Big news from Instagram: Starting 10 July 2025, public posts from professional (business or creator) accounts can start showing up in Google search results. That means your Reels, posts, and carousels could appear on Google alongside your website, blogs, and directory listings.

If you’re a therapist using Instagram to grow your practice or promote offers like workshops or courses, this could be a powerful boost to your visibility.

Here’s what’s changing, what it means for you, and how to make the most of it.

What’s Actually Changing?

Until now, Instagram blocked Google from indexing individual posts. That’s why your profile might appear in search, but your individual content didn’t.

From 10 July, if you have a public professional account, your Instagram content can be indexed and appear in Google results. That means someone searching for “therapist for anxiety in London” might now find your Reel about perfectionism right there in their search results.

Instagram is also adding a new privacy setting allowing you to opt out of this indexing, so you stay in control of what’s visible.

What This Means for Therapists

If your ideal clients are Googling phrases like:

  • How do I stop overthinking

  • Is perfectionism trauma

  • Tips for burnout recovery

And you’ve created content addressing those questions, there’s now a real chance your posts could appear in those search results.

This is a meaningful opportunity for therapists to increase their reach beyond the app. It opens up a new pathway for people to discover you even before they land on your website.

SEO Isn’t Just for Websites Anymore

You can now start thinking of Instagram posts like mini landing pages. This doesn’t mean needing to become an SEO expert! It just means being more intentional with what you’re already doing.

Here’s how to improve your visibility:

  • Use keywords in your captions that your clients might actually search (e.g., high-functioning anxiety, feeling stuck, people pleasing).

  • Write alt text that clearly describes the image.

  • Embed Instagram posts into relevant blog articles or website pages.

  • Make sure your username, display name, and bio reinforce who you help and how.

It’s about connecting the dots between what your ideal client is looking for and what you’re already saying online.

What If You Don’t Want Your Posts in Google?

If you’d prefer not to have your Instagram content show up in Google search, you have a few options:

  • Toggle the new “hide from search engines” setting in your account’s privacy settings

  • Set your account to private

  • Be mindful of what you post if your account remains public

Bear in mind that even if you opt out, your profile photo, username, and bio might still appear in search results for a short time while Google updates its index.

How to Make the Most of This Change

This update is an opportunity to boost your reach without overhauling your strategy. Here are a few simple steps to take advantage:

  • Refresh your bio: Make it crystal clear who you help and how. This now matters for Google, too.

  • Write specific, client-centred captions: Use language your clients use, not just clinical terms.

  • Repurpose blog content into Instagram posts, and embed relevant Instagram posts on your website.

  • Use your Dream Client Profile to guide SEO-smart content. If you know your dream client is searching for “how to stop spiralling at night,” create content on that exact topic.

This is where having a clear Dream Client Profile can really help. You already know what your audience is struggling with and how they’re thinking about those struggles. Now you can use that knowledge to create content that’s more discoverable and impactful.

Final Thoughts

Instagram posts showing up on Google means your content can now work even harder for your business. It’s more discoverability, more reach, and more ways to connect with the people who need your support, without changing your entire content strategy.

All it takes is a little more intention and a clear focus on your ideal client.

Ready to Optimise Your Instagram?

Want to make sure your account and content are working as well as they can for your therapy practice?

Book The Social Media Audit and I’ll tell you exactly what’s working and give you detailed, easy-to-action recommendations to improve.