If you’ve invested time into growing your real estate brand on Instagram, there’s more value to gain from it than likes and follows. Since July 2025, Google has started indexing content from public professional Instagram accounts — meaning your posts can now appear in search results. This development opens up significant opportunities for real estate brands and property practitioners to expand their online presence beyond Instagram’s app-based ecosystem.
Instagram content indexed by Google: unpacking the change
A big change in 2025, Instagram’s public business and creator profiles became eligible to appear in Google Search results. This includes posts, videos, and Reels — placing your real estate content alongside websites, news articles, and potentially even competitor listings in Google’s index.
Picture this: a buyer searches “modern apartment in Rosebank” and finds your Instagram Reel showcasing a listing, complete with caption, location, and a direct link to your profile.
This evolution effectively merges social media marketing and SEO, offering new reach beyond your existing followers.
Who in real estate is affected?
This update applies only to:
It won’t apply if your profile is personal, private, or managed by someone under 18.
In essence, if you’re a property practitioner, agency, or developer using Instagram to build your brand or promote listings, this change directly impacts you.
Why this matters for the real estate industry
1. Boosted discoverability in search
Your Instagram feed becomes a secondary content channel indexed by Google. When optimised correctly, captions, bios, and even alt text can help your content appear in buyer or seller search queries.
Example: A search for “houses for sale in Umhlanga” could bring up your Instagram content in the results — driving leads to your profile without ad spend.
2. SEO without a website
For smaller agencies or solo practitioners who don’t yet have a dedicated website, this update offers a free and powerful way to build an online footprint through Instagram alone.
3. Evergreen exposure
Historically, Instagram favours recency. But with Google indexing, older posts could resurface months later, creating an extended shelf-life for high-performing content.
4. Organic traffic from Google
This change enables property practitioners to reach high-intent audiences searching on Google, without relying solely on Instagram’s algorithm or paid reach.
A note on privacy
There are trade-offs to broader visibility:
Thankfully, Instagram allows users to opt out of indexing.
How to opt out of Google indexing
If you prefer to keep your content within Instagram only:
How real estate brands can take action
Want to stay ahead? Here's your checklist to align your Instagram content with Google indexing best practices:
Confirm your account type: Make sure your Instagram profile is a Professional account (Business or Creator).
Audit your content: Remove outdated or irrelevant posts that don’t align with your brand or client experience.
Optimise for SEO:
Update your social media strategy: Plan content that serves both followers and searchers:
Stay informed: Follow changes in Instagram and Google’s indexing policies. As this feature evolves, so should your content strategy.
Final thought
As Instagram content becomes more discoverable via Google, real estate professionals have a new opportunity to connect with buyers and sellers at the exact moment they’re searching. At Prop Data, we see this as a powerful tool to complement your existing SEO and content strategies.
Optimise your social media for Google Search
At Prop Data, we help real estate brands turn online visibility into actual leads. With Google indexing public Instagram content, there’s never been a better time to ensure your digital presence is fully optimised for search. From enhancing your SEO foundations to aligning your content strategy with how buyers and sellers search online, our team can help you make the most of this shift. Let’s ensure your brand is not just seen — but found.