Google's latest move happened on 10 July 2025. Since then, Instagram posts from public accounts (complete with live captions, alt text, and thumbnails) appear directly in Google Search results.
This is more than a low-key update: it invites search engines to pull content directly from Instagram. What was once a visual vacuum is becoming a searchable resource. If you use Instagram for your business, this matters.
It could be time for a new strategy...
So, what's happened?
Google and Meta have launched an indexing system that lets Google crawl public Instagram posts (images, captions, video thumbnails, hashtags, alt text), which can appear natively in Google Search. You'll see live previews and active links pointing to your Instagram.
Why now? Simple: search behaviour is changing. Audiences expect quick visuals alongside text answers. Google wants in on that, and Instagram has a wealth of untapped content.
Why it matters to businesses
- Boosted visibility: Instagram content can now earn organic search impressions. Every post you publish isn't just for Instagram users; it's a potential asset in Google Search.
- Discovery outside the app: People searching for 'handmade *insert topic* tutorials' can find your post even if they don't use Instagram.
- Better attribution: Likes and comments are grand, but search traffic can be tracked via tools like Google Analytics. You can see how Instagram posts contribute to website visits and conversions.
How this changes Instagram strategy
To make your Instagram posts searchable and effective in this new environment, here are five practical steps:
1. Optimise your captions
Instagram captions now need to serve dual purposes: social engagement and search relevance.
- Swap vague lines for detailed captions that include key search terms.
- Think about what people type into Google. Write captions that match those phrases.
2. Describe images using alt text
Instagram's alt text field isn't just for accessibility; it's about to become a search asset.
- Manually add alt text.
- Include keywords relevant to your niche or industry.
3. Use targeted, search-ready hashtags
Generic tags like #beautiful or #weekend don't add SEO weight.
- Go for niche hashtags: #LondonFlorist, #OrganicSkinCareRoutine, #BestGreekRestaurantsLondon
- These tie into real queries people use.
4. Focus on evergreen posts
Timeless content wins in search.
- Post how-to guides, product showcases, behind-the-scenes (BTS) footage, or user-generated content that stays relevant.
5. Treat Instagram like part of your website
Your Instagram profile is essentially a mini website now.
- Bio: Make it concise and use keywords.
- Pinned posts: choose posts representing your brand and link them to your website.
- Profile link: direct to an SEO-optimised landing page when possible.
What this means for SEO and marketers
- Google is now indexing social visuals. Instagram and YouTube join blogs in the SEO mix.
- You can optimise Instagram posts like webpages: keywords, meta descriptions, and alt text.
- Marketers can track search visibility via tools like Google Search Console and Ahrefs. Instagram posts will appear in search analytics dashboards.
- The competition increases. Now, you're competing not just with websites but also with bold images, clever captions, and lifestyle Reels.
Why Google's update is a big deal
- Search meets social: Previously, these were mostly separate domains. Now they overlap.
- New content life cycle: Your Instagram posts can now generate traffic for weeks or months (far beyond the typical 24–48 hour engagement window).
- Opportunities for Instagram agencies: Businesses need help adapting. Businesses should consider partnering with an Instagram marketing agency that offers specialised services, such as SEO-focused captions, alt text audits, and performance tracking.
What to do right now
- Snapshot audit: Review your last 20–30 posts. Do they include relevant keywords? Alt text? Search-friendly hashtags?
- Update key captions and alt text: Go back and improve evergreen posts, especially product or tutorial content.
- Train your team: Anyone who writes captions should learn to write for humans and search.
- Keep an eye on search feedback: Use Google Search Console to watch impressions. Do your Instagram URLs start appearing? Which keywords bring traffic?
What this means for your business
- More exposure: Instagram becomes another SEO-powered channel.
- Greater ROI: Investment in imagery and content creation delivers search traffic, too.
- Competitive edge: Brands embracing this shift will outperform peers who are still focused on social metrics alone.
Making every post count
Starting 10 July 2025, Google will treat Instagram posts as rankable content. If your business uses Instagram, it's time to curate each post like SEO content. Make sure your include keyword-driven captions, targeted hashtags, clear alt text, and evergreen value.
Your next Instagram post is no longer just a story or a snapshot; it's a search asset with the power to provide real discovery.
Copyright 2025. Featured post by Tom Welbourne of The Good Marketer, a marketing agency in London which drives more traffic, generates conversions and increases sales for small- to medium-sized businesses.