Instagram meets SEO: Unlocking organic reach beyond the app

Instagram has taken a significant step in breaking down the barriers between social media and search engines. As of 10 July 2025, content from public professional accounts can now be indexed by Google. This means that posts, captions, alt text, public comments, and even Reels can appear directly in organic search results. For brands and creators, it opens the door to an entirely new stream of visibility beyond the Instagram app.

Not everything is included in this change. Private accounts, personal profiles, users under 18, and ephemeral content such as Stories and Highlights remain excluded. Instagram content is already ranking for hundreds of thousands of keywords. In markets such as Italy, over 669,000 keywords return Instagram results in the top 10 of Google, and more than 620,000 Reels are indexed. What was once closed content, discoverable only within the app, is now visible to anyone searching on Google.

This change is important because it transforms Instagram into a powerful SEO asset. Instead of relying solely on your website or blog, your posts can now attract organic traffic. Captions become search headlines, and alt text, once considered purely for accessibility, becomes a keyword opportunity. Hashtags and location tags improve visibility for local searches, and product-tagged posts linked to Meta Commerce catalogues may drive direct conversions from Google. For eCommerce brands, this is particularly valuable, allowing product feeds to gain reach through both paid and organic discovery.

Creators and businesses now face a choice: opt out or optimise. Instagram has introduced a toggle in the Privacy settings called “Allow public photos and videos to appear in search engine results.” Turning it off removes your posts from Google, and switching to a personal account will also keep content private within the app. For those who wish to take advantage of the reach, the opportunity lies in leaning into SEO. Writing keyword-rich captions, adding meaningful alt text, optimising product feeds, refreshing your bio with clear language, and cross-linking your Instagram posts with your website or newsletter are now best practice.

This shift is part of a broader trend often referred to as “SEOcial,” where the lines between social platforms and search engines blur. With AI-powered summaries increasingly dominating search results, Instagram indexing offers a way for brands to recapture visibility and remain discoverable.

The bottom line is simple: your Instagram feed is no longer just for followers. It is now a searchable content engine that can put your brand in front of audiences who may never have encountered you otherwise. Whether you choose to embrace the additional visibility or maintain tighter control over your content, this update represents a fundamental change in how Instagram fits into the digital marketing landscape.