Instagram getting indexed

Another step in the Metaverse is here – Instagram comes to Search. With public posts eligible for indexing across the web, now is the time to make sure your content hits the mark before you fall behind.

 

Instagram’s Latest Update

As of the 10^th July 2025, public posts, reels, and carousels from business and professional accounts will become eligible for indexing in Google Search.

While Instagram posts began being indexed for rollout testing in 2020 around the world – July 2025 marks when this will become the default standard for all Instagram business accounts.

Business accounts of any size will be eligible, so long as they have been set up as a professional account.

 

What this means for you 

Instagram coming to search opens a new window of opportunity for businesses.

For those who did not have the initial capital to invest in a website, they can now be displayed to the 8.5 billion Google searches a day, simply via Instagram content.

For those that do have a website, but maybe are lacking time & resources to consistently publish new content, Instagram posts may now be a way to do that.

For those that have a website that they are consistently pushing new content out on, this new update works in cohesion as an advanced, multi-channel SEO strategy to get your brand name seen across the web, and ultimately convert more users and searchers towards your goal.

It is important to remember, however, that this will not bring traffic to your website, but instead to your Instagram page. It will transform the user journey on Google – and may even impact CTR for some of your high-volume queries if your Instagram posts end up ranking there instead. As long as your website is linked and you have a strong call-to-action in your bio though, you won’t have a problem directing users back there.

 

How to prepare 

While information at this time (pre-launch) is limited, here is what we do know…

1. Your profile must be set up as a business account.
2. Instagram handles/usernames that don't match your brand name or domain can create confusion for search engines, potentially preventing your Instagram posts from appearing in branded search results.
3. Posts that are set to ‘public’ and went live after January 1^st 2020 will be eligible for indexing.
4. Long-tail keywords should be used in your captions.
5. Alt-text on Instagram imagery may help it to display in ‘Google images’, ‘Bing images’ etc.
6. Your posts should answer the same common queries and questions that you see on search – dive into Google Search Console for a closer look to inform your content strategy moving forward.

 

Things to avoid in your strategy 

1. Low quality imagery – if you wouldn’t post it on your website, it shouldn’t be on your Instagram.
2. Differing tone of voice – the way you communicate should be consistent across all channels.

 

Get your Instagram ready for search 

If you are ready to push more purpose into your social media strategy and get it ready to appear in search, get in touch with our team today.

Our social media and SEO experts will work together to create an engaging feed, optimised for search and ready to convert users across multiple platforms.

Enquire today!