If you’ve been thinking your Instagram posts seem more visible lately—and wondering whether that means they’re showing up in Google search—the answer on both fronts is likely: “Yes. Yes, they are.”  

Earlier this summer, Google began indexing public content from professional Instagram accounts. For businesses—particularly local or service-based companies—the change opens the door to boosted visibility in ways that simply weren’t possible before. 

Google + Instagram Go Searching Together 

Google has long indexed a wide range of content, including websites, blog posts, PDFs, YouTube videos, reviews, and images. Now, it’s expanding its reach to include Instagram content, but only from eligible accounts. 

To be indexed, Instagram accounts must: 

• Be professional (business or creator) accounts. 
• Be set to public. 
• Belong to users 18 or older. 

In short, public posts, Reels, and carousels from eligible accounts can now appear in Google search results—just like traditional website content. This indexed Instagram content includes: 

• Visual media (images, Reels, carousels) 
• Captions 
• Hashtags 
• Alt text 
• Location tags 

Now that Google is indexing Instagram, the platform is part of your discoverable online presence, beyond the app itself—and that’s a big deal.  

Here’s why:  

• Expanded Reach: Your Instagram content is no longer confined to your followers on that platform. It can now show up when someone searches Google for services or topics related to whatever it is you do, even if they’ve never used Instagram (or social media at all). 
• Longer Lifespan: Traditionally, social content quickly vanished from feeds. But with indexing, some of your best posts might show up in Google results weeks or even months after they are published. 
• More Entry Points: Each indexed post becomes another potential way for someone to find your business.  

Why This Matters for Pet Care (and Other Service Businesses) 

For pet care companies—dog trainers, groomers, or daycare providers—Google’s indexing of Instagram offers up a truly golden opportunity. Imagine a prospect enters the search term “puppy training in Kansas City” and a short video of your training session pops up in Google search results. Or a “before and after dog grooming” carousel shows off your work without curious pet owners ever visiting your website. 

If you’re already posting engaging visual content, you’re halfway there. Now it’s about optimizing that content to help it work harder for you in search. 

How to Optimize Instagram for Google Indexing 

Here’s how to get your Instagram content in front of more people—on and off the platform: 

• Ensure Your Account Is Eligible: Make sure you’re using a business or creator account. 
• Set your profile to public: Double-check your privacy and indexing settings in Instagram. 
• Write Search-Friendly Captions: Use clear, descriptive language that spotlights your services, location, and related keywords. Give some thought to what a potential customer might type into Google’s search bar. 
• Use Smart Hashtags: Mix branded and service-based hashtags with location-specific hashtags (e.g. #BaltimoreDogGrooming).  
• Add Alt Text and Geotags: Alt text helps Google understand what your images show. Tag your business’s location to boost local visibility. 
• Create Evergreen Content: Focus on content that answers common questions, showcases your work, or highlights your process. Pet care pros, for example, might feature grooming transformations, pet training tips, or behind-the-scenes videos. 
• Encourage Engagement: Google may indirectly favor content that has experienced high engagement. So, ask questions, use polls, and invite comments. 

What to Watch Out For 

Indexing takes time. Posts may not appear instantly, rank highly, or even be indexed at all. Older content or content with low engagement may be skipped altogether. Website SEO still matters. Indexed Instagram posts complement, not replace, your core SEO strategy. 

As always, relevance is the key. Posts that match user intent and search phrasing will almost always perform better. 

Make Instagram Work for Search, Too 

This new development bridges the gap between social media and SEO. Your Instagram is no longer just a visual storytelling platform; it’s part of your search visibility strategy as a whole. When you align your content with what people are actually digging for, you unlock new opportunities for discovery and connection. 

At IMPACT, we help clients to show up when and where it counts. Whether it’s pet care, contracting, healthcare, or beyond, we’re here to make sure your content is working as hard as you are.