INSTAGRAM MEETS SEO: HOW WE’RE NAVIGATING THE NEW KEYWORD SEARCH INDEXING ERA
This is not a drill 🚨… last month, Google announced it would begin indexing Instagram content. This means any public content you post (from your bio, name, posts, and more) can show up in search results.
While this isn’t new to digital marketing and how people are using content and the internet, it’s clear with this update: the Indexing Era is HERE and here to stay 👏. Here’s what we know, what we’re changing in our social strategy, and what we’re continuing to focus on as a digital marketing agency that always works to stay on top of the latest tech announcements.
WHAT’S ACTUALLY HAPPENING WITH INDEXING?
It’s been just about a month since Google confirmed the indexing of public Instagram content from business and creator accounts. Translation? 📲 ALL of your content can now show up in search results.
We’re talking Reels, carousels, static posts, profiles, captions, etc. These are all included in Google’s social indexing. For example, a user can search “Scottsdale florist brand shoot inspo” on Google and stumble across an Instagram account and/or post that features relevant keywords in the caption or alt text of the visual.
Better yet, Instagram has made it nearly effortless as indexing is turned on by default for all professional accounts. Users are able to opt out, but unless you have a strong privacy reason, we recommend leaving it and letting your content work OT. ⏱️
WHY THIS INDEXING UPDATE MATTERS (DON’T PANIC!)
This shift could be a huge game-changer… especially for small businesses without websites or blogs. With indexing on Instagram, you have a new opportunity to boost your organic discoverability beyond the feed.
💡Pro tip: if you’re a U.S.-based brand that has previously relied heavily on TikTok for discoverability, this may be a great Plan B if the TikTok Ban goes as planned in September 2025.
Another potential win with Instagram content indexing could be the expansion of your content’s life. Instead of vanishing into the digital abyss in the few days (or even hours) after your content goes live, your content can live evergreen in search results, long after it’s been posted.
That being said, this is early on, so we don’t have measurable data at this time to say how much traffic the indexing of Instagram content will actually drive. But our hot take? This update has massive potential, and forward-thinking brands should get ahead of this. We know we certainly will! 🤭
SOCIAL + SEO ISN’T NEW TO US
We’ll be frank: at Homemade Social, optimizing content for searchability has always been a part of our social media strategy. In-app search engines have been updating and advancing for years now, aiming to meet users where they are: on the platforms. With that, we’ve prioritized baking relevant, brand and industry-appropriate keywords into content for years, whether that be in social media profile bios or captions.
The indexing update just expands that playground. Now that our Instagram content could work in overdrive, it’s time to serve both the Instagram algorithm and Google’s search engine.
IMPORTANT: KEEP CREATING FOR HUMANS
But, we can’t stress this enough: social media should stay social. If you begin creating content to serve the search engine versus your social media community, you’ll lose their interest and loyalty, leading to a loss in engagement and followers. While we should keep Google’s search engine indexing in mind, avoid keyword stuffing and sounding robotic.
BEST PRACTICES: WHAT YOU CAN (AND SHOULD) DO TO BEST PREPARE YOUR INSTAGRAM POSTS TO SHOW UP ON GOOGLE
Ready to embrace the new indexing era? We thought so… Here’s where to start:
🧐 Audit your bio: Is it clear, aligned with what you do, and keyword-rich? Think about what someone might type into Google to find you. ( IE: location, niche, product genre, etc!)
✏️ Write with intention: Smart copy is everything! Use natural, brand-appropriate language that is searchable, but make sure it’s true to your voice.
👩💻 Leverage alt text: Even if we can’t track direct indexing benefits from alt text quite yet, it’s a best practice for accessibility and discoverability.
🤝 Keep it valuable: The best strategy is to keep creating content that provides value through education, entertainment, and (most importantly!) connection.
Google’s search engine indexing our Instagram content is just the frosting… not the whole cake! 👏 While it might feel like a major shift, it’s no reason to panic or pivot your entire social strategy. Think of it as an extra layer to your strategy, expanding your chances of organic discoverability. When used wisely, this could amplify the content you’re already loving.
Keep up with the latest marketing news and trends by following us on Instagram and subscribing to our weekly newsletter. Chat soon!
Xx,
The Homies