On July 10, 2025, Instagram introduced one of its most significant updates yet for discoverability: public posts from professional accounts became eligible to be indexed by Google and other major search engines. For retreat leaders, this is a real turning point, here's what changed and why it matters. (See the key benefits of Instagram SEO.)
What actually changed
On July 10, 2025, Instagram made public posts from professional accounts (business and creator, 18+) eligible to be indexed by Google and other search engines, so Reels, carousels, captions, and even your bio can appear in web search results. It's worth noting this expanded and formalized something already partly happening (Google had surfaced some public Instagram content for years); what's new is that it's broader and now controllable via Settings → Privacy → "Allow public photos and videos to appear in search engine results." Stories and Highlights aren't indexed.
Why it's a turning point
Your content can now reach people actively searching for what you offer, "jungle retreat Mexico," "women's retreat," "breathwork ceremony", not just your followers. With keyword-rich captions and alt text, a single strong post can keep attracting the right audience over time, like a webpage does. It blends social and search into one strategy, which is exactly where visibility is heading. Book a discovery call to talk hosting.