Zeno Thinks: Beyond The Grid - Instagram Opens The Door to SEO
July 10, 2025 - Instagram rolled out a quietly seismic update that could redefine how brands approach social media and search engine visibility. For the first time, public content from professional accounts, including Reels, carousels, videos and captions can now be indexed by Google and other search engines. This means your Instagram posts could show up in search results alongside blogs, YouTube videos and traditional web pages.
Instagram’s latest update quietly signals a big shift for creators and brands: your posts are no longer just for the feed; they’re now evergreen and eligible to show up in Google search. This means content could be surfaced by non-followers and people searching online. It's not just new content that benefits from the change, posts from as far back as January 2020 can now be indexed by Google – and yes, you can go back and edit retroactively to boost SEO.
It’s a small change with potential for serious long-term reach for brands and creators, and it’s one that smart digital storytellers will want to get ahead of.
Why This Matters for Brands
- New Traffic Channels
Instagram content is no longer siloed. A well-optimised post could now attract traffic from Google searches like “best vegan cafes in London” or “summer fashion trends 2025” for example
- Longer Shelf Life
Instagram posts famously have a very short engagement window. With the new update, , evergreen content like tutorials, tips or product showcases can continue generating impressions months, even years after posting
- SEO Meets Social
Captions, alt text and on-image text now play a role in how your content ranks. Instagram is behaving more like a search engine, like TikTok and Pinterest, and brands must treat posts like micro-articles to maintain discoverability
- Competitive Edge (and Pressure)
Many social platforms have already embraced search visibility ( like TikTok videos,Pinterest pins and Substack articles showing up on Google). While some would consider it late to the party Instagram’s move aligns with this trend so brands active on IG can now better compete in the search landscape. On the flip side, not optimising your Instagram content for search could mean missing out while competitors gain an edge
Optimising Your Instagram for Search
- Make Sure You’re Opted In
The indexing works through that privacy setting toggle… So, if the setting is on (default for businesses/creators), Google is welcome to index your content. If you turn it off, Instagram likely signals to search engines not to include your content (possibly through a no index tag or by blocking the crawler). If you want your posts to show up on Google, make sure this setting is on
- Use Keyword-Rich Captions
Describe your content using terms your audience might search for. The first line of your caption acts like a headline in search results. Include relevant keywords people actually Google (e.g. “Wedding Cake Design Ideas” instead of “Look at this cute cake!”). However, ensure you keep it natural and avoid keyword stuffing
- Add Alt Text
This helps both accessibility and SEO. Describe your image using relevant keywords e.g. “Handmade red leather wallet by [Brand] in gift box.” Bonus: you can edit and add this to old posts too
- Make Reels Searchable
Speak or overlay key terms in your Reels, just like TikTok. Instagram transcribes audio, and Google can read it. Add captions, descriptive cover alt text and use relevant keywords in your Reel’s caption too. : Google can’t “watch” videos, but it can read the text you overlay
- Add Geo Tags
Especially useful for local businesses aiming to rank in location-based searches
- Optimise Your Bio
Treat it like metadata - clear, keyword-rich and aligned with your brand’s niche
- Dont Write Off Hashtags
Hashtags aren’t written off (for now) and now have dual-purpose - good for in-app reach and Google. Mix broad and niche ones that clearly describe your content e.g. #HikingInSpain not just #Wanderlust
It’s worth noting that Instagram Stories (which are disappearing 24-hour posts) and content from private accounts still won’t show up on Google. The focus is on feed posts and Reels from public pro accounts - the kind of content that has a permanent URL and broader interest. Also, only accounts of users 18 or older are included in the update.
Instagram’s update is significant development: a strategic pivot toward searchable social content. For brands, this is a golden opportunity to expand reach, repurpose content and integrate SEO back into the social strategy. But it also demands a more thoughtful, data-driven approach to posting and genuinely useful content.
If your brand hasn’t yet embraced Instagram SEO, now’s the time to start. Want help crafting Instagram content that ranks and resonates? Get in touch with our digital and content team: zl.digital@zenogroup.com
