, your posts will become Google-searchable by default. Instagram has begun notifying users of this change with messages like: “From 10th July 2025, search engines will automatically be allowed to show all photos and videos on result pages.  In other words, Instagram’s content is breaking out of its walled garden and joining the open web.

Until now, Instagram content wasn’t easily searchable on Google – you generally had to be in the app to find posts. Instagram has historically been a closed ecosystem, where posts weren’t indexed by Google. That’s all changing. Soon, when someone searches for a topic on Google, they might see Instagram posts and Reels alongside websites, news articles, and YouTube clips to answer their query. For example, a Google search for “best hiking boots” could potentially surface a how-to Reel you posted on your outdoor brand’s IG account, or an Instagram photo carousel reviewing hiking gear.

It’s important to note that this update applies to “public” content on professional accounts (for users 18 and over). Personal accounts or any content on private profiles won’t be indexed. Instagram is essentially putting business and creator content on the same playing field as other online content, which is HUGE for discoverability.

And don’t worry – if for some reason you don’t want your Instagram posts showing up on Google, you can opt out. There’s a new setting under your account privacy options to “Allow public photos and videos to appear in search engine results” – you can toggle this off to disable indexing. (Of course, switching your profile to private or off professional mode would also keep content out of search.) But before you consider opting out, let’s talk about why most brands will want to embrace this change.

Why Marketers Should Care: Social SEO Meets Discovery

Reach Beyond the Feed

This update is a game-changer for organic reach. Until now, your Instagram content’s reach was largely limited to your followers, the Explore page, or hashtags within the app. Now, every Google search is another chance to be discovered. Your content can work harder through SEO – not just social algorithms – to find its audience. In fact, experts are calling this “a great opportunity for SMEs to gain visibility off the Instagram platform".

Think about it: people who don’t even use Instagram could find your posts via a Google search. A helpful tutorial video or a well-captioned product photo on your IG could answer someone’s Google query, leading them straight to your brand. This effectively adds a new organic traffic channel for your social content, bridging the gap between social media marketing and search engine marketing.

The “Searchable Social” Trend

Instagram’s move also reflects a broader trend: search engines treating social media content as first-class content. Google already shows TikTok videos and YouTube clips in its results because it cares about giving users the best answers (be it a how-to video or a blog post).   Now, Instagram is joining the party. Google is signalling that visual and short-form content are a central part of what’s “relevant” to users. For marketers, this means SEO isn’t just about your website’s blog or landing pages anymore – your social media strategy is now part of your SEO strategy.

Even Instagram’s head, Adam Mosseri, has acknowledged that finding content within Instagram hasn’t been easy and needs improvement. By allowing external search indexing, Instagram content becomes more discoverable to the wider world. This convergence of social media and search is something savvy marketers can’t ignore. It’s time to think of Instagram posts not just as social content, but as search-indexable content that can attract eyeballs beyond the app.

Content Longevity and Value

Another reason to care: the lifespan of your Instagram posts may increase. Currently, an IG post might get engagement for a day or two before it’s buried under the next trending topic. But once indexed on Google, a good piece of content could surface weeks or months later through search. This gives your content a second life and continuous potential to drive traffic or awareness. In short, quality Instagram content becomes an evergreen asset for your brand’s online presence.

Of course, greater exposure also means you need to be mindful of what you post. Every public Instagram post will now contribute to your brand’s overall web presence. Marketers should ensure their Instagram content is on-message and adds to the brand story they want to appear on Google. (A casual meme that was fun for your followers might look off-brand if it’s someone’s first encounter with your company via Google search.) The upside is huge, but it comes with the responsibility to keep your content consistently brand-appropriate and valuable wherever it appears.

How to Prepare: Making Your Instagram Content Search-Ready

With this change imminent, now is the time to adapt your Instagram strategy so your content can shine in search results. Here’s how you can make the most of Instagram’s new searchability:

1. Optimise Your Captions with Keywords: Treat your Instagram captions like mini blog posts (in terms of SEO, at least). Identify keywords or phrases your target audience might search for and incorporate them naturally into your caption text. Instead of one-word or emoji-only captions, provide context and useful info. For example, if you’re posting a recipe, mention the dish name and key ingredients in the caption. If it’s a product post, include product type and use cases. Google’s advice has always been to focus on valuable, relevant content. Gone are the days of cryptic captions or inside jokes that only your followers understand. Now is the time to ensure your captions hit important messaging points and include the terms people might be searching for. This doesn’t mean stuffing keywords unnaturally, but rather being descriptive and intentional with your language.
2. Provide Content Worth Finding: As we like to say, less trend-chasing, more content worth finding. It’s fine to hop on a viral trend now and then, but make sure much of your content has substance and staying power. Ask yourself before posting: Does this offer value to someone learning about this topic or product? Create posts that answer common questions your customers have, showcase how-tos, or share insights – content that could solve a problem or fulfil a search intent. Not only will this approach please the Google gods, but it will also make your Instagram feed more enriching for your existing followers. High-value content is more likely to rank well and draw in viewers from search. An added bonus: focusing on quality will distinguish your brand from competitors who only chase fleeting trends.
3. Use Hashtags Strategically: Hashtags on Instagram aren’t just for in-app discovery anymore – they can also help Google understand your content. Think of relevant hashtags as additional keywords that categorise your post. Recent SEO insights suggest that hashtags now act somewhat like meta keywords, giving crawlers more context about your post. So don’t skip them, and choose them wisely. Mix broad hashtags (e.g. #TravelTips) with specific ones (#HikingInScotland) that reflect what your content is truly about. This will increase the chances of your post appearing for related searches. Just avoid overly generic or unrelated tags – they won’t move the needle for search and could dilute your relevance.
4. Mind Your Visuals – and Add Text Where Possible: Google can’t “watch” a video or “see” a photo the way humans do, so you should make it as easy as possible for search engines to grasp your visual content. For Reels or videos, consider adding subtitles or on-screen text highlighting the key points. Many viewers watch videos on mute, and now those subtitles serve double-duty by giving search engines something to read, too. In fact, including subtitles or text overlays in videos is a huge SEO win, ensuring your message is accessible to both people and search bots. For images, make sure your captions (and Instagram alt text, if you use it) describe what’s in the photo in a meaningful way. An image alone can be compelling, but a one-sentence caption like “Love this!” won’t tell Google much. Provide context: “Our team at the XYZ conference, learning about the latest in sustainable packaging,” for example, will tie that image to searchable concepts (your company, the event, the industry topic).
5. Audit and Tweak Your Profile: Take a moment to review your Instagram profile through a search engine lens. Is your bio descriptive of what your business does? Does it include your main keywords (e.g., “Italian Restaurant in London” or “B2B SaaS Marketing Tips”)? A clear, keyword-friendly bio might influence how your profile appears in search results. Also, consider the content of your recent posts: would a person who’s never heard of your brand be impressed or informed by what they see? If there are old posts that might be off-message or confusing out of context, you might archive or delete them, or edit the captions for clarity. Essentially, prepare your Instagram presence to be potentially the first touchpoint for someone discovering your brand via Google.
6. Double-Check Your Settings: As mentioned earlier, make sure you’re using a Professional account that’s set to Public – otherwise, your content won’t be indexed. If you’re currently on a personal account for your business, switch to a free Business profile in your settings to unlock this feature (and other perks like analytics). Also, look at the new search indexing toggle in your privacy settings. By default, it should be on (allowing indexing). Unless you have a specific reason to disable it, keep it on to maximise your reach. (If you have multiple accounts or manage clients’ accounts, ensure each one’s settings are correctly configured before July 10.)

By following the steps above, you’ll position your Instagram content to take full advantage of the SEO boost this update offers. It’s all about marrying good social content with basic search-friendly practices. The result can be powerful: a wider audience for your posts and more value from each piece of content you create.

Embrace the New “Social SEO” Era

The integration of Instagram content into Google search results is a clear sign that the worlds of social media and SEO are converging. Forward-thinking marketers at SMEs should see this as a huge opportunity to get ahead. By optimising your Instagram content now, you’re not only riding the wave of this update – you’re also future-proofing your strategy for a world where search engines and social platforms overlap more and more.

Keep in mind that Google’s goal is to serve users the most relevant, helpful content for their query, regardless of the format. That means your Instagram post answering a question or demonstrating a product can be just as valuable (or more) than a traditional web page on the same topic. As Google’s algorithms increasingly incorporate user engagement signals and multimedia content, brands that provide engaging, informative social content will reap the rewards in search visibility.

In practical terms, this shift encourages marketers to break down silos between social media teams and SEO teams. It’s time to collaborate: your social team knows how to create thumb-stopping content, and your SEO team knows what people search for and how to get content discovered. Together, you can create Instagram posts (and social content on other platforms) that are both creatively compelling and optimised for search discovery. When social content and SEO work hand-in-hand, your overall digital presence becomes stronger and more cohesive.

Finally, remember that while algorithms and platforms change, the core principle remains: provide real value to your audience. Instagram opening up to Google doesn’t change the fact that quality content wins. It simply amplifies the reach of that content. So, stay true to your brand voice, keep your audience’s needs front and centre, and let this new feature multiply the impact of your work.

How Evolare Digital Can Help

At Evolare Digital, we’ve always believed that social media isn’t just about likes and shares – it’s about meaningful content that drives business growth. This new Instagram update is exactly the kind of digital shift we help our clients navigate with confidence. As experts in social media for brands, we understand how to blend creative storytelling with data-driven SEO strategy to get your content found by the right people.

Here’s how we can support you: We’ll audit your current Instagram (and other social) content and identify opportunities to optimise it for search visibility. From tweaking your captions and hashtags for maximum impact to brainstorming content ideas that align with popular search queries in your industry, our team is here to make sure your social content strategy is fully aligned with the latest best practices. We stay on top of updates like Instagram’s indexing change, so you don’t have to worry about the technical details – you can focus on your business while we handle the strategy that helps it soar.

If you’re excited (or even a little overwhelmed) by Instagram’s new search-friendly direction, let’s chat. Whether you need a quick consult on adjusting your content plan or a comprehensive strategy to take advantage of this and other digital marketing opportunities, Evolare Digital is ready to help your brand reach new heights. 🚀

Get in touch with us to future-proof your social media approach and ensure your brand is the one that gets discovered – on Instagram, on Google, and beyond.

Remember, the social media landscape is always evolving, but one thing stays constant: the brands that adapt and innovate are the ones that lead. This Instagram update is your chance to be one of those leaders. We’re here to guide you every step of the way in making your brand more visible, more searchable, and more successful than ever.

Let’s make your content truly unmissable!

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