Content creation just got more interesting. Starting July 10th, 2025, Instagram posts from professional accounts will automatically appear in Google search results. This isn’t just another algorithm update; it’s a shift in how content ideation and distribution work together.
If your business is on Instagram, we know you’re rolling your eyes, and we know you’re tired of the changes, of 5 long years jumping through Mosseri’s hoops. When does it end!
Thankfully, this change isn’t about creating more content. It’s about refining the content you’re already creating to work harder for your business. For years, we’ve talked about creating content once and distributing it across multiple channels. Well, it’s finally happening in a big way – we’re not just talking ‘share to Threads’. Now, Instagram content doesn’t just live on Instagram; it’s become part of the searchable web. This means your content ideation process needs to consider both social engagement and search intent. Your distribution strategy just expanded beyond social platforms to include the world’s largest search engine. It’s time to dust off your SEO hat (or steal ours!).
According to SEOZoom’s analysis, Instagram content already appears in the top 10 results for over 669,000 keywords, with more than 600,000 Instagram Reels currently indexed by Google. The July 10th update makes this official policy rather than an accidental byproduct.
This is a massive opportunity for businesses that can understand how to bridge social media and search engine optimisation. So here’s how to get ahead while your competitors are still posting ‘POV’ content.
Before we move on, it’s important to note that this change only affects:
You can control this feature in Settings → Privacy → “Allow public photos and videos to appear in search engine results,” which gives businesses control over their search visibility.
As if coming up with one in the first place wasn’t hard enough, now your captions need to do double duty: engage your followers and answer search queries. So instead of vague social media chat, dig deep and write content that provides genuine value.
Before: “Another amazing client transformation!”
After: “How to achieve 40% better engagement rates: the three-step content audit process we used with this client”
The key is to think about what your ideal client searches for when they have a problem that you can solve, and then create content that addresses those search queries while still sounding like you and keeping your social media engaging. You might want to appeal to a search engine, but remember not to sound like a robot!
The Strategy: If you’ve done your messaging, you already have the foundations in place for this. Those core messages and value propositions translate perfectly into searchable captions. Use your key messaging pillars to create content that ranks, engages, and is completely on brand.
Local businesses have the upper hand here. Instagram’s location tags can now drive local search traffic directly to your business; as small business supporters, we think this is a great development. So how can you
The Strategy: Tag your specific location, neighbourhood, and nearby landmarks. When someone searches “best coffee shop Manchester city centre,” your tagged post could appear alongside Google Maps results and review sites.
According to Marketing4Ecommerce’s coverage, fashion businesses are already seeing their collections appear in Google Images when tagged with location and product information.
#ChangeManagementStrategy #OrganisationalDevelopment #BusinessProcessOptimisation #LeadershipDevelopmentUK
#SustainableInteriorDesign #SmallSpaceDesign #HomeStagingTips #InteriorDesignLondon
Hashtags on Instagram now function similarly to meta keywords for search engines. This fundamentally changes how you should approach hashtag strategy.
Old approach: #MondayMotivation #Blessed #Entrepreneur
New approach: #SmallBusinessMarketing #ContentStrategyTips #DigitalMarketingAdvice
Research-Based Hashtag Strategy:
Instagram’s alt text feature isn’t just for accessibility anymore; search engines also use it to understand and index your images. This is your opportunity to describe images using terms people actually search for.
Generic alt text: “Team photo in office”
SEO-optimised alt text: “Digital marketing team of 10 people collaborating on content strategy at Manchester-based agency”
The key is balancing descriptive accuracy with search-friendly language that your target audience might use when looking for your services or products.
Visual, step-by-step content often engages users more than text-heavy blog posts. Your Instagram carousels and Reels can now compete directly with traditional how-to articles in search results.
According to Chris Essey’s analysis on Medium, visual content influences decisions more than text-only content, particularly when it appears in search results where users can see the value immediately.
This Instagram update fundamentally changes how we approach content planning. Your content ideation process now needs to consider:
Remember, the best content solves real problems your audience faces. Instead of asking “What should I post today?”, start asking “What question did my last three potential clients ask me?” Then create visual content that answers it. This approach works whether someone finds you through Instagram’s algorithm or Google’s search results.
Your distribution strategy expands from social platforms to include search engines. A single piece of well-optimised Instagram content can now:
Don’t be. You don’t need to overhaul everything overnight. Start with one tip from this list and implement it consistently for two weeks. Most of your competitors won’t adapt to this change at all, so even small improvements give you an advantage.
Most businesses will continue to post social media content as they have always done. While they do that, you’ll be building a library of searchable, valuable content that works harder for your business, using the messaging foundation you should already have.
The convergence of social media and search engine optimisation isn’t coming, it’s here. The question is whether you’ll adapt your content strategy to take advantage of it.
