Instagram is Now SEO-Friendly (Yes, Really)

Here’s a sentence we never thought we’d write:

Your Instagram posts can now show up in Google search results.

Seriously.

As of July 10, 2025, Instagram flipped the switch and opened up public content from Business and Creator accounts to be indexed by Google (and other search engines like Bing + DuckDuckGo).

Which means…

That employer brand Reel you posted of a team volunteer day?

Or the carousel introducing your summer interns?

Or that throwback photo from your company’s very first office?

Those can now rank in search.

Just like a blog post.

Just like a YouTube video.

Just like your website.

And if you play your (keyword) cards right… they will.

So, what exactly changed?

Instagram made this feature automatic (with an opt-out toggle) for:

• Public content
• From Business or Creator accounts
• Managed by humans over the age of 18

This includes photos, carousels, Reels, and captions. Stories, private accounts, and underage creators are excluded.

TL;DR:

If you’re a company using Instagram to share authentic, employee-driven content (like the stuff EditMate helps you create), you just got a new SEO distribution channel for free.

Why it matters (especially for employer brand teams)

The internet is now visual-first.

But Google’s search results have traditionally been text-based.

Until now.

Now, if someone searches:

• “what’s it like working at Sephora”
• “employee stories at REI”
• “culture at Patagonia HQ”

…your Instagram content has a real shot at showing up.

And showing off your people, places, and vibes in a way that’s way more authentic than a text-heavy careers page.

If you’ve been investing in creating video content with your team, this update makes it evergreen.

No more getting lost in the feed 48 hours after posting.

Your content becomes searchable, discoverable, and durable.

Here’s how to get your Instagram ready for SEO:

Let’s break it down. Here’s your 5-minute checklist:

1. Make sure your account is public + pro

You need to be a Business or Creator account, with the “search engine indexing” toggle turned ON. (It’s in Settings > Privacy.)

Note: Only accounts for users over 18 are eligible.

2. Use keyword-rich captions

Yes, this means… writing for humans and search engines.
Think: “Here’s a behind-the-scenes look at onboarding at our Chicago warehouse” instead of “first day vibes”

It’s not about sounding robotic. It’s about being clear.

3. Write custom alt text

Instagram lets you do this. It helps with accessibility and SEO.

Describe what’s happening in the photo or video in a natural, specific way.

Ex: “Two employees in hard hats smiling at a construction site in Dallas during volunteer day.”

4. Add location tags + strategic hashtags

If your team’s in multiple locations, this is a must.

It reinforces relevance and makes it easier for your content to appear in local searches.

5. Treat your profile like a landing page

Your bio, username, and display name should all work together to clearly say who you are and what you do.

Ex: “@EditMate | Videos that showcase your team.”
Bio: “We help employer brand & talent teams create authentic videos at scale. 👇 Get a demo.”

6. Audit your past posts

This is your permission slip to clean up!

Archive off-brand, irrelevant, or outdated posts.

Update captions or alt text on the keepers.

Repost high-performers with fresh context.

Wait… what about Google’s AI search?

Good question.

Google’s also rolling out AI Overviews, those new auto-generated summaries at the top of search results.

They scrape the web (including social platforms like Insta) and pull in relevant images, videos, and answers.

So if your Insta content is optimized, it may even show up in those previews.

Which means even more exposure!

Final thoughts from Team EditMate:

This is huge for employer brand, people & culture, and recruitment marketing teams.

If you’re already using EditMate to collect and edit content from across your org—HQ, retail floors, fulfillment centers, interns, execs—this new update just increased the value of every post you make.

Here’s how we can help you stay ahead:

• Create pro-quality, SEO-friendly Instagram videos with your team
• Repurpose long-form content into shorter, keyword-rich Reels
• Optimize content for reach and searchability

Let us know if you want help with an SEO-first Instagram content plan… we’re already testing it with a few clients and seeing great results.

Not using EditMate yet?

Let’s fix that. Book a 30-minute demo and we’ll show you how to start turning your employee content into SEO gold.