Instagram SEO: A Trend That’s Here to Stay!

Instagram never fails to shake things up when we least expect it, but if you’ve been here for a while, there aren’t as many surprises as you might think. Over the last month, many Instagram users got a notification that stated, “your public photos and videos may appear in search engine results starting on July 10, 2025.” It’s prompted many conversations throughout the industry, but in all reality, this isn’t new. 

In April, Instagram’s head, Adam Mosseri, announced in an interview that one (of many) of their priorities and updates users can expect is that “Instagram is working on making content more discoverable on search engines such as Google and improving in-app search functions.”

Google has been pulling from public posts in most regions for years now, but this feature is slowly being rolled out around the world — if you received this notification, then your region is finally getting this integration.

What does this mean for marketers?

Looking at the bigger picture, this all points toward a larger trend, your social media content — if it isn’t already — needs to be optimized, incorporating SEO and keywords into your larger content strategy. 

It’s no secret that social media platforms, specifically Instagram and TikTok, are essentially their own standalone search engines at this point.  

In May, Sprout Social released a study revealing that 41% of Gen Z prefers using social media over traditional search engines, and it doesn’t stop there. Their research also showed that 37% of consumers across age groups prefer to go to social first when searching for product reviews and recommendations, while 35% prefer to use it first to find local restaurants and activities when travelling or in their city.

Instagram is also obviously refining its strategy and content indexing on Google. Meaning that public business and creator content — photos, videos and captions from public reels and posts — will continue to show up in search results and be more prioritized in ranking. Instagram specifically states the content must meet these criteria: 

• The account holder is currently over 18.
• The account is currently public.
• The account is currently a professional account.

Users can also opt out and turn off indexing on their account at any time. 

How does this benefit your brand or business? ‍

All of these adjustments, enhancements and integrations are ultimately tools for marketers that create some powerful opportunities for brands and businesses to take advantage of. This can include organic growth and visibility beyond your followers on the app and through traditional search engines. 

Optimizing your posts, refining captions to include keywords and planning strategic SEO evergreen content will work to benefit your brand in three ways: 

1. Increase your visibility within Instagram itself, allowing users to easily discover your content by ranking higher when general topics are searched.
2. Allow your brand to organically drive traffic to your Instagram account outside of the app. 
3. Extend the shelf life of your content and allow it to be discovered long after it was published on your feed. 

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How to integrate SEO into your current Instagram content strategy? ‍

Think of this as an evolution of your current content strategy, rather than a complete overhaul. As marketers, we have to think about every touchpoint and how audiences are engaging with a brand across all platforms. This upgraded tool is fantastic for visibility, but it shouldn’t take over your entire content strategy; rather, be a slight tweak for those posts that are key message-heavy. 

Your content pillars should (generally) cover brand awareness, reach, engagement, and conversion, to keep your content fresh, authentic and on-brand while guiding your audience to a specific call-to-action — ex. To follow, buy tickets, learn more, sign up etc. 

If your goal for a post is to increase your brand awareness, educate your audience and convert, then optimizing your content will be crucial. Here are a few tips we recommend: 

• Incorporate keywords into your caption, on-screen copy and Alt text: Do your research ahead of time when you’re building your strategy. We pin these to the top of our content calendars so we have easy access to them. Don't forget to make sure you’re including keywords for your brand, industry trends, and location, answering common questions your audience might be searching for. Ex. Easy summer tableware trends, modern coffee mugs, ceramic coffee mugs, Canadian ceramists.
• Optimize your Instagram Profile: Make sure you have a professional account and that your profile is public. Then ensure your handle and bio is relevant, including keywords and call-to-actions that will ensure both your audience and third-party search engines understand who you are. 
• Add Alt Text to your posts: This allows you to make your content more inclusive and is also a way to ensure your content is SEO optimized — Google will frequently pull keywords you use in your Alt text. This should be written clearly in plain language so that your post can be accurately described for people with visual impairments. 

Ensure your copy and captions are consistent: If half your posts are full of personality and the rest are dull and bland, your audience will immediately sense the inauthenticity, and it will affect the performance of your content overall. Consistency is key! Be intentional and ensure you’re always including value-driven messaging. There’s no reason you can’t add a little spice to your key messaging. This is where creative copywriters thrive!

Should all posts be SEO optimized on Instagram?‍

The short answer is no. If the goal or intention of your post is to garner engagement and entertain, packing it with keywords and SEO is only going to take away from the heart and ultimate value of the post. The reason these posts do so well, and are typically the ones that will go viral, is because they’re clever, thought-provoking, creative, tell a story, alarming, emotional, and typically aren’t asking anything from us. You’re creating a world around your brand and inviting your audience in to strengthen your relationships, trigger conversations and ultimately spark an emotional connection. 

Don’t get us wrong, these posts can incorporate keywords and SEO if it feels organic, but don’t forget that this content takes you from knowing a brand to loving a brand — so focusing on storytelling, originality, and personality will work smarter, not harder to achieve these goals. Don’t force it, just be strategic! 

Do you need an audit for your Instagram to see if your profile is optimized or identify SEO potential? We’re here to help you incorporate SEO into your content strategy! Let’s chat!