As of 10 July 2025, Instagram content from public business and creator accounts (owned by users over 18) is being indexed by Google and Bing. That means your photos, Reels, carousels, videos, captions and even hashtags can now appear in global search results, not just inside the Instagram app.

This marks a significant shift in how businesses can present themselves online. Instagram is no longer just a place to build engagement; it’s now a searchable platform with real SEO value.

This change opens up a valuable opportunity for businesses to strengthen their digital presence and extend the impact of their content. Understanding how Instagram now fits into your broader digital strategy is essential to staying visible and competitive in search.

Here’s what’s changed, why it matters, and what your business can do to take full advantage.

What Has Changed?

Here’s what’s new: public posts from professional Instagram accounts are now automatically indexed by search engines like Google and Bing. These are currently the only confirmed platforms doing so, though others may follow.

That includes:

• Photos and videos
  
• Reels and carousels
  
• Captions and hashtags
  
• Alt text
  

Private accounts, under-18 users, and personal profiles are excluded. There’s an option to opt out, but for most businesses, this increased visibility is a valuable opportunity.

What this really means is that your Instagram posts are now searchable web content. They can show up in:

• Google Images
  
• AI-generated overviews in Google Search
  
• Traditional search result listings
  

Your content is no longer locked inside the Instagram ecosystem; it’s part of your digital footprint on the open web.

Why This Matters for Your Business

This isn’t just a technical update. It changes how businesses should think about their social media and search strategies.

Here’s what it means for your broader digital marketing efforts:

1. Increased Visibility and Discoverability

Instagram content now competes for visibility alongside blogs, YouTube videos, and TikToks in search results. This expands your potential reach far beyond Instagram users.

2. SEO Now Applies to Social Content

Captions, hashtags, and alt text function like website metadata. They directly influence how your posts appear in search results, and which keywords they rank for.

3. Your Content Has a Longer Shelf Life

Where Instagram posts usually fade within days, indexed posts can show up in search for months or even years, giving you more value from every piece of content.

4. Instagram Posts Become “Mini Landing Pages”

Each post has the potential to drive traffic to your website or offer. For B2B and B2C brands alike, this creates new pathways for lead generation.

5. Branded Searches May Now Return Social Content

When someone Googles your business, your Instagram posts may show up high in the results, affecting how potential customers view your brand compared to competitors.

6. Ignoring This Change Could Cost You

If you don’t optimise for search, competitors who do may outrank you on branded and relevant search terms. That could affect your visibility, credibility and conversion.

At Arcadian Digital, we see social content as a key part of an effective search strategy, not just an afterthought. Our approach is designed to help businesses get more long-term value from every post, across every platform.

How to Optimise Instagram Posts for Search Engines

Now that Instagram content is part of the open web, it’s important to think beyond likes and hashtags. Your posts are no longer just for followers; they’re discoverable by anyone using Google or Bing. That shifts Instagram from a purely social tool into a meaningful part of your organic search strategy.

To make the most of this shift, your content needs to work harder. That means writing with clarity, using keywords intentionally, and ensuring every element supports your visibility.

Some practical areas to review:

Use Strategic Keywords in Captions and Bios

Incorporate search terms your audience is using. Think about the problems they’re trying to solve or the services they’re looking for, and reflect those in your content and bio.

Add Alt Text With Meaning

Alt text isn’t just for accessibility anymore. It’s now part of what search engines index, so be clear, relevant, and purposeful in how you describe visual content.

Choose Hashtags That Reflect Intent

Hashtags now function like topic tags for search. Focus on location-based, service-specific, or niche industry tags, rather than broad, generic ones.

Write Captions That Add Value

Go beyond short, reactive posts. Use your captions to explain, inspire or inform, while naturally integrating keywords.

Revisit and Refresh Existing Content

Some of your older posts could become high-performing search assets with a few tweaks. Update captions, tags, or alt text to bring them in line with your current strategy.

Audit What’s Public

Remember, this is now content on the open web. Make sure it reflects your brand accurately and reinforces your positioning.

While these are smart adjustments, the real value comes from integrating Instagram into your broader SEO and content strategy. It’s not about fixing individual posts, it’s about making sure every channel works toward the same goals.

If you’re not sure where to start or want to ensure your efforts are strategic, not just tactical, we can help.

Rethink How Instagram Fits Into Your Digital Strategy

With this update, Instagram becomes a true player in the search ecosystem.

Social media and SEO are no longer separate strategies. Instagram should now be viewed as a direct contributor to your business’s search visibility, and integrated into your broader marketing and content planning.

Reporting also needs to evolve. Social posts should now be tracked not just by likes or views, but by how they perform in search rankings and how they drive users to your website or offers.

If you’re running campaigns, this opens new opportunities:

• Use search-friendly Instagram content to support campaign landing pages
  
• Boost organic posts that are already ranking well
  
• Create Reels or carousel posts based on common keyword themes
  

Arcadian Digital helps businesses connect these dots, so your marketing performs as one connected system, not disconnected parts.

Partner With Experts Who Help You Stay Ahead

This change represents a rare opportunity: free, organic visibility for your business on the world’s biggest search engines.

But to make the most of it, you need a clear plan. That’s where we come in.

We’re not just here to react to changes; we anticipate them. We help business owners like you proactively adjust your digital strategy, optimise your content, and gain a competitive edge.

Whether you need an Instagram audit, updated SEO strategy, or support integrating search and social, our team is ready to help.

Get in touch with Arcadian Digital to take advantage of this new opportunity. Let’s make your Instagram content work harder, on and off the app.