Instagram Posts Are Now Searchable

Instagram Posts on Google – Your Complete 2025 Action Guide

Want your Instagram posts to do double duty lighting up the feed and showing up in Google? As of 10 July 2025, that’s exactly what can happen. Instagram has opened its public Business and Creator accounts (18+) to search-engine crawlers, so the photos, Reels and carousels you publish today can rank in Google results tomorrow.

For Australian brands this shift is huge. Your best Instagram posts can now work like evergreen SEO assets, driving high-intent traffic long after they’ve slipped off the top of your grid. In this guide we’ll explain:

  • What changed and why it matters
  • Who benefits first (and who needs to watch out)
  • A nine-step optimisation checklist to make every future Instagram posts search-ready
  • Advanced tactics tailored for Aussie marketers
  • Frequently asked questions, answered in plain English

Stick around to the end for a free Audit & Analysis Report that shows exactly how to level-up your marketing.

1. Why this update is a big deal

On launch day, Instagram flipped the switch and allowed Google to index public Business and Creator accounts. That means:

  • Google can crawl and rank your posts, captions and profile pages.
  • Anyone can view indexed content even if they don’t have the Instagram app.
  • Each quality post becomes a fresh doorway to your brand, extending visibility well beyond your follower list.

For local businesses that rely on discovery searches like “best brunch Fremantle”, this is pure gold.

Ellie Clare owner of CLP Advertising & Photography Service, pondering why it is a big deal for Instagram switching on Google Indexing.

2. Exactly what changed

Before 10 July 2025 After 10 July 2025
Instagram’s robots.txt blocked most crawlers Google may index eligible posts automatically
Viewers hit a login wall after a handful of clicks Posts open to anyone, even if they are signed out
Odd cached images only Full posts, captions, thumbnails and profiles can rank

Key points:

  • Default opt-in – Professional accounts have a new setting called Allow public photos and videos to appear in search results, switched on automatically.
  • Manual control – Toggle it off in Settings → Privacy if you prefer to stay inside the app.
  • Stories and private/personal accounts remain invisible – Only permanent public content is indexed.
Local café owner behind a vibrant counter, representing the small businesses that stand to gain first from Instagram posts now appearing on Google Search.

3. Who stands to gain first

  • Local businesses – cafés, gyms and trades that rely on searches like “best brunch Fremantle”.
  • E-commerce brands – product shots can rank in Google Images next to traditional product pages.
  • Coaches and creators – how-to Reels can appear for informational queries months after posting.
  • Events and tourism – high-impact visuals can inspire travellers researching destinations.

4. Opportunities vs risks

Opportunities

  • Longer content life – quality posts can earn search traffic for months, not days.
  • Higher-intent discovery – searchers arrive with questions, ready to engage.
  • More SERP real estate – your website, YouTube and Instagram can share the same results page.
Young woman in a white jumper crosses her arms to points in opposite directions, Pointing to opportunities on one saide and risks on the other.

Risks

  • Context collapse – in-jokes or casual captions could confuse a wider audience.
  • Old posts resurfacing – outdated offers may rank unless you audit your archive.
  • New competitors – rivals’ Instagram content can now outrank a slow-moving brand.

Treat every public post as part of your permanent digital shopfront.

5. Step-by-step Instagram Posts optimisation checklist

Task Why it matters Action
Audit your feed Remove off-brand or sensitive posts Archive or delete inside Instagram
Tidy your bio Profiles can rank for brand and local queries State what you do, where you are, plus one primary keyword
Add location tags Boosts local relevance Use Instagram’s location tag and mention the suburb or city in the caption
Write keyword-rich first lines Google often pulls the opening sentence into its snippet Lead with the takeaway: “Vegan brunch ideas Perth – our new falafel stack”
Custom alt text Works like image SEO Advanced settings → Alt text – concise description plus keyword
Strategic hashtags Doubles as keyword signals Blend branded, niche and location tags, five to ten per post
Subtitles on Reels Gives search engines text to read Use auto-captions then edit for clarity
Pin evergreen posts Higher click-through from Google visitors Pin tutorials, case studies or best-seller showcases
Track external traffic Prove the impact Insights → Accounts reached → External

6. Advanced tactics for Australian marketers

  1. Match keyword research to your content calendar – If “sun-smart swimwear Gold Coast” shows volume, film a Reel explaining SPF ratings.
  2. Check what Google has already indexed – Search site:instagram.com/yourhandle plus a keyword, then optimise those posts first.
  3. Align paid & organic – If a post ranks for “DIY garage door tips”, run a Google Ad on the same phrase; dominate the page.
  4. Sync with Google Business Profile – Keep photos, keywords and NAP details consistent so Google reinforces your brand across panels.

7. Search-intent driven keyword buckets

Intent Example keywords Recommended content
Informational how to style curtain bangs, best caravan parks WA Tutorial carousel or Reel with step-by-step captions
Navigational CLP Instagram, Baker Street Café IG Optimised profile bio and pinned intro post
Commercial best DSLR for beginners, affordable Perth florist Product showcase carousel with clear price info
Transactional book wedding photographer Perth, buy eco yoga mat Strong CTA in caption, link-in-bio landing page

Use these buckets to balance education, inspiration and conversion across your posting schedule.

8. Frequently asked questions

Will Reels rank differently from static photos?
Early data shows both formats can appear in Google results, but Reels are more likely to surface in the “Short Videos” carousel on mobile searches. Use strong captions, subtitles and an eye-catching cover image to maximise visibility.
Does engagement (likes, comments, saves) influence Google ranking?
Not directly. Google relies on the relevance of your caption, alt text and on-page signals. Engagement still matters inside Instagram because higher engagement can improve distribution, which in turn may help Google crawl the content sooner.
Can links in Instagram captions help my website’s SEO?
Links in captions are not clickable, so they do not pass authority to your site. Instead, use clear calls to action such as “link in bio” or product tags to move visitors along the journey.
How do I see which of my posts are already indexed?
Type site:instagram.com/yourhandle into Google, optionally adding a keyword. The results show every post Google has crawled so far. Re-optimise any important posts that are missing.
Will Instagram rankings cannibalise my website traffic?
Possibly, but that is not always negative. If the Instagram result answers the query more visually and still leads people to your profile and ultimately your site, you gain brand exposure either way. Track traffic sources and adjust your content mix accordingly.
Do location tags help with international searches as well as local ones?
Yes. Geotags and location mentions act as signals for both local-intent queries (e.g. “café in Perth”) and broader “things to do in Australia” style searches, especially in Google Images.
Can under-18 team members still appear in company posts that are indexed?
Yes, providing the business account itself is registered by an adult. The age restriction applies to the account owner, not the people shown in the content. Follow your usual safeguarding policies for featuring minors.
Ellie Clare, owner of CLP Advertising & Photography Services, stands in a red shirt against a gradient backdrop that invites readers to email any remaining questions.

9. Quick-fire checklist for Google-ready Instagram posts

Use the steps below each time you publish a Reel, photo or carousel. The fourth column lists free and paid tools that make each job easier.

Step What to do Why it matters Tools to help (free / paid)
Add keywords to your caption Place your main phrase in the first one or two lines and repeat naturally later in the text. Google often shows the opening of your caption in its search snippet, so keywords here boost relevance. Free: Ubersuggest
Paid: SE Ranking
Write descriptive alt text In Advanced settings add a concise sentence that explains the image or Reel cover and includes a focus keyword. Alt text works like image SEO, helping Google understand and rank the visual. Free: built-in Instagram Alt Text field or ChatGPT prompt
Paid: Canva Pro Magic Write
Use relevant hashtags Select five to ten tags that reflect the topic, niche and location. Hashtags serve double duty: discovery inside Instagram and extra keyword signals for Google. Free: RiteTag, Display Purposes
Paid: Flick Hashtag Research
Answer a real search query Base each post on keyword research or customer FAQs and give a clear solution or takeaway. Content that solves a known question is more likely to appear when users search for that exact answer. Free: AnswerThePublic, Google Keyword Planner
Paid: Semrush Topic Research

10. Conclusion – seize the search opportunity

Search and social have officially collided. Follow the checklist above and every Instagram post you make can become a long-lived search asset, attracting fresh eyes and wallets day after day.

Ellie Clare from CLP Advertising & Photography Services gestures toward a spread of marketing audit pages under the headline ‘No more guessing games!’, illustrating the free Audit & Analysis Report offer.

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Implementing Instagram-SEO and weaving it into your wider marketing takes time, data and specialist know-how. Let CLP Advertising & Photography Services do the leg-work.

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  • A personalised benchmark against your competitors
  • Quick-win recommendations you can action immediately
  • A clear long-term roadmap for sustainable growth

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Secure your free audit now and discover exactly how to lift your brand above the competition one strategic move at a time.

Bonus Pro-Tip: Upgrade to Instagram’s Preferred 4:5 Aspect Ratio to a stylish and professional feed

Instagram has confirmed that 4 : 5 portrait (1080 × 1350 px) is now the “sweet spot” for feed photos and carousel slides in 2025. Square still works, but the extra vertical real-estate grabs more screen space on mobile and helps your post stand out in both the feed and Google Images.

The best part, it also works really well on Facebook, LinkedIn & Google Business Profile Updates too!

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