Big news for anyone using Instagram to grow their brand: As of July 10, 2025, public posts from professional Instagram accounts (that’s Business or Creator profiles) can now appear in Google and Bing search results.
That’s right—your Reels, carousels, single images, and videos (if set to public) are now part of the broader search ecosystem.
If you’ve ever thought, “Social media isn’t really part of my SEO strategy,” it’s time to rethink that. Because this shift just brought your Instagram grid into Google’s spotlight.
Why This Matters
Traditionally, SEO and social media were treated as separate beasts. But this update changes the game—it means that Instagram content isn’t just discoverable in-app, it’s now a discoverable part of your digital presence.
This is especially exciting for local and small businesses in Australia. Even if you don’t have a high-ranking website or blog, your content can still show up in search results—through your Instagram posts.
In a move that feels like a direct response to TikTok’s growing dominance in search (especially for food, fashion, and lifestyle queries), Meta is stepping up its game by making Instagram a key player in “searchable social.”
Social SEO Is No Longer Optional
We’ve all heard the term “SEO for social media” thrown around—but now it’s the real deal.
Here’s how to get your Instagram content showing up where it counts:
✅ Write keyword-rich captions
Think beyond clever phrases—write captions that reflect what people actually search on Google.
(Example: “Best gluten-free bakery in Melbourne” instead of just “Yum!”)
✅ Use alt text
Not just for accessibility—it helps both Instagram and search engines understand your visuals.
✅ Be specific with hashtags and location tags
Don’t just use #love and #instagood. Try hashtags that tie into search intent (e.g. #NDISsupportSydney).
✅ Answer real questions
Posts that respond to common customer queries (like “How to claim NDIS travel support?”) are gold for search indexing.
Who’s Affected?
Only public, professional accounts (Business or Creator) are eligible for this indexing. You also need to be over 18.
If you’re not keen on your content showing up in Google, there’s a setting under Privacy where you can opt out.
Private or personal accounts are unaffected—so if your Instagram is just brunch, pets, and sunsets, you’re in the clear.
What You Can Do Now
If you’re serious about growing your brand on Instagram, this is your signal to step up your strategy.
???? Think like your customer – What are they Googling? How can your posts answer those queries?
???? Post educational Reels – Quick, helpful clips are highly indexable and shareable.
???? Share testimonials + FAQs – Add keyword captions that help Google understand what you offer.
???? Optimise your bio – Include your location, services, and keywords right in your Instagram bio.
???? Treat your grid like a landing page – Include clear branding, calls-to-action, and content that builds trust.
Why It’s a Big Win for Local Brands
This update levels the playing field. You don’t need a full-blown blog or massive budget to rank in search anymore. A smart Instagram strategy can get you visibility—and leads.
Imagine someone Googling “best hair stylist in Geelong” and your Insta Reel showing up first. That’s real visibility.
At Marketing Wiz Australia, we help businesses connect the dots between content, search, and strategy. If you’re ready to turn your Instagram into a powerful SEO tool, let’s have a chat.
