Instagram’s SEO Update: Strategic Implications
Instagram SEO is getting a significant upgrade, and matters for more than just engagement inside the app. With a recent update, Instagram posts from professional accounts are now showing up in Google search results. This opens the door for more visibility, traffic, and conversions. For brands and marketers, that means Instagram is now part of a broader search strategy. Below, we’ll break down what changed, why it matters, and how to make your content appear when people search without ever clicking through.
What Changed in Instagram’s SEO Update
As of July 10th, 2025, public content from professional Instagram accounts, including photos, videos, Reels, and carousels, now shows up in Google search results by default. This applies to posts shared from January 1st, 2020, onward and only impacts users 18 and older.
That means your content isn’t limited to the Instagram app anymore. It’s now eligible to appear in search results where potential customers are looking. This change puts more eyes on your posts, but it also raises new questions about brand safety, captions, and alt text. Google can now access and interpret these elements, so they need to be clear and accurate, as well as reflect how people actually search.
Why This Shift Reflects Larger Search Trends
More people, especially younger users, are using social media to search for answers, reviews, and product ideas. In fact, 46% of Gen Z and 35% of millennials prefer social platforms over traditional search engines. Google usage among Gen Z alone has dropped by 25% compared to Gen X.
At the same time, Google is showing more results that don’t require a click. These are called zero-click searches, and they often include AI-generated summaries that highlight social content. Instagram is now part of that mix, showing up alongside blogs and videos in search results. That puts your content in front of more people, if it’s built to match what they’re looking for.
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How Instagram SEO Changes Your Content Strategy
With this update, Instagram SEO is part of how people discover your brand. That means every post should be treated like search-friendly content.
Begin by ensuring each post has a clear topic and purpose. Use keywords in your captions the same way you would for blog content. Add alt text that describes what’s happening in your images or videos, especially on covers or first frames.
It’s also worth rethinking how you measure success. Track impressions, clicks, and conversions that come from search, not just in-app likes or follows. That’s where you’ll start to see the bigger picture.
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Instagram SEO Checklist for Businesses
Now that Instagram content shows up in search, it’s time to treat your profile like a real search asset. The checklist below walks through what to update, how to optimize, and how to keep things working long-term. Are you starting fresh or building on what you already have? These steps will ensure your posts work harder in and beyond the app.
No. 1: Audit Existing Instagram Content
Go through your recent posts and tag each one by search intent. Is it answering a question, showing off a product, or reinforcing your brand? Look for themes like tutorials, comparisons, or quick demos that naturally match search behavior.
Then, identify your strongest content. These are the posts with high views, saves, or shares that also make sense in a search result. Finally, flag posts that need a quick update: weak captions, missing alt text, or unclear images are easy fixes that can have a sizable impact.
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If you have a professional account, go to your profile and tap Insights. There you’ll see metrics like reach, impressions, profile visits, and website clicks. For deeper tracking, connect Instagram to Meta Business Suite or Google Analytics to measure traffic and conversions from search.
No. 2: Optimize Every Post for SEO
Think of your caption as your headline. Use one primary keyword that reflects how users might search, and write naturally. The first sentence should be clear and direct because that’s what Google and users likely see first.
Add descriptive alt text for each image and video cover. This ensures Google understands the content and gives your post another chance to match search queries. Keep your visuals clean, branded, and readable at a glance.
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No. 3: Match Content Strategy with Search Demand
Take your top search queries and turn them into content ideas. Match each keyword to a format, like Reels for how-tos or carousels for product comparisons. A simple monthly calendar means you stay consistent and cover a variety of questions your audience is already asking.
Pair Instagram posts with related site content. For example, if you’re advertising a product feature on Instagram, link it back to the blog or product page that explains more.
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Yes—keywords now play a bigger role than hashtags. With Instagram posts showing up in Google search, clear keywords in captions and alt text help your content rank. Hashtags can still boost in-app discovery, but for broader visibility, keywords matter more.
No. 4: Monitor and React to SERP Performance
Once your posts are live, monitor how they appear in search. Search your priority terms and take screenshots when your posts appear. Over time, this will allow you to recognize patterns and track visibility.
In Insights, look at metrics like profile visits, site clicks, and saves that might be tied to outside search. If a post gains traction, try similar formats. If one drops off, test a new caption, update the visual, or adjust your posting time.
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Yes. Alt text makes your posts more accessible and also signals to Google what your images and videos are about. Since Instagram content is now indexed in search, adding descriptive alt text improves the chances your posts match search queries.
No. 5: Think Multi-Channel for SEO Success
If something performs well on Instagram, reuse it. Turn Reels into Shorts, make a blog post from a carousel, or include a graphic in an email. Make sure to keep the keywords consistent so you appear across channels.
If you’re working with creators, get permission to use their content on your site or in search-facing pages. Add internal links and UTM (Urchin Tracking Module) tags to track the journey from Instagram to site visits, signups, or sales.
No. 6: Prepare for a Zero-Click Search Future
Not all searches lead to clicks. And that’s okay. Research shows that 58.5% of U.S. Google searches and 59.7% of EU searches resulted in zero clicks in 2024, with experts anticipating AI Overviews will increase zero-click searches by up to 30%. So, focus on content that answers directly within the post. Reels with step-by-steps, carousels with tips, and short videos with takeaways all work well.
Make sure your brand is front and center. Use clear visuals and captions that prompt the next action, whether it’s following your page, sending a DM (Direct Message), or visiting your store.
Eyeful’s Expert Insight
“Treat Instagram as another touchpoint in the SERP. Optimize captions, use alt text, and link to search-friendly pages to stay discoverable on Google.”
How This Impacts Your Broader SEO Strategy
Instagram posts are now part of your overall search presence. That means it’s time to bring Instagram into your regular SEO planning.
Start by including Instagram in your keyword search and content briefs. If you’re planning a blog post or landing page, consider how your Instagram posts complement the same topic or keywords.
You’ll also want to update how you measure success. Look beyond likes and follows, and begin tracking search-led exposure, assisted conversions, and brand visibility tied to Instagram.
Finally, get your teams on the same page. Social, content, and SEO leads should work together on captions and visuals so that everything matches.
What to Know and What to Do Next
Instagram’s SEO update is a shift in how your content can show up and get discovered outside the app. Treating your posts like search assets allows you to reach new audiences and drive actual results.
Key Takeaways:
Public Instagram content from pro accounts now appears in Google search by default.
Captions, alt text, and visuals play a bigger role in visibility.
Social platforms like Instagram are now part of the broader search landscape.
Posts that answer questions directly can show up in zero-click results.
SEO is for more than just blogs; it’s now part of your Instagram strategy, too.
Action Items:
Review your Instagram posts and update weak captions or missing alt text.
Build a monthly content plan based on search-friendly topics.
Add keyword research to your social media topics.
Track traffic and conversions from Instagram search exposure.
Match your content, SEO, and social teams on shared goals.
Ready to take advantage of Instagram’s SEO update? Elevate your visibility and conversions with our expert SEO services.