Instagram is set to implement an important change that will impact the online visibility of businesses. Starting July 10, 2025, professional accounts will be able to have their content indexed by search engines, allowing Instagram posts to appear in Google search results.
Instagram opens doors to search engines
The social media app is introducing a new indexing feature that allows business users to determine whether their content can be indexed by Google. Until now, Instagram actively blocked search engines from indexing their content through robots.txt files and noindex tags.
With this update, public posts, reels, videos, and profile pages from professional accounts can appear alongside traditional web pages in search results. Businesses maintain control; they can choose to remain visible only within Instagram by disabling the feature in their privacy settings.
Business impact: from social media to search engine
This development changes how companies need to approach their Instagram strategy. Content that was previously only visible within the app can now reach new audiences through Google. This means that every Instagram post potentially functions as a mini-landing page.
New opportunities arise for companies to reach customers who are not active on Instagram but are searching for their products or services. At the same time, they now need to optimize their content for both social media algorithms and traditional SEO factors.
The change also affects the competition. Instagram content will directly compete with news articles, blog posts, and online shops in search results. Companies that optimize their content well can benefit from this additional visibility.
Practical recommendations for companies
To seize this opportunity, companies must first convert their account to a professional account and activate the indexing feature in their settings. Next, it is essential to optimize content for search engines by using relevant keywords in captions, alt texts, and hashtags.
The traditional divide between social media marketing and SEO is fading. Companies now need to combine both approaches: creating visually appealing content that is also discoverable through search engines. This calls for a new strategy where each post is treated as a potential search result.
This update marks a significant shift in digital marketing. Companies that quickly respond to this change can gain an advantage before competitors adapt to the new opportunities.