Instagram SEO Just Got a Major Upgrade: Here’s What You Need to Know
Let’s talk about the update shaking up Instagram marketing: the platform’s July 2025 SEO changes. If you’re a business owner, content creator, or marketer trying to stay visible online, this one’s BIG (and not just inside the app).
Instagram has FINALLY stepped into the SEO spotlight in a meaningful way. For the first time, your Instagram content can show up not just in Instagram’s search bar… but on Google.
Yes, really.
In this post, we’ll break down what changed, why it matters for your business, and how to make sure your posts are fully optimized for both Instagram and Google visibility.
What’s New With Instagram SEO?
Prior to this update, Instagram’s search capabilities were relatively limited.
Users could discover content based on:
Usernames
Hashtags
Locations
Captions (to a limited degree)
That meant your content had to be well-tagged and actively surfaced inside the app to gain traction. And if someone Googled a topic you covered? Your Instagram content wasn’t likely to show up.
But as of July 10, 2025, that’s changed in two major ways:
1.Google and Bing are now indexing Instagram content
For the first time, public businesses and professional Instagram accounts have their content crawled and indexed by major search engines. That means your Reels, carousel posts, and even captions can show up in:
Google Image results
Web search results for relevant queries
AI-powered search tools (like Google’s SGE or Bing Copilot)
This is huge for discoverability. Instagram is no longer just a social platform… it’s a content destination with search engine power.
2. In-app search is smarter and more contextual
Instagram’s own algorithm now:
Reads and ranks keywords in captions and bios
Uses AI to understand video content contextually
Surfaces posts based on user intent–not just hashtags or engagement levels
What this means: content with relevant keywords, helpful captions, and clear context now has a greater chance of surfacing when users search in the app and on Google.
What This Means for Your Business
If you’ve been investing in Instagram content, this update opens a HUGE opportunity. Your posts are now working in TWO places:
Inside Instagram, through improved keyword-based discoverability
Outside Instagram, through search engine indexing
Translation: more long-tail discovery, more searchable content, and longer self life for your best work.
You’re not just posting for today’s scroll anymore… you’re building visibility for months down the line.
How to Optimize for Instagram SEO (Now That It Matters More)
To make the most of this shift, start doing the following:
Update your Instagram bio with searchable tearms
Your bio should include industry-relevant keywords. If you’re a real estate agent in Jacksonville or a fitness coach for moms, say it clearly.
Example: “Helping Jacksonville homeowners design custom luxury dream homes with BeeTree Homes.”
Write keyword-rich captions (not just hashtags)
Instagram now scans the full caption. Think about how someone might search for your post.
❌ “Weekend vibes 🌟”
✅ “Interior design ideas for small kitchens that make a big impact.”
Use descriptive file names & alt text
Before you upload a Reel or photo, name it with relevant keywords (e.g., “jacksonville-custom-renovation.jpg”). And use Instagram’s alt text feature!
Create evergreen content with search value
Not every post needs to be trendy. Think blog-style: tutorials, how-to’s, educational breakdowns.
Post consistently to stay fresh in indexes
Google prioritizes active content. Consistency helps keep your profile ranked.
Want Help? Grab the Free Starter Guide
We’re currently putting together a free resource called the Instagram SEO Optimization Starter Guide to help you:
Identify what keywords to use
Update your profile for visibility
Write captions that boost both reach and rank
This will be especially helpful for business owners who already post regularly, but want to get more out of every piece of content. Stay tuned!
Final Thought: Instagram SEO Is No Longer Optional
Instagram isn’t just a social app anymore. It’s part of the search engine landscape.
This update is the biggest visibility shift we’ve seen on the platform in years–and for businesses willing to adapt, it creates a massive opportunity to:
Get discovered by new, high-intent audiences
Extend the lifespan of great content
Show up in the exact moments people are searching for what you offer
Whether you’re doing your content yourself or working with a marketing team, now’s the time to revisit your Instagram strategy with SEO in mind.
FAQ
Q: Will my personal Instagram account show up on Google now?
A: No—only public business and professional accounts are being indexed by search engines like Google and Bing as of July 2025.
Q: Do I need to start using hashtags again for SEO?
A: Hashtags still help categorize content, but keywords in your captions and bios now carry more SEO weight than ever before.
Q: How long will it take for my posts to start showing up in search?
A: Indexing can take anywhere from a few days to a few weeks depending on your activity, consistency, and content quality. Stay consistent and focus on valuable, keyword-rich posts.
Q: Should I change my Instagram handle to include keywords?
A: If it makes sense for your brand, yes! But don’t sacrifice clarity or brand recognition just for keywords. You can add keywords in your display name or bio instead.
Q: Can older posts still be found on Google after this update?
A: Yes—as long as they’re from a public business or professional account and contain relevant content, captions, or keywords, older posts can be indexed.