Instagram is becoming part of the search landscape.
Google has started indexing public content, including photos, videos, reels and carousels, from business and creator accounts, making it easier for people to find your posts through search – not just social.
It’s a major step towards making social content more searchable. And it opens up new opportunities for brands to drive traffic, boost discoverability and reach new audiences through organic search.
What’s changed
- Only public content from business and creator accounts is eligible
- Indexing applies to content published since January 1, 2020
- Users under 18, private profiles and personal accounts are not affected
- You can opt out in your account settings under Privacy
Why it matters for businesses
For years, Instagram content has lived largely inside the app. But this update changes that. It gives your Instagram posts a second life beyond the feed – and brings them into the wider search ecosystem.
Here’s why it matters:
- More reach – your content is now discoverable by people who don’t follow you or use Instagram
- Longer shelf life – posts won’t just disappear down the timeline, they can rank in search results for months
- New SEO opportunities – each post becomes a potential asset that can drive traffic and visibility
How to make your Instagram posts search-friendly
To take advantage of this update, you don’t need to change your content strategy completely, but you do need to be more intentional about how your posts are written, tagged and structured. Here are some quick wins:
Captions: Use relevant keywords near the top – these act like a page title
Alt text: Add descriptive, keyword-rich image descriptions for both SEO and access
Hashtags: Think of them as secondary keywords – include niche and localised ones
Bio: Include your location, services and target market – it’s now indexable
Location tags: Always geo-tag your content if local visibility matters to your business
Pinned content: Optimise pinned posts and story highlights – they now act like landing pages
A few more things to keep in mind
While this is good news for discoverability, it does come with some considerations:
- Off-brand content can surface – so casual or throwaway posts might show up in search
- Indexing isn’t instant – there may be a delay before posts appear in Google
- You can still opt out – if you don’t want posts indexed, there’s a toggle in your settings
Tracking your Instagram performance in search
There’s no native reporting (yet) to show which Instagram posts are ranking, but there are a few ways to get visibility:
- Manually Google your brand name and key topics
- Use SERP tracking tools that pick up Instagram URLs
- Monitor impressions and clicks from Instagram in Google Search Console under 'External sources'
What types of Instagram content are likely to rank?
While all public content from professional accounts is technically eligible for indexing, not all posts are created equal when it comes to visibility.
Certain formats and styles are more likely to surface in search results.
Posts with clear relevance to a topic, such as how-to carousels, educational reels, and keyword-driven captions, are more likely to match user intent.
Visuals that are supported by strong alt text and location tags may also have an edge, especially for local searches.
Consistency matters too. Google favours accounts that post regularly and demonstrate authority in a particular area.
So brands that focus their content around a theme, like product education, service tips or location-specific updates, could see better performance in search.
What this means for content planning and strategy
This update adds a new layer of value to your social content, and it may influence how you approach planning and publishing on Instagram.
It’s now worth thinking about Instagram content as part of your wider search strategy. That means choosing post topics that align with what your audience is searching for, and paying closer attention to on-post optimisation. It also opens up opportunities to repurpose existing website content for Instagram, creating a more joined-up experience across platforms.
Ultimately, this could make Instagram a more strategic channel, not just for brand awareness and engagement, but for driving qualified organic traffic over the long term.
The bigger picture
This is more than just another technical update, it’s a shift in how people find content.
By making Instagram searchable, Google is blurring the lines between social media and the open web.
That means your Instagram content is no longer just for your followers; it should now be part of your discoverability strategy.
If you need help making sense of what this means for your business, or want expert support across SEO and social marketing, get in touch.
Ascensor help ambitious brands turn visibility into growth – wherever that visibility comes from.
Let’s make your content work harder. Talk to us today.
