Google Indexes Instagram: What It Means for SEO

By Vicky Sidler | Published 19 July 2025 at 12:00 GMT

You know that Instagram video you posted while drunk at a beach party in 2015?

Congratulations. It now might now show up on Google when someone searches your name.

Yes, seriously. 

According to a recent Forbes report, Instagram has begun allowing its public content to be indexed by search engines like Google. For small business owners, that’s either terrifying or terrific—depending on how cringe your captions were in 2019.

TL;DR

• Public Instagram posts and profiles can now appear in Google search results

• SEO isn’t just for blogs anymore—Instagram is now part of the mix

• This update benefits visibility, especially if you don’t have a website

• You need to start writing captions like they matter (because they now do)

• Update your old posts—or hide the ones you wish you hadn’t written

Need help getting your message right? Grab my free 5-Minute Marketing Fix. It’s a quick and easy tool to help you get clear and build trust fast.

Why Google Indexing Instagram Is a Big Deal:

Previously, Instagram content was mostly walled off from search engines. If someone Googled your business, they might find your website or LinkedIn page—but not your fire “How it started vs. how it’s going” reel from last summer.

Now? That reel might show up in search results alongside your homepage. For small businesses without a full website, this is a huge visibility win.

Let’s be blunt: most small businesses are posting more often to Instagram than updating their websites. So if that content can now work double-time—feeding both your followers and your SEO—why wouldn’t you optimize it?

What You Should Do (Besides Panic-Delete):

Here’s how to make sure your posts help, not hurt, your search visibility:

1. Go public:

This only works if your account is public and professional. If you’re still using a private account where you once tagged your ex in memes… maybe start fresh.

2. Treat captions like blog intros:

Think: “What would my customer search for?” Then write like a human, not a keyword robot. For example:

• Instead of: “So excited about our new workshop! 😍”

• Try: “Free business planning workshop for Cape Town entrepreneurs this Saturday.”

Google understands that. Your emoji salad? Not so much.

3. Think about what you say out loud:

Here’s something I’ve personally noticed: Google is picking up keywords not just from text in captions—but from the audio in Reels too. Even though Instagram doesn’t let you upload transcripts like YouTube, it’s clear the spoken content is being indexed.

That means what you say in your videos might show up in search results.

So speak clearly. Use real words your customers are searching for—not just jargon or filler. Think of it as a casual podcast episode with SEO benefits.

4. Update your bio:

Think of your bio as your homepage headline. Keep it sharp and keyword-friendly:

• Bad: “Just vibing and doing my thing.”

• Better: “Pretoria-based copywriter helping coaches grow with StoryBrand messaging.”

What This Means Long-Term:

The line between social media and search engines isn’t blurry anymore—it’s gone.
A Sprout Social study found that 41% of Gen Z already use social media as their main search engine. Only 31% still use Google.

So if you’re not showing up where your customers are looking, you’re invisible. This update gives you a backdoor onto page one—without needing to blog weekly or hire an SEO firm.

And yes, this means every Instagram post is now a potential micro-landing page.

What If You Don’t Want This?

You can opt out in your settings. But for most businesses, opting out means opting out of being found.

Unless you’ve got a steady stream of clients coming from somewhere else (referrals, networking, a unicorn’s rainbow, etc.), visibility is the name of the game. And if Google’s offering you free exposure via Instagram, take it.

Just clean up your captions first.

Bonus Tip from a Marketing Strategist Who’s Seen Too Many Vague Bios:

One of the fastest ways to make your Instagram work harder is to get your one-liner right. Not “Helping humans live their best lives through empowerment and vibes.”

Not “We exist to shift paradigms and inspire the soul.”

I mean clear, customer-focused messaging that explains what you do in under 10 seconds.

Start by downloading the 5-Minute Marketing Fix. It’s a free tool that helps you write a one-liner that works across Instagram bios, Google results, and your next pitch.

👉 Download the 5-Minute Marketing Fix here.

Because visibility without clarity is just noise.