How to Use Instagram for SEO

 Table of Contents

A. Instagram's New Avatar- Breaking into the SEO Game

A.1 The Update and What Changed

A.2 Instagram SEO Pivot from Social Feed to Search Result

A.3 What's the Hype? Key Implications

A.4 What This Means for Instagram Creators and Brands

A.5 Why Instagram is a Powerful Search Platform

B. What is Instagram SEO

B.1 Why It Matters for Brands and Creators

B.2 Tracking Instagram SEO Performance

C. Who Will This Affect? Content Strategy Shifts and Insights

C.1 Content Strategy: Format and Focus

C.2 Execution: Adapting Your Workflow

C.3 Performance, Tracking, and Optimization

D. What Will Be the Effects? Is Your Instagram Ready for Google?

D.1 Business Perspective

D.2 Content Perspective

E. Tips and Guide for Instagram SEO

E.1 Content Strategy-Based Changes

E.2 . The Best content strategy according to the Instagram's new playbook

F. Technical Changes

F.1 Tip #1: Use Keywords in Your Captions

F.2 Tip #2: Optimize Your Profile Name & Bio

F.3 Tip #3: Use Relevant Hashtags

F.4 Tip #4: Add Alt Text to Your Posts

F.5 Tip #5: Optimize Reels with Subtitles

F.6 Tip #6: Add a Location to Your Posts

F.7 Tip #7: Add Relevant Links

F.8 Tip #8: Mark the Right Content Category

G. Conclusion

 

KEY TAKEAWAYS

 

Pro Tips to Stay Ahead in Instagram SEO 

1.     Instagram just got a search upgrade. Your posts can now show up on Google and Bing.

2.     A little SEO goes a long way. Smart captions, hashtags, and bios help more people find you.

3.     Teach, show, and inspire. Educational, Helpful, and evergreen posts keep working for you long after posting.

4.     Small tweaks make a big difference. Think subtitles, location tags, and keyword-rich profiles.

5.     Watch what works and double down. Track results, adapt fast, and turn views into real growth.

 

A.    Instagram's New Avatar – Breaking into The SEO Game

 

A.1 The Update and What Changed

Meta has made an important change to Instagram by adopting a more SEO-like indexing function for content generated by public professional accounts (business and creator accounts). This change will allow Instagram content to be discovered through search on external search engines like Google and Bing.

You might have seen YouTube carousels appear on top of Google search results for a search. Before July 2025, Instagram content did not appear on Google search results, but that is about to change. With the latest update on Instagram, content from public professional accounts will appear as search results on Google and Bing, as well as in AI Mode and Generative AI searches.

A major implication of this change will be felt by businesses and brands who will see a “new stream of visitors or traffic flow” created by their Instagram content.

 

A.2 Instagram SEO Pivot from Social Feed to Search Result

Instagram’s 2 billion users are increasingly using the platform like Google, a search engine. As per a 2024 survey done by SOCI, 67% of users (from the Gen-Z, aged 18-24) are using social media platforms for searching local results, product recommendations, tutorials, and how-to guides. Source: Forbes

They are searching for products, services, answers, and helpful information rather than simply scrolling through the visual feeds. Meta's July, 2025, algorithm update has concretized this trend. It has forced marketing and SEO professionals to reconsider their approach to using the social media platform for SEO.

 

A.3 What’s the hype? Key Implications

The implications of the new Instagram update will impact its users and their marketing strategies. The impact can be summed up as follows:

·        Unprecedented Reach Beyond Followers: Content generated by professional accounts set to Public Viewing will start appearing on search results pages, just like YouTube videos. This does not apply to accounts that have disabled indexing options or are private. 

·        A Direct Funnel from Google to Your Business: This change will benefit businesses and brands who can expect new visitor flows to their websites, bio-links, or social media accounts through search engines. It turns search intent directly into potential customers.

·        Enhanced Lifespan and ROI on content: Earlier, older content on Instagram used to get buried under new content within 24-48 hours. However, now that Google indexes these content feeds, they will continue to drive traffic for months or even years, substantially increasing ROI in content creation.

·        Better Search Capabilities: While Instagram’s algorithm has traditionally prioritized content based on a user’s past interactions, this update will allow users to get more relevant results by using search keywords on the platform, improving their search experience.

 

A.4 What Does That Mean for Instagram Creators and Brands?

·        Instagram content, including posts, reels, images, videos, and carousels, will appear on Google search without having to open the app.

·        Instagram will become more commercial, giving better ROI to content creators and brands.

·        Brands will have to focus on improving SEO practices for Instagram content.

·        Instagram content will now contribute to multi-channel marketing strategies.

"If your content can now rank in SERPs, Instagram becomes more than just a scroll-based platform; it becomes a genuine driver of organic reach."- Jake Crabb, Marketing Manager at Disrupt

 

A.5 Some Interesting Facts on Instagram- Why Instagram is A Powerful Search Platform?

 

·         Instagram, with 2 billion monthly active users, is the 3rd most popular social network after Facebook (3.07 billion) and YouTube (2.53 billion).

·         It's used monthly by 34.6% of the world's 5.78 billion mobile users, which is more than the population of Europe and North America combined.

·         Top markets are India (413.85 M), the US (171.7 M), Brazil (140.7 M), Indonesia (103.4 M), and Turkey (58.45 M).

·         Users spend an average of 33.9 minutes per day on the platform.

Source: Backlinko: Instagram Statistics: Key Demographic and User Numbers

 

B.     WHAT IS INSTAGRAM SEO

 

B.1 Why It Matters for Brands and Creators

Instagram has grown into far more than a place to share photos. It is becoming a search destination in its own right. Online searchers, particularly Gen Z and Millennials, now start their search journeys here. They use keywords, hashtags and profiles to uncover answers, discover products, and explore ideas in a space that feels alive and personal.

This shift is driven by trust. Younger audiences believe Instagram can deliver information wrapped in experiences that matter to them. They follow with intention and curate their feeds to reflect what they care about. For brands, this means reaching an audience that is actively looking, not passively scrolling.

Search today is highly visual. Images, video, and social content shape how people find what they want. If a brand is only optimizing its website, it is already behind. Instagram content must be treated with the same SEO focus as any other digital asset. Captions need the right keywords; hashtags should be intentional, and alt text should be in place.

With the right approach, Instagram can stand beside traditional search as a place where customers find exactly what they need, the moment they are looking for it.

 

B.2 Tracking Instagram SEO performance

Measuring results will help you keep your strategy sharp. Moreover, the right metrics tell you what's working and where you need to make adjustments. So, keep an eye on:

• Reach: Unique accounts that have seen your content.
• Impressions: Total number of views across all content.
• Profile Visits: How many users have clicked through to your profile.
• Follower Growth: The pace at which your audience is expanding.
• Engagement Rate: The share of your audience interacting with what you post

With the right approach, Instagram can stand beside traditional search as a place where customers find exactly what they need, the moment they are looking for it.

 

C.     Whom Will This Effect? – Instagram Content Strategy Shifts and Insights

The Instagram, July 2025, update changes the rules for how creators and brands build visibility. SEO and social media are now fully intertwined, which means your content strategy must function as one connected ecosystem. This update opens up new opportunities for long-term discoveryand extends the life of Instagram content well beyond the feed.

 

C.1 Content Strategy: Format and Focus:

The new indexing system is pushing more visibility toward educational and informational posts.

·         Prioritize informational content: How-to guides and tutorials now rank higher for both Instagram’s engagement algorithm and external search visibility. Evergreen, authoritative content can remain discoverable for months or even years.

·         Leverage carousels: Early trends show that carousels often outperform single posts when covering more complex topics. They offer richer context for search engines while still generating strong engagement.

·         Use branded keywords: Branded keyword combinations now have more potential to appear in Google searches. An online search like "Ideal Image before and after" could surface Instagram posts and create new entry points for visual brand discovery.

 

C.2 Execution: Adapting Your Workflow

The most effective approach is to create core content themes that adapt seamlessly across platforms while keeping a consistent brand identity.

·         Build content hubs - Instead of reinventing content for each channel, develop main themes that can be reworked into platform-specific formats.

·         Expand keyword research- Social search terms often differ from web searches and require dedicated research. So go beyond the traditional SEO tools and explore the unique search patterns of social platforms.

 

C.3 Performance, Tracking and Optimization

·         Consistent performance tracking across all touchpoints is required to refine your strategy. Use both social media analytics and SEO tools like Google Analytics to monitor engagement, traffic sources, and conversion rates. These insights will guide smarter decisions and sharper alignment between your SEO and social media efforts.

 

D. What will be the Effects? - Is Your Instagram Ready for Google?

Is your Instagram profile ready to be featured in Google search responses? The platform's latest shift is transforming how brands turn likes into leads. Until now, social SEO has leaned heavily on hashtags to help content surface inside Instagram searches. That is changing. Keywords in captions are now taking priority, and those keywords can push your content beyond Instagram's walls and into Google Search results.

 

This change is a major win for visibility. Posts that once lived only within Instagram's own ecosystem now have the potential to appear on 'Search Engine Results Pages.' For marketers, this means a direct path to greater discoverability and the chance to connect with audiences whcih hass a higher buying intent.

 

D1. From a Business Perspective

This update is a win for brands looking to grow. It creates the chance to:

• Gain visibility on search engines without needing a website or blog
• Put your Instagram content in front of more potential customers
• Drive more organic traffic to both your Instagram profile and your website

 

D2. From a Content Perspective

Your Instagram posts now have lasting visibility. They can appear in search results long after they are published. Still, it is important to remember that Instagram SEO and Google SEO operate differently. Instagram moves quickly, rewarding new content, trending, or recently engaged with. Success here is less about building one timeless piece of content and more about showing up consistently with relevant, timely posts.

Storytelling should also shift. It is no longer just about chasing trends. Value-led content that informs, inspires, or solves a problem will have a stronger impact and a better chance of long-term discoverability.

 

E.     TIPS AND GUIDES FOR INSTAGRAM SEO

 

How to Get Your Instagram Content to Rank on Google - Boosting your content's visibility and reach on Instagram in 2025 is now about optimizing your profile, posts and overall strategy. By implementing these SEO tips and strategies right away, you'll start seeing results in no time.

 

E 1. Content Strategy-Based Changes

·         You should align content themes with high-intent queries: Focus your Instagram content on topics and keywords that match what your target audience is actively searching for. This ensures posts are relevant and discoverable through both Instagram search and Google indexing.

·         Optimize visuals for branding and clarity: Every image or video should be instantly recognizable as part of the brand while clearly communicating the intended message. Strong visuals not only attract clicks but also improve engagement and retention.

·         Know your niche and stay consistent: Consistency is a simple but powerful visibility tactics. As we consistently post around our defined core content pillars, Instagram algorithm understands our account's identity and expertise better. This clarity signals to both the platform and users what we're about, increasing the likelihood our content is shown to the right audience.

·         Integrate content calendars across channels: Product showcases, customer testimonials, and educational content should work in sync across social media and search to reinforce key brand messages. Seasonal planning ensures that campaigns for holidays, promotions, and trending topics are timed to maximize both social engagement and seasonal search traffic.

·         Build communities around brand topics: Building active customer communities encourages shares, comments and user-generated content. These engagement signals are valued by both social algorithms and search engines, amplifying reach and trust.

·         Prepare for AI and voice search discovery: AI-driven search platforms like Perplexity and ChatGPT Search are becoming mainstream, combining web results with AI-generated summaries. Social content is increasingly being pulled into these results. Optimizing our Instagram captions and descriptions for natural language and conversational keywords will help position our content for discovery through AI and voice searches.

 

E 2. The Best Content Strategy According to The Instagram's New Playbook

• Use multiple formats for maximum reach. Relying on a single content-type limits your account's visibility to diverse user groups. To fully leverage Instagram's reach, you can mix static images or videos with carousels, IG reels and IG stories. Reels often receive priority placement on the 'Explore page, making them ideal for introducing the brand to new audiences.
• Leverage customer-generated content for authenticity and discovery: Customer photos, reviews, and testimonials provide credible social proof while naturally incorporating the language real customers use in search. Optimizing this type of content can boost both trust and discoverability.
• Highlight transformations for service-based businesses: Before-and-after visuals and transformation stories consistently perform well. They naturally contain keywords potential customers are searching for, while delivering compelling visuals that grab attention.
• Create product demonstrations and tutorials: This content engages followers while also addressing common questions and search queries. It’s a dual-purpose approach—driving social engagement and expanding search visibility across both Instagram and Google.

F.     Technical Changes

 

Technical SEO tips focus on the behind-the-scenes profile settings and content details that help Instagram's algorithm understand, categorize and surface your account in search results. This is an important part of Instagram SEO because even the best content can be overlooked if the profile is not optimized for discoverability.

Posts that aren't aligned with the overall profile and brand identity are far less likely to rank in search results. Instagram has made it clear that three elements carry the most weight for search visibilit -: the username (handle), the name field and the bio. Optimizing each of these with relevant keywords and clear branding is essential for improving discoverability.

 

F 1. Tip #1: Use Keywords in Your Captions

Captions should be written with keywords in mind. A small amount of keyword research goes a long way in revealing what people are actively searching for and can guide our content planning around those topics.

• Write captions with keywords in mind.
• Use Instagram’s search bar to find suggested topics, profiles, and hashtags.
• Reuse high-performing keywords across posts, Reels, and Stories.
• Check metrics like search volume, trends, and competition before selecting keywords.
• For B2C brands, focus on product discovery, reviews, and “how-to” content; these are hot search categories on Instagram.
• Use tools like Google Trends, SparkToro, and SEMRush to find keyword opportunities.
• Keep a running keyword list and do a quick refresh every week.

F 2. Tip #2 – Optimize Your Profile Name & Bio

• Your bio is prime search real estate. You get 150 characters. Make them count.
• Treat it like a Google meta description: say who you are, what you offer, and why it matters.
• Include your main keyword in your name or username. Both are searchable.
• Keep it simple but specific: “What you do,” “Who you help,” “Where you are.”
• Serve a local market? Mention your city.
• Niche offering? Spell it out.
• Example: “Vegan Bakery in Mumbai” or “Custom Furniture for Small Spaces.”

 

F 3. Tip #3 – Use Relevant Hashtags

• Hashtags still work for discovery.
• Blend them with your keywords to boost reach.
• Use them to complement, not replace, your keyword strategy.
• Public accounts with hashtags get seen on that hashtag’s results page.
• The right hashtags connect you with the right audience, even if they do not follow you yet.
• Example: A fitness coach in Delhi could mix #DelhiFitness with #HIITWorkouts and #HealthyLivingIndia.

 

F 4. Tip #4 – Add Alt Text to Your Posts

• Make alt text a standard step for every image, carousel, and video thumbnail.
• Improves accessibility for visually impaired users.
• Gives the algorithm better context to categorize your visuals.
• Write custom descriptions instead of relying on Instagram’s auto-generated text.
• Use relevant keywords naturally. Do not keyword stuff.
• Example: Instead of “cake,” write “three-layer chocolate cake with strawberries for anniversary celebration.”

F 5. Tip #5 – Optimize Reels with Subtitles

• Video is a key part of Instagram's growth.
• Accessibility is not just about alt text; subtitles matter too.
• Subtitles give extra context and help your Reels rank better.
• They also keep your content accessible for viewers who watch without sound.
• Example: A home décor brand adding subtitles to a “Small Bedroom Makeover in 5 Steps” Reel ensures the tips are clear and searchable, even on mute.

 

F 6. Tip #6 – Add a Location to Your Posts

• Location tags help posts get discovered by the right audience.
• Great for local businesses, event coverage, or destination content.
• Tagging your location signals relevance to the algorithm and local audiences.
• Combine with niche hashtags for extra reach.
• Set your account category accurately to add another layer of search clarity.
• Example: A bakery in Jaipur tagging “C-Scheme, Jaipur” and using #JaipurBakery connects with local searchers looking for fresh pastries nearby.

 

F.7 Tip #7 – Add Relevant Links

• Your profile link may not affect Instagram search ranking, but it impacts conversions.
• Link to something intentional: a landing page, website, product page, or resource hub.
• If using a Linktree-style biolink tool, keep it updated and easy to navigate.
• Add a short call-to-action to encourage clicks.
• Example: “Shop the Summer Collection” linking to your latest arrivals page.

 

F.8 Tip #8 – Mark the Right Content Category

• The Content Category appears under your name on Professional accounts.
• Choose a label that clearly tells visitors what you do.
• It helps users and the algorithm understand your niche.
• It can be shown or hidden, but displaying it builds clarity.
• Example: A nutrition coach selects "Health & Wellness Coach" to instantly communicate expertise.

G.    Conclusion

The Instagram July 2025 update has changed the game for online visibility. Since Google and Bing are now indexing content from public professional accounts, Instagram isn't about likes and followers only. It has become a channel for search-driven traffic, brand discovery and conversions. SEO is the key to unlock this potential because it ensures your content is structured, optimized, and discoverable by the right audience at the right time. Every element of your profile and posts matters, from captions and hashtags to alt text and location tags, because each can help you rank in search results. This is the time to treat Instagram like a search engine, create content with a clear purpose, and optimize it for both the platform and external search. Brands that adapt quickly will enjoy longer content lifespans, consistent visibility, and a stronger presence wherever their audience is searching.

 

The evolution of Instagram SEO is redefining how brands show up online. Success now means thinking like a search marketer and a visual storyteller at the same time. The challenge is that not every brand has the in-house expertise or speed to adapt to these changes. This is where partnering with a social media optimization expert makes all the difference. From refining your bio and optimizing every post to building SEO-focused content calendars and tracking discoverability across platforms, the right strategy turns Instagram into a powerful traffic and conversion channel, both inside the app and on search engines.

 

SEOTonic is the leading SEO agency in India. We can help you capitalize on this shift in Instagram's SEO related policies. As a digital marketing and SEO services company in India we create tailored Instagram SEO strategies and offer complete Instagram Marketing Services to increase your brand’s visibility, drive targeted traffic, and deliver measurable ROI. If you're ready to align your Instagram presence with a strong SEO foundation, get in touch with us today.

 

Source: https://www.seotonic.com/how-to-use-instagram-for-seo/