In July 2025, Instagram made one of its most significant changes yet, and it’s all about search engine visibility.

For the first time, public posts from business and creator accounts are now eligible to be indexed by search engines like Google. Your reels, carousels and posts can now be found through search engines, giving your content a chance to reach people beyond Instagram. That said, it only works for public business or creator accounts; things like Stories, Highlights and private profiles aren’t included.

Why Instagram Content Now Matters for SEO

Before this update, Instagram content had a short shelf life. A post might be relevant for a day or two, then disappear from feeds and Explore pages. Now, with search engine indexing, your content has evergreen potential.

This means:

  • Greater visibility: You’re no longer limited to Instagram’s internal discovery tools. People searching on Google can now find your content.
  • Longer content lifespan: A high-quality post can keep bringing in traffic for months.
  • More traffic sources: You can attract users who aren’t on Instagram but are searching for content related to your niche.

You’re no longer limited to Instagram’s internal algorithms or the hope of landing on Explore. Now, your content can reach people actively searching on Google, Bing or other search engines, even if they don’t follow you or use Instagram regularly.

Imagine someone searching for “modern ergonomic chairs for remote workers” and your Instagram post shows up in Google Images or video results. That’s brand discovery through SEO, not social scrolling.

Who Gains the Most from Instagram’s 2025 SEO Update?

This update is particularly useful for:

  • Small businesses: Want to boost product visibility without relying on paid ads? This helps.
  • Content creators: Your most helpful, evergreen posts now have extended life outside the app.
  • Brands: Better control over how your content appears in search results.

If you’re using Instagram to build a brand or business, this SEO boost could be a game-changer.

Social Content Now Supports Search

What you post on Instagram can now influence how your brand shows up on Google. This means your Instagram feed isn’t just for engagement anymore; it’s an active contributor to your search engine visibility. The keywords in your captions, the topics you cover and even how you present your visuals can help your business appear in relevant search results.

Aligning your Instagram with your website, blog, YouTube and LinkedIn helps create consistent messaging. This builds trust and gives both search engines and your audience a more unified brand experience.

What Businesses Should Do Next

If you’re still treating social media as separate from your SEO strategy, now’s the time to rethink.

Here’s what a multi-channel approach might look like:

  • Create content once, then optimise and distribute it across social, your blog and your email marketing strategy.
  • Align Instagram captions and visuals with your website’s tone and keywords.
  • Use Instagram as a gateway to drive traffic to SEO-optimised landing pages.
  • Ensure your brand voice and core messaging stay consistent across all digital channels.

Instagram’s July 2025 SEO update opens a new door for visibility. Now, your content can go beyond the platform and reach users via search engines like Google.

To benefit, focus on writing thoughtful, keyword-rich captions, adding descriptive alt text and using relevant hashtags. Don’t forget to optimise your bio and organise your profile grid so your best content is front and centre.

We see this update as a powerful opportunity for creators, small businesses, and marketing teams alike to grow their audience organically, without the need for ad spend. If you are wondering how your business can benefit from this change, contact the team today.