If you’re still treating Instagram as just a space for fun and scrolling, it may be time to rethink things. Instagram SEO is no longer a buzzword. It is now a valuable tool for brands, businesses and creators who want to be found online.
For the first time, both Google and Bing are indexing Instagram captions. This means your content is no longer locked within the app. It can now appear in Google search results. If you are posting strong captions with clear language and relevant keywords, your reach can go far beyond your followers.
What Is Instagram SEO?
Instagram SEO, or Search Engine Optimisation, is the process of making your posts more visible through search. This applies not only within the app but now across the wider web. It involves using the right words in your captions, hashtags, usernames and alt text so that search engines can identify what your post is about.
Until recently, the reach of your Instagram content was mostly limited to the platform itself. Now, if your posts are written with search in mind, they can show up in Google results for local services, trending topics, product searches and more.
If you are a business that values online visibility, this is something worth paying attention to.
Why Are Google and Bing Indexing Instagram Content?
Search engines prioritise fresh, relevant content. Instagram offers a constant flow of real-time updates about services, places and products. That makes it valuable for search engines who want to show up-to-date content to users.
For example, if someone searches “Hydrafacial Newcastle”, and your post includes that phrase in a clear and useful way, your caption might now appear in the search results. This is exactly how Instagram SEO can work in your favour.
What You Can Do Right Now
If you want to make your content work harder, here are five ways to improve your visibility.
Think about what your audience would type into Google. Instead of vague captions like “love this look”, write something like “modern kitchen design in Newcastle”. It still sounds natural but gives search engines something useful to understand and index.
2. Add Alt Text, and Think About Accessibility
Instagram lets you add alt text to describe your images. This is a great opportunity to include relevant keywords that can support SEO. But beyond that, alt text improves accessibility. It allows screen readers to describe your content for visually impaired users and shows that your brand values inclusivity. Search engines are also beginning to reward websites and profiles that demonstrate accessible and inclusive practices, which can strengthen your visibility overall.
3. Turn On Website Embeds
This setting is often overlooked but important. In Instagram, go to Settings, then Sharing and Reuse, then Website Embeds, and switch it on. This gives search engines explicit permission to index your Instagram content and display it in search results. Without this setting enabled, your content could be harder to discover through Google or Bing.
4. Be Strategic with Hashtags
Hashtags still matter. They act like labels that help categorise your content for both Instagram and search engines. Go beyond generic tags and focus on ones that describe what you offer and where you offer it. For example, #NewcastleHairdresser, #VeganBakeryManchester or #YogaClassesDurham are far more valuable than #goodvibes or #mondaymood. Think about how your potential customer would search, and build your hashtags around that.
5. Stay Consistent
Posting regularly helps keep your account active and builds trust with both your audience and the Instagram algorithm. It also increases the chance of your content being indexed externally. If you need help curating a consistent Instagram strategy that works for your content and your business goals, Social+ can help you build a plan that fits your time and resources.
Real Example: Instagram SEO in Action
Let’s say you run a local gym in Durham. Rather than posting something vague like “Feeling strong today”, try this instead:
“Here at Durham Leisure Centre, we offer a friendly gym space with beginner-friendly classes, expert PT support and a welcoming community. Looking for a local gym in Durham? Send us a message to get started. #DurhamLesuireCentre #FitnessUK”
This caption still sounds like something you would post socially, but it also gives search engines helpful information. You’ve included your business name, location, service offering and relevant hashtags. This increases your chances of showing up in search results when someone nearby is looking for a gym.
Why This Matters for Social+ Clients
At Social+, we have always believed that content should do more than just look good. With Instagram SEO becoming more important, every post is an opportunity to support your wider digital goals. That includes improving search rankings, growing your website traffic and ultimately generating leads, bookings or sales.
If you are already posting regularly, you do not need to increase your workload. By updating your captions to include keywords, using alt text properly and adjusting your hashtags, you can turn your existing posts into searchable content without any added cost.
Final Thoughts
Instagram SEO is a growing opportunity. If you are already investing time into your content, it makes sense to review your approach and align it with search-friendly best practices. This helps you get more from the platform without changing what you do, just how you do it.
Next time you are writing a caption, ask yourself this. Does it say what you do, use words your audience might be searching for and reflect how you want to be found online? If the answer is no, take a moment to change it.
If you want support building a smarter content strategy that aligns with your search goals and helps move your business forward, Social+ is here to help.
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