Instagram Is Now Searchable on Google: What Brands Need to Know About the SEO–Social Crossover
On July 10, 2025, Instagram rolled out a quiet but powerful update—professional accounts can now have their public content indexed and surfaced in Google search results. That means Reels, posts, carousels, and even captions could start showing up outside the app. This is big.
From where I sit at B2the7, this fundamentally shifts how we think about Instagram. It's no longer just a brand awareness or engagement channel—it's now part of your SEO strategy.
What Changed?
If you have a professional (creator or business) account and it's public, Google can now index that content. This includes everything from your alt text to your Reels covers. Essentially, your Instagram profile is becoming a searchable micro landing page in Google.
Why This Matters
Here's what this means for us as marketers:
We can reach people beyond the app—even those not on Instagram.
Strong content now has extended life and value in organic search.
High-performing posts can drive long-term traffic, not just momentary likes.
Instagram by the Numbers (2025)
A few quick stats that underscore why this shift is worth your attention:
2.4+ billion active users monthly
90% of users follow at least one brand
Reels make up more than 30% of in-app time.
60% of users discover new products on the platform
Posts with alternative text (alt text) see a 28% engagement lift.
Your brand content now has a path to connect with these users outside the app, thanks to Google.
Trending Keywords and Search Phrases
These are actual search terms being used currently. If your content touches these, you've got a chance to show up:
Instagram SEO
How to get Instagram posts on Google
Rank Instagram Reels on Google
Instagram alt text SEO
Searchable Instagram content
How to Optimize Instagram Content for Google
Here's how I'd approach this from a B2the7 lens:
Captions That Work Like Microblogs: Lead with your keyword. Make it scannable. Think like a user Googling for your solution.
Use Descriptive Alt Text. This is underused and undervalued. Write like it's the only thing Google will read.
Reel Covers with Keywords: Overlay text with your topic or keyword. That thumbnail could appear in search results.
Use Hashtags Strategically, n't just use popular ones—use topic-relevant ones that reflect user intent.
Geo-tag for Local Visibility. This one's a no-brainer if you're trying to rank in a local area.
Make Your Content Accessible. Subtitles and clear visuals help both humans and algorithms understand your content.
Measuring Your Discoverability
Track it like any other search content:
Use Google Search Console or Ahrefs to check indexed Instagram URLs
Search: site:instagram.com/yourhandle "keyword"
Use UTM codes in links and track via Google Analytics or GA4.
A Simple SEO Checklist for Instagram
The "Simple SEO Checklist for Instagram" is a concise, actionable list of best practices to help brands optimize their Instagram content for discoverability in Google search. It includes:
Ensuring your account is professional and public
Writing keyword-optimized captions
Using descriptive, keyword-rich alt text
Adding keyword overlays in Reels
Geo-tagging posts for local SEO
Monitoring which content Google indexes each month
This checklist serves as a quick reference guide for aligning Instagram posts with your SEO strategy.
Final Thought: What This Means
Instagram is officially part of your search footprint. If your content isn't optimized to be found in Google, you're leaving visibility (and possibly traffic) on the table.
Let's not think of posts as fleeting anymore. Treat every Instagram update as an opportunity for long-term discoverability.
👉 Want help implementing any of these tactics?
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