How Google Indexing Instagram Unlocks New Customers for Your Business

Traditionally, Instagram content largely lived within the app, discoverable primarily by your followers or through hashtags. However, from July 10, 2025, search engines may now index public Instagram posts or profiles. This means your posts could show up in Google search results and be seen by a higher number of potential customers.

This is a game-changer for businesses in Australia and New Zealand, offering several key advantages:

• Increased Reach: Your content is now accessible to a much wider audience beyond your existing followers, reaching people actively searching on Google for products, services, or information related to your niche.

  
  

• Extended Shelf Life: Unlike the fleeting nature of a social media feed, your Instagram posts can now appear in search results for months, transforming them into evergreen assets that continually drive traffic and awareness.

  
  

• New SEO Opportunities: Every well-optimised Instagram post becomes a potential entry point for new customers, boosting your overall organic search visibility. This means Instagram is no longer just for engagement; it's a powerful SEO tool.

  
  

• Responding to Shifting Search Habits: Younger generations are increasingly using social media platforms as search engines. Google's indexing of Instagram content is a response to this trend, aiming to keep its search results comprehensive and relevant.

  
  

SEO Optimisation Checklist for Your Instagram Content

To truly leverage this update, it's crucial to be strategic about your Instagram content. Here's a checklist to help your AU/NZ business get found:

• Switch to a Professional Account: Ensure your Instagram profile is set as a Business or Creator account and that it's public. This is a prerequisite for Google indexing.

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• Keyword-Rich Captions: Treat your Instagram captions like mini-blog posts. Incorporate relevant keywords and phrases that your target audience in Australia and New Zealand would use when searching for your products or services. Place primary keywords near the beginning.

  
  

• Optimise Your Bio: Your Instagram bio is prime real estate. Include relevant keywords that describe what your business does and where you're located.

• Strategic Hashtag Use: While Instagram allows up to 30 hashtags, focus on a handful of highly relevant and specific hashtags. Research popular and niche hashtags that your AU/NZ audience uses.

  
  

• Descriptive Alt Text: Don't skip the alt text for your images and videos! This descriptive text helps search engines understand the content of your visuals and can significantly improve their discoverability in Google Images.

  
  

• Leverage Location Tags: For local businesses in Christchurch, Auckland, Sydney, Melbourne, or any other specific location, always use location tags in your posts. This is critical for local SEO, helping people in your area find you.

  
  

• Create Educational & Valuable Content: Google favours content that is original, educational, and provides value. Think "how-to" guides, tutorials, tips, and insights relevant to your industry.

  
  

• Consistent Posting: Regular, high-quality content signals to both Instagram and Google that your account is active and authoritative in its niche.

  
  

• Review Old Content: Consider auditing your older posts. Could you update captions or add alt text to make them more search-friendly? Archive any content that no longer aligns with your brand or business goals.

  
  

• Monitor & Adapt: While Instagram doesn't offer native reporting for Google search performance yet, manually searching for your brand and key topics can give you an idea of what's ranking. Stay updated on best practices as this feature evolves.

  
  

Good Examples for AU and NZ Businesses

Let's look at how this can apply to businesses here:

• For a Boutique Cafe in Wellington, NZ:

  
  

  • Old Instagram approach: Beautiful latte art photos with generic hashtags like #coffee #wellington.

  • New SEO-optimised approach: A Reel demonstrating how to make their popular 'flat white' (educational content). The caption includes keywords like "best flat white Wellington," "Wellington cafe with free Wi-Fi," "local coffee roasters NZ," and mentions their specific address. Alt text describes the visual content accurately (e.g., "Barista pouring latte art into a ceramic cup at Aro Cafe Wellington").

    
    

• For a Sustainable Fashion Brand in Sydney, AU:

  • Old Instagram approach: Model shots with brand hashtags.

  • New SEO-optimised approach: A carousel post showcasing "5 Ways to Style Sustainable Linen for Australian Summers." The caption uses phrases like "ethical fashion Sydney," "Australian-made linen clothing," "sustainable wardrobe tips AU," and "eco-friendly fashion brands." Alt text for each image describes the garment and its fabric. They also tag their Sydney studio location.

    
    

• For a Trades Business (e.g., Electrician) in Brisbane, AU:

  
  

  • Old Instagram approach: Photos of completed jobs with a simple "Job done!" caption.

  • New SEO-optimised approach: A video tutorial on "How to Check Your Smoke Alarms in Brisbane" or "Signs You Need a Licensed Electrician in Gold Coast." The caption includes "licensed electrician Brisbane," "electrical safety tips AU," "Gold Coast electrical services," and their contact number. Location tags are used consistently.

This update represents a significant opportunity for businesses in Australia and New Zealand to expand their digital footprint. By treating your Instagram content with a strategic, SEO-focused mindset, you can unlock new avenues for discoverability and drive more qualified traffic to your business.

Ready to make your Instagram work harder for your business? Let's chat!