How to make your Instagram posts searchable on Google

July 21, 2025 | Gemma by

Gemma

On 10 July 2025, Instagram announced it will allow Google and other search engines to index public content from professional accounts (business or creator profiles). This means that photos, reels, and videos on professional accounts can appear within Google search results – a fundamental shift in Instagram’s content discoverability beyond the app. 

What is the opportunity for businesses?

  • Increased visibility and website traffic 
  • Free advertising on Google – with correctly optimised content 
  • Improved data insights via Google Analytics e.g. attribute visits and conversions to Instagram content

How to optimise your Instagram content for search engines

Here are some best practices to help your Instagram content shine on Google.

Optimise your Instagram profile bio

  • Include clear, keyword-rich descriptions of who you are and what you do. This text can be indexed by search engines, so a descriptive bio helps your profile show up for relevant searches. 
  • Ensure your profile name and handle also reflect your brand or business (you might include your category or location if appropriate). 

Write keyword-friendly captions 

  • Don’t skip on your captions – they are now searchable text that Google will index and rank. 
  • Lead with important keywords in the first line of your caption, as this often acts like a title in search results e.g. for a carousel about marketing tips “Social Media Marketing Tips – [your hook]…” 
  • Use questions or phrases your target customer would type into Google, and answer/include include those in your caption text (where relevant).

Use alt text for images

  • Instagram allows you to add alternative text to describe your photos – assisting with accessibility but also a bonus opportunity for SEO. 
  • Make a habit of adding alt text for new posts, to help Google understand your image content 
  • Consider updating alt text on some important past posts.

Hashtag wisely #

  • Hashtags are not just for Instagram discovery anymore – they can influence external search visibility. 
  • Use relevant, specific hashtags that double as keywords for your content or industry. 

Text in videos

  • Include text overlays, subtitles, or a detailed caption in your videos so Google can index the substance of your video correctly.
  • These features also benefit users who find your video via search and may be viewing with sound off.

Keep content fresh and on-brand

  • Google favours fresh, relevant evergreen content. 
  • Plan Instagram posts to include content which will appeal and remain relevant over a long period of time e.g. answer common questions or showcase popular products 
  • Audit older posts – remove or update any outdated information, and ensure your recent posts reflect what you currently offer.

Broader SEO and digital marketing implications

Instagram’s indexing update highlights a broader shift in digital marketing: the blurring line between social media content and web content. 

Now that Instagram posts can appear alongside blog articles, news sites, and YouTube videos on a Google results page, businesses need to approach content creation holistically. 

Your SEO strategy isn’t just about your website’s pages anymore – it extends to your social profiles and even user-generated content about your brand. Brands that maintain an active, optimised Instagram presence have an opportunity to gain a competitive edge.

For marketers, a multi-platform content strategy is a must and content planning should consider both search intent and social engagement. 

Instagram content now needs to satisfy both Google users  – who are typically searching with a specific need or question – and Instagram followers who browse for inspiration or community.

Need help with optimising your Instagram content?

As SEO specialists, we’re already exploring the full implications of Instagram’s new visibility in search engine results and how it can be strategically leveraged for our clients. 

Whether you’re looking to increase discoverability, drive more traffic to your Instagram content, or integrate social SEO into your wider marketing efforts, our team is here to help. We’re continually testing, learning, and refining best practices to ensure our clients stay visible, competitive, and ready for what’s next in search. 

Get in touch to find out how we can elevate your social presence and turn visibility into real results.

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