July 2025 marked a major shift in how we use Instagram—and it’s one that business owners, creators, and marketers need to pay attention to.
For the first time, Instagram posts from public business and creator accounts are now being indexed by search engines like Google. This means your content—whether it's a Reel, Carousel, or static post-can appear in Google search results, offering organic visibility far beyond the Instagram app.
Note: This only applies to public business or creator accounts. Stories, Highlights, and private profiles are not included.
Why This Matters for Organic Growth
Before this update, Instagram content had a very short lifespan. You’d post, get engagement for 24-48 hours, then watch it fade into the void. Now? Your best content has evergreen potential.
Here’s how this impacts you:
- Reach beyond Instagram: Your posts can now be discovered by people searching on Google - even if they don’t use Instagram.
- Extended content lifespan: High-quality posts can continue generating visibility and traffic for weeks or even months.
- More traffic sources: This bridges the gap between your social media presence and your broader digital strategy.
Imagine someone Googling “hydrating skin routine for summer” and your skincare clinic’s Instagram Reel pops up. That’s not just social media; that’s SEO-powered brand discovery.
Who Benefits Most?
This update is especially powerful for:
- Small businesses looking to drive organic reach without relying solely on ads
- Content creators sharing tips, tutorials, or educational content with lasting relevance
- Brands that want more control over their digital footprint
If your business is building an online presence, this is your moment to treat Instagram like a serious SEO asset.
What Should You Do Differently Now?
If your SEO and social strategies have always been treated as separate things—it’s time to realign. Here's what an integrated approach might look like:
- Write smarter captions: Use searchable, keyword-rich language in every post
- Think visually with purpose: Create content that’s not only engaging but informative and relevant to search queries
- Optimise your Instagram bio: Treat it like your homepage-use keywords, add CTAs, and link strategically
- Align content across platforms: Repurpose Instagram posts for your blog, LinkedIn, and email marketing
- Drive traffic intentionally: Use Instagram as a launchpad to SEO-optimised landing pages
Instagram’s July 2025 SEO update has fundamentally changed how content is discovered. Your grid isn’t just a visual portfolio anymore - it’s a searchable, indexable extension of your brand.
At Behind the Business Lens, we’re helping clients evolve their social media strategies to work harder, last longer, and align with their overall marketing goals.
If you're ready to build a strategy that drives traffic, builds authority, and gets your brand found—this is the shift you’ve been waiting for.