If you run a business or create content, you know how tough it is to get noticed online. Your Instagram posts might get lots of likes, but do you know that people searching on Google never see them?
Here's the good news: Instagram has changed the game. Now, public posts from professional accounts can show up in Google search results. Your content can reach a much bigger crowd and stay visible for longer.
But how can your Instagram post work harder for your business?
Let's dive in and see how you can make the most of this update.
Key Takeaways
- Google now shows public Instagram posts from professional accounts (business/creator, public, 18+) in search results.
- Only posts from January 2020 onwards are included, and older ones are not.
- This can boost visibility, help you reach new audiences, and give your content a longer life outside the Instagram app.
- If you want to opt out, you can turn off indexing in your privacy settings, switch back to a personal account, or set your account to private.
- For SEO, use clear captions with keywords, pick 5–8 relevant hashtags, and always add alt text and geotag locations.
- Rename your photos and videos before uploading, and make sure your profile and bio use keywords that describe your brand or business.
- Instagram is making this change as more people, especially Gen Z, use social media to search for information instead of Google alone.
What's New?
Instagram has made a massive change. Starting July 10, 2025, Google and other search engines will now index all public posts from Instagram professional accounts, or those business and creator accounts with an account holder 18+ years old, which means if you search for something on Google or another search engine, you might see Instagram posts in the organic results.
In the past, Instagram usually asked search engines like Google and Microsoft Bing not to index the user content, like photos and videos. Most Instagram content just stayed inside the app. They have their own world of content.
But now, Instagram allows search engines to index photos and videos from public reels and posts that were uploaded or posted from January 1, 2020 onwards, but only from accounts that meet all the required criteria: public, professional, and age 18 or older.
If you haven't seen an Instagram post in Google search results, take one of our posts as an example. If you search for the query 'adonis media utm code' or look at the image below, you can see from the results that there is an Instagram post.
And if you also visit the Images section, you can see it as well, specifically the image of the post itself. Never mind the image quality in the preview because it's just a thumbnail.
When you click the link from the search results or 'Visit' at the preview from the Images section, it will redirect you to either the Instagram website or mobile app, showing our post about UTM codes.
Why They Made This Change
Instagram knows the way people search for information online is shifting, especially for Gen Z. Recent studies show that 46% of Gen Z now use social media platforms like Instagram as their main way to search. As of January 2025, Instagram ads reached 1.74 billion users, which is about 28.8% of all adults aged 18 and above worldwide.
Basically, Instagram wants more people to see someone's posts. It helps people find Instagram content even if they are not using the app. This is a big step for both Instagram and Google as it connects social media with search engines in a new way.
By letting Google index some public content, Instagram helps creators, brands, and businesses reach a bigger audience. People searching on Google can discover Instagram accounts and posts more easily. This can really lead to more followers and engagement for creators and brands.
Recently, Instagram also changed the traditional 1:1 square format (1080 x 1080 pixels) to a taller 3:4 grid preview (1015 x 1350 pixels) for profile layouts, since this update also aligns with current user behaviour.
Instagram also wants to compete with other platforms. TikTok and X (formerly Twitter) already have some of their content in Google search. By making this change, Instagram keeps up with what other social networks are doing.
Why It Matters for Businesses and Marketers
This major update by Instagram will obviously allow businesses and marketers to get seen by more people. If you want your brand to stand out online, this update is a real opportunity to make your Instagram content count far beyond the app itself.
Increased Visibility
As was mentioned, posts from public business and creator accounts can now appear directly in Google search results. Your content is not just for your followers anymore. Anyone searching on Google can find your posts, Reels, and even captions.
For businesses, this is a big step. Your brand can show up when people search for products, services, or topics you talk about, even if they have never used Instagram before or don't follow you.
Reach New Audiences Outside Instagram
Before this change, your Instagram content was mainly hidden from people who didn't use the app or didn't follow you. Now, your posts can reach a much bigger group. This can bring new visitors to your profile and help you grow your audience, even outside Instagram.
Your Instagram account will also work like a mini-website or even a landing page. It gives you another way to be seen without needing a full website. Your posts can show up next to blogs, news, and product pages on search results.
Longer Content Lifespan
Usually, an Instagram post gets most of its likes and comments in the first 24 to 48 hours. After that, it often gets buried and is hard to find again. With posts appearing on search results, your posts can stay visible for weeks or even months.
Good posts can keep bringing in new views and visitors long after you share them. If you share evergreen content on Instagram, this update will make the most out of it.
Which Accounts Are Affected and Exempt
Affected Accounts
Like what was mentioned, this update does not apply to everyone. Only certain accounts will have their posts appear in Google search results.
Here is who is affected:
- The account holder is over 18 years old.
- The account is set to public, so anyone can see the posts.
- The account is a professional account, such as a business or creator profile.
If your account matches all these points, your Instagram posts might start showing up on Google. You do not have to do anything to turn on this feature. You will be opted in by default.
Exempt Accounts
On the other hand, some accounts will not have their posts indexed by Google. Here is who is exempt:
- The account holder is under 18 years old.
- The account is private, so only approved followers can see the posts.
- The account is personal, not set as professional.
How to Opt Out of Indexing
That said, even though this update helps more people find content from marketers and brands like you online, you may not prefer your posts not to appear in Google search. Luckily, there's a way to turn it off in your privacy settings if you want.
First Option: Toggle Off Indexing
If you have a professional account, go to your profile and tap the three lines in the top right corner to open "Settings and activity".
If you are using the web version, tap the gear icon instead and click "Settings and privacy". Everything will be the same for both mobile and web after.
Scroll down and find "Who can see your content" and tap "Account privacy".
There, you will see "Allow public photos and videos to appear in search engine results" toggled on. The wording may be different in other countries. Just turn it off.
After doing so, your future posts will not show up on Google. Posts that were already indexed might take some time to disappear from search results.
Second Option: Switch to Personal Account
You can also switch your account back to personal. Personal accounts are not included in Google indexing.
To do so, go to your profile and tap the three lines in the top right corner or tap the gear icon instead and click "Settings and privacy" if using the web version.
Scroll down and find "For professionals" and tap "Business tools and controls".
Tap "Switch account type" and choose "Switch to personal account".
Instagram will ask if you are sure. Just tap "Switch to personal account" again to proceed.
You will go back to your personal account. You can still activate a professional account using the same steps, but instead of looking for "Business tools and controls" under "For professionals", it will show "Account type and tools".
Third Option: Set Account to Private
You may set your account to private. Your posts will not show up on Google or anywhere outside Instagram when your account is set to this option.
To do this, you need to do the second option, which is to switch your account back to personal, since business or creator accounts cannot be private.
Same thing. Go to your profile and tap the three lines in the top right corner, or tap the gear icon instead and click "Settings and privacy" if using the web version.
Scroll down and find "Who can see your content" and tap "Account privacy".
Tap the toggle next to "Private account" to turn it on.
Instagram may ask you to confirm. Just tap "Switch to private" to proceed. And that's it.
Instagram SEO: Game-Changing Tips
These tips will make your Instagram easier to find on both Instagram and Google. Use them to help more people see your posts, follow your account, and connect with your business.
1. Optimise Your Captions
Every search query has intent and keywords, and using the right words in your captions can help people find your posts. Think about what someone might type if they were searching for your photo or video. Use those words naturally in your caption.
If you're a business and want to be more technical, we can apply some basic on-page SEO techniques here, like you do on your website, but we're just going to do it all in the caption.
The first line of your caption can now serve as a headline or title, like a title tag or hero title of a blog post. Make sure it is clear, to the point, and has the right keywords.
If you look at the image above regarding our Instagram post showing on Google search results, you'll get what I mean. You can also look at the image below instead. The one in the red box is the title tag, while the one in the blue box is the meta description.
The follow-up lines or sentences on your caption can also be seen as a meta description, so still use keywords there strategically. And don't keyword-stuff.
If you compare the image above and below, you'll notice that Google used the caption's first line as the title tag, highlighted in the red box, along with the "B2B Growth Agency Brisbane" from our profile.
The meta description of our post came from the remaining sentences or lines from the caption, which is in the blue box. It will depend on the keyword of the user or searcher.
2. Pick the Right Hashtags
Hashtags are like labels for your posts. They help Instagram and Google know what your content is about. Use a mix of popular, niche, and branded hashtags.
For example, if you post about vegan recipes, you might use #veganrecipes and your own brand hashtag.
What's good on Instagram is that before you post, you can search for relevant hashtags for your post and see what is trending. Just type '#' and start typing anything. You will see trending hashtags and the number of posts it has.
But always remember: don't use too many hashtags. Around 5 to 8 is a good number based on our experience. Just make sure your hashtags match your post and are not just random.
3. Use Alt Texts and Closed Captions
Alt text is a short sentence that describes your photo. It helps people who can't see the image, and also helps search engines understand your content.
It doesn't have to be complicated, but just write clear, simple descriptions. For example, use 'a plant in a brown pot placed on a round brown table' instead of 'a plant' only. Add keywords if they fit, but keep it natural.
For videos, use closed captions so everyone can follow along, even with the sound off. Instagram might provide closed captions on your video, but you can add them to your video through self-editing, so you know it will show the right words as you speak.
To add either of these, find and tap "More options" before you post or share the content.
To add alt text, navigate to "Accessibility and translation" and tap "Write Alt Text". Just describe the image you will post as if you were the one who wouldn't see the picture.
To add closed captions, navigate to "Accessibility and translation," then toggle on "Enable closed captions" and "Translate closed captions."
4. Add Location
Adding a location to your post helps people find you, especially if they're searching for places near them. It is also considered geotagging. When you do this, you tell people and search engines where your photo or video was taken. This small step can make a big difference in your reach.
For example, if you tag your post at 'London Bridge', anyone searching for that spot can find your photo. This is great for local businesses, events, or anyone wanting to reach people nearby.
To do this, tap 'Add Location' when you post, and choose the right spot. If your business has a physical shop, always tag it. This may make your posts show up in local searches and can bring more people to your page or shop.
5. Rename Videos and Photos Before Uploading
Before you upload a photo or video, give it a name that matches what's in it. This also helps search engines understand your content better. Let's still apply this tip, just as we do with blog images. It might do a little trick in the future, although Instagram changes the file name to its own system.
For example, use 'what-is-utm-code.jpg' instead of 'IMG_20250715_195123.jpg'. Keep names short, use hyphens between words, and don't stuff in too many keywords. Just describe what's in the image.
6. Profile and Bio Optimisation
Your profile and bio are the first things people see. This is the last tip since Instagram accounts have already been seen on Google search results for years, but let's still consider this.
Use keywords that describe who you are and what you do. For example, if you're a fitness coach in Australia, include 'Fitness Coach Australia' in your bio. Briefly include what you do or what you share on your account as well. And if you are a business, you may consider adding your addresses or locations.
Always add a clear profile photo, a link to your website, and a call-to-action like 'Book your free session'.
Further Learning
Looking to learn more? I've collected some fantastic resources that go hand-in-hand with this topic if you want to dive deeper.
- help.instagram.com — Why search engines might index public Instagram photos and videos
- help.instagram.com — Differences between public and private accounts on Instagram
- help.instagram.com — About professional accounts on Instagram
- support.google.com — Remove an image from Google
- youtube.com — Grow with Alex Channel Video: "Instagram Just Changed Forever (NEW Algorithm Update 2025)"
Expanding Your Reach Beyond Instagram
Instagram's update means your posts can now reach far more people, not just your followers. By making your content easy to find on Google, you give your business or brand a better chance to grow. This change is a big step for anyone wanting to get noticed online.
Don't forget our Instagram SEO tips and always keep your Instagram posts clear and helpful. These small steps can always make a big difference in how many people see and engage with your content.
Want to get the most out of Instagram and Google search? Don't hesitate to book a free consultation with our team. We'll help you set up your account, improve your Instagram marketing, and answer any questions you have about digital marketing.
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