Instagram posts on Google? Here’s what that means for your business (and why you should care)

Big update from the Instagram world this month - and it’s a pretty exciting one if you’re a small biz owner trying to get seen online!

Instagram has just started allowing Google (and other search engines like Bing) to index your content. In simple terms? Your public Instagram posts can now show up in Google search results.

So, if someone types “cute café in Guildford” into Google and you’ve posted a Reel showing off your oat flat whites and cosy brunch corner? That post could pop up - without them even having to open the app.

Let’s unpack why that’s such a big deal, and what you need to do to take advantage of it 👇

Instagram is becoming a mini search engine (thanks, TikTok 👀)

This move is almost definitely Instagram’s response to the fact that TikTok is now a full-blown search engine (yep, especially with Gen Z). People are skipping Google altogether and going straight to TikTok or Instagram to look for:

“Where to eat in Woking”

“How to style a capsule wardrobe”

“Best cafés to work from near me”

Stats back it up too: around 40% of Gen Z prefer social search over traditional Google browsing. Basically, platforms are realising that people want real content from real humans when they search. Not just blogs or business directories.

So now, Instagram wants a slice of that search pie. And for businesses? This is big news.

So what actually shows up in Google?

Right now, it’s public posts from business or creator accounts (not personal ones), posted since January 2020. It includes your:

👉 Captions

👉 Reels

👉 Photos

👉 Hashtags

👉 Location tags

This means that when someone searches on Google, they could end up landing on your Instagram post before they even see your website. Wild, right?

What this means for your content strategy

This is where it gets exciting. Your Instagram captions and posts are now doing double the work: social content + mini blog post.

So here’s what we recommend:

👉 Write captions with a little SEO magic

Don’t overthink it, just be a bit more mindful about the words you’re using. If you’re a hairdresser in Brighton, drop that into your caption naturally.

Instead of: “Loved this colour refresh 😍”

Try: “Fresh colour for one of our Brighton regulars – soft copper tones are still trending and we’re loving them!”

It’s still friendly, but now it’s packed with search-friendly goodness.

👉 Use location tags + keywords

Tag your location. Add specific, helpful hashtags. Think beyond #smallbiz and go for things like #SurreyCafe or #EpsomHairStylist.

But what if you don’t want your content indexed?

Totally valid! If you’re not keen on your posts appearing in Google, you can opt out. Just head to your Instagram settings and untick “Allow search engine indexing.” Or, switch back to a personal account.

But if you do want more people to find your business online (without having to blog or run ads), this is a golden opportunity.

Here’s the takeaway…

Instagram is now playing a bigger role in how people find things online - and for small businesses, this is a chance to show up where it counts.

No need to reinvent your feed, but a few tiny tweaks can make a big difference:

✅ Optimise your captions (think: clear, keyword-friendly)

✅ Be specific with hashtags and locations

✅ Create posts that answer real questions people are asking

This is a super easy way to make your content work harder for you. More visibility, more eyeballs, and more chances to connect with new customers. All without spending a penny.

Want help making your Instagram more searchable?

We can help you rewrite your captions, plan content that ranks and converts, or even give your profile a quick health check to make sure it’s doing its job!

💌 Contact us any time, or check out our other blog posts for some quick tips on levelling up your social presence

✨ Your Instagram feed is your shop window so make it count ✨

And hey – if you found this helpful, why not share it with a fellow small biz owner?

Major update - Google is now indexing Instagram posts