SEO For Instagram: How to Optimise Posts for Maximum Visibility

Shea Keaveney July 28, 2025

The big development coming out of social media recently was the news that Instagram posts can now be indexed by Google. Whereas previously, posts could be indexed in certain regions, this has now been rolled out worldwide. This has left brand owners, content creators and marketing teams exploring the area of Instagram SEO. 

In our latest article, we’re picking this news apart, covering why SEO for Instagram is important, who is most impacted by this news, and what you need to consider when putting together an Instagram SEO strategy.

What Type Of Instagram Content Can Be Indexed?

As already mentioned, location no longer impacts whether or not Instagram posts can be indexed, meaning more Instagram accounts are eligible for getting posts indexed. There are a few other factors you’ll need to consider though. Make sure you are following these three rules if you want your posts to be indexed by Google:

• Only posts from professional Instagram accounts can be indexed
• Posts and accounts must be set to public for them to be indexed
• Posts and reels can be indexed, but stories cannot

SEO Best Practices for Instagram Posts

Once you’ve made sure your content is eligible to be indexed by Google, it’s time to start optimising Instagram content for SEO. 

Optimise Captions

One of the most important aspects of traditional SEO involves optimising content with keywords, and the same rules apply for Instagram SEO. To give your content the best chance of ranking, try to incorporate keywords into your captions. 

Carry out keyword research to see what your audience is actually searching for, and feed this into your captions. This may mean toning down your quirky captions in favour of copy that matches the language that users use when searching on Google.

Use Alt Text

Another tactic that’s long been used in traditional SEO is adding alt text to images. While this is primarily done to improve the accessibility of content, it can also help search engines to understand the context of images on the internet. 

Simply go to advanced settings and select write alt text, then add a descriptive, keyword-focused description of the image.

Create Evergreen Content

While social media content is often driven by short-term trends, you’ll probably want to play the long game when it comes to Instagram SEO. Creating evergreen content gives your content time to rank, and also allows you to benefit from traffic increases long after your post goes live. 

Who Should Care Most About Instagram SEO

While everyone should consider how this new development will impact them, some accounts will benefit more than others.

Local Businesses

Businesses that operate in a specific geographical location stand to benefit more than most from indexed Instagram posts, and it should now form part of any local SEO strategy. With the lines between social and search becoming increasingly blurred, more users are turning to platforms like Instagram and TikTok for recommendations around businesses like cafes, restaurants and salons. Try optimising your Instagram bio and post captions for searches such along the lines of:

• Cafe for lunch in Paris Instagram
• Date night restaurant London Instagram
• Best hairdressers in Manchester Instagram

Content Creators and Influencers

While social media is important to businesses, it’s everything for content creators and influencers, meaning any change is likely to impact these individuals more than any other. If content creators want to take advantage of indexed Instagram posts, it would be best to focus on informational content that users are actually searching for. Often, “how to” type queries are best explained visually, which is perfect for Instagram creators and influencers creating informative content around fashion, fitness, food and so on.

Established Brands

While small, local businesses can benefit from Instagram posts being indexed, the news may offer even greater opportunities for larger brands. Bigger brands typically attract more branded searches thanks to increased levels of brand awareness. If those searches now lead to relevant Instagram posts, it could convert non-followers into followers, strengthening social presence over time.

The Benefits Of Optimising Instagram Posts For Google

Reach A Wider Audience

Any successful SEO strategy results in increased visibility that comes from reaching a wider audience, and this is the most obvious benefit of combining Instagram with SEO. With over 8 billion searches every single day, grabbing just a small slice of the Google pie can drastically increase your reach.

Extends The Lifespan Of Posts

Without your Instagram posts ranking on Google, their lifespan is pretty short. But by considering SEO strategies for your Instagram posts, you can allow users to discover your posts through Google long after they’ve travelled towards the bottom of your Instagram grid. 

Additional Traffic Source

Currently, your Instagram posts are limited to the Instagram ecosystem, meaning they’re hidden from anyone who isn’t an Instagram user and unlikely to be seen by users who don’t follow your account. Having your posts rank on Google offers a new way for people to discover your brand, whether they’re an Instagram user or not.

Final Thoughts

Integrating SEO into your Instagram strategy brings a wealth of opportunity. Whether you’re an established influencer or a small, local business, there’s no reason not to start optimising your posts today and reaping the benefits in terms of reach, engagement and conversions. If this is something you need assistance with, or you’d like to discuss other ways to level up your social media marketing, don’t hesitate to reach out to our team at Red Cow Media today.