social-media
10 Things You Need to Know About Instagram’s July 2025 SEO Update
Published: 11/07/25 - Updated: 11/07/25
The world of search has officially collided with social. On 10 July 2025, Instagram rolled out a game-changing update that allows public content from Business and Creator accounts to be indexed by Google and other search engines. This move marks a significant shift in how brands and creators can generate visibility beyond the confines of the Instagram app.
At Kaizen, we are already mapping the strategic implications of this change across our SEO and content strategies. This marks a new phase in how Instagram content can actively contribute to organic search performance and enhance brand visibility. Below, we break down the ten most important things you need to know about this update, and what it means for your digital presence.
- Public Content is Now Crawlable by Search Engines
For the first time, Instagram is allowing certain types of content to appear directly in search engine results. If you run a Business or Creator account that is public and belongs to a user aged 18 or over, your photos, Reels, carousels and videos can now be discovered via Google Search and Google Images. This change is enabled by default, although account holders can opt out via privacy settings.
- Not All Accounts Are Eligible
It is important to note that this update does not apply to personal or private accounts, nor does it affect users under the age of 18. The indexing is also limited to public content, which means Stories and Highlights are excluded for now. This keeps the focus on evergreen, shareable assets that align more naturally with SEO principles.
- Your Instagram Posts Now Have a Longer Lifespan
Traditionally, the half-life of an Instagram post has been measured in hours, sometimes days. With search indexing, your most valuable visual content can continue to drive discovery long after the initial publish. A well-optimised Reel or product showcase post can now function as a long-tail acquisition asset, not just a fleeting moment in a social feed.
- Captions and Alt Text Now Serve SEO Functions
This is where the opportunity gets technical. Google will use your caption and image alt text to understand and rank your content. That means keyword-optimised, naturally written captions are now essential. The alt text should describe the image in a way that aligns with both user intent and your content strategy. For example, instead of writing “Great shot of today’s lunch,” try “Homemade vegan lasagne with fresh basil and tomato sauce.”
- Hashtags Are Now Serving Double Duty
Hashtags have always helped content discovery within Instagram. Now they also support relevance signals for search engines. This means your hashtag strategy should combine high-volume keywords with geo-targeted or niche terms that help define context. A tag like #ManchesterWeddingPhotographer may now serve a much broader purpose.
- File Names Matter More Than Ever
This is one of the easiest wins. When uploading a new post, rename your image file using keywords relevant to the content. A photo called “IMG_4857.jpg” offers nothing to a search engine, but “handmade-ceramic-vase-london.jpg” is a clear, searchable description. Google crawls filenames just like it crawls webpage metadata.
- Your Profile Is Becoming a Searchable Landing Page
Google will also index profile bios, usernames, locations and even pinned posts. Think of your Instagram profile as a micro landing page. It should include service keywords, location references and clear brand messaging. Many users will now find your profile through a search engine before ever opening the app. Your optimisation needs to reflect that reality.
- Measurement Is Now a Cross-Channel Challenge
To fully leverage this change, you will need to monitor performance across both Instagram Insights and Google Search Console. Instagram will show you “External Source” traffic, while Google may begin listing indexed Instagram URLs. Together, these tools can help you understand which types of content drive off-platform discovery and how search users engage with your social assets.
- Old Posts Could Be a Liability or a Goldmine
With your content now visible outside Instagram, it is worth conducting a clean-up. Archive or remove posts that are off-brand, outdated or poorly optimised. At the same time, identify evergreen content that deserves a refresh or rewrite. Posts with valuable visuals but weak captions or missing alt text should be updated. Treat your feed like a content library, not just a highlight reel.
- The Strategic Implications Are Huge
From an SEO perspective, this change creates a new vector for organic growth. It blurs the line between search and social. Brands that treat Instagram like an extension of their search strategy will likely see compounding benefits over time. We expect this to open new opportunities in local SEO, product discovery, and even digital PR, as visual assets become linkable and searchable far beyond Instagram’s ecosystem.
Final Thoughts
This update changes how content is discovered, consumed and ranked. Instagram is no longer just a social platform. It is becoming a search surface. Brands and creators who understand this shift and adapt their content strategy accordingly will benefit from higher visibility and extended engagement.
At Kaizen, we are already integrating this into our client workflows. If you would like an audit of your Instagram content or a forecast model of how this could impact your organic growth, we are here to help you stay ahead of the curve.
Get in touch – contact@kaizen.co.uk
Kamile Kupryte
Kamile Kupryte is Marketing Manager at Kaizen, where she leads brand and content strategy. She specialises in combining creative storytelling with data-led performance across SEO, content, events and digital presence. Her work focuses on driving visibility, authority and sustained organic growth through insight-driven marketing.