It’s no secret that social media platforms and trends are always evolving. Earlier this year, Instagram made some notable updates to the app with scheduled direct messages, a new 4:5 ratio for grid posts, text on Reel covers, and more. Most recently, you may have heard that “Google is now indexing social posts,” which refers to how Google’s search engine crawls and includes social media content in its search results.
In today’s blog post, let’s dig into this important shift and why it may help your online presence if Google indexes your social media posts.
To start, let’s define indexing. This idea means that Google has “seen” online content and added it to its searchable database. After content is indexed, it can show up in Google Search results when a user searches for related keywords.
Not all social media channels are treated equally when it comes to Google indexing. Here’s what you need to know about each platform:
- X (Twitter): All tweets are quickly indexed and show up in search results.
- LinkedIn: On this platform, public profiles, posts, and articles can appear in search results.
- YouTube: You won’t be surprised to learn that YouTube content is very well-indexed (chances are, you’ve seen videos in your search results!), with video titles, descriptions, and even transcripts offering search engine optimization (SEO) boosts.
- Pinterest: Your pins are indexed and often drive a lot of Google traffic.
- Facebook: Here, public pages and posts may be indexed, but it’s limited compared to other platforms.
- Instagram: Until last week, indexing was very limited. Captions and hashtags were sometimes indexed, while image alt text also provided a small role in search results.
- TikTok: Again, videos may be indexed, but overall visibility is inconsistent.
- Substack: On this newsletter platform, written content is fully indexed.
P.S. Did you know we recently launched our very own Substack, called In the Know with Carlisle & Co.? Subscribe now!
So how does Google’s indexing system help (or hurt) your online presence ?
As of July 10, 2025, public professional Instagram accounts became searchable on search engines — meaning your content is now more readily available to people looking up relevant keywords! You’re impacted if you have a Business or Creator account; you’re 18 or older; and your profile is public. That means, this change will not affect you if your account is Personal or Private and you’re under 18.
While you can opt out if you’re interested (check out our tutorial here), you may want to embrace this update, and here’s why:
- It makes it easier for your ideal audience (people searching for keywords that are relevant to your offerings) to find your brand.
- It offers your online presence an SEO boost without the need for a website.
- It is particularly helpful when it comes to local searching.
- It drives organic (i.e. unpaid) traffic to your company.
If you want to take advantage of this indexing update, here are three tips to keep in the mind as you post to Instagram.
1. Optimize your profile.
Think about it: If someone comes across one of your posts in their search engine results, their next step will be to visit your profile. Make sure you use a consistent business name, logo/photo, and handle (if possible) across your platforms and include important keywords in your description (like “Atlanta family lawyer” or “custom skincare solutions”). It’s also helpful to include a website link and location when possible.
2. Incorporate relevant keywords into your captions and hashtags.
Your Instagram posts now have the same power as your website content when it comes to the potential to show up in search results — so use that power wisely! Include searchable keywords in your captions; add image alt text to your photos; and list industry-specific hashtags as a first comment on each post.
3. Be thoughtful about what you share.
As you share content with your followers, remember that Google prioritizes location-specific and trending topics. Check out what your competitors are talking about on Instagram and put your own spin on it! It’s also beneficial to repurpose your posts across other channels (especially text-based platforms like LinkedIn and Substack), giving Google even more content to index.
If you’re looking to develop a digital marketing strategy and expand your online reach, please reach out to our team today.
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