Instagram recently announced a big change coming to the platform, and it’s going to impact how your content is viewed and found online.
Starting from 10 July 2025, public posts from business accounts on Instagram will start appearing in Google search results (SERPs). Instagram quietly updated users with an in-app message which said that ‘search engines will automatically be allowed to share all photos and videos on results pages’. Users were then given the option to allow the update or not.
So, what does this latest social update mean for your business and how your audience interacts with you? In this blog we’ll get into the details of this Instagram update and look at how it will impact your business’s online activity.
What’s changing with Instagram content?
Instagram’s update enables public content from Business and Creator accounts to be indexed by Google. That means Instagram posts, Stories (if saved as highlights), Reels and carousels can appear in Google’s search engine results pages alongside blogs, YouTube videos and traditional web pages.
This new update applies only to accounts that meet a certain criteria:
- The account holder is currently over the age of 18
- The account is public
- The account is a professional business account
Can you opt out of the new Instagram update?
For those of you who have seen this update and panicked, don’t worry. There’s a simple way to opt out if you want to.
In your Instagram account privacy settings you’ll find a toggle that says ‘Allow public photos and videos to appear in search engine results’. Simply click the button and you’re good to go. But before you make this decision, it’s worth knowing the benefits this update can have for your business.
What the update means for your marketing strategy
For businesses, creators and marketers, this update means one thing: new visibility, new traffic and new rules. Though it may be daunting to rethink your social strategy, there are a number of benefits that come with it.
New traffic sources
Instagram content has long been siloed within the app. But with this update, posts can surface during Google searches for related keywords (for example, “email marketing tips”, “small business branding”, or “best digital agencies in Nottingham”).
This whole new stream of organic traffic is ideal for reaching a broader audience with relevant, exciting information on your business.
Content has a longer shelf-life
Typically, an Instagram post has its highest engagement in the first 24 hours of sharing. With this update, the shelf-life of your content increases. Once it’s been indexed by Google, a post you shared maybe three months ago could still be generating impressions and clicks for your business.
Social and search join forces
Until now, social content and SEO lived separate lives. With this update, Instagram posts can become an active part of your brand’s search footprint, reinforcing your content strategy across platforms.
What types of Instagram content will rank on Google?
We know from E-E-A-T that Google favours relevant, well-structured, trustworthy content. And it can be fairly straightforward to meet that same criteria through your Instagram content.
Here’s what’s likely to rank well:
- Educational reels or carousels
- How-to video clips
- Industry commentary
- Event coverage
- Behind-the-scenes business content
- Geo-targeted content
Instagram and AI Overviews
As well as covering traditional Search, this update is likely a move to help fuel AI Overviews and AI Mode. Your Instagram posts, Reels and carousels could be pulled into AI-generated answers when users search for topics related to your business.
Rather than just being listed as a link, your content might be quoted directly in AI summaries, especially if it clearly answers common questions. If your Instagram content is relevant, well-written and valuable, Google’s AI may use it to inform its answers.
To take advantage of this, businesses should start thinking about their Instagram posts more like micro-articles. Use clear, structured captions, relevant keywords, and strong visuals that help both humans and search engines quickly understand what your content is about. It’s SEO, but social. And it’s becoming essential.
How to get your Instagram content ready for Search
Businesses now need to optimise their content for SEO the same way you would on a blog article or YouTube video. By adopting small changes in the way you share social media content, you’re already a step ahead, ready for the update.
Here are some of the essentials:
Captions
Treat your social media captions like a mini blog. Make sure to use relevant keywords relating to the content you’re sharing and offer real value and insights. But remember, this is still content predominantly on a social platform, so keep the tone in line with how you’ve already been interacting with your followers.
Alt text
Perhaps one of the areas businesses don’t think about as much is the alt text on posts. Alt text is a great tool not just for accessibility, but also for a signal to Google about what’s in the image or video.
Profile information
Your Instagram bio is a bit like the meta data on your website. It tells your users and SERPs who you are and what you do, and it’s the first thing they’ll see when they visit your profile.
Key takeaways from the July Instagram update
More and more businesses are starting to see traditional organic traffic drop away. And after the introduction of AI Overviews in Search, it’s not too surprising that social platforms like Instagram are starting to follow suit.
To make the most of Instagram’s new visibility on Google, start by reviewing your account settings. Make sure you’re using a Professional (Business or Creator) account and the option to allow posts to appear in search engines is turned on. This setting is crucial for your content to be indexed and discoverable.
Review what you’re currently doing on Instagram. When you’re creating content, think about whether or not you want it to become a discoverable asset that provides value to your users, or whether it’s just a post for the sake of posting.
Look at your SEO strategy and the keywords you aim to appear for with your website. This can then fuel your new Instagram strategy, making everything you’re doing more streamlined and put together.
How QBD can help
If you’re serious about growing your business, you can’t afford to ignore social media. This update only reinforces that.
The joining of forces between search and social is only the beginning and more platforms may begin to follow this same path.
QBD can help you take advantage of this new trend. We’ll work with you to understand your business and your ambitions, before creating a bespoke social media solution that makes the right impact on the right platforms, to deliver the results you’re looking for.
We can also provide ongoing digital marketing consultancy and support to get your message heard and ensure your social channels are working as hard for you as they possibly can, in line with your other marketing activities.
Get in touch with us today to start your social media journey.
About the authors
Molly Sneath
Molly is our PPC & Digital Marketing Specialist.
As well as managing QBD’s marketing activities, she supports multiple clients and projects with her skills in SEO, social media management and Pay-per-click, specifically Google Ads. She also has strong copywriting skills and writes blogs for clients who have a monthly subscription with us.