Here’s a plot twist you might not have seen coming: Google is indexing Instagram content.
TL; DR? When your potential clients are searching for everything from “modern coastal living room ideas” to “wedding planner in Charleston” they’ll see IG posts showing up in the search results more and more.
Which means if you have a public, business Instagram account, your posts could be showing up in those search results, alongside your website, blog, and Google Business listing.
That Reel you posted last month? Your post about a design project in Raleigh? They could all become part of your discoverability strategy off Instagram. Which means that Instagram SEO is now a thing (on top of your usual SEO efforts.)
For service-based business owners, especially those in visual industries like interior design, real estate, travel, or wellness, this is a visibility goldmine. Let’s talk about how to make the most of your SEO Instagram game.
Why Instagram SEO is a game changer
For a long time, Instagram content lived and died by the scroll. Social media content was great for connection, but discoverability was limited. You posted, crossed your fingers for likes and shares, and maybe got a little traction from hashtags or the explore page… but once a post disappeared from the feed, it was basically gone unless someone was scrolling your profile at 2 a.m.
But now? Instagram posts are starting to act more like mini landing pages with the potential to show up in search results long after you hit “publish.”
Here’s what’s shifting with SEO for Instagram:
- Captions with keywords now matter more than ever. If someone Googles “Charleston interior designer,” and you’ve got a post that mentions exactly that? Google might just serve up your post.
- Alt text is officially in the spotlight. Adding descriptive alt text to your images still helps with accessibility. Now, it also gives search engines more Instagram SEO context to index.
- On-screen text in Reels and Stories Highlights is being scanned too. If you’re dropping quick tips or showing before-and-after projects, think about what keywords you’re including in your visuals.
Bottom line: This SEO for Instagram gives your content a major “second life.” It’s not just for your Instagram followers anymore; it can show up for anyone, anywhere, who’s searching.
How to Make Your Instagram SEO-Friendly
Let’s be clear: this isn’t about gaming the algorithm or stuffing your captions with keywords until they sound like robot soup. This is about writing with intention, so your content connects with real people and shows up in search.
Here’s how to do it:
Use keywords in your captions (naturally)
Instead of “✨ New client reveal! ✨” try “✨ Full kitchen remodel reveal for our Austin-based client who wanted a clean, modern farmhouse look.”
You’re still sharing something exciting, but now your caption contains location, service, and style keywords your ideal client might actually type into Google.
Add alt text
When you upload a photo to Instagram, click “Advanced Settings” and you’ll see an option to write your own alt text. Think of this just like website alt text. Describe what’s happening in the image and, if it fits, include a keyword.
Example: “Interior shot of a cozy living room with built-in bookshelves and green velvet sofa by a Charleston interior designer.”
Use on-screen text in reels
Google can read text that appears on your video, so make it count.
Want an easy way to do it? Overlay titles like:
- “Packing Tips for Italy Travel 2025”
- “5 Steps to a Brand Photoshoot”
- “Before & After: Living Room Makeover”
Hashtags ≠ keywords
Hashtags still help you show up within Instagram, but they don’t influence your Google rankings the same way. Use a mix of relevant hashtags and readable, searchable captions to cover your bases.
Optimize your bio + highlights
That area at the top of your profile? It’s prime Instagram SEO real estate. Say what you do and where you do it. Instead of “Making homes beautiful ✨” try “Nashville-based interior designer for creative homeowners.”
Bonus: Update your Highlights with keyword-friendly titles like “Kitchen Remodels” or “Branding Tips.”
Instagram keyword research (a new must-do!)
If you’re already doing keyword research for your blog or website, good news: this is the same concept, just applied to your Instagram content.
Instead of thinking, “What’s trending on IG this week?” ask yourself: “What would my ideal client Google if they were looking for someone like me?”
Where to find keyword Instagram inspo:
- Google Autocomplete: Start typing a phrase like “best bathroom paint color…” and see what pops up.
- Ubersuggest or Answer the Public: Plug in your service or niche and get a list of real-world questions and long-tail keywords.
- Your own FAQs: What do people always ask you about? That’s keyword gold.
How to use those keywords on Instagram:
Once you’ve got a short list of terms or phrases, use them:
- In captions (especially the first line)
- In alt text
- As on-screen text in Reels
- In Highlight titles or bio descriptions
Example: You’re a travel advisor planning luxury honeymoons. One of your keywords might be: “Italy honeymoon itinerary 2025”
You could post a Reel titled: “Italy Honeymoon Itinerary 2025 | What I’d Book for My Own Trip” And then write a caption that walks through hotels, restaurants, and experiences.
That same post could show up in someone’s Google search next time they type in “Italy honeymoon tips 2025.”
What this means for your overall SEO strategy
Instagram isn’t just a brand-builder anymore. It’s becoming a legit part of your visibility strategy. But here’s the thing: it works best when it works with your other content.
Instagram + website SEO = a serious win-win
Think of your Instagram as a series of short-form “trailers” for the main feature on your website. With Instagram posts now indexed by Google, you’ve got a new way to:
- Drive traffic from search engines to your site
- Reinforce your authority by consistently showing up for the same topics
- Create content clusters (Reels, blogs, and service pages all pointing to the same keyword themes)
Smart ways to drive traffic from IG to your website
- Add your website link into your IG captions when relevant (not just “link in bio.”)
- Repurpose blog content into Instagram posts that use the same keywords.
- Use Reels and carousels as top-of-funnel content, then guide people to your full blog or services page. Get specific about funneling them to corresponding blog posts or service pages!
- Update your website footer or blog sidebar with links to popular Instagram content (yep, the strategy works both ways).
Just remember that Instagram isn’t replacing your website. It’s amplifying it. So if you’re already doing SEO, Instagram SEO amps up your searchability to the next level.
SEO + Instagram means IG isn’t just about the scroll anymore
With public professional content now showing up in search results, your IG feed just became a lot more valuable and visible.
This shift opens up a big opportunity: If you’ve been putting energy into thoughtful, branded content on Instagram, it can now work harder for you behind the scenes. And if you haven’t? It’s a great time to start.
Want help making Instagram and SEO work together?
Book an SEO Strategy Session and we’ll map out exactly how to make your SEO Instagram strategy (and your overall SEO) work together like a lead-generating dream.
