Instagram SEO - Results from Instagram will now show on Search Engines
It’s official: Instagram results are now appearing in Google Search.
As of 10th July 2025, Google and Bing have started indexing public posts, Reels and videos from professional Instagram accounts. In plain English? It means you’ll now begin to see Instagram content pop up in your search results, just like TikTok's or YouTube videos already do.
This represents a significant shift in how discoverability on the platform operates. Social content is becoming part of the wider web, not just a closed ecosystem. And for businesses, that opens up a whole new layer of visibility (and competition).
So is “Instagram SEO” a thing, and how can you optimise your Instagram profile and content for search results?
What’s changed with Instagram and Google?
Google’s aim is o serve the most relevant, engaging content - wherever it lives. And for years, it has been steadily pulling in results from platforms like TikTok, Reddit, Pinterest, and YouTube, because that’s where people spend their time and find answers. Now, Instagram’s finally allowing Google to surface their results.
It also reflects a much bigger trend: the rise of visual and social-first search. More and more, people aren’t just typing “how to style wide-leg trousers” - they’re looking for actual examples. Real outfits. Real homes. Real meals. And very often, that content can be found on Instagram.
So rather than sending users into a rabbit hole of blog posts or product pages, Google wants to give them what they’re really after: a scroll-stopping Reel, a beautifully styled grid post, or a quick video with 100k likes. If your content resonates in the app, it might soon do the same in search.
It’s also part of Google’s battle to stay relevant in a world where Gen Z often uses TikTok or Instagram as their first stop for recommendations. 46% of Gen Z say they prefer using social platforms over traditional search engines like Google or Bing when hunting down information. Wants to stay useful, it has to reflect where people actually spend time. And that means letting social content into the results page.
How does Google show Instagram results on SERPs?
It’s still early days, but below is an example of what an Instagram search result can look like on the search engine results page (SERP)
As you can see, mixed in with organic results are Instagram posts and a reel that answer my very specific question.
While we don’t know how Google’s algorithm works, the first results (for a quite niche query) is a post that has little engagement (1 like) but was posted just three days ago. The second result is much older, at one year, but has a far higher amount of engagement.
Therefore it suggests that a post doesn’t necessiarly have to be popular to show up - just timely. However, a popular post is more likely to remain visible for longer, so consider how you create evergreen content.
These snippets are increasingly prioritised for mobile searches, and are surfaced in a visually prominent carousel format—cover image, caption text, and sometimes audio snippet included.
What this means for you:
Thumbnails and cover text matter. Google pulls in the cover image and any visible text, so ensure your covers are clear, readable, and keyword-relevant.
Captions can influence visibility. Think beyond your Instagram audience—caption your Reel with keywords that might match common search queries.
Short, value-packed Reels are more likely to earn a spot in this carousel. Think tips, how-tos, or quick explanations—anything that answers a question or delivers insight fast.
Brand visibility boost: Being featured here means your content isn’t just discoverable on Instagram—it can also reach a broader, search-driven audience.
How to make Instagram SEO work for your business
Now that Instagram posts are being indexed by Google, it's worth treating some of your content a little more like you would your website or blog. That does not mean every post needs to be a keyword-stuffed essay, but it does mean paying more attention to how your content is written and structured.
Tidy up your profile.
Your Instagram bio is often the first thing someone sees after clicking through from a search. Make sure it clearly explains who you are, what you do, and where you are based. Including key terms like “wedding photographer in Bristol” or “interior designer specialising in rental properties” can help with both human visitors and search engines.
Write captions with search in mind.
Instagram captions have always helped with in-app engagement, but now they play a part in how search engines understand your content. Use natural language and include relevant keywords that reflect how someone might search. A short, clear caption like “Easy ways to style curly hair” will go much further than something vague or purely emotional.
Use alt-text properly
Instagram lets you add alt-text to images, and this is now more important than ever. Describe what is actually in the photo using relevant details. For example, instead of “our latest project”, you might write “bespoke oak dining table with black wishbone chairs in a London townhouse kitchen”. This helps search engines understand what your content is about.
Create content that lasts.
Not everything has to be tied to trends. Think about posts that answer common questions, show off your services or explain your process. These are the kinds of posts that people might search for over time and are more likely to appear in Google results - but as above, for now it seems that Google is also looking at timeliness.
Check your profile grid regularly.
If someone lands on your profile from Google, what will they see at a glance? Make sure your most recent posts are on-brand and give a clear sense of who you are and what you offer. Your grid should feel like a well-curated shop window, not a random selection of one-off moments and be mindful of your pins. Rather than just choosing your top performing content, your pinned posts should introduce your to your audience.
Does this mean that my personal posts will show on search results?
No - this only applies to business pages and creator pages, but you can opt out even if you are a professional page.
If you’re not keen on your Instagram content being surfaced on Google, there is a way to opt out, but it’s only available to professional accounts, and only for search engine visibility. Your content will still appear in-app as usual.
How to opt out of your Instagram content being shown in search results
To opt out:
Go to your Instagram profile and tap the three lines in the top-right corner
Select "Settings and privacy"
Tap "Account privacy"
Scroll to "Search engine visibility"
Toggle off the option that allows your content to appear in search engines.
It’s a simple switch, but worth thinking through. For most businesses, showing up in search is a good thing. It means more people can discover your content, even if they don’t follow you. The only real reason to opt out is if your Instagram strategy is highly curated, invite-only, or if you deal with sensitive content that is better kept within the platform.
Otherwise, this is a rare moment where you can get more reach without spending more money, and in a landscape where organic visibility is getting harder to come by, that’s not something to dismiss lightly.
The Catch: It’s Still Early Days
While the change is exciting, there are a few key points to consider. Not all Instagram content is being indexed right now. Early signs suggest that Google is prioritising posts from professional or creator accounts, especially those that are public, popular or embedded elsewhere online. Private accounts will not be included, and personal profiles seem to be mostly unaffected for now.
There is also no guarantee your posts will show up in search results just because they are public. Engagement, relevance, and the context in which the content appears all seem to play a part. This is not a replacement for your website or traditional SEO, but it is an extra layer of visibility, and one that will likely evolve over time.
