Instagram SEO: How to Get Your Posts Seen on Google

Instagram posts, including photos, videos, carousels, and Reels, can now appear directly in Google search results.

Although it’s not a ground-breaking shift (there was already some indication that Instagram content could show up in searches), this change provides marketers with a practical opportunity to boost organic visibility beyond the platform itself.

Why Is Instagram Allowing Content to be Indexed?

Instagram hasn’t officially stated its reasoning yet, but we suspect it’s positioning itself for the rise of conversational and AI-driven search. As more users turn to AI-based search tools, indexing Instagram posts helps ensure the platform remains visible and relevant.

What This Means for Your Brand

With Instagram posts now appearing directly in Google results, your content can start drawing traffic from outside the Instagram app itself. Instead of relying solely on Instagram’s internal algorithm, your posts can show up alongside websites and blogs in searches.

For marketers, this creates an additional way to get your content noticed, generate leads, and boost your brand’s overall visibility in search.

Quick Account Setup Checklist

Here’s how to make sure your Instagram posts have the best chance of appearing in Google and AI-driven search results:

• Set your Instagram account to “Professional” and make sure it’s publicly visible.
• Opt-in to Instagram’s indexing feature.
• Optimise your bio with relevant keywords and a clear call-to-action.
• Maintain consistent messaging across Instagram, your website, and other digital channels.

Best Practices for Instagram SEO

To help your Instagram content show up more effectively in search results, follow these tips:

• Captions: Use keywords your audience naturally searches for. Treat your caption’s first line as a searchable headline that clearly answers a question or addresses a need.
• Visual Optimisation: Include descriptive alt text with relevant keywords for your images, videos, and Reels.
• Hashtags and Location Tags: Choose hashtags based on genuine search intent rather than popularity alone, and add location tags to reach local audiences effectively.

Measuring Impact

To check how well your Instagram SEO efforts are working, you can:

• Set up trackable links: Use UTM parameters in your Instagram bio link (via tools like Bitly, Linktree, or your own site) to distinguish between feed-driven traffic and traffic from Google search. This helps you accurately track visits from indexed Instagram content.
• Monitor branded search volume: In Google Search Console, watch for changes in impressions and clicks for searches related to your business name, product, or service. Growth here—after optimising Instagram content—can signal increased interest driven by search visibility.
• Analyse referral traffic in Google Analytics: Under Acquisition > Source/Medium, check for visits from “instagram.com”. It won’t capture everything indexed, but it offers directional insights into how users are moving from Instagram to your site.

Conclusion

Instagram’s latest update isn’t revolutionary, but it is a timely reminder that the search landscape is evolving. Now’s the time to make sure your content is ready for it.

Simple adjustments—like opting into indexing and optimising your captions—can meaningfully increase your brand’s visibility on Google and AI-driven platforms.