The digital marketing world just changed forever. As of 10 July 2025, Instagram content is now fully indexed by Google – meaning your Instagram posts can appear directly in Google search results.
At Sonar Group, we've been tracking this game-changing update and what it means for brands. This isn't just another platform tweak – it's a fundamental shift that's creating massive new opportunities for savvy marketers.
What This Means
Google now indexes Instagram content from public business and creator accounts. When someone searches on Google, they might see your Instagram posts, Reels, and carousels directly in the results – without ever opening the Instagram app.
The scope is huge: Google can now index photos, captions, Reels, and videos shared after 1 January 2020. That’s five years of content suddenly becoming searchable on the world’s largest search engine.
Why This Changes Everything
Your Content Now Works Double Time
Previously, Instagram content lived in a walled garden. Now, that same content can reach millions of users who’ve never visited your Instagram profile. That means your posts need to engage followers and support search visibility.
Visual Content Becomes SEO Gold
Google’s AI can now extract text from images, detect logos, understand context, and interpret subject matter. What your Instagram content looks like, and what it communicates now matters for search rankings.
Local SEO Gets Supercharged
If you're tagging locations, your posts might show up when someone nearby searches for services or venues like yours. For bricks-and-mortar brands, that’s a huge win.
DX Growth Accelerator
Digital Channel Audit
Unlock your full commercial potential! The Digital Experience (DX) Growth Accelerator audits key digital marketing channels to uncover revenue and delivers actionable roadmap to achieve success and ROI.
How to Optimise Your Instagram into a High-Performing Search Channel?
To get the most from this update, your content and account setup need to support SEO, without losing social impact. Here’s how to stay ahead:
1. Use the right account type
Make sure your profile is a public business or creator account. Enable Search Engine Indexing in your settings to allow Google to index your posts.
2. Optimise your bio
Think of it like a search snippet: include your location, keywords, and what your brand does. It should help both people and search engines understand who you are.
3. Write captions that rank
Use keywords your audience might search for, especially within the first 125 characters. Treat captions like a mini blog post, they should serve both engagement and discoverability.
4. Choose smarter hashtags
Use fewer, more specific hashtags (~5). Avoid broad or generic terms. You’re now tagging for indexing, not just reach.
5. Tag your location
For local businesses, location tagging is key. It helps surface your content in local search results and supports geo-targeted visibility.
6. Create evergreen content
Create posts with long-term value – like how-tos, tips, FAQs or product features. These stay relevant (and searchable) long after they're posted.
7. Track results properly
Use UTM links in your bio or story links so you can see how much search traffic your Instagram is driving. Otherwise, it may show up in analytics as “Direct” or “Referral”.
8. Review older posts
Now that older content can surface on Google, make sure it aligns with your current brand and messaging. Remove or update anything that feels off-brand or outdated.
9. Monitor your presence
Search your own brand name regularly to see what’s showing up especially regarding your Instagram account. It’s a good way to spot opportunities or gaps in what Google is indexing.
The Future is Social-Search Integration
With platforms like Meta’s Threads likely next in line for indexing, search and social are converging faster than ever. Instagram is no longer just for engagement – it’s a fully-fledged part of your discoverability strategy.
The brands who get ahead now will be the ones treating every post as a dual-purpose asset: built for people and optimised for search.
At Sonar Group, we help brands evolve with the digital landscape. If you're ready to turn your Instagram presence into a discoverability engine, let’s build a strategy that keeps you ahead of the curve.
