Instagram allows Google and other major search engines to index public content from professional (business and creator) accounts.
Here’s what this means:
The nitty gritty:
Public posts, Reels, carousels, and videos from professional accounts (users aged 18+) will appear in Google search results.
Stories and private content remain excluded from search engine indexing.
The feature is enabled by default, but professional users can opt out via Instagram’s privacy settings.
Indexing applies globally and includes all eligible professional accounts.
Indexed Instagram content will show up in Google’s organic search listings, Google Images, and video carousels.
Search engines use Instagram’s metadata (captions, hashtags, alt text, and account bios) to categorize and rank posts for relevant queries.
Application for social media pros:
Posts may surface in Google searches even for users who don’t use Instagram.
This could massively expand organic reach for brands.
Brands can attract new customers through traditional search behavior, not just social followers.
We don’t know this yet, but engaging Instagram content (Reels, carousels, etc.) may outrank text-based articles if it better matches user intent and generates more engagement.
Make sure your account is a professional (business/creator) and public account.
Have enabled search engine indexing in Instagram’s privacy settings.
Optimize profiles and posts the keywords you’d want to rank for.
Link your Instagram profiles from websites and other channels.
Have a CTA! (This doesn’t mean “buy our product” necessarily. It could mean “Follow us” or “comment the word X to sig
The line between social media marketing and SEO is getting blurry… 👀
Social media managers should: