Instagram’s latest update could completely change how your business shows up on Google.
For the first time, individual posts and reels from public business and creator accounts are being indexed by Google, meaning your Instagram content can now appear in search results alongside traditional websites. This marks a major shift in how social media and SEO work together, and it’s something every marketer needs to pay attention to.
July 2025 Instagram Update Explained
As of 10th July 2025, individual Instagram posts from public business and creator accounts can now appear in Google search results. This goes beyond your profile showing up; it means that actual posts, reels, and carousels can now be found when someone searches on Google. This applies retroactively to content published as far back as January 2020.
That means a reel you shared last month, a product showcase carousel, or even a casual caption could now appear on the first page of Google, right alongside traditional websites. If someone searches for recipe ideas or business tips, your Instagram post (not just your profile) might be what they see.
This is a big change. Social media content and SEO are no longer separate – they now work together. If your Instagram account is public and set up as a business or creator profile, your content is now part of your brand’s search visibility.
For example, if someone searches “coffee shop in Guildford” on Google, Guildford-based coffee shops’ content might appear, even ranking above websites for coffee shop businesses in the local area.
Why This Change Matters
Instagram Is Now Part of Your Search Presence
Google can now display public Instagram content—such as photos, videos and reels—in its search results. Posts going as far back as January 2020 are eligible to appear in both branded and non-branded queries. These could include:
- Searches for your company name
- Campaign hashtags
- Product or service categories
- Events, webinars or brand partnerships
- Discovery-based queries like “best estate agents in York Instagram”
For many smaller or mid-sized businesses, Instagram posts may now serve as key entry points into your brand ecosystem, particularly if your website lacks extensive content or hasn’t been fully optimised for SEO. Put simply, your Instagram feed is now a searchable, indexable extension of your digital presence.
Captions Now Influence Search Rankings
Previously, Instagram captions were focused on engagement—used for tone of voice, hashtags, call-to-actions, and social storytelling. Now, they serve a dual purpose: they are a ranking signal for Google.
Google crawls and evaluates caption content as part of how it decides which Instagram posts to show in relevant search results. This means:
- Keyword usage matters (when applied naturally)
- Descriptive, structured writing is rewarded
- Clear context improves visibility
If you’re in B2B, consider including your service types, the industries you serve, or outcomes delivered. For B2C brands, mention product names, colourways, seasonal relevance or store locations.
Instagram Posts Now Have Evergreen Potential
Traditionally, Instagram content has been treated as short-lived. Once a post faded from followers’ feeds, its usefulness ended. With Google indexing, that model no longer applies.
Older Instagram posts can now reappear in Google search results. That means high-quality, evergreen content, such as tutorials, case studies, product launches, or testimonials, can continue to generate interest well after the original posting date.
This makes it worthwhile to:
- Audit your previous Instagram content for quality and relevance
- Revisit high-performing posts and update the captions
- Reshare older posts with updated context
- Rebalance your content strategy towards more permanent feed posts rather than time-limited Stories
Your Instagram content now has long-term search value, much like a blog or landing page.
Four Practical Steps to Take Now
You don’t need to completely overhaul your Instagram strategy, but taking a few key actions can help you make the most of this shift.
1. Review Your Instagram Account Settings
Ensure your account is eligible for indexing by checking the following:
- You are using a Business or Creator profile
- Your profile is public
- The “Search Engine Indexing” setting is turned on (found under Privacy settings)
These are essential steps to ensure your content is visible to search engines like Google.
2. Improve Caption Quality and Relevance
Think of captions as microblog content. Instead of vague or decorative language, aim for:
- Clarity and specificity
- Natural use of relevant keywords
- Context about who, what, where and why
- Product or service names, business areas, locations or customer challenges
3. Use Alt Text Effectively
Instagram allows you to add custom alt text to each image or video. This enhances accessibility and gives Google more information to work with.
Best practices include:
- Describing the main subject of the image (e.g. “Electrician fitting solar panel to terraced house in Birmingham”)
- Using natural, human-readable language
- Avoiding keyword stuffing
- To add alt text: when uploading a post, go to Advanced Settings, then Write Alt Text.
4. Audit and Reuse High-Performing Older Posts
Since Google can index posts from January 2020 onwards, your Instagram archive is now a valuable SEO asset.
- Review older posts with strong engagement (e.g. saves, comments or shares)
- Refresh captions to reflect current keywords and context
- Reshare older content that is still relevant to your audience
This helps extend the lifespan of valuable content and supports your wider digital strategy.
Social SEO is no longer optional!
Your social media presence is now directly linked to your search visibility. Businesses that ignore this shift risk falling behind in both discoverability and engagement.
At topclick, our expert social media marketing team understands how to align your content with search intent, maximising reach, relevance and long-term impact across all major platforms. Whether you’re aiming to boost visibility, drive qualified traffic or improve brand authority, we can help you grow steadily and strategically.
Get in touch with us today to learn how we can transform your social media into a powerful SEO asset.