Instagram’s SEO Update: What It Means for Your Marketing Strategy

How Instagram Worked as a Marketing Tool (Before the Update)

Instagram has long been a powerful platform for digital marketing. It lets you build a following and direct that audience to your website, helping drive traffic and sales. But here’s the catch: to get results, you needed followers. That’s because, until now, your content was mainly shown to people who already followed you.

To expand your reach, marketers turned to paid ads, active community engagement, and content formats like Reels. These were more likely to appear in front of non-followers. While these methods worked, it’s only within Instagram’s ecosystem. You were still limited to reaching people already on the app.

That’s been a limitation. So many people, particularly Gen Z, now use social media apps as their main source of information. They are more likely to click links from social media platforms than websites in search engine results. But since Instagram posts don't appear in the results pages, you can’t take advantage of that.

The good news is that that is no longer the case, thanks to the SEO update Instagram rolled out on 10 July 2025.

What’s New With Instagram SEO?

With the July 2025 update, Instagram content can now appear on external search engine results pages (SERPs), such as Google. This is a significant shift.

Before the update, your content could only be found within Instagram’s internal search. If someone used Google, your post wouldn’t show up, no matter how relevant it was. Now, that’s changed. Posts that use relevant keywords in captions, alt text, and hashtags can potentially be indexed by search engines and shown to a broader online audience.

That can set a chain of events. People who have found your Instagram may follow your account. Then, they may visit your website and buy your products or use your services.

Key Things to Know About the July 2025 Instagram Update

Meta allows Google to show public photos and videos in results pages. To take advantage of this, you’ll need to use a public profile or a professional account. That shouldn’t be an issue for business owners. Because if you’re using Instagram for digital marketing, chances are you already have a professional account set up.

However, simply having the right account type isn’t enough. Your competitors will be using this new feature too, so you’ll be competing for visibility. The question becomes: how do you make your content stand out? Now more than ever, it’s essential to think about SEO when publishing Instagram posts.

Before this update, hashtags were the go-to strategy for increasing reach. They’re still useful within Instagram, and they now have some effect outside the platform. Still, there's a more significant factor that you should prioritise. Just like with website SEO, you now need to include relevant keywords in your captions, alt text, and even in on-image text.

For example, instead of writing:

“Can’t get enough of this view.”

Try:

“Sunset views over the Blue Mountains — perfect spot for weekend getaways near Sydney.”

This not only adds context for your followers but also gives search engines the information they need to surface your post in relevant results.

Improving SEO Strategies on Instagram

Now that Instagram content can appear in search engine results, it’s time to rethink how you use the platform. A few simple changes to your existing setup can make a big difference. They affect not just how people find you, but also how effectively you convert that attention into action. Here’s how to make the most of the update.



Revisit and Revise Captions on Previous Posts

Thinking ahead is important, but when it comes to Instagram SEO, thinking backwards can be just as valuable. Don’t limit your optimisation efforts to future content. Your older posts still have potential to attract traffic, especially now that they can appear in search engine results.

Go back through your past posts and revise the captions with SEO in mind. Add keywords that people might search for on Google, such as locations, product names, or industry-specific terms. The goal isn’t to cram in keywords, but to make the caption more descriptive and aligned with what your target audience might be looking for. Even content from months ago can gain fresh visibility if it’s optimised properly.

Add Alt Text to Your Images

Alt text has been available on Instagram since 2018, originally introduced to support accessibility for users with visual impairments. But even years later, many creators and businesses still overlook it. That is mainly because, until now, it didn’t seem essential for visibility or reach.

Now that Instagram content can show up on Google, alt text has taken on even greater value. It gives you a chance to describe your image using clear, keyword-rich language that helps search engines understand what the post is about. For example, instead of writing “photo of our café,” go for something like “outdoor seating at our Melbourne café with artisan coffee and brunch menu.” It’s a small detail that can make your content more searchable both inside and outside of Instagram.

Choose Relevant Hashtags

Hashtags still help with visibility, especially on Instagram. But now, choose them more strategically. Go for hashtags that are specific to your industry, location, and audience, rather than broad ones like #love or #food. For example, a florist in Brisbane might use #brisbaneflorist or #weddingflowersqld instead of just #flowers. This improves the chances of your post showing up in more targeted searches.



Optimise Your Bio with Keywords

Your Instagram bio is a searchable field, both within the app and, now, through search engines. It should clearly communicate who you are, what you offer, and where you're located, if relevant. Keywords should be woven in naturally so your profile still reads well while increasing your chances of being found.

For example, instead of writing something generic like:

“Fitness | Wellness | Strength”

A personal trainer might say:

“Helping busy mums in Perth get stronger with home-based fitness programs.” It’s more specific, more relatable, and much more searchable.

You can also include a clear call-to-action or a link to your website, booking page, or lead magnet to guide profile visitors toward the next step.

Make Your Brand Identity Clear

Your Instagram presence should instantly reflect your brand, just like your website does. That means your handle, profile name, profile photo, tone of voice, and even the style of your visuals should all align. When someone visits your profile, they should be able to quickly recognise your business and feel confident it’s the same brand they saw elsewhere online.

Consistency helps people remember you. And now, it also supports SEO. A clear and cohesive brand identity across platforms strengthens your credibility and makes it easier for search engines to connect your Instagram content with your website, business name, or services. Whether someone finds you on Google or through the app, your branding should leave no room for confusion.

You’ve Got Their Attention. Now Give Them a Reason to Stay.

Optimising your Instagram for SEO can boost your visibility beyond the app, but visibility is only part of the equation. To turn that attention into real results, you need a website that’s built to convert. When someone clicks through from your profile, what they see next can make or break the opportunity.

A well-optimised Instagram account will drive more traffic, but if your website is slow, unclear, or doesn’t reflect your brand, those visitors may not stick around. That’s why professional web design matters. Your site should feel like a natural extension of your social presence: easy to navigate, mobile-friendly, and aligned with your brand voice.

At Love My Online Marketing, we build websites that not only look great but also perform. Whether you're a small business owner, content creator, or service provider, we help you create a seamless connection between your Instagram presence and your website. We make sure every click has the potential to convert.

Great content draws them in, but it’s your website that makes them say yes.

Final Thoughts

Instagram’s SEO update marks a big shift in how content is discovered, and it opens up new opportunities for businesses to grow their reach beyond the app.

But getting noticed on Google isn’t just about showing up. It’s about showing up well. You can do that with clear messaging, smart keywords, and a strong brand presence that carries through to your website.

By revisiting old posts, adding alt text, updating your bio, and maintaining consistent branding, you’re laying the foundation for long-term visibility. But to truly make the most of this new traffic, you need a website that supports your goals and reflects your brand.

That’s where Love My Online Marketing comes in. With smart web design that matches your Instagram strategy, we help you create a seamless, professional experience from post to purchase.

SEO will get them to click. Let your website give them a reason to stay.

Contact us to learn more about how we can help turn clicks into clients or customers.