If you are a business owner or have the pleasure of working in the wonderful world of marketing, something that you have probably heard whispers of is Google indexing public content.
Though there’s been a lot of talk about it, at Blaze, we’ve noticed that not a lot of people really know what it means.
Don’t worry, we make it our personal mission to make sure that we’re clued up on every industry update that matters so that we can make sure that our clients are prepared… and so that we can look like smarty pants at marketing events.
Keep reading to find out what Google indexing social media posts means for your brand in 2025.
What’s Changed: Google and Social Media in 2025
In July 2025, Google began indexing public content. A huge misconception has people thinking that they’re going to peruse Google and then come across their baby photos from their mum’s Facebook page, but that isn’t going to happen, as long as their mum’s account is private.
Google only indexes content that is already readily available, which means that if you’re a business owner, you might find yourself doing some industry research only to come across your own business posts on Google.
This means that content is now discoverable in Google Search results worldwide, which can have a whole host of benefits for businesses while also introducing potential risks.
The indexing update, combined with AI search updates, means your business can now potentially access a whole new avenue of exposure through being featured in Knowledge Panels, Top Stories, and social carousels.
Why This Matters for Brands
Now that you know more about indexing, you might wonder how it can help your brand. As experts in social media marketing in Liverpool, we are really excited about the following ways indexing can help our clients.
Greater Exposure Potential
Every business needs exposure to thrive. Exposure is essential for getting your face in front of the right audience and securing conversions. This is why there has been such a growth in methods such as TikTok marketing, as the marketing methods that get your brand in front of people are the ones that really pay off.
Google indexing your brand’s social posts means that your brand can be found by people who aren’t even on social platforms, improving the discoverability of brands.
Faster News and Trend Distribution
We don’t know about you guys, but in the Blaze office, we tend to learn about important news events and trends on social media before we even bother checking official news channels.
In a world where censorship and misinformation are rampant, many people are becoming more dependent on social media to find news without bias. Even though social media isn’t perfect, it does offer a range of perspectives on current events.
Google Search crawls captions and content on social media before distributing them on Google for the world to access. That means that news and trends you often stumble across randomly on social media can now be found in an easily searchable area, as they happen, so you can get news when and as it happens.
Increased SEO Value from Social Content
Because of how Google indexes by crawling captions and content, you can achieve more organic traffic through the indexing system if you have the right, optimised captions on your content.
Of course, Google isn’t indexing every social media post. Still, it is indexing optimised content, meaning that if your social strategy is right, your business can benefit hugely from this update.
Knowing how to really make the most of this update through SEO can be challenging if you’re still feeling a bit lost about it, which is why it is more crucial than ever to have a marketing agency delivering an expert SEO strategy on your side.
More Accountability and Visibility
We do have to talk about the elephant in the room, which is that with increased visibility, you need to take far more responsibility for what you post on your social media. Look, we’ve all posted something on social media that we’d rather not see the light of day, and in the past, we didn’t really have to worry about our social media disasters resurfacing.
That’s not the case anymore, and you have to be strategic with what you post, especially on your public business account. So, next time you’re considering trying a risque trend on your socials, consider whether or not you want potential customers stumbling across it on Google.
We might sound like a broken record on this, but we really think that every business needs a social media manager to streamline its strategy and ensure that clients see only its best side.
How to Optimise Your Social Content for Google Search
So you get how it works and know how indexing can potentially benefit your content, but how do you optimise it to really shine on Google Search?
Use Keywords and Hashtags
If you’ve ever worked with a marketer or SEO expert, you’re probably sick of hearing about the importance of keywords and hashtags. We harp on about it all the time because using the right keywords and hashtags really does matter, now more than ever.
Using relevant keywords and strategically placing hashtags makes Google more likely to pull through your posts, driving more organic traffic to your socials.
Include Engaging Copy and Alt Text
It’s already a given that you should be using engaging copy in all of your posts, and if you’re not, you’re in for a telling off by every social media marketing agency in the world.
Engaging copy and alt text matter more than ever. Consistently using engaging copy that aligns with your branding can help you reach a better search ranking by providing more context to your post and allowing you to connect better with your audience.
Remember that copy is key on social media and shouldn’t be overlooked just because your creatives look good.
Maintain Brand Consistency
Brand consistency is essential because you really have no idea which post Google is going to decide to pull through on social media. You want any posts that do get pulled through to accurately represent your brand, and one way to do that is through ensuring brand consistency.
Remember that any post pulled through to Google might be someone’s first impression of your business, so you have to ensure that every post is consistent with the image you have built of your brand.
Post Regularly
Consistent social media posting is incredibly important; think of it as feeding the algorithm beast. It fuels the engines behind social platforms and Google, helping you build brand credibility, drive traffic, and stay in control of your online narrative. With Google’s new indexing practices expanding your content’s reach, your steady activity convinces the algorithms that your content is relevant and valuable.
Basically, the more that you post, the more chance you have of being indexed on Google.
Link Back to Your Website
Linking to your website on social media can often be awkward, and you might expect that by now, they will allow you to include clickable links in your posts. Because it can be uncomfortable, businesses always neglect to link back to their websites on their socials, but they must ensure they’re doing it now.
Now that Google has rolled out its social media sniffing skills, direct backlinks to your website are crucial for SEO. They transfer authority, bring in top-tier traffic, and boost your chances of popping up in AI Overviews.
The Risks
Like anything good in life, the new update has some associated risks that businesses must be aware of. Don’t worry, these risks can be avoided if you have an expert marketing agency on your team advising you through the process… hint, hint.
Negative Posts Becoming More Visible
One of the worst aspects of the updates is that more negative posts are readily available. That means that if someone posts something negative about your brand or leaves a negative review, there is every chance that it’ll be showcased on Google for all to see.
You might think that the apparent solution is avoiding bad reviews, but we all know how customers can be, and mistakes happen, so you need to be wary of this kind of content being showcased alongside your business.
Misinformation Being Indexed
Misinformation is always a risk when you’re browsing Google, especially in the age of AI Overviews that pull information from sources without any real fact checks.
Though it upsets us, some copywriters out there don’t actually research their blogs (pause for shock).
Though they don’t properly research their copy, they know exactly how to optimise it and gather traffic, which often means that misinformation is being spread.
AI might be good, but it struggles a bit with context. Someone might post something, only for Google to think that they’re being completely factual and accurate, which is why misinformation is so widely spread.
Loss of Control Over Messaging
The loss of control over messaging is happening more often these days. Google’s indexing of social media content means a brand’s digital footprint now extends far beyond its carefully curated channels, exposing its messaging to new and unexpected contexts. In the past, brands had a tighter grip, they crafted messages specifically for particular channels and audiences. But those clear boundaries are becoming increasingly blurred.
This makes approaching content all the more confusing, as it can be challenging to predict where your content is going. This is why working with a copywriter on your social copy can make a huge difference, as they are better at crafting copy that works across platforms.
How Blaze Media Can Help
Every time Google releases a new update, we understand that it can disrupt everything you know and leave you more confused than ever. Don’t worry; as a leading digital agency, we are experienced in navigating constant changes and can help you.
SEO Focused Social Media Strategy
We specialise in SEO and we have the know-how and the tools (we have every SEO software you can dream of) to create an SEO focused social media strategy for your business that really works.
We know the dos and don’ts of using SEO on social media to drive traffic and connect your business with the right audience through relevant keywords and content that really works.
Content Planning and Copywriting
Operating a successful social media account is a lot like training up a Premier League football team; you need planning and plenty of forethought. You need to work with a team that can make predictions and plan accordingly.
Not only does our team regularly collaborate to create impactful content plans, but we also back them up with copy that fits the brief and embodies our client’s personality to a T. When you work with Blaze, you can leave every task in our hands knowing that you’ll see the best results.
Reputation Monitoring and Response Management
At Blaze, we care about our clients’ reputations, particularly because their reputation has a huge impact on ours, but mostly because we want them to do well. We’re always equipped to protect our clients’ reputations.
If our clients get a bad Google review, you’d better believe that we’re there and ready to respond. In a world where a bad review can have more impact than ever, your business deserves a team ready to respond and monitor its reputation.
Make Sure Your Business is Prepared For Google Indexing With Blaze
This guide should have given you more insight into how new Google indexing procedures will impact your social media. We always recommend that you work with a reliable, local marketing agency that can support your business and has your best interests in mind.
If that’s what you’re looking for, you’ve found it. Get in touch to find out how we can help your business.
