With Google now indexing public posts from professional accounts, Instagram’s July 2025 update signals a major shift in how travel brands approach discovery and digital visibility
Jul 16, 2025
Instagram’s July 2025 decision to allow public posts from professional accounts to be indexed by Google marks a turning point for travel marketing. No longer confined to social engagement alone, Instagram content is now part of the broader search ecosystem—placing it in direct competition with traditional websites and AI-generated search results. For the travel industry, where visual storytelling drives inspiration and decision-making, this shift transforms Instagram into a powerful tool for organic discovery and SEO performance.
Key takeaways
- Instagram joins the search ecosystem: Public posts now appear in Google results, putting them in direct competition with websites and AI-generated answers.
- Travel brands must adapt: Instagram is no longer separate from SEO. Every post should be treated like a mini landing page, optimized for search intent.
- Break down silos: Social and SEO teams must collaborate to create content that performs both visually and in search—how-tos, FAQs, and insider tips work best.
- AI and the new credibility economy: Content that feels real and offers value is more likely to be cited by AI search engines like Google’s AI Overviews or ChatGPT.
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