Since 10 July 2025, Instagram and Facebook have opened up a major visibility opportunity: public posts from professional (Business or Creator) accounts can now be indexed by Google and other search engines. This applies globally to users aged 18 +, while personal or private profiles remain exempt.
Why It Matters for Brands
Extended Reach: Your Instagram and Facebook content can now show up in Google Search results, reaching users outside of your follower base.
Evergreen Content: High-quality posts from weeks or months ago can continue attracting traffic long after they’ve been published.
Search-Social Convergence: SEO and social media strategies now need to work together, as your social content contributes to your overall search presence.
How to Optimise Your Posts for Google Search
Here’s how to take advantage of this new search visibility:
1. Use Keyword-Rich Captions
Think like your customer: what would they search for? Use relevant keywords in your captions such as “best wedding florist Brisbane” or “artisan bakery Sunshine Coast” instead of vague, casual phrases.
2. Customise Alt Text and Video Captions
Alt text helps Google understand your images and videos. Add descriptive, keyword-targeted alt text to every image and include accurate closed captions for Reels or video content.
3. Use Location Tags and Hashtags Wisely
Tag your business location to help Google associate your posts with local searches. Stick to specific, relevant hashtags instead of generic ones, which are often oversaturated.
4. Treat Posts Like Mini Landing Pages
Each post is now a potential entry point from Google. Use strong visuals, brand consistency, keyword-optimised captions, and include soft CTAs to drive further engagement.
5. Engagement Still Matters
While this change focuses on indexing, posts with higher engagement tend to perform better. Likes, comments, shares and saves may also indirectly influence visibility in search results.
6. Repurpose High-Performing Blog Content
Turn keyword-optimised blog articles into bite-sized social posts. These are already search-friendly and now have a second life via your socials.
What to Watch Out For
Context Loss: Once your content is indexed, it may appear in unexpected places or alongside unrelated content. Be mindful of how it might be interpreted out of context.
Outdated Content: Review older posts and archive anything that no longer represents your brand or messaging.
Want to Opt Out?
If you’d prefer your content not appear in Google Search, you can adjust this in your account settings:
Go to Settings & Privacy → Privacy → Searchability and turn off the option that allows public posts to appear in search engine results.
The Takeaway
Instagram and Facebook are no longer walled gardens. Your content now has the power to reach beyond social media, putting your brand in front of people actively searching for what you offer. Align your SEO and social strategies, stay consistent, and make your social media work harder for you.
