Instagram Is Now a Search Engine Tool — Here’s How to Use It

Big news: Instagram has officially entered the SEO chat.

Instagram is no longer just a social media platform; it’s now a key player in search engine visibility. As of July 10, 2025, Instagram implemented a change to the way that some IG posts are being made available to Google. Basically, now, if the account holder is over 18 and has a public profile, Google can crawl their public posts across all regions, which is the major change - not all regions or public accounts were previously indexable by SERPs.

However, most public IG posts have been able to be indexed by Google for some time. Go do a Google search and you’ll likely get an IG post in your search result.  But now this public indexing is global.

So what does this shift mean? 

The Major Change

Instagram posts can now survive beyond the app, appearing in Google search results long after they’re posted.  You now need to effectively optimize your Instagram as part of your broader search strategy, opening a new channel for discovery.

Your Instagram content is now fully indexed by Google. This update positions Instagram as a true player in the search ecosystem, giving marketers new tools for long-term discoverability and SEO impact.

Marketers must now treat Instagram captions like microblog posts, loading them with relevant keywords and location tags, crafting thoughtful alt text, and utilizing strategic branding within posts.

You may have seen this notice from Instagram that your account is now being indexed by Google.

Why It Matters

For businesses focused on long-term growth, this shift offers a valuable opportunity to capture organic traffic through a platform that was once a closed loop. With this update, Instagram posts gain new shelf life. Content that previously disappeared into the feed ether now has the potential to show up in Google Search, months or even years later.

This opens the door for stronger cross-platform performance, especially when integrated into a broader digital strategy that includes targeted keyword growth, content creation, and ongoing performance benchmarking.

The trend also aligns with growing consumer behaviour: the line between social media and search is already blurred. Research from Sprout Social found that 41% of Gen Z now use social platforms as their primary way to search online, ahead of traditional search engines at 31%. In fact, a Forbes study found a 25% decrease in Gen Z using Google as a search engine. Treating Instagram content as part of an SEO roadmap is no longer optional – it’s essential.

Privacy vs. reach

Brands worried about off‑app exposure can opt out via a new “Search Engine Indexing” toggle. Personal accounts and private profiles remain excluded from indexing. It’s important to be mindful that your Instagram content will be more public and visible than it was before. When posting, consider if the piece of content is something you’d be happy to appear on Google search results.

It's worth auditing your old content and considering whether you’re happy for those posts to appear in search results as well. First of all, is the content still relevant and accurate, and what do you want to put on the internet?  If so, give them an SEO update (such as adding keywords to captions).

Again, if you’re uncomfortable with Instagram indexing your posts, you can turn it off in settings.

Optimization Tips for Instagram Searchability

To make the most of this update, Instagram content should be optimized much like a blog or landing page:

• Keyword-focused captions: Captions should include relevant search terms, such as services, product categories, locations, or branded phrases—similar to SEO writing techniques. Learn more here.

• Custom alt text:  Replacing Instagram’s auto-generated alt text with clear, descriptive language helps both accessibility and search ranking.

• Geo-tagging and branding:  Adding location data boosts visibility in local searches, supporting strategies like local SEO and GBP optimization.

• Evergreen content: Educational carousels, how-to Reels, and timeless product features are more likely to perform well in both social feeds and search results. Learn more here.

• Profile optimization:  Updating the bio, handle, and profile metadata with consistent naming conventions and brand keywords helps transform Instagram profiles into SEO landing zones. Ensure your account remains public and professional, and continue posting content that serves search intent and is evergreen or educational. Metadata in profile names and bios becomes just as important as website SEO. Brands should harmonize naming conventions, keywords, and links to support search engine visibility.

• Content strategy gets tactical: Expect a surge in how‑to guides, tutorials, and educational carousels or reels – formats that perform well on both social platforms and search engines.

Key takeaways:

• Treat Instagram as a dual channel: social engagement and search discoverability.

• Commit now to caption strategy, alt text, and consistent branding – your next post could earn search traffic.

• Understand the opt-in control: public posts from professional accounts are indexed by default, but you can opt out.

• Collaborate across teams: close alignment between social media managers and SEO specialists will separate leaders from followers.

The Bottom Line

Instagram is no longer a closed ecosystem – it’s now part of the open web. This change bridges the gap between social media and search, offering marketers a powerful new tool to extend content reach.

By incorporating Instagram into broader SEO efforts, including strategies such as schema markup, content optimization, and keyword research, businesses can tap into additional search traffic and stay ahead in an increasingly competitive digital landscape.

For brands and creators, optimization isn’t just recommended – it’s essential. And the clock is ticking: make your Instagram content search‑ready today, because tomorrow your audience might never find it otherwise.

Need help optimizing your content, performing audits or just want to discuss how growing digital trends will impact your business?  Contact us for a no-obligation quote.