Instagram has rolled out a major update that allows public posts and profiles to be indexed by search engines, including Google. Effective July 10, 2025, onwards, this change means that Instagram content can now appear in search results outside the app, offering businesses a new way to reach potential customers.
This development could be particularly valuable for creators, entrepreneurs and small business owners who use Instagram as a primary marketing channel. And with public content now searchable on Google, businesses in the travel industry that tend to lean towards highly visual, story-led content can improve their online visibility and attract organic traffic.
Also, learn how AI is reshaping how we choose where to go, plan our trips, and move through the world of travel.
Instagram indexing: Here’s what this means
Clarity from IG over a recent change to Google indexing of IG posts
— Social Media Today (@socialmedia2day) July 14, 2025
“Instagram’s integration with Google search is one of the biggest shifts we’ve seen in how people discover travel. That’s a game changer for travel content creators and travel businesses as now, a captivating reel of Bangkok’s rooftop bars or a carousel of vacation spots in South India has the potential to outrank traditional travel articles, simply because it better answers what people are searching for,” explains Anukriti Malik, Senior Executive, Regional Social Media-Growth at Travel + Leisure Asia.
“This changes the rules. To outrank or get your content the visibility outside of the Instagram world, you’ll need to treat every IG post like a landing page, with thoughtful, keyword-rich captions that go beyond the clichés,” she adds.
According to data from Sprout Social, 41 percent of Gen Z now use social media as their primary search tool, surpassing traditional search engines at 31 percent. The update gives Instagram posts a longer shelf life, allowing well-crafted content to remain discoverable in search results long after it was published.
“Google has already established how important a strong social presence is for brands, especially with the recent updates and the AI mode. Including Instagram in the search index is another way to serve the authentic content coming through niche creators to the users,” highlights Varsha Rai, Regional Team Lead, Editorial SEO at Travel + Leisure Asia.
Considering Gen Z preferences, who are inclined towards short-form content consumption, businesses can gain search visibility by creating short explainers, how-tos, itineraries and reviews on Instagram. “Core SEO principles would continue to apply, as creators should focus on creating evergreen posts and optimise using the right keywords in captions, hashtags and images. For example, a ‘how to apply for a Schengen visa’ short explainer video will always be relevant. Additionally, creating organic and real engagement via comments will also boost reach,” Rai adds.
As per Instagram guidelines, to be eligible for indexing, an account must be public, professional and held by someone over 18. Once these criteria are met, all public posts and Reels (including those shared before turning 18) may be indexed by search engines. Remixed content may also appear in search results if allowed. You can visit Instagram’s privacy section to learn more about accounts, eligibility for crawling and how to turn off indexing.
(Feature image credit: Meta)
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Note:
The information in this article is accurate as of the date of publication.
Written By
Sneha Chakraborty
Sneha Chakraborty is a journalist and photographer covering how travel intersects with food, culture, ..Read More
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