Instagram has always felt like a bit of a closed shop when it comes to being found, aka search, aka search engine optimisation. Great for visibility inside the actual Instagram app, sure, but outside? Crickets.

That’s about to change.

From 10th July 2025, Instagram will start letting Google and other search engines index public content from professional accounts. In plain terms: your posts, photos, and videos could start showing up in Google searches. Not just your profile — your actual content.

  • if you’re 18 or over
  • if the account is of the type “professional”
  • if the account is set to public

For Australian wedding celebrants, photographers, florists, stylists, planners — anyone working in weddings — this is more than a nice-to-know update. It’s a moment to treat your Instagram feed like part of your website.

Here’s what you need to know, and what to do next.

What’s changing?

Until now, Google could find your profile, but not much else. The individual posts, videos, carousels — they were all locked inside the app.

Now, if you run a professional account and your posts are set to public, those posts may start appearing in search results. If someone Googles “elopement celebrant Hobart” or “boho wedding ceremony ideas,” and you’ve got relevant content on Instagram, that content could show up — even if they’ve never followed you.

This is similar to what already happens with YouTube and TikTok content showing up in search results. Instagram’s just joining the game.

Why this matters (a lot)

1. Your content can finally work harder

Instagram’s feed algorithm is fickle. One post might get seen by 2,000 people, the next one by 200. Now, your content could keep working well beyond the first 48 hours. If someone Googles a phrase that matches your caption or post, you might pop up.

2. It brings SEO and socials closer together

We often treat Instagram as separate from our website. But now they’re merging — at least in the eyes of Google. Your captions, bios, and alt text all matter more.

3. It gives smaller operators a bigger shot

This update doesn’t just help the big players. If you’re a solo celebrant in regional NSW or a florist in Perth with a thoughtful Instagram strategy, you can be just as visible as someone with a huge following.

How to get your Instagram ready

✅ Write better captions

Treat your captions like little blog posts. Include real keywords — phrases people might actually search for — and give your posts some context.

Bad: “Can’t believe this day! 💕”

Better: “A sweet summer wedding ceremony at Avalon Beach. I helped Tom and Jess write their own vows — it was intimate, relaxed, and full of meaning.”

✅ Use your bio wisely

Make sure your name, handle, and bio include clear, relevant info. Example: “Cairns wedding celebrant for modern lovers” is better than “Here for the good vibes ✨”.

✅ Add alt text to images

Instagram lets you write custom alt text. Use it. Describe what’s in the image, include the couple’s names (with permission), the setting, or the vibe. It helps both with accessibility and search indexing.

✅ Keep your branding consistent

Think about colours, fonts, tone of voice, even emojis. It helps create a recognisable thread across all your content, which Google likes.

✅ Link out to your website

If people discover you via Google and land on your Instagram, what’s the next step? Make it easy. Use your link-in-bio to guide them to your contact form, pricing, or more info.

Should you opt out?

Unless your Instagram strategy is built around exclusivity or privacy (e.g. private elopement content), you’ll want to stay opted in. There’s little downside, and a lot of visibility upside.

A shift from “posting” to “publishing”

This update is a nudge — or maybe a shove — to stop treating Instagram like a fleeting platform. From now on, your grid is part of your digital footprint. Think less “throwaway” content, more “what will this look like in search results in six months?”

If you’ve been putting all your SEO energy into blogs and websites, that’s still smart. But don’t sleep on Instagram. It’s about to be another tool in your SEO kit — and a bloody powerful one.