Instagram SEO Update Boosts Visibility in Google Search

On 10 July, Instagram updated its policy to allow search engines to index content from the social media platform, meaning that queries now may be returned with Instagram posts in the listings.  

However, before mild panic sets in on the thought of your private and precious memories potentially being plastered all over page 1 of Google, this move only encompasses business and professional accounts. And this move could be a fantastic move for brands who want to further their reach with great content that genuinely helps users in moments across the user journey. 

What are they indexing? 

In the new service update, costs, carousels and reels can all be indexed from professional and business accounts. This means that searches that benefit from more visual results can be served to answer these types of queries to users who may not even actively use Instagram. This approach will increase the visibility of this type of content and extend the reach beyond the channel walls. Users won’t be required to login to see this type of content either. 

What does it mean for SEO? 

This could be a huge SEO win. While this update is brand new and we need to see how it rolls out over the coming weeks, we envisage a huge opportunity for a Unified Search strategy where traditional SEO-led tactics are implemented across the social platform to start to rank in search engines.  

Traditionally, hash tags would be used to enable users to find related content within Instagram. This roll out suggests there’s a need to think more strategically about what consumers might be searching for in search engines and then optimising content to capture this opportunity.  

Optimising on Instagram for search 

1. Using keywords: As well as using hashtags at the end of a caption that highlight what your content is about, keywords and long-tail queries should be considered when crafting your post copy to try and rank in moments where users are searching for answers or information on a given topic.
2. Original & quality content: Beyond keywords, we know the requirement to create content that is EEAT (Experience, Expertise, Authoritativeness, and Trustworthiness) has been crucial for the best part of a decade, and this still stands for Instagram content. Descriptive and helpful captions that offer real value will no doubt be favoured in this new roll out. For example, if you have recipe, make sure it covers all bases: from ingredients to methods and serving suggestions, original content that provides true value is key.
3. Optimising image alt text: Just as you would on your website, alt text should be added to your images on Instagram. Try and use the most searched for and relevant keywords that explain exactly what is in your image. 
4. Short-form video & reels: This is quickly becoming the most popular type of content to be consumed on social media apps thanks to TikTok and if relevant for your type of business, is a great way to connect with younger audiences. Captions within the video and on the post are a great way to engage your audience and help make your content discoverable to search engines, as well as making it accessible for all.
5. Stay up-to-date: We know it’s important to keep your website and blog up-to-date and current, and Instagram is no exception to that rule. As well as quality content, it’s important to frequently update your feed with relevant content. 

Final Thoughts 

As the latest update from Google shows, for businesses it’s fundamental to look at the full, holistic digital ecosystem when setting your SEO strategy – ensuring you’re tapping into all the places that your audiences are hanging out and actively looking for information. Being up-to-date, relevant, accessible and consistent in all these places allows you to be there in the important moments that matter, wherever and whenever that might be.