Big shift: Instagram posts from public business accounts can now be discovered through a Google search. That means content is no longer just for Instagram. Your business Reels, photos, captions and hashtags could show up alongside websites, TikToks and YouTube videos when people search.
What has Instagram done?
Instagram has opened up its previously closed-off platform to the wider web. Content used to live within the app, seen mainly by your followers and those who stumbled upon it through hashtags or the Explore page. But now, Google can crawl and index your public professional posts, just like it does with websites and blog articles.
Why has Instagram done this?
It’s all about discoverability. By making posts searchable with keywords, they open up new ways for people to discover fresh content from accounts they aren’t following. It also reflects a broader trend of social media and search engines coming together. People are increasingly turning to platforms like Instagram for information and recommendations, and Google wants to make sure it can deliver that content directly.
How will this benefit a business?
Increase organic reach: Imagine someone searching for ‘best independent coffee shops in Sussex’ on Google, and your Instagram post of your latest latte art pops up. This means your content can now reach people who aren’t even on Instagram, bringing them directly to your brand.
SEO opportunities: Your Instagram is now a legitimate SEO asset – even if you don’t have a website. Each post becomes a potential entry point for new customers, meaning you can drive traffic to your profile and, ultimately, to a website or physical location.
Longer shelf life for content: Unlike Instagram’s fast-moving feed, your indexed posts can continue to appear in search results for weeks, months or even years, offering sustained visibility for your content.
Enhanced brand presence: Showing up in Google search results alongside traditional websites adds another layer of credibility and professionalism to your brand.
What does your business now need to do?
To really cash in, you need to start thinking about your Instagram posts with a search engine optimisation (SEO) hat on – keywords are key.
- Check your settings: Change to a public professional account and switch on ‘Allow public photos and videos to appear in search engine results’ – it should be on by default, but worth checking.
- Captions become mini blog posts: Don’t just slap on a few emojis! Write clear, descriptive captions that naturally include keywords people might search for. If you’re a florist, instead of just ‘Beautiful blooms,’ try ‘Summer wedding flowers in Sussex.’
- Keep using hashtags: Use hashtags as keywords, and be specific. Use a mix of broad and niche hashtags that are highly relevant to your content and target audience, such as #VenueHireSussex or #SustainableClothing.
- Optimise alt text: Instagram lets you add alt text to your images. This is a description of what’s in the photo, primarily for accessibility, but Google also uses it. Make sure your alt text is descriptive and includes relevant keywords.
- Think about your bio: Your Instagram bio is often the first thing people see, so ensure it clearly states who you are, what you do and where you’re based, using keywords naturally.
- Create “evergreen” content: Think about content that remains relevant over time. How-to guides, tips and tutorials are excellent examples of content that can keep attracting search traffic long after they’re posted.
- Geo-tag your posts: If you’re a local business, always add your location. This really works for local searches.
By making simple changes, your posts will be more likely to show up in searches and reach new audiences interested in what you do.
If you’d like help choosing the right keywords or creating engaging captions, get in touch and we’ll guide your business through Instagram SEO.
