As of July 10, 2025, Google has begun indexing public Instagram posts from Business and Creator accounts for users aged 18+. This includes content posted since January 2020.
That means your Instagram content — including Reels, carousels, captions, hashtags, alt-text, and geotags — can now appear in Google search results, expanding your reach well beyond the app.
Note: Private/personal accounts, Stories, Highlights, and users under 18 are excluded. You can opt out via Settings → Privacy → Search engine indexing.
What This Means for Theatres, Cathedrals & Cultural Venues
Instagram is now a searchable discovery tool. Every public post is a potential entry point for people Googling terms related to your work.
Examples:
– A theatre’s captioned photo carousel might appear for “Shakespeare plays London theatre Instagram.”
– A cathedral’s choir performance Reel could show up in searches like “Westminster Cathedral choir video.”
– A museum’s exhibition tour or restoration project might feature in “Paris museum Instagram walkthrough.”
How to Optimise Your Instagram for Search
1. Ensure your account is eligible
– Switch to a Business or Creator account.
– Make sure your account is set to Public.
– Check that the setting “Allow public photos and videos to appear in search engine results” is toggled on (this is the default).
2. Write SEO-friendly captions
– Describe what’s in the post clearly and naturally.
– Include keywords like: immersive theatre, gothic cathedral, London choir, museum restoration.
– Avoid one-word captions or vague phrases.
3. Add custom alt-text
– When posting, use the alt-text field to describe the image in detail.
– Example: “Interior of York Minster Cathedral with vaulted ceiling and stained-glass windows.”
– This helps Google understand the visual context.
4. Use hashtags and geotags strategically
– Include relevant hashtags like #LondonTheatre, #CathedralChoir, #BaroqueArchitecture.
– Always tag your location: e.g. Canterbury Cathedral, Manchester Opera House.
5. Share educational and evergreen content
– Create posts with lasting value, such as:
– Behind-the-scenes rehearsals
– Architecture tours
– Music or costume tutorials
– Historical facts about your venue
6. Encourage engagement
– Ask questions or add prompts to boost comments.
– More likes, shares, and saves can signal value to both Google and Instagram’s algorithms.
– Embed high-performing Instagram posts in blog posts or newsletters to extend their reach.
Examples in Action
Theatre company: Shares a backstage post from a production of Macbeth, using a clear caption about Elizabethan staging, #ShakespeareLive, and tagging their London venue.
Cathedral: Publishes a Reel of their choir rehearsing evensong, with descriptive captions, a Bristol Cathedral geotag, and alt-text explaining the acoustics and composition.
Art museum: Posts a carousel of a new exhibit with each slide captioned clearly, adding alt-text and tags like #ImpressionistArt or #CuratorTour.
Final Thoughts
Google indexing Instagram opens up a huge new SEO channel for cultural venues.
✔️ Ensure your account is public and professional
✔️ Write descriptive, keyword-rich captions
✔️ Use alt-text, hashtags, and geotags
✔️ Post consistently valuable, searchable content
Whether you’re a cathedral, theatre, opera house, museum, or gallery — your Instagram feed just became an SEO asset.
Sources
Google now indexes Instagram content — Fingo Digital
Instagram content becomes searchable on Google — PPC Land
Instagram indexing explained — Be My Social
Alt-text and Instagram SEO tips — LYFE Marketing
Google indexing impact for creators — DQIndia
Optimising Instagram for Google Search — The Influence Agency
Photo by Pascal Bernardon on Unsplash