Instagram’s July 2025 SEO Update.
Instagram’s July 2025 SEO Update: What It Means for Your Company
Instagram has taken another big step towards becoming a fully-fledged search engine. As of July 2025, professional Instagram accounts can now have their content indexed by search engines like Google. In simple terms, your Instagram posts can now appear in search results outside of the app.
If you're not already thinking about SEO in your Instagram strategy, now is the time to start.
What’s changed?
Before this update, Instagram content was largely inaccessible outside of the app. Now, public posts from professional accounts are discoverable through search engines. This means your posts have the potential to reach new audiences via Google, not just within Instagram itself.
Captions, profile names, bios, and even alt text now carry more weight in how your content is found and ranked online.
Why it matters
This shift turns Instagram into more than just a social media platform. Your profile is now acting as a mini landing page, and your content can support your wider SEO strategy.
Whether you’re a small business, a personal brand, or a large company, this offers a new route to discovery that goes far beyond hashtags or in-app searches.
What you should do next
Optimise your captions
Focus on writing clear, natural captions that include relevant keywords. Think about what your audience might search for, such as "independent coffee shop in Manchester" or "Lake District walking routes".
Use alt text properly
Alt text should always be used to describe the image accurately, but it’s now also useful for SEO. Be concise, and include keywords where relevant without stuffing them in unnaturally.
Refresh your profile bio and name
Your handle, display name and bio should clearly explain who you are and what you do. These fields help both users and search engines understand your account.
Keep things consistent
Make sure your visual identity, tone of voice and posting schedule are aligned. The clearer and more consistent your brand is, the easier it is to recognise in search.
Think beyond the platform
Treat Instagram like a content hub that feeds into your wider online presence. Link your content strategies together, and consider how Instagram can complement your website or blog.
This update is part of a broader trend: social platforms are becoming more searchable, and search engines are pulling in richer types of content.
Instagram SEO is no longer just about visibility within the app. It is about showing up wherever your audience is looking. If your content is well-written, thoughtfully tagged and strategically posted, it now has the chance to reach further than ever before.
Of course, this is just one more thing to think about in an already packed marketing schedule. Keeping up with platform changes, writing keyword-rich captions, and planning content with SEO in mind takes time and expertise. That’s where we come in.
If you’d rather spend your time running your business while someone else takes care of all of this, we’d love to help.
Drop your details below to get in contact!
