Meta's major SEO announcement: What this means for your Instagram Strategy

As of July 10, 2025, Instagram is introducing a game-changing update that will expand your reach far beyond the app.

If you have a professional Instagram account, you may have seen this notification pop up:

"Your public photos and videos may soon appear in search engine results. From 10th July 2025, search engines will automatically be allowed to show all photos and videos on result pages."

This means your Instagram content - whether it’s a product reel, behind-the-scenes carousel, or tutorial post - can now appear in search engine results like Google.

What’s Changing?

Previously, Google could only index your Instagram profile, not your individual posts. So while your name or handle may have shown up, all the valuable content inside your feed was essentially invisible to search engines.

Now, if you’re using a professional account with posts set to public, your content may start appearing directly in search results.

So if someone Googles:

• “Best white linen shirt in Sydney”

• “Minimalist jewellery for bridesmaids”

• “Vegan skincare for sensitive skin”
  

… and you’ve posted relevant Instagram content, your post could now be one of the top results - even if that person has never heard of your brand or followed your account.

Why This Matters for Your Business

This change gives your content a second life - beyond Instagram’s usual 48-hour engagement window. A well-optimised post can now work harder for your business, showing up in searches weeks (or months) after it was first posted.

Here’s what it means for you:

• More visibility in Google Search
• Higher chances of reaching non-followers
• Stronger SEO value from your social content
• Increased traffic to your website or product pages

Whether you’re a boutique fashion label, a wellness brand, a local skincare line, or a homewares store - this update opens up huge opportunities to compete in search without relying solely on ads.

What You Should Do Now

To get ahead, start treating your Instagram like a searchable content platform. This means:

• Writing SEO-friendly captions with keywords your audience might search for

• Including descriptive alt text for your images

• Geotagging your posts, especially if you’re location-based (e.g., Sydney, Bondi, Melbourne, Perth)

• Ensuring your posts are set to public

• Creating educational, inspirational, or product-focused content that answers what people are searching for

Can You Opt Out?

Yes - but only if you have a strong reason to.

You can opt out by:

1. Going to your Instagram Settings & Activity

2. Selecting Account Privacy

3. Turning off “Allow public photos and videos to appear in search engine results”

Alternatively, switching to a private account or from professional to personal will also opt you out. But for most brands and businesses, we recommend staying in - it’s a huge opportunity!

Final Thoughts

Instagram is no longer just about building a community or showing behind-the-scenes content - it’s now part of your broader SEO strategy.

This update aligns with the shift toward Omnichannel SEO, where your brand needs to be discoverable across every relevant touchpoint - search, social, and beyond.

So if you’re already creating content: amazing!
If you haven’t started yet: this is your sign to dive in.

Want to optimise your Instagram content for search?

We work with brands to boost visibility through smart, strategic content. Book a free discovery call to learn how we can help you grow.

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