July 10, 2025 - As of July 10, Instagram is now allowing search engines like Google and Bing to index public content from professional accounts. Essentially, this means the content you share — whether it’s photos, carousels or Reels — from eligible accounts can now appear in search engine results pages (SERPs) — even for users who aren’t logged into Instagram.
Not only is this a major shift for a social platform that’s traditionally kept most of its content within its app, but this also changes how businesses may be discovered.
In addition, it opens up fresh opportunities for businesses looking to improve their visibility beyond Instagram’s explore page.
Ironically, there’s an ongoing joke that whatever is trending on TikTok will trend on Instagram Reels a month later. And with TikTok and YouTube already appearing in search results, Instagram has already shown that it’s been well behind in the world of organic search.
So, what does your business need to know about this update and stay ahead of the competition?
Which Accounts Are Eligible
Only users with public professional accounts who are 18 or older will be included in the new indexing.
Personal accounts, private profiles and content posted before January 1, 2020, will not be indexed. Users can also opt out by adjusting their privacy settings, switching to a personal account, or making their profile private.
What It Means for SEO
This move positions Instagram content to rank in traditional search results alongside business pages, news articles and AI overviews.
The beauty of this is that your Instagram content could show up in Google searches without the need for optimized content in a traditional source or paid ads. It’s also a chance to reach people who aren’t even on Instagram or searching within the app.
Optimizing your content now matters more than ever—think captions with keywords, product tags and geo-locations that tie back to your business.
This Instagram update is part of a bigger trend toward AI-assisted and visual search. Google’s new AI Overviews and Search Generative Experience (SGE) are reshaping how results are presented, blending video, images and conversational content.
The inclusion of Instagram content fits right in and reinforces how social content is becoming a bigger player in traditional SEO strategy.
Remember, this change doesn’t mean SEO is fading into the ether. On the contrary, it’s expanding.
As Instagram continues to assimilate into search engines, it’s essential to prioritize content that’s smart, intentional and trustworthy.
Outrank the Competition with Melon Local
If your business has a professional Instagram account and wants to get discovered beyond your followers, now is the time to implement a game plan.
Consider making your profile public, creating eye-catching content and use strategic keywords.
For businesses, this change makes your Instagram page another searchable extension of your brand, so treat it like one.
Want help optimizing your social media strategy or aligning your content with what shows up in search? That’s what Melon Local is here for. If you’re ready to make your business fresh, relevant and discoverable, schedule a demo today with Melon Local to discover the future of digital marketing!