Following a major platform update, your brand’s Instagram activity just became part of your website's SEO footprint. Here’s 5 things to tweak immediately.
As of July 2025, professional Instagram accounts can opt in to have their posts indexed by Google. This means that for the first time, your Instagram content can be crawled, ranked and displayed in search results outside the app.
This is a fundamental shift in how Instagram works. Until now, your content on the platform was invisible to search engines. It lived only inside the app, discoverable by hashtags or explore feeds, but not by someone Googling a product, service, or brand. Now, Instagram is becoming a true open-web asset, and the implications are huge.
What This Means for NZ Businesses
For e-commerce brands, it means your product launch posts, UGC, and video content could be surfaced alongside traditional website results, giving you a new opportunity to capture intent-based traffic through social content.
For service providers, especially in competitive local markets like Auckland or Wellington, it creates another entry point for prospective customers searching for your business category, niche, or location.
And for all businesses, it means your Instagram is no longer just a social media platform. It’s a content channel with real search value, and it needs to be optimised accordingly.
What Your Brand Should Do Now
Your Instagram strategy needs to evolve to meet the moment:
- Optimise Every Caption
Use clear, descriptive language. Replace inside jokes, meme-speak or vague copy with real keywords your customers might be searching for. - Rework Your Hashtag Strategy
Use hashtags that double as search terms – your location, product category, or service type. Think: #AucklandHairdresser or #InteriorDesignNZ. - Refresh Your Bio and Highlights
Your profile is now a landing page. Make it sharp, keyword-rich, and conversion-ready. Include links, a location, and a strong value proposition. - Pin Posts That Sell
If your feed becomes a search result, what’s pinned to the top matters. Choose posts that explain what you do and guide people to take action. - Align Instagram With Your Funnel
This isn’t just about visibility. It’s about connection. Use content to lead people into the next step, be it a product page, booking form, or email list.
Where PH Comes In
This update sits right at the intersection of the work we do every day: connecting your paid media, content, and website into one seamless growth system.
And now that Instagram is part of your search footprint, it’s time to treat it like a growth asset, not just a marketing channel.
From Meta ads to SEO to creative that converts, PH Digital can help you make every click – and caption – count.
Contact us below to get started.