Instagram on Google Search: Why It Matters for Your Business

If you haven’t heard already, Google is now crawling Instagram. If you don’t know what that means.. Google it. (Jk)

It basically means Google now scans public Instagram posts, and depending on relevance, it can show up in search results.  

This may not seem groundbreaking, and I don’t necessarily think it is. BUT I do think this shift matters a little more than you might think, because if your business hasn’t been taking Instagram very seriously, now might be the time to step it up. There’s some huge opportunity for brand visibility on the table. 

When Did Google Start Indexing Instagram?

This shift for Instagram on Google has been in the works for years. This change took place starting on July 10th, 2025. According to Naiyen Wang of We Are Social's article, "Data from our April Statshot shows that search remains the top source of brand discovery for consumers globally... Instagram’s content becoming searchable is going to have a seismic impact."

What This May Mean for Blog Content 

Google has officially started indexing Instagram posts (yeah, your selfies, reels, and photo dumps can now show up on search). But before you panic, blogs are still very important (otherwise why would I waste my time writing this).

Blogs are still where you dive deep, show your expertise, and give search engines all that structure they love. On the other hand, Instagram is now your bite-sized content machine. Think quick hits like “best wine for summer” or “europe travel inspo” that can pop up in Google alongside full blog posts. The sweet spot is letting them work together.

How to Make Instagram Searchable on Google

If your posts are public, you’re already halfway there, but there are some extra steps you can take to maximize your visibility:

• Use keywords naturally in your captions. Treat them like mini blog posts, not just a mix of random emojis.

• Be intentional with hashtags. Think beyond hashtags like #Marketing and focus on more specific, industry-relevant ones.

• Optimize your bio. Google crawls your profile too, so make sure the bio says who you are, what you do, and maybe where you’re located if it's relevant.

• Don’t forget alt text. Instagram lets you add alt text to images, so you should use it. It helps platforms understand what your image is.

It’s Not A New Concept

Now, this isn’t a completely new concept. Google has been indexing YouTube, TikTok, and even Facebook content for quite some time now. Instagram was just late to the party. It was only a matter of time before Google pulled this in, and after all, Instagram is where so many people go to discover brands, products, and quick info.

Why This Actually Matters for Your Business

So, your Instagram content isn’t just for your followers anymore. It’s for anyone searching Google. That is such a HUGE opportunity for discoverability and brand recognition. A post that's optimized well could pull in someone who never even opened the Instagram app.

So if you’ve been lazy with your captions, this is your sign to clean it up. Treat your Instagram content like you treat your website blog posts: keyword-rich, intentional, and helpful, because your next post might just be someone’s first impression of your business via a Google search.