Legal Marketing Blog

Google Is Now Indexing Instagram Content: What Law Firms Need To Know

SEO, Social Media

Posted On: July 15 2025

Instagram Just Got a Lot More Searchable—Here’s What That Means for Your Law Firm

Google has recently begun indexing public Instagram content. For law firms like yours, this development represents more than an update; it’s a strategic opportunity to improve visibility in search results and connect with potential clients organically.

Firms that act now can position themselves ahead of competitors. But first, law firms must work to ensure their content is optimized and aligned with their SEO strategy.

What Does It Mean That Instagram Posts Are Now Being Indexed by Google?

Instagram content has not been shown in traditional search until now. Unless users were inside the app, your content didn’t exist to Google.

That changed in July 2025. Google began crawling and indexing Instagram posts that meet specific eligibility criteria:

Public accounts
Set as “Professional” (Business or Creator)
Users 18+
Posts after Jan. 1, 2020
Indexing toggle enabled in account settings

This allows select Instagram content to appear in Search Engine Results Pages (SERPs) – right alongside websites, news articles, and videos. For law firms with active Instagram profiles, this means your content now has the potential to rank and generate search traffic.

Why This Change Matters for Law Firm Marketing

Most law firms understand the value of ranking well in Google. But few realize their Instagram content could contribute to that effort – until now.

Indexed Instagram posts:

Can rank for branded or non-branded queries (e.g., “[Your Firm] injury lawyers in Buffalo”)
Increase digital shelf space—especially on mobile, where visual results matter
Serve as “mini landing pages” for prospective clients who want to validate your credibility before contacting you

This shift is particularly beneficial for smaller law firms and solo practitioners that lack large advertising budgets. With strategic content creation and optimization, you can compete for visibility in search results more often, and without paying for every click.

Which Instagram Posts Are Being Indexed on Google?

Not every post is automatically eligible. To appear in search, your firm’s account and content must meet Instagram’s criteria:

Account is public
Set to Business or Creator
User managing the account is 18+
Posts are from Jan. 1, 2020 or later
Indexing is turned on in settings

To verify your settings:

Open Instagram → Menu → Settings and Privacy
Go to “How others can interact with you”
Tap “Content preferences”
Ensure “Allow Instagram content to be shown on the web” is toggled ON

If your firm is wondering whether your content is indexed by Google or how you can better leverage Instagram, Postali can help evaluate your current Instagram presence and develop a comprehensive digital marketing strategy for your law firm.

How to Optimize Your Instagram Posts for Google Searches

First, treat Instagram captions like content from your website. You don’t need to keyword stuff, but you should intentionally include:

Practice area terms (e.g., “personal injury lawyer,” “divorce attorney”)
Location indicators (e.g., “serving clients in Columbus”)

Instagram alt-text is often underused but valuable. It gives Google additional context about the post, just like image alt tags on a webpage. For example:

“Attorney discussing wrongful death claims with a client in Cincinnati office.”

Use geotags where appropriate. These add local signals that reinforce relevance for searches like “Chicago criminal defense lawyer.”

Finally, update your Instagram bio. Include your city and core practice areas so it acts as a helpful micro about page for clients and search engines alike.

Legal and Ethical Considerations for Law Firms on Instagram

This new visibility brings responsibility. Law firms must ensure all indexed content complies with applicable legal advertising rules.

Watch for:

Overpromising: Avoid “we always win” or “guaranteed results”
Confidentiality risks: Never share photos or videos that reveal private client information
Outdated content: Archived or off-brand content can still be cached by search engines

Some states have stricter disclosure requirements. Make sure your posts reflect your jurisdiction’s advertising rules. If you’re unsure, work with our legal marketing professionals at Postali who understand the line between effective marketing and professional risk.

Remember: indexed content lives longer. Even deleted posts may persist in Google’s cache. That’s why we recommend periodic audits of your Instagram feed.

How to Track Indexed Instagram Content and Control What’s Visible

To see what Instagram content is being indexed, try a Google search like:
site:instagram.com yourlawfirmname

You can also track clicks from Google to your Instagram using:

UTM parameters
Google Analytics (linked from your site’s link-in-bio tools)

Want more control?

Turn off indexing via the settings menu
Switch your profile to private (note: this removes your visibility entirely)

Visibility is powerful, but so is control. An intentional legal content strategy helps you harness both.

How Should Law Firms Adjust Their Strategy on Instagram Now That Posts Can Appear on Google?

The type of content your firm shares should serve two audiences: potential clients and search engines.

Here are strong formats to consider:

FAQ Reels: Answer questions like “What is a contingency fee?”
Explainer Carousels: Break down legal processes (e.g., “5 Steps in a Slip-and-Fall Claim”)
Attorney Spotlights: Share awards, credentials, case experience, and community involvement
Success Stories: With client permission, share anonymized wins that reflect your case results
Behind-the-Scenes: Show your team’s human side; office culture, court prep, or community events

Your Instagram posts should have a caption that includes who you help, where you practice, and how someone can contact you. Keep the content clear and client-centered.

How Our Digital Marketing Agency Can Help You Make the Most of Instagram SEO

Managing your law firm’s online presence across social media platforms takes time. And with Google now indexing Instagram content, the stakes are higher.

Our team at Postali can help ensure your Instagram content:

Meets all eligibility requirements
Complies with your state’s advertising rules
Is optimized with keywords, alt-text, and location signals
Drives qualified leads, not just impressions
Is aligned and in-sync with your overall content strategy and other social posts

Instagram Should Become Part of Your Law Firm’s Search Strategy

Your Instagram profile is no longer just a social media platform; it’s an integral part of your SEO strategy.

If your Instagram content isn’t optimized, then you could miss out on valuable opportunities, or worse, lose out to competitors with better strategies.

If you’re ready to leverage Instagram as an extension of your search presence, our legal marketing team at Postali is ready to help.