I’m not here to tell you that people use social platforms as search engines instead of Google; you probably already know that. But, what if I told you that Google is fighting to take that search power back? Social search is evolving and Google is cracking the code. And it all starts with Instagram.
What Is Instagram SEO?
SEO (Search Engine Optimization) is about optimizing your website and its content for traditional search (as someone who works in marketing, this is a practice you’re likely familiar with). But what does it have to do with Instagram?
As of July 10, 2025, Google announced that it will begin indexing Instagram’s content, meaning posts, Reels, and carousels can now live beyond the Instagram app and show up on Google’s SERPs.
Longer shelf life = long-term visibility.
Essentially, Instagram is acting more and more like a search engine, even going so far as to join forces with leading players in traditional search. While TikTok may have pushed the boundaries of in-app search, Instagram is playing catch-up in its own way.
For marketers, it’s time to put that internal sync on your SEO team’s calendar; get ready to start treating your Instagram content as part of your SEO strategy.
Other Instagram Updates to Know About
The more social search becomes integral in consumers online behavior, the more social platforms will update and adapt to these changes. Social search isn’t just a trend; it’s redefining how people discover content. Instead of heading to Google, more users (especially Gen Z) are foregoing Google completely, opting instead to type queries like “best coffee in NYC” straight into Instagram or TikTok.
Search is becoming visual, conversational, and community-driven. We’ve seen TikTok lean into this with features like keyword highlights and pinned comments. But now, Instagram is catching up, finally updating how content gets indexed and shown in Google’s search results.
Here are some of the latest updates to Instagram’s search features:
Traffic Search Data
Instagram now gives those with professional accounts access to traffic data analytics, meaning you can see where your users are coming from. Instagram breaks it down into six categories:
- Reels tab: % of traffic from the Reels tab
- Explore: % of traffic from the Instagram Explore page
- Feed: % of traffic from users’ individual feeds
- Profile: % of traffic from users visiting your Instagram profile
- Stories: % of traffic from your Instagram Stories
- Search: % of traffic from Instagram search results
Pro tip: anything above 60% on the reels tab indicates potential for a top-performing video. Bonus points if your top two traffic sources are from the Reels tab and Explore page.
Using Instagram’s traffic source data helps you see exactly how people are finding your content. This gives clear insight into what kind of content drives reach; and what falls flat. By tracking which posts get discovered through Instagram search or the Explore page, you can double down on what’s working and refine your content strategy.
AI Search Suggestions
Similar to TikTok, Instagram introduced AI search suggestions into the comments section. Now, when someone views a post, they might also see suggested searches right above the comments section. It’s powered by Meta AI and tailored to the content of the post, offering search prompts that tie into trending or related topics.
When it’s tapped, it’ll open up a curated search experience filled with Reels, posts, and a summary of the related topic.
Not only does this connect your post to what people are already searching for, it creates more chances for your content to resurface in relevant searches. It’s Instagram’s way of building a discovery loop, where comments aren’t just the end of a post; they’re the start of a new content journey.
What These Changes Mean for Brands
Instagram’s integration into Google search (and other updates) are more than a visibility boost; they’re a strategic advantage for any content strategy. Traditionally, if a business didn’t have a website or invest in SEO, it’d be almost impossible to show up on Google. But with this update, your Instagram content can now act as a searchable landing page if it appears in Google’s search results.
- More discoverability on search engines: Instagram feeds become a discoverable online presence, meaning that businesses can appear in search regardless of whether they have a blog (or even a website).
- Greater potential for customers to come across your Instagram content: Users who aren’t on Instagram will be able to see your posts, increasing the chances of new customers finding you (and maybe signing up for Instagram; hello, win-win).
- Increase of organic traffic to your Instagram profile and website: Optimized, indexed posts become entry points to drive more clicks to your Instagram profile and direct traffic to your linked website or online store.
- Longer shelf life for Instagram content: Posts that rank in search results can keep gaining views and engagement over time, for long after they’re initially published.
How to Optimize for Instagram SEO
Now that you’re caught up, it’s time to apply these updates to your daily routine in how you ideate, create, and execute content for your brand.
1. Instagram Keyword Research
What key words or phrases are people actively searching, and how can you include that in your content? These are questions you need to ask yourself when trying to reach your target audience. Instead of aiming for quick results, take a step back and understand the ideal customer journey.
Why It Matters: This research-first approach sets the tone for a smarter, longer-term Instagram SEO strategy. By understanding the language your audience uses, whether it’s “best skincare products for eczema-prone skin” or “date night ideas for couples,” you can start crafting content that meets them where they are. And when you consistently show up in relevant search results, you can slowly build that trust.
2. How to Write Captions for Instagram SEO
Is “too much” SEO a real thing? Yes; Instagram’s latest update shouldn’t have you word vomiting on captions left and right. While caption optimization is important, caption quality should still be prioritized.
Stuffing your caption with every trending keyword won’t help your content rank; it’ll just make it unreadable. Instagram’s algorithm typically favors clear, natural-sounding language. Instead of overstuffing, focus on using 3-5 highly relevant keywords that accurately align with your content (and what your audience is actually searching for). At the end of the day, a well-written caption that incorporates keywords seamlessly will always perform better than one overloaded with fluff.
Why It Matters: Not only does a well-crafted caption improve discoverability through search, it also builds trust with your audience. When your content sounds authentic and genuinely helpful, people are more likely to stick around. That engagement sends positive signals back to the algorithm and the cycle repeats itself.
3. Alt Text on Instagram for SEO
Alt text is a caption that is added to images (it typically shows up in the backend only, unless an image isn’t loading on the front end); and it just got a lot more important. Think of alt text as an additional layer of keywords that can give your content a little boost in the algorithm.
Why It Matters: Alt text that incorporates relevant keywords can significantly enhance the discoverability of your Instagram posts within search results. Text-heavy carousels and image-first carousels are essential content formats to use alt-text.
- For image-first carousels, be as descriptive as possible, prioritizing relevant keywords without over-focusing on the fluff.
- For text-first carousels, you can easily copy and paste text from the carousel into the alt text; be sure to refine the content to hone in on what’s relevant, though.
The same can work for single-image posts. However, carousels have the potential to appear as Reels when music is added, giving them a better chance to appear in search.
How to Add Instagram Image Alt Text: Before clicking Share, scroll down and click More Options, then find and click Write Alt Text.
4. SEO-ify Your Subtitles
When was the last time you watched an Instagram reel on mute? Chances are, you probably swiped away because the video didn’t have subtitles and you couldn’t understand what was going on. 20% of users watch Reels with no audio, so you’re definitely not alone in that.
Subtitles are a great way to inject your video content with keywords. Make note, however; when it comes to script writing, take a step back and start at Step One (doing the research) in order to add those keywords and phrases into your copy without sounding robotic or forced. Ultimately, it should flow with the context of your video and sound as natural as possible.
From here, you can either add subtitles in whichever software you use to edit videos or use Instagram’s auto-captions feature. The process may require a bit more mindfulness and grammar checking, but subtitles can go a long way. If you want to reach as many people as possible, subtitles are the way to go.
5. Do Hashtags Improve SEO?
We’ve heard many times that hashtags aren’t as important anymore, but I beg to differ. Think of hashtags like they’re a protection plan. They add an extra layer of security (keywords) to make your content extra relevant, adding a mini boost to appear in search.
The key with hashtags, however, is to keep them niche; specificity is key. For example, if your video is about a new coffee spot you found in NYC, instead of using #coffee, #cafe, think #nyccafes, #coffeeshopsnyc, etc.
6. Location Tags = Traffic
Location tags are a great way to attract local traffic. Now that Google indexes Instagram, your content can appear in search results when users include a location in their queries. This tool is especially valuable for local businesses or brands targeting specific regions. It helps you reach people actively looking for your offering nearby, which often translates into higher-intent traffic and possibly, new customers.
Whether you’re posting from your storefront or a pop-up event, don’t skip the location tag. It’s a quick win for visibility as long as it’s used when it makes sense to.
7. Sneak Keywords Into Your Instagram Bio
You probably haven’t touched your Instagram bio since you initially created your account, but it’s a crucial area of visibility for your profile; quite literally the first thing that users see on your profile.
When crafting the perfect Instagram bio, the question to ask yourself is, “Does my bio clearly tell people who I am and what I do?”
Bios can be all about personality and flair (especially for personal accounts) but they’re also a key part of your brand’s credibility. Think of it as a digital pitch. In just a few words, your bio should communicate your niche, value, and purpose; without coming off “too strong.”
Pro Tip: By adding 1-3 keywords that accurately represent your brand, you can instantly appear more reliable and authoritative in your space. These keywords could also help your profile appear in search results.
Take Advantage of In-App Insights
Our job as social media growth marketers isn’t just to post content; it’s to analyze, learn, and evolve the strategy that guides our content. By leveraging Instagram’s metrics, you can pinpoint what’s resonating, and what’s falling flat.
This isn’t just helpful for content planning; it’s also key for Instagram SEO. When you understand what topics or formats keep people in your target audience engaged, you can double down on them. This synergy between strategy and execution is how your content gets surfaced in search.
Here are some of Instagram’s latest insight updates:
Like Insights for Instagram Reels
You’ve always been able to see how many likes a Reel got, but what about when viewers double-tapped? With an interactive chart that’s part of Instagram’s latest Insights update, brands can now scrub through their Reels and see which exact moments people liked the most.
This unlocks a new layer of understanding: what parts of your content actually spark engagement. Use this update to analyze those peak timestamps and spot drop-off moments.
Like Insights for Instagram Carousels
These added like insights apply to Instagram carousels, as well. Like counts are broken down by slide. More data means more clarity on what’s working and why. Was it the specific image you used? Was it aesthetic driven or text heavy?
Remember: the first slide of every carousel is the most important; it’s a static hook that helps viewers determine whether they should scroll through or scroll past it.
Pro Tip: Go through several of your past carousels and see if you can identify any patterns that can help to sharpen your hook, structure, and visual strategy.
Demographic Insights
Before, the only user demographic data we had access to was insights for the account’s overall following and likes. Now, those demographics are updated in real time for each individual post.
You can sort through each set of data by gender, country, and age. If your brand targets a certain demographic, you can use those stats to gut-check whether your content is actually getting in front of the people you want.
Top Content Drivers for Followers
If your overall goal is growth, this update changes the game. Now, you can view all of your top performing content in one place:
- Get a clear view of what’s working from a discoverability standpoint.
- Sort through a couple of these posts and find the common threads to effectively understand how each piece performed.
From there, you can build repeatable formulas to attract your target audience.
Non-Negotiable Next Steps
Instagram is no longer just a place to post; it’s redefining itself as the ultimate social search engine. Search is the new scroll, meaning brands and businesses must update their current content strategies to adjust with these changes.
A little TL;DR moment for you:
- Research and answer questions about what your audience looks for. Dig deeper into what your audience is actively searching for, whether it be Google trends or scraping comment sections to uncover real questions and phrases they care about. The more you understand their mindset, the better you can position your content to meet their needs.
- Implement keywords where you see fit. Incorporate relevant keywords naturally into your captions, bios, alt text, and even your content themes without word vomiting. Prioritize clarity so your content ranks and resonates with your audience.
- Analyze, test, and make necessary changes by tracking your traffic data. Use Instagram’s Insights and traffic source data to see where your visibility is coming from. If something’s not performing, test new keywords or tweak your captions to optimize your content strategy over time.
Now that you have all the necessary tools to rank, it’s time to create with intention and let your content work harder for you.
