In a move that significantly impacts digital visibility, Google is now indexing Instagram content from public Business and Creator accounts. Reels, images, carousels, videos, captions, and hashtags can now appear in Google search results, expanding discoverability far beyond the Instagram app.
Meta confirmed the change in June 2025, with indexing officially rolling out on 10 July 2025. The change applies retroactively to content published as far back as January 2020. For any brand or creator using Instagram, this is a major shift in how that content can be strategically planned to be found, engaged with and repurposed.
Google will now surface the following content from eligible Instagram accounts in search:
Notably, this does not include:
If you want to opt out of indexing, Instagram offers a toggle in Settings under Privacy > Search Engine Indexing. But for most business accounts, this is switched on by default.
This isn’t a random change. It’s the result of an ongoing partnership between Google and Meta to improve access to public content. Google wants richer, more timely search results. Meta wants broader exposure for its content and creators. The motivations are aligned.
Importantly, this change reflects a broader transformation in users' behaviour and the evolution of digital ecosystems.
Today, people use social platforms like search engines, and search engines like social platforms. With this update, if a user includes “Instagram” in their search, for example:
…then eligible Instagram posts meeting indexing criteria will appear in the results.
Google is adapting to how users want to discover content by indexing material previously trapped inside apps. For brands, this means social proof, audience engagement, and brand presence on Instagram now contribute directly to your web visibility.
In short, the distinction between social content and web content is disappearing. Marketers need to start thinking about total discoverability across platforms, formats, and timeframes.
Whether you're working in B2C, B2B or somewhere in between, this change affects how your brand shows up when people search.
Your Instagram content, even posts from three years ago, can now appear in both branded and non-branded search results. This includes queries like:
This increases surface area for discovery, especially if your website is less content-rich or you haven’t invested heavily in blog SEO. For smaller or mid-sized brands, indexed Instagram posts may now represent key entry points into your brand universe.
Instagram captions used to be about social engagement, clarity, tone, hashtags, maybe a CTA. Now, they also influence search visibility.
What this means in practice:
For example:
Bad: "Throwback to our shoot last week!"
Better: "A behind-the-scenes look at our commercial photo shoot for the new SolarFlex 800 roof panels, captured on location in Leeds."
The second caption gives Google context: what the product is, where it’s located, and what kind of content it is. It’s also more helpful for the reader.
If you're in B2B, consider including service types, client industries or outcomes in your captions. For B2C, include product names, colourways, seasons or locations.
Many marketers treat Instagram like a moment-driven channel. Content is posted, it performs or it doesn’t, then it fades into the archive. That model no longer fits.
With indexing, your Instagram content gains long-term value, similar to a blog or landing page. High-performing or evergreen content, such as product demos, client testimonials, and case study highlights, can now resurface months or even years after posting.
This creates new reasons to:
It’s also a chance to align your content cadence with your SEO priorities, by reinforcing key themes, queries and customer problems in your Instagram presence.
You don’t need to overhaul your Instagram strategy overnight. But you should take a few strategic steps to align your content with this new opportunity.
Treat captions like microblog content:
Avoid generic phrases like “Friday vibes” or “Team love”, they add nothing for either the algorithm or the reader.
Instagram lets you add custom alt text to images and videos. This boosts accessibility and gives Google extra context for indexing.
Best practice:
To add alt text, go to Advanced Settings when uploading a post, then tap Write Alt Text.
Because posts dating back to 2020 are now indexable, revisit your older content:
This update doesn’t mean your Instagram posts will leap to the top of Google overnight. It won’t replace a strong SEO foundation. And it won’t turn weak social content into a traffic engine.
But it does mean that your Instagram feed now contributes to your brand’s digital footprint in a meaningful, trackable way.
If you’re already producing quality content, this is a tailwind. If your Instagram feels like a placeholder, it’s time to rethink how that content serves your wider goals.
We offer brands forward-thinking social organic content built for Google visibility. Our organic social content is infused with SEO keywords, and we treat that content with the same strategic rigor as a traditional SEO plan, including commercial keyword planning by product, brand, and search volume, with an emphasis on clarity and categorisation. All while maintaining a tone that’s natural, engaging, and platform-native.
This change validates what we at Fingo already prioritise:
But it also exposes the disconnect that still exists in many brands' marketing strategies. SEO, social, and paid efforts operate in silos, with different goals, KPIs and creative direction.
At Fingo, we help ambitious brands connect those dots.
We don’t just run campaigns, we build integrated strategies that combine search performance, content clarity and platform-native creativity. Whether we’re auditing your SEO structure, refining your Instagram presence, or scaling paid campaigns, our focus is on outcomes: reach, relevance, and results.
What we offer includes:
This update from Google and Meta doesn't replace what you've been doing; it enhances the visibility of what's already working and makes the gaps more visible where things aren't.
We help brands translate technical changes into tangible advantage. From content audits and campaign strategy to integrated performance delivery, we make your digital presence more connected, visible, and valuable.
Want your social content to support your search strategy, not sit outside it?
Get in touch to see how we can help you unify your SEO, social and performance efforts and turn platform updates into a competitive advantage.