In July 2025, Instagram released a game-changing update for brands, creators, and marketers. The social platform now allows public content from business and creator accounts (ages 18+) to be indexed by search engines like Google and Bing. Eligible content such as photos, videos, Reels, and carousel posts from January 2020 onward will be indexed by default, though users can opt out of this in their privacy settings.

With the rise of social search, especially for Gen Z and Gen Alpha users, Instagram must compete with more search-driven platforms such as TikTok and Pinterest. Zero-click and AI-powered search results lead the way regarding brands and creators' discoverability. With Instagram's foray into this space, they'll be able to provide users even more value for being on the platform and sharing content.

Key things to know about who's affected in this new update:

  • This feature is only available to professional (business or creator) public accounts over the age of 18.
  • Personal and private accounts remain excluded.
  • Brands, influencers, and marketers are the key groups that stand to benefit the most from this update.

Key features of this update include:

  1. Enhanced keyword recognition: Instagram will now crawl and index post captions, alt text, on-image text, and metadata to support SEO.
  2. AI-powered tagging and suggestions: Instagram's AI will recommend keywords for better discoverability, helping the creator and user improve their experiences on the platform.
  3. Refined explore page algorithm: The Instagram Explore tab now prioritizes content based on user intent and previous interactions.
  4. Remix indexing: Remixed content may now also appear in search results.

How can you optimize your Instagram content for SEO?

  • Use keyword-rich captions and profile bios.
  • Add descriptive alt text and on-image text.
  • Strategically leverage hashtags, but don't solely rely on them.
  • Geo-tag your content for local search visibility.
  • Encourage shares and saves; engagement quality in this vein now outweighs likes and comments.
  • Update and monitor key older posts for SEO best practices; take time to ensure top content from 2020 onward is updated with these tips.

Instagram is no longer a "walled garden"; content discoverability from the platform extends across the internet. SEO and social media strategies are no longer separate entities but must be considered together to ensure visibility and a strategic marketing approach.

Leaning into this new Instagram update will be essential for accounts to ensure they're getting the most discoverability out of the channels they're present on, and solidifying a holistic marketing and search engine optimization strategy.

If you're looking for additional support with your social media and/or SEO efforts, explore our Social Media Management Packages or Digital Marketing Packages to see which might be a good fit for your organization based on your needs. Our team is here to support your goals and reach measurable results for your brand's success.