In a move that has the potential to re-shape the digital landscape, Instagram has announced that content from business and creator accounts will now be automatically indexed by Google and other search engines. This means Instagram posts, including images, videos, and captions, can now show up in search results beyond the Instagram app itself.
For brands and creators, this is more than a platform tweak. It’s a fundamental shift in the role social content plays across the wider web.
Until now, Instagram content has largely been siloed. Now, Instagram becomes an extension of a brand’s web presence — as visible in a Google search as a blog post, product page, or news article.
This increases the importance of Social SEO (the practice of optimising social media content for search engines). Just like website content, Instagram posts can now benefit from thoughtful keyword strategies, descriptive captions, and alt text designed with accessibility in mind. Brands that previously focused solely on engagement within the app must now also consider visibility in traditional search.
Think of your Instagram posts as mini-blog entries. Each caption, hashtag, and alt text description contributes to how (and if) your content surfaces on Google.
Our Head of Social, Bryan, predicts this development will spark a closer alignment between social media teams and SEO specialists:
“For a while now we’ve been using keyword research to inform content strategies, particularly on TikTok, but those efforts have largely been focused on what users are searching on-platform. Now, I see traditional search engine keyword research being integrated into creative planning for even more brands. And, over time, social profiles may compete directly with brand websites as primary entry points for consumers.”
Checklist: How to optimise Instagram content for SEO
• Use relevant, well-researched keywords in captions and on-screen text on video
• Optimise your bio with key search terms related to your brand or industry
• Add descriptive, keyword-rich alt text to images for accessibility and searchability
• If relevant, include location tags to enhance local search presence
• Maintain a consistent posting schedule to keep content current and relevant
• Cross-linking by embedding Instagram posts on your website or blog
This update marks a critical shift: Instagram is no longer just a social app — it’s part of your brand’s broader digital footprint. For marketers, it’s time to view social content as searchable, strategic assets. The brands that thrive will be those that create content designed to be discovered both in-app and on the wider web.
