From 10 July 2025, Google will begin indexing public Instagram content from professional (Business or Creator) accounts – bringing your Reels, carousels and feed posts into Google search results just like webpages. For UK businesses, this marks a pivotal shift: Instagram is no longer a closed ecosystem – it’s now a searchable asset.
1. Why This Matters for UK SMEs and Brands
- Free exposure beyond Instagram: Your social content can now attract UK-based searchers who don’t use Instagram, extending reach organically in Google.
- Competing across formats: Visual-first content – especially Reels – can compete alongside blogs and YouTube in search results.
- Long‑term visibility: Indexed posts gain longevity; your content can appear in searches months (or years) after posting.
2. Who’s Affected?
- Professional accounts: Business or Creator profiles, public by default, held by users aged 18+
- Opt‑out possible: Users can disable indexing via Settings → Privacy → “Allow public photos and videos in search engines”
- Personal/private accounts remain unchanged.
3. Preparing Your Instagram for Google
- Switch to a Professional Profile – Ensure you have a Business or Creator account and that it’s set to public.
- Review Visibility Settings – Confirm the indexing toggle is on, unless you’d prefer your content to remain private.
- Audit Existing Content – Archive or delete any posts that don’t reflect your brand before they appear in search results
4. Broader Strategy & Measurement
- Combine forces: Encourage collaboration between your social media and SEO teams – share keyword research and content plans across both
- Monitor performance: Measure clicks, impressions, and engagement – comparing before and after indexing to assess impact
5. Be Visible – but Be Strategic
- Review old content: Archive posts that no longer reflect your brand or messaging
- Polish your profile: Treat your Instagram bio like a mini homepage – make it clear, keyword-focused, and up to date
- Local relevance: Use UK-specific location tags and keywords to target customers searching for local services – e.g. “Edinburgh digital marketing consultant”.
Key Takeaways for UK SMEs
- Don’t miss the boat: Review and optimise now before your competition get ahead.
- Think like a publisher: Craft captions and alt‑text with SEO in mind.
- Measure results: Use Google tools to track the effectiveness of your indexed content.
- Stay polished: Treat every post and your profile as part of your brand’s digital storefront.
- By aligning your Instagram strategy with SEO objectives, UK businesses can tap into a powerful, cost‑effective method to reach new audiences – without boosting ad spend.
In summary: with Instagram now indexable, social media isn’t just for followers – it’s a discoverability engine. Optimising your content wisely can bring genuine new visibility and engagement for your brand across the UK.
Get in touch with me at ewen@trinityheriot.co.uk. I’ll help you optimise your Instagram to get seen in Google search results and turn your posts into a visibility boost for your brand.