Instagram content indexing by Google has changed how businesses reach people online. As of July 2025, Google began displaying public Instagram videos and Reels in its search results. As we’ve identified in our latest Instagram reel, it is an absolute game-changer for businesses with SEO, particularly local SEO.
Unlike traditional blog-based SEO, optimising Instagram content allows businesses to engage visually at a faster rate of creating content with a broader audience range. For local businesses, this could be a very quick win for organic visibility.
- SEMrush reports that videos appear in over 30% of Google search results, twice as often as in 2021.
- Small brands noticed a 35% increase in Story reach and Reels view rates as high as 20% or more.
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Key Takeaways
- Google indexes public Instagram content from professional accounts, making it searchable.
- Posts with well-structured captions, keywords, alt text, and hashtags perform better.
- Reels, carousels, and strong visuals drive more engagement and visibility.
- Consistent posting and location tags help improve local and general search rankings.
- Privacy settings allow businesses to control which posts are indexed.
Instagram Content Indexing by Google
Update Overview
As of 10 July 2025, Google began indexing content from professional Instagram accounts (business or creator) that are public and operated by users aged 18 and over. This includes:
- Posts with photos or videos
- Reels and short-form videos
- Carousels with multiple images or clips
- Public profile details
Previously, Instagram content wasn’t visible outside the app. Now, your content can appear in Google Images, video previews, and even featured snippets – especially mobile-first, high-engagement content.
Opting Out
Eligible accounts are automatically included, but you can opt out by:
- Switching to a private or personal profile
- Using the privacy toggle under account settings
Instagram as a Search Channel
Image Source: pexels
Instagram is no longer a just a social media platform, it’s now a discovery engine for users. With the right optimisation, your posts can compete against traditional web pages in search engines including Google and Bing.
For example, a Melbourne-based interior design studio sharing a carousel on modern living room ideas might now rank for design-related keywords, driving free traffic and qualified leads.
Benefits include:
- Greater visibility across search and discover surfaces
- Extended shelf life for high-performing content
- Lead generation through search-optimised Reels and carousels
- Local visibility using geo-tags and relevant local keywords
- Stronger brand presence increasing trust
Visual Content and Search
Instagram’s visual-first design gives brands a natural advantage, but only when content is high-quality, relevant, and engaging. Different formats offer distinct strengths for visibility and engagement.
| Content Type | Search Benefit | Best For |
|---|---|---|
| Single Image Post+ | Simple, clear messaging | Product highlights, branding |
| Carousel | Multiple images = more keyword context | Tutorials, tips, storytelling |
| Reel (Short Video) | High engagement, strong video visibility | Trends, behind-the-scenes |
| Story | Medium search value, good for engagement | Daily updates, promotions |
Well-designed visual content supports both search ranking and user engagement. It encourages longer viewing, increases trust, and drives action – whether that’s a click, follow, or purchase.
While Reels often perform best for both visibility and engagement, all formats can deliver strong results when strategically used together as part of your social media strategy.
Optimising Your Instagram for Search Engines
Account & Profile Settings
- Use a professional account
- Keep it public
- Add niche-specific keywords to your bio
- Use a location tag in posts and Stories
- Include a call-to-action
- Refresh profile visuals regularly
Captions, Keywords & Hashtags
- Write clear captions with relevant keywords
- Avoid overusing hashtags – quality over quantity
- Mix broad and niche hashtags
- Monitor post performance using analytics tools
Alt Text & Accessibility
Alt text helps search engines (and screen readers) understand your images. It should be concise, descriptive, and include keywords naturally, plus be under 125 characters.
Strategy and Execution
Regular, high-quality posting signals authority to Instagram and across your other social media platforms or channels that target your brand’s or business’ audience. A schedule of 2-3 posts per week is ideal, however one is better than none!
Focus on:
- Create quality content aligned with your niche
- Repurposing blog or your website content
- Match content with search intent
- Use keyword-rich captions
- Engaging with your audience such as responding to any comments on posts or DMs.
- Make sure your posts are appropriate for public viewing and reflect your brand.
- Collaborate with influencers, use user-generated content, and prioritise timely and informative posts.
- Geo-tags in your social content and Stories can improve engagement and help local discoverability.
FAQ
How does Google decide which Instagram posts to show in search results?
Google uses algorithms to find posts with high engagement, clear images, and relevant keywords. Posts from public professional accounts appear more often. Google also checks if the content matches what people search for.
Can private Instagram accounts appear in Google search?
No, private accounts do not appear in Google search results. Only public professional accounts can get indexed. Users can change their privacy settings at any time.
What types of Instagram content get the most visibility on Google?
Reels, carousels, and posts with strong visuals often get the most visibility. Posts with clear captions, good alt text, and popular keywords also perform well. Google prefers fresh and engaging content.
How can small businesses benefit from Instagram content indexing?
Small businesses can reach new customers without a website. They can use keyword-rich captions and high-quality images. Instagram posts can act as landing pages and help increase sales.
Is it possible to remove Instagram posts from Google search after publishing?
Yes, users can switch their account to private or use the privacy toggle. However, some posts may stay visible for a short time because of search engine caching.
Need Help with Strategy or SEO?
Instagram’s integration with search engines including Google marks a huge change in digital marketing and SEO in particular. By leveraging the strong visual storytelling with SEO best practices, you can significantly expand your reach without thinking about Google Ads or increasing your ad spend.
At Design Grid Digital Marketing, we specialise in keeping up to date with the latest trends including turning your social content into SEO assets. Whether you need help optimising your Instagram, improving local search visibility or coming up with a digital strategy, we’re here to help!
Contact us today for a tailored SEO and content strategy session.
