Whether you're managing a brand’s social media presence or driving traffic to a website, the latest Instagram update is set to transform how we think about SEO on social media.
Last week, Instagram announced a major update that marks a new chapter for SEO on Instagram: all posts, reels and videos from professional accounts will now be automatically indexed by Google. This means your Instagram content could start showing up directly in Google search results – significantly increasing visibility and organic traffic.
Let’s explore what’s changed, why it matters, and how marketers can take full advantage of this exciting development …
So, what’s changed?
To leverage this Instagram update, we first need to understand it.
Historically, SEO on social media relied heavily on hashtags to surface content within platform-specific searches. But now, Instagram is shifting its focus – prioritising keywords in captions over hashtags – and making that content accessible via Google Search.
This is huge for visibility. Content that was once only searchable within Instagram’s ecosystem is now potentially appearing on Search Engine Results Pages (SERPs), opening new doors for marketers focused on discoverability.
Why this update matters
According to a survey by GetApp (see chart), 39% of people use social media as a search engine.
This shift in user behaviour is forcing platforms to rethink how their search functions work.
TikTok has set the standard for what modern social media search should look like. It goes far beyond hashtags – the platform analyses keywords in captions, the questions being asked and answered in comment sections, and even content within the videos themselves. By evaluating both text-based and video-based data, TikTok delivers highly relevant, context-aware results to users.
Instagram has clearly taken note. In the latest Instagram update, they’ve started adapting to this new search behaviour by introducing keyword indexing for posts, reels and videos – specifically from professional accounts – and allowing that content to appear on Google Search.
This move is not just about internal discovery anymore. Instagram is now positioning itself as a searchable content hub, capable of competing with platforms like TikTok in the search-based social media landscape. It’s a sign of how SEO on Instagram is evolving – and why marketers need to adapt fast.
Understanding the new Instagram algorithm
Now that we know what changed and why, let’s explore how marketers can capitalise on this new Instagram update.
1. Keywords are now crucial
With SEO on Instagram evolving, keywords in your captions are more important than ever. Tools like Google Keyword Planner and SEMrush’s Keyword Magic Tool can help identify the right terms to target. Focus on 1-3 high-impact keywords per post, used naturally within engaging captions and ad copy.
2. Google & Social: One strategy
SEO on social media is no longer separate from your website strategy. Keeping your social content aligned with your website SEO – through consistent messaging, keywords and themes – allows Google to better understand and index your content across platforms.
3. Hashtags still matter
While this Instagram update reduces the weight of hashtags, it doesn’t eliminate their value. Use them to reinforce your keywords and enhance post discovery within Instagram.
Bluestorm’s top tips for SEO on Instagram
- Use keyword-rich captions
Before posting, research trending industry keywords and thoughtfully include them in your captions. - Align hashtags, captions and creatives
Ensure your visuals, text and hashtags work together to tell a coherent story and boost relevance. - Prioritise strategy over stuffing
Be intentional with your keywords and avoid overloading captions. Too many keywords can dilute your message and negatively impact engagement. - Blend hashtags with keywords
Use hashtags to complement your keywords, not compete with them. A smart mix of both improves visibility.
The future of SEO on social media
This Instagram update marks a shift in how we approach social media content – from quick, hashtag-heavy posts to more strategic, keyword-rich storytelling.
By being proactive and optimising your content now, you position your business ahead of the curve. Remember, SEO is a long game. Whether it’s SEO on Instagram or your website, consistent, quality efforts today will drive results tomorrow.
Start aligning your social content with search intent now and make the most of this game-changing Instagram update.
Looking for further advice or help on how to implement SEO on social media or how it can be implemented on paid social ads? Contact our team of SEO and digital media experts today and see how Bluestorm can help!
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