en
For a long time, social media and search engine optimization (SEO) operated in largely separate spheres. Social platforms focused on community building and user engagement, while SEO concentrated on technical optimization and content strategies to boost website visibility in search engines. But these boundaries are dissolving—ushering in a fundamental shift in digital marketing.
A decisive milestone was reached on July 10, 2025: On this day, Instagram officially announced that major search engines such as Google and Bing could access and index public content from professional accounts. This means: Elaborately designed Instagram posts — including photos, videos, carousels and reels — can now appear directly in Google search results. This innovation is not a minor update, but a paradigm shift. Google is thus specifically expanding its content universe with visual, dynamic and interactive content, as created and consumed on social media on a daily basis. The aim is to remain the first point of contact for information — adapted to user behavior that is increasingly shifting towards visual formats and short videos.
For companies, this means that Instagram is moving from a pure social media channel to a direct search channel — and that requires a new way of thinking in content strategy, this time with SEO glasses.
With the Instagram indexing update, Meta has defined clear criteria: Only public professional accounts — i.e. business or creator profiles of users over 18 years of age — are recorded. Private or personal profiles remain protected and are not indexed. In terms of content, the indexing concerns all photos, videos, carousels and reels published from January 1, 2020. This time limit is significant, as it means that older, high-quality content can also receive new organic visibility retroactively — without the need to produce new content. On the other hand, stories and highlights are not included. This deliberate decision shows that Google prefers long-lasting, metadata-rich content that remains relevant over a longer period of time — unlike fleeting real-time updates.
Indexing is the technical process that Google uses to analyze, understand, and store content in its database. Only indexed content can later be associated with searches and shown in search results. The big advantage: Companies now receive a new, external traffic source via Instagram. While in the past, content was usually only visible within the app — for followers or via the Explore page — it can now also be discovered by users who don't even use Instagram. For local companies in particular, this provides direct access to potential customers in the region. In addition, the lifespan of a post is significantly extended: What otherwise goes down in the feed after a few days can now remain visible via Google for months or even years — and thus becomes a valuable, sustainable SEO asset.
The fact that Instagram content is now being indexed shows that “multimodal SEO” is no longer a topic of the future, but an integral part of the digital user experience that Google wants to offer. Visual content such as reels, photos, and carousels will be able to surpass classic text posts in Google search in the future — if it better matches the search intent. Google's relevance criteria continue to develop: user experience, visual appeal and interaction play an increasingly important role. When users react more strongly to visual content than to classic blog articles, their chances of getting a good ranking increase.
This forces SEO experts to not only rethink the content itself, but also its form, presentation and interaction options. The content must be immersive, dynamic and user-centered.
In addition, the focus on SEO is expanding: away from static websites towards a holistic digital ecosystem — including social media, ads and multimedia formats. The goal is no longer just a single top ranking, but a consistent, 360-degree presence across all online touchpoints. This creates a new competitive situation in search results pages (SERPs): Instagram posts are now competing with classic websites. An example: If you search for “Food Guide Zurich,” you may see Instagram posts right next to blog articles or review portals in the future. This means that social content must also be specifically optimized for Google — especially for visual or local search queries.
In times of AI-generated texts, the desire for authentic, human-produced content is also increasing. Videos with real people, emotions, and stories create stronger ties — a factor that AI is struggling to reproduce. This significantly increases the SEO value of authentic, social content.
To leverage this opportunity, businesses should align Instagram strategies with SEO best practices:
Instagram captions are now readable by Google — they should be clearly worded, written naturally, and with the keywords that your target audience would use on Google. The most important information and terms should be at the beginning, otherwise the text will be cut off.
Alt texts are not only important for accessibility, but also help Google better understand image and video content. Each post should contain a meaningful alt text.
Hashtags are increasingly acting as meta keywords for Google. A mix of popular, industry-specific and local hashtags helps to categorize content better and make it discoverable.
The bio is your meta description — industry, location and services should be mentioned precisely here, especially for local SEO. The titles of your highlights should also be clear and descriptive, as they contribute to creating context.
Include more timeless, informative content. Evergreen content remains relevant over the long term and attracts organic traffic over a longer period of time. Pinned posts and highlights should be designed in such a way that even users who come via Google immediately understand what they're about — regardless of Instagram navigation.
Reels and videos should be provided with subtitles and text overlays — on the one hand for barrier-free understanding and on the other hand as additional text signals for Google. This practice is already known from YouTube or TikTok and increases discoverability.
The classic off-page approach is also playing an increasingly important role in a social SEO context. Links from external, topic-relevant websites to your Instagram profile or to individual posts signal to Google that your content has authority. Such backlinks can come from blog articles, partner sites, industry directories, or even press articles.
Instagram indexing is part of a larger movement: “Search Everywhere Optimization” is becoming a reality. Google is increasingly integrating content from social networks into its search:
The goal: Google wants to draw answers from all corners of the web — whether it's a classic website, social feed or video portal. Companies should therefore see their digital presence as a networked ecosystem in which social content plays a central role in the SEO strategy.
As promising as the new visibility via Instagram is — the successful integration into a comprehensive SEO strategy is complex. It requires technical understanding of how Google crawls and indexes dynamic content, as well as deep knowledge of platform-specific optimization methods. Aspects such as crawlability and user intent based on keyword analysis must be considered. Many companies implement social media internally, often with a focus on community, not on SEO — which creates a skills gap.
What is needed now is a data-driven, holistic approach — based on close cooperation between social and SEO teams. An experienced SEO agency How ZUMO can provide decisive support here: with keyword research, cross-channel content optimization, monitoring and adaptation to algorithm updates.
For local companies in particular, this step is crucial in order to take a top position in regional search results and reach potential customers where they are looking.
Google's indexing of Instagram content is a unique opportunity to sustainably increase reach and organic traffic — far beyond the app. Your Instagram profile can become a long-term SEO asset that actively contributes to your brand's search engine presence.
Make targeted use of this change: Strategically optimize your Instagram content for Google, integrate it into a holistic SEO strategy — and tap into new growth potential.
Die Zukunft von SEO ist integriert, visuell und dynamisch.
Let ZUMO help you turn social media into sustainable growth.
Our team of SEO experts is ready to help you. Discover your SEO potential in a free initial consultation!
ZUMO is a Swiss SEO & SEA agency that uses data analysis and market research to develop scientifically sound SEO & SEA strategies. We owe our success to a combination of technology and know-how of our employees, which delivers relevant results at a unique speed. The satisfaction of our customers, no matter if corporation or small business, is our ultimate goal.
