Your Instagram posts are about to show up on Google—here’s why that matters

Instagram’s breaking out of its grid.

From 10th July, public posts from Business and Creator accounts will start showing up on Google. Reels, carousels, captions—even your alt text—are all going full SEO.

Your content won’t just live in the feed anymore. It’ll be out there in the wild, ready to be found.

So what’s actually changing?

Instagram just gave Google the green light to index public posts from professional accounts. In an official update, they said:

“When third-party search engines index content, they can display it in their search results to anyone on the internet. Meta does not own or control any third-party search engines. Such engines and other people accessing your content through search engine results can use your information at their own discretion.

Generally speaking, Instagram requests that search engines like Google and Microsoft Bing do not index photos and videos from stories, reels, posts, and highlights of the users. However, we allow search engines to index public photos and videos of posts and reels posted or published after January 1, 2020, for accounts that currently meet all the following criteria:

• • The account owner is over 18 years of age.
  • The account is currently public.
  • It is currently a professional account.

Once an account meets the criteria for search engine indexing, all photos and videos of public posts and reels it has published may be indexed (including those published before turning 18)”

Translation: If you’re over 18 and running a Business or Creator account, your posts can now pop up when someone Googles a relevant topic. Unless you turn off indexing in your settings, of course.

What does that mean for you?

1. Your Reels might surface when someone searches a topic you’ve covered
2. Keyword-rich captions might help you rank.
3. Your Instagram profile is now part of your search presence, not just your social one

Basically, if you weren’t sure before, your Instagram is now officially part of your SEO strategy.

What do I need to do?

First—don’t stress. This is good news if you’re doing things right. Here’s how to make the most of it:

✅ Use a professional account

Not on Business or Creator mode yet? Head to Settings → Account → Switch Account Type.

✅ Check your indexing toggle

Go to Settings → Privacy → Search Engine Indexing. Switch it on (or off, if you’re not ready to go public).

✅ Audit your grid

Got posts you wouldn’t want showing up in search? Archive them. Once this rolls out, your content’s fair game.

Now let’s talk opportunity

This is huge for social-first brands. Until now, your best content lived and died in the app. Now? It’s got legs.

Instagram posts may now show up when someone Googles your product, niche or service. This might look like:

• “Minimalist skincare routine” → your Reel walks in

• “Best UX agency London” → your case study carousel shows up

• “Summer holiday in Bilbao” → your Guggenheim pic makes an entrance

Your Insta content just became a new touchpoint in your customer journey.

Quality over filler

Google (theoretically) ranks content that offers value. If your posts are informative, inspiring, educational, or actually helpful—you’re more likely to show up in search.

Think:

• Recipes

• Tutorials

• Mini how-tos

• Bite-sized industry insights

• Product reviews or deep dives

Reels and originality win

Instagram still pushes short video. And now Reels have a longer shelf life thanks to Google indexing. The more original and authentic your content, the better chance you’ve got of standing out.

Opt out if you want—but opt in on purpose

If you’re a personal account, this won’t touch you.

But if you’re building a brand, this is an easy win. You’re already creating great stuff—now it has the potential to work harder, live longer, and be found by people outside the app.

Just one tweak in settings could change how people discover your brand.