What the July 10th update means for your brand and how to turn it into an unfair advantage.
TL;DR
On July 10, 2025, Instagram content from public, professional accounts will become searchable on Google and other search engines for the first time.
Your posts, Reels, and carousels will now show up alongside your site, blog, and YouTube content.
Translation: Instagram isn’t just a social play anymore it’s part of your organic audience strategy.
WHAT’S CHANGING
Instagram has historically been a closed ecosystem. Starting July 10:
- Google will index public content from professional (18+) Instagram accounts
- Captions, alt text, image titles, and hashtags will become searchable content
- Content can appear in Google Search, Images, and AI-powered summaries (SGE)
Instagram is now in the SEO league with YouTube, Pinterest, and blogs for answering top questions and driving more of your content.
WHY THIS MATTERS TO YOU:
- Your content just got a second life.
That Reel from last month? It could now drive organic traffic for the next six.
- It’s a new first impression.
Users might find your brand via Instagram before they ever visit your homepage. That changes what they learn—and what they expect.
- AI favors visual content.
Google’s Search Generative Experience (SGE) is pulling more visual media into summaries. That means well-structured Instagram content could earn a front-row seat.
What Smart Brands Will Do
You don’t need to blow up your strategy, just optimize what’s already working:
Already Doing Well
- Engaging captions with brand voice
- Using alt text consistently
- Branded + campaign hashtags
- Creating content for loyal followers
Next-Level for SEO
- Add keywords + search-friendly context
- Refine to clearly describe visuals for search engines
- Add search-aligned, high-volume hashtags
- Create for followers and searchers
Let’s Start With an Instagram SEO Audit
Your team is already creating content. Let’s make it discoverable.
We’re offering a quick-turn audit designed to help you capitalize on this change without adding lift for your team.
What’s Included:
- Visibility Check - Is your account fully optimized to be found by search engines?
- Content Scan - Which posts are already primed for search and which could be?
- Keyword + Alt Text Review - Are captions and alt text doing their job or just filling space?
- Search Opportunity Snapshot - Where Instagram can support (or even outshine) your other content channels.
- Clear Next Steps - Tailored recommendations based on your goals, team structure, and audience priorities.
JULY 10th IS COMING. LET’S MAKE SURE YOUR CONTENT SHOWS UP AND SHOWS OFF.