Instagram SEO in 2025: What Businesses Need to Know (and Do)
Instagram isn’t just a social app anymore; it’s becoming a legitimate discovery engine, both inside and outside the app. In July 2025, Instagram rolled out one of its most significant updates yet: public posts from professional accounts (Business and Creator profiles) can now be indexed by search engines like Google. Combined with shifts in how Instagram prioritises content (goodbye hashtags, hello captions and alt text), this marks a turning point for how brands should approach Instagram.
Let’s break it all down: what’s changed, why it matters, and how to use these updates to your advantage.
Why This Is a Big Deal for Your Brand
For years, Instagram was a walled garden. If someone didn’t follow you (or even have the app), they wouldn’t see your content. Now, with Google indexing:
- Your feed posts, reels, carousels, and captions can show up in Google Search
- Users can discover your content even if they aren’t on Instagram
- Your profile acts like a mini SEO-optimised website
Example: A Wellington florist who posts about spring bouquets might now show up when someone searches “flower delivery Wellington”, even without a standalone website ranking for that term.
This isn’t just a nice-to-have. It’s a huge organic growth opportunity.
What Content Gets Indexed (And What Doesn’t)
Instagram has set some clear criteria:
- Only Business or Creator accounts are eligible
- Your profile must be public
- You must be 18+
- Only content from Jan 1, 2020, onward will be indexed
- Stories, Highlights, and Lives are excluded
- You can opt out of indexing in your settings
What This Means for Your Instagram Strategy
1. Your Instagram = Your New Website
If you don’t have a strong website (or any website), this change gives you a second shot at visibility. Your Instagram profile is now a searchable asset. Use it well.
2. Captions Carry More Weight
Instagram’s algorithm now analyses full captions like micro blog posts. Write clearly. Be descriptive. Think of keywords. Give context.
Not this:
Love this look!
Try this instead:
Freshly baked sourdough bread from our Tauranga bakery; crusty outside, soft inside, made with organic NZ flour.
3. SEO Your Bio
Your bio should make it instantly clear who you are and what you offer. Include relevant keywords, location, and your point of difference.
Example:
Vegan Skincare Brand • Made in NZ • Natural Ingredients for Sensitive Skin
4. Use Alt Text (Properly!)
Alt text is now part of how Instagram understands and ranks your content. It was designed for accessibility, but now it’s an SEO tool.
Write short, specific descriptions of what’s in the photo.
Example:
"Alt text: Woman holding a jar of rose-infused face cream in a sunlit kitchen"
5. Forget Hashtag Spamming
Hashtags aren’t dead, but they’re no longer the main search signal. Instead:
- Use 3–5 relevant hashtags
- Focus on clear caption writing
- Prioritise alt text and keywords
Instagram Is Favouring Engagement Depth
Instagram’s algorithm is now prioritising posts that generate saves and shares over likes and surface-level engagement.
That means:
- Create content people want to save (tips, tutorials, quotes, checklists)
- Prompt users to share with others (use humour, insights, or relatable ideas)
A high "saves per reach" ratio is a powerful signal to both the algorithm and to Google.
Local SEO on Instagram
Instagram + Google indexing means your local business can now be found more easily.
Action Steps:
- Mention your city, region, or suburb in your bio and captions
- Use location tags on posts
- Write alt text that includes your area if relevant
This helps your content show up in searches like “pilates studio Christchurch" or "eco clothing Auckland".
How to Audit & Optimise Your Instagram for SEO
Here’s a simple checklist:
- Is your profile public and a Business/Creator account?
- Have you updated your bio with clear keywords and location?
- Do your latest posts use descriptive, keyword-rich captions?
- Are you writing custom alt text?
- Are you encouraging saves and shares (not just likes)?
- Are you using quiet posting or grid editing to feature your best content?
Bonus: Use the new "Edit Grid" feature to move high-performing or SEO-rich posts to the top.
Final Thoughts
Instagram’s evolution in 2025 marks a shift from social-first to search-first content. If you treat your profile like a discoverable platform rather than just a social timeline, you’ll be way ahead of the curve.
Goodbye, spammy hashtags. Hello clean captions, smart alt text, and discoverability beyond the app.
If you want help auditing your profile or updating your content strategy to match Instagram’s SEO direction, get in touch. We’re already helping clients navigate this shift and grow faster because of it.
Your next customer might not find you on Explore. They might find you on Google.
Let’s make sure they land on something worth clicking.
