Instagram posts are now showing up on Google: time to SEO your socials!  

10th July 2025 marked a huge digital marketing turning point: Meta announced that Instagram posts would be indexed by search engines. A new feature that allows companies to increase their online visibility and, ultimately, attract new customers. Partoo explains what’s changing and how you can put it to good use!

How does displaying Instagram posts on Google work?

Instagram accounts have appeared on Google for several years. Whether they pop up in search results or in Google My Business listings, Instagram links have been visible and clickable.

This meant users could see your Instagram account via Google. Likewise, adding social network links to Google My Business was a sure-fire way to improve Google rankings!

However, Meta decided to step things up a notch: on 10th July 2025, the tech giant announced that Instagram posts could now appear directly in search engine results. This new avenue is a valuable opportunity for companies wanting to draw attention in a jam-packed online landscape: by optimising their Instagram posts, they can enhance their visibility and stand shoulder-to-shoulder with established websites.

However, to harness this feature, certain conditions must be met.

For your Instagram posts (photos and videos) to be indexed on Google:

• The account holder must be over 18
• The account must be a public and professional one
• Posts must be posted after 1st January 2020

Does your account tick all the boxes? Then it’s time to get cracking! Bear in mind, though, that even if you meet all the criteria, there’s no automatic guarantee your posts will appear high up in search results. Indeed, just like SEO, you’ll need to optimise each Instagram post to reap the benefits.

What is SEO?

SEO, AKA Search Engine Optimisation, is a marketing method designed to improve the visibility of a website (or content) so it appears higher up in organic search results.

SEO, AKA Search Engine Optimisation, is a marketing method designed to improve the visibility of a website (or content) so it appears higher up in organic search results.

So, how can polishing your Instagram posts’ SEO help your business?

From now on, an Instagram post could appear in Instagram feeds as well as internet search results. The indexing of Instagram posts is a game changer, especially with regard to local SEO.

Instagram influences your local SEO

Until recently, your website or business listing would have showcased you on Google. Now, however, Instagram posts are also starting to pop up in search results.

And we all know that in this digital age, appearing high up in Google rankings determines an organisation’s online visibility. Working on your SEO is therefore crucial for showing up in the searches and keywords people use online.

Let’s take the example of a seafood restaurant in Newquay. To stand out from the competition, the owners optimised its Google Business Listing by providing all the essential information (opening hours, reviews, photos, etc.). But how can they convince someone dithering between their restaurant and a similar one just down the road?

This is where, since July 2025, business owners can harness the power of Instagram. When searching for a restaurant in Newquay, a potential customer may come across photos of a to-die-for seafood platter, videos that capture the seaside vibe plus other Instagram posts that Google search displays. It’s therefore a powerful lever to stand out and win over customers so they choose you not the competition.

The advantages of Google displaying your Instagram posts

Before this change, Instagram was considered a “closed” social media app. Thanks to this new feature, having posts displayed on Google will help you expand your reach and tap into growth opportunities.

Want to go further with Instagram and increase your customer conversion rate?

Find out how Instagram messages can level up your business!

Find out how Instagram messages can level up your business!

7 best practices for optimised Instagram posts

Here’s Partoo’s tried and tested tips to ensure you optimise posts to perfection.

1.   Revamp your Instagram handle and bio

Your handle and bio are the first things seen by users, and the first elements that search engines analyse. So it’s vital they contain the right keywords and clearly reflect your business.

Give your profile a makeover to avoid any confusion about the service you offer and make it clear to newcomers. Add keywords related to your offer, your job, your industry and/or your location.

2.   Add a clickable link to your bio

Instagram lets users insert one or more links in their bio. It’s a handy way to drive qualified traffic to your website or another platform. These social backlinks can lead to your website, menu, services, Google listing, or any other external link you wish to highlight. More clicks on a link = greater authority, which will indirectly boost your profile and your site’s visibility on Google.

3.   Optimise your posts by including keywords

On Instagram, captions are now as powerful as an SEO-honed paragraph. They allow Google to understand the subject of the post. Inserting keywords related to its topic will make the post stand out when users ask Google a question.

4.   Use hashtags

Instagram hashtags categorise content and are a powerful SEO component. By using relevant hashtags, you make it much easier for Google to understand and properly index your posts.

Some tips to optimise them:

• Use specific hashtags related to your post’s topic
• Avoid overly-used generic hashtags like #instalove
• Don’t litter your post with hashtags – 2 to 4 will do the trick.

5.   Include the Instagram’s post’s location

Geolocation is a strong signal for local SEO. So, hashtag the city, a neighbourhood or a local point of interest in your posts.

This is essential if you want to position yourself in a competitive market, for example, if a user taps in “good Japanese restaurant” or “DIY shop in Scarborough”.

6.   Add “alt text” to images and videos

Alternative text boosts SEO and makes digital content more accessible. Digital accessibility means making content understandable and usable by people with disabilities.

So it’s good to know that Instagram lets you manually add alt text under its ‘More options’ tab.

What is alternative text?

Alternative text or alt text, is a written transcription of visual content (image or video) on a web page. It’s a short text that describes the image. This text improves accessibility and boosts a website’s SEO.

And omitting alt text can have the opposite effect on your SEO. 

Alternative text or alt text, is a written transcription of visual content (image or video) on a web page. It’s a short text that describes the image. This text improves accessibility and boosts a website’s SEO.

And omitting alt text can have the opposite effect on your SEO. 

7. Create educational content

Internet users often search for informative, practical, and educational content. So these types of content are more likely to rank higher in Google search results.

Imagine, for example, a user is looking for a tattoo removal parlour in London. When asking Google, they may come across educational content posted on a tattoo parlour’s Instagram page. By answering a question and reassuring the visitor, this content will encourage them to book an appointment! So the importance of good content when marketing your outlets should not be taken lightly.

Thanks to the indexing of your Instagram posts on Google, your business will have a fresh chance to shine. If it’s time to kick your online presence into high gear, remember that Partoo has got you covered. Feel free to get in touch!

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