Instagram Just Got an SEO Glow-Up — Here’s What You Need to Know
If you’ve ever thought your Instagram content deserved more love outside the app, good news: it’s finally happening.
As of July 2025, Instagram is letting Google (and other search engines) index public content from Business and Creator accounts. That means your Reels, carousels, captions, and even alt text can now show up in traditional search results. Big move, right?
It’s a shift that opens up exciting new visibility for brands, if you know how to take advantage of it. Let’s break down what’s happening, why it matters, and how to make it work for your strategy.
Wait, what’s changing exactly?
In short, Instagram is no longer a closed-off ecosystem. Your posts aren’t just living in the feed anymore, they’re stepping out into the wider web.
People searching on Google for, say, “how to style chunky trainers” might land directly on your Reel showing off your latest lookbook. Or someone Googling “Manchester event stylists” could discover your carousel of recent setups. Yep, your grid could soon be part of someone’s search journey.
It’s a big deal, especially for businesses that have been treating Instagram like their second website (which it often is).
Why this update is worth getting excited about
There are a few reasons we love this change:
- More visibility without more effort. If you’re already putting time into high-quality, thoughtful Instagram content, this gives it more legs. Think of it as doubling the value of what you’re already doing.
- Longer content shelf life. Unlike the feed, where posts get buried in 48 hours, indexed content sticks around in search results for weeks—or even months.
- Higher intent discovery. People on Instagram are often browsing. People on Google are actively searching. If your post answers their question or shows what they’re looking for, that’s powerful.
How to make your Instagram SEO-friendly
Don’t panic, you don’t need to rewrite everything or become a full-time SEO expert. But you will want to start thinking more intentionally about how your content reads and how it’s structured.
Here’s where to start:
1. Write like a human, think like Google
Use clear, searchable language in your captions. Think about what your ideal customer would Google: “minimalist skincare routine,” “wedding florist in Cheshire,” “best coffee in Shoreditch”, and work that naturally into your post text.
2. Alt text isn’t just for accessibility anymore
Instagram lets you add custom alt text to images. It helps visually impaired users, and now it helps your SEO, too. Describe what’s in the image using real, useful details. For example: “Flat lay of vegan brownies with raspberries on marble counter.”
3. Keep it relevant with hashtags and geo-tags
Hashtags still matter, but now they help Google understand your content too. Choose ones that reflect your niche and content focus. And if location is relevant, definitely include it, Google loves a bit of local context.
4. Overlay text and subtitles are your new best friends
Google can’t (yet) listen to your Reels. But it can read text in the video. Adding subtitles or on-screen text boosts accessibility and SEO value.
5. Tidy up your profile
If your bio still says something vague like “Just vibes 💫,” it might be time for a refresh. Think keywords and clarity, who are you, what do you do, and where do you do it?
What if you don’t want your posts showing up on Google?
Totally fair. Not everyone wants their content searchable outside of Instagram. If that’s the case, you’ve got options:
- Switch to a personal account
- Make your account private
- Or turn off indexing in your settings (look for the “Public content in search engine results” toggle)
Let’s be honest — this is big
We’re calling it: this is one of the most exciting Instagram updates in years. It gives creators and brands a fresh way to get seen without spending a penny more.
At TLH, we’re already working with clients to make their content SEO-ready, without losing that scroll-stopping social charm. Because visibility is excellent, but visibility with personality? That’s where the magic happens.
If you’re wondering how to make the most of Instagram’s new SEO potential, you know where to find us.
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