In July 2025, Instagram quietly rolled out a feature that could shift the way brands think about content visibility — and if you haven’t paid attention to it yet, now is the time. The update allows professional Instagram accounts to opt in for Google indexing, making their Reels, carousels, videos, and even profile pages discoverable outside the app.

Yes, your social content can now appear on Google Search — and that’s a game-changer.

Let’s break down what this means, how it works, and what your brand can do to turn this update into a powerful growth opportunity.

What Exactly Is Instagram’s Google Indexing Feature?

Until now, Instagram was largely a closed ecosystem. You posted content, it got engagement through hashtags, in-app search, or followers’ feeds — and that was that.

But as of 10 July 2025, professional accounts can allow their public Instagram content to be crawled and indexed by Google. This means your content — such as a product tutorial Reel or a carousel sharing tips — can now be served in Google results when someone searches for related topics.

Let’s say a user searches for a certain keyword — and your Instagram carousel shows up on the first page when optimised correctly for SEO. You’ve just earned organic traffic without needing a blog or running paid ads.

Why This Matters: Search Meets Storytelling

1. More Visibility, No Extra Spend

This is free, organic exposure beyond the Instagram app. Every post you’ve created with value and intention now has the potential to reach a broader audience via Google — especially those who may not even be on Instagram.

2. A Social SEO Opportunity

For years, brands focused on search engine optimisation (SEO) through websites and blogs. Now, Instagram becomes part of your search strategy. If your captions, alt text, and content structure align with common search queries, your posts can rank just like webpages do.

3. Stronger Content ROI

If you’re already investing time and resources into content creation, why limit its reach? Indexed posts keep working long after you hit publish, attracting new viewers — and potential customers — for weeks or even months.

How to Optimise Your Instagram Posts for Google Search

Getting indexed is one thing. Being found is another. Here are a few practical steps to help your posts stand out in search results:

1. Write Clear, Keyword-Friendly Captions

Treat your caption like a mini-article. Use natural keywords that people actually search for — such as “how to style linen trousers” or “home workout for beginners”. Avoid jargon; write like you’re answering a question.

2. Use Descriptive Alt Text

Instagram allows you to add custom alt text for images. This helps Google understand what your visual is about. Describe the image accurately, and include a relevant keyword if it makes sense.

3. Optimise Your Profile

Your Instagram bio is also indexed. Make sure it clearly states what you do, includes a relevant category or industry term, and links to your website or landing page.

4. Use Hashtags Strategically (But Don’t Overdo It)

Hashtags are still helpful for in-app discovery, but they may also influence how your content is categorised externally. Stick to 5–10 well-targeted hashtags that align with the topic.

How to Use This Update to Your Advantage

Think of Google indexing as giving your Instagram posts a second life — one that extends far beyond likes and comments. To make it work for your brand, consider:

And remember, while video content is king, carousels and single images can still rank — especially when supported with strong captions.

Who Benefits Most from This Update?

This feature is especially useful for:

If you’re creating high-value content on Instagram, this is your chance to extend its reach without needing a new platform or strategy.

Instagram Is No Longer Just Social

This update reflects a wider shift: social platforms are becoming search platforms. Consumers are no longer relying on just Google — they’re discovering brands through TikTok, YouTube, and yes, now Instagram via Google.

If your brand wants to stay visible, it’s time to think beyond the feed. Treat each Instagram post as a searchable, evergreen asset — and start building your social SEO presence today.

Need Help Making the Most of Instagram’s Google Indexing?

At Digital 38, we help brands turn everyday content into long-term growth engines. From writing SEO-friendly captions to planning content that ranks and converts, we’re here to guide you through every step. Reach out for a personalised content strategy for your social media today.