Until now, your Instagram content lived inside the app. If someone wasn’t following you, they probably weren’t seeing your posts.

That’s just changed.

As of July 2025, Google can now index and display Instagram posts. Reels, carousels, captions, even your business profile, in its search results. That means your content can now be discovered by people searching on Google, even if they’ve never used Instagram.

For business owners and entrepreneurs, this update opens up a new layer of visibility. And it requires a shift in how you think about your content strategy.

Why Should Business Owners Care?

If you use Instagram to showcase your products, share behind-the-scenes content, build your brand, or communicate with customers, this change matters.

Now your posts can:

• Appear in Google when people search for topics or products you talk about
• Drive traffic to your content without paid ads
• Help potential customers find you earlier in their buying journey

It’s free visibility. But only if your content is ready for it.

What Kind of Instagram Content Shows Up?

Only certain accounts and content are eligible. Here’s what applies:

• Your account must be public and set as a professional account (business or creator)
• You must be over 18
• Posts from January 2020 onwards are now eligible for indexing

No need to manually submit anything. Google is crawling and indexing automatically, unless you opt out.

How to Optimise Your Instagram for Google Search

You don’t need to become an SEO expert. But a few smart tweaks can make your content easier for Google to find and rank.

1. Write Clear, Keyword-Friendly Captions

Think of your caption as a mini blog post. Include relevant phrases people might search, like:

• “Interior designer in Manchester”
• “Plant-based protein recipes”
• “Personal trainer tips for beginners”

Make it natural, not spammy. Just write like you’re being helpful.

2. Use Alt Text and Hashtags That Reflect the Topic

Alt text helps with image search, and hashtags add context. Use both intentionally.

3. Optimise Your Profile Bio

Google can index your profile page, so make sure it’s clear, keyword-rich, and aligned with what you offer.

4. Make Your Visuals Count

Posts with strong imagery (not stock graphics) tend to perform better in Google’s image results. Keep them relevant and consistent.

Not Just for Creators — This Benefits Local and B2B Too

Even if you don’t sell on Instagram, being found through search adds another route for people to discover your business.

Examples:

• A local coffee shop’s Reel showing latte art could appear in “best cafes in Leeds” searches
• A business coach’s carousel on leadership tips might show up when someone Googles “how to build a better team”
• A skincare brand’s ingredient breakdown could feature in “niacinamide serum reviews”

This gives smaller businesses a way to compete with bigger ones, without spending on ads.

One Platform, Two Discoveries

Instagram is still great for engagement. But now it’s also a channel for search discovery.

If you’re already investing time into posting content, it makes sense to ensure that content can work harder, and live longer, by being visible in Google results too.

Same effort. More reach. Better ROI.