If you’re trying to grow your business online, chances are social media is already part of your strategy, especially Instagram and Facebook. With over 2 billion monthly users, it’s one of the most powerful tools to connect with your audience in almost every industry.

But now, your Instagram & Facebook content has become even more valuable not just inside the Meta apps, but across the entire web. Starting July 10th, public posts on both platforms from brands and creators can appear in Google search results, increasing your content’s chances of discovery among over 105,000 searches every second. 

So, what exactly changed, and how can small business owners, freelancers, and creators make the most of this update? I’m breaking it all down, so keep reading.

Instagram Search Engine Update – What’s Actually Changing?

The newest Meta update enables search engines to crawl and index all public photos and videos on Instagram and Facebook, starting July 10, 2025. That means when a user searches on Google, Bing, or another search engine, they’re going to not only see website links and AI overviews, but also related posts by public profiles on Instagram & Facebook.

Which Instagram Accounts Will Be Indexed by Google?

According to Meta, only posts and reels from brands and creators published after January 1, 2020, will be indexed, and only from Instagram accounts that meet these criteria:

• The account owner is 18 years or older
• The account is public
• The account is a professional (business or creator) account

Why This Instagram Search Engine Update Matters for Brands and Creators

Until now, Meta didn’t allow search engines like Google to index public posts. And while social search has grown – especially among Gen Z, who increasingly use TikTok and Instagram as discovery platforms – Google and other traditional search engines remain the primary tools for finding businesses, services, and information online.

That meant Instagram content was basically invisible outside the app. It was sitting on the sidelines, quietly watching as TikTok videos climbed to the top of search results. As a result, all the effort you’ve poured into creating reels, carousels, and posts was limited by their short shelf life – if your audience missed them in their feed, the content was likely gone for good unless it went viral.

With Instagram’s new update, this is changing for the better. Smaller brands and creators finally have the chance to extend the reach and longevity of their content. Instead of relying solely on in-app engagement, now each Instagram post you publish is an opportunity to reach audiences actively searching for what you offer.

For example, imagine you’re a local florist in Atlanta. A video you posted months ago showcasing your wedding arrangements could now appear in a Google search like “best florists for a wedding in Atlanta.” Or, if you’re a pet photographer, your Instagram carousel of dog portraits might show up when someone searches “pet photography recommendations near me.”

What does this mean for your content strategy? It’s no longer just about chasing trends or quick engagement. With this update, older, high-quality posts can keep working for your business, turning Instagram into a more evergreen content channel that supports your SEO efforts, brand visibility, and conversions over time.

How to Optimize for Instagram Search Engine Visibility?

Before we dive into the how-tos, let’s get something clear: this update is brand new, and no one has all the answers yet. Everyone is in test-and-learn mode, trying to understand what actually gets results.

That said, here are a handful of tips based on existing SEO and content principles, which can give your content a better shot at showing up in search and expanding your reach.

Use Relevant Keywords in Captions 

You probably already know not to substitute important words in your captions with emojis (if not, consider this a friendly reminder). But now, it’s more important than ever to be intentional with your captions.

This doesn’t mean your content needs to be boring or that you should start writing long, academic-style posts. It just means making the most of the words you choose, especially since those words can now help your content appear in Google search results.

For example, if you own a local florist shop and you’re posting a reel with behind-the-scenes footage of decorating a wedding venue, don’t just write: “Here’s a sneak peek of our work 💐”

Instead, try something like: “We loved being part of this beautiful wedding in Atlanta! Here’s a little sneak peek at how our custom wedding flower decorations brought the venue to life.”

This type of caption includes relevant keywords – like wedding, Atlanta, and flower decorations – that improve your post’s chances of being picked up by search engines.

Include Descriptive Alt-texts

You’re probably skipping this step, but trust me, it’s an important one. Search engines aren’t human. They don’t “see” images the way we do; they rely on text to understand visual content. That’s why adding alt-text to your images and videos is essential—it helps search engines (like Google) know what your content is about, which can increase your chances of showing up in search results.

And as a bonus, alt-text is also crucial for accessibility, making your content more inclusive for users who rely on screen readers.

So what’s the trick to writing good alt-texts without stressing out? Use AI. Upload your image to ChatGPT, Claude, or any AI tool you prefer, and ask it to generate an alt-text description. Chances are, it’ll nail it—after all, it’s a machine writing for a machine.

Create Reels and Original Content

Instagram’s short-form video format, a.k.a “Reels,” continues to be favored by the algorithm. And with Google increasingly prioritizing video content at the top of search engine results, there’s a good chance it will favor Reels too.

That said, make sure your Reels actually deliver value, not just quick, filler content riding the latest trending sound. Google is placing more focus on surfacing useful, relevant content that answers real user intent, as people increasingly look for authentic insights, not just entertainment.

So, whether you’re sharing tips, behind-the-scenes moments, or quick how-to videos, make sure your Reels are worth watching to make them worth ranking. And this goes for all your posts, regardless of the format—the more value you bring to your audience, the more likely your content will get ranked.

Use Relevant Hashtags

Think of hashtags as keyword tags for your content. They could help both Instagram and Google understand what your post is about.

Use your branded hashtag, but also add some related to your topic or industry. Aim for a combination of high-volume, mid-volume, and low-volume tags to increase your chances of reaching different audience segments.

And remember, more isn’t always better. Around 5 to 10 well-chosen hashtags is usually enough to help algorithms interpret the search intent behind your content.

Use Location Tags

One of the biggest expected benefits of this Instagram search engine update is for local businesses. With your posts now eligible to appear in Google results, there’s a real opportunity to rank for high-intent local searches and significantly boost your visibility.

To take advantage of this, you need to tag your business location whenever possible. Geotags help search engines understand where your business operates, which can strengthen your local SEO and improve chances of showing up in location-based searches.

Business Considerations and How to Stop Google Indexing Your Instagram Content

A note here, don’t forget that your Instagram content will be more public and visible than it was before. So when posting, consider if the piece of content is something you’d be happy to appear in Google search results. 

It’s also worth auditing your old content and giving older posts an SEO update (such as adding keywords to the captions).
And still, if you’re uncomfortable with Instagram indexing your posts, you can turn it off in settings.

Final Words

In short, the new Instagram & Facebook Search Engine update is great news for brands and creators using the Meta platforms. Here are a few key SEO principles that you can keep in mind when trying to take advantage of the change:

• Use Relevant Keywords in Captions 
• Include Descriptive Alt-texts
• Create Reels and Original Content
• Use Relevant Hashtags
• Use Location Tags

This update from Meta, in combination with the rise of social media searches, shows that the line between social media and SEO is fading. 

For years, we treated organic social media content as a tool solely for brand awareness and community building. And while that’s still true, there’s now a major new layer: discoverability. A well-optimized Instagram post can now help you land in front of real customers who are actively searching for exactly what you offer.

Whether you’re a small business owner, freelancer, consultant, or creator, this shift is a huge opportunity to get found beyond the feed, but only if your social content and SEO strategies start working together.

Before you go, drop a comment on how you’re planning to get your Instagram content ranked on Google – I would love to hear your ideas!