Google is Indexing Instagram Content: What This Means for SEO

Jocelyn Wykoff
Jul 10
2 min read

Starting today, July 10, 2025, Google will begin indexing Instagram content.

Yep, you read that right. Instagram posts, reels, and carousels are officially being recognized by Google as indexable content. This marks a big shift in how Google defines what’s “relevant” online.

We’ve always treated platforms like Instagram and TikTok as separate from search engines. But with this move, Google’s making it clear: multimodal SEO isn’t optional anymore—it’s becoming the norm.

But Jocelyn, I only care about SEO. Why does this matter?

Fair. And here’s the deal:

This isn’t just a platform update—it’s a mindset shift.

Here’s why it matters:

Visual content is stepping up. If a short-form video or carousel hits the search intent better than a traditional blog post, it might outrank it. SEO is no longer just about keywords—it’s about delivering the right experience.
Google’s definition of “relevance” has evolved. User engagement, visual appeal, and overall experience are now front and center. If someone interacts more with a reel than a blog? That reel might just climb the ranks.

Lessons we can borrow from Instagram and TikTok:

1. Lead with visuals

People love visuals. They’re easy to digest, emotional, and current.

How can we pull that vibe into our websites? Think micro-videos, user-generated content, or scroll-stopping visuals baked into your long-form pages.

2. Keep it human

With AI-generated content flooding the web, authentic, human-created content is more valuable than ever. Videos with real faces and real stories build connection—and trust.

3. Share the whole experience

Social platforms don’t just show a product—they take you on the journey. From the front door to the final bite. From what to expect to how it feels.

Web content should follow suit. Behind-the-scenes looks, video tours, first-person storytelling—it’s all about creating presence, not just presence of mind.

Graphic featuring the quote “Social is now searchable.” by Jocelyn Wykoff of Kiss It Jane, highlighting the integration of Instagram content into Google search results. Simple, bold typography on a clean background for visual impact. — Social is now searchable - Jocelyn Wykoff | Kiss It Jane

SEO isn’t just for your website anymore

Google indexing social means your whole digital ecosystem matters.That includes:

Instagram
TikTok
YouTube Shorts
And so on...

It’s not just about optimizing your pages anymore. It’s about optimizing your brand everywhere it shows up online.

So, how do you actually optimize instagram content for SEO?

Let’s make it practical:

Write for search intent: Go beyond the pretty visuals. Use captions and descriptions that answer questions people are typing into Google.
Use hashtags strategically: They’re acting more and more like meta keywords—helping Google understand the context of your post.
Add subtitles: Silent videos perform better and help search engines understand your content. Win-win.
Work with your social team: Create content together that blends search volume insights with visual creativity. Like—"Top tools every accountant needs" but in reel form? Yes, please.

TL;DR: What this means for your SEO strategy

Think multimodal: Blend visuals, video, and text to hit every layer of search intent.
Go beyond your site: SEO now lives on Instagram, TikTok, and wherever your brand is visible.
Team up with social: Their insight + your strategy = instagram content seo that connects and ranks.
Make it feel human: Real people. Real experiences. Real connection.

SEO is changing—and honestly, it’s kind of exciting. Let’s not just adapt. Let’s lead.

What are your thoughts on this shift? Are you ready to start optimizing beyond your website?