Since July 10th, 2025, Instagram has started allowing Google (and other search engines) to index public content from professional Instagram accounts. That means if you run a business or creator profile that’s public – your posts, Reels, and carousel content can now appear in Google’s search results.
Until now, Instagram largely kept its content inside the app, with limited visibility in search engines. This change opens the door for Instagram content to work in a similar way to web pages—driving visitors from Google without them even opening Instagram.
Instagram Posts as “Mini Landing Pages”
A useful way to think about this is that each public Instagram post now acts like a mini landing page. Just like a page on your website, it can:
• Be found in Google searches.
• Appear for relevant keywords.
• Drive traffic and awareness over time.
Instead of disappearing after a few days in your followers’ feeds, a good post could now keep attracting visitors weeks or months later.
Why It Matters for Local Businesses
If you run a local business, this change means your social media activity can now directly support your search visibility. Someone looking for “best plumber in Newcastle” could find your Instagram post as well as your website.
For smaller businesses, this provides an extra opportunity to be discovered without having to invest in additional web pages or paid Facebook ads.
How to Optimise Instagram Content for Search
If you want your Instagram posts to work harder for your business in a Google search, here are some practical steps:
1. Use a public professional account
Only public business or creator accounts are eligible for indexing.
2. Write captions with keywords in mind
Treat the first line like a page headline, then expand with useful information in the body of the caption.
3. Add alt text to Instagram images
Look for this in the Advanced Settings section on an image post. This improves accessibility and gives search engines more context about your content.
4. Use relevant location tags
For local businesses, tagging your location (and even using local hashtags) helps your posts appear for location-based searches.
5. Post content that answers questions
Think “What would someone search Google for, before buying from me?” and create posts around those topics – for example, “How to choose the right flooring for a small living room” or “What to look for in a family-friendly gym in Gateshead.”
The Takeaway
Instagram is no longer just a social platform – it’s another way to publish content that can be found in search. Even though the rapid rise of AI Marketing is impacting search, Google still dominates. By treating posts like mini landing pages, you can make your social media activity work twice as hard: engaging your audience inside Instagram while also reaching new people through Google and other search platforms.