Instagram SEO in 2025: What You Need to Know and 8 Tips to Help Your Content Get Found

Instagram is changing the way content gets discovered. With the latest SEO (AKA Seach Engine Optimization) updates rolling out in 2025, your posts can now show up not just in the app, but also on Google. That means how you write your captions, structure your profile, and tag your content matters more than ever.

If your strategy has only focused on hashtags or aesthetic visuals, it is time to update your approach.

Instagram SEO in 2025: What Changed

As of July 2025, public business and creator accounts can opt in to being indexed by Google. That means Reels, carousels, and posts may show up in search results outside of Instagram.

At the same time, Instagram’s internal search has become smarter. The platform now pays attention to captions, alt text, Reels audio, and your profile bio to decide what to show users. Think of it like a mini search engine inside the app.

If you are trying to grow an audience, attract clients, or build a brand, these changes give you new ways to reach people organically. You do not need a huge following or paid ads to appear in search results anymore. Clear content that matches what people are looking for will go further on its own.

Here are 8 practical tips to help your content show up in search, reach more of the right people, and stay ahead of the platform’s changes.

1. Make Your Profile Search-Friendly

The first place to start is your profile. Use a business or creator account, keep it public, and fill it out completely. Your name field is searchable. Instead of just listing your name, try something like “Content Planning Tips” or “DIY Skincare Expert” if that fits your content.

Use keywords in your display name and bio that reflect what your content is about. Add your city or region if your content is location-based. The more specific and descriptive your profile, the easier it is to match you with the right audience.

2. Captions Matter More Than Ever

Instagram now uses natural language tools to understand what your caption means. It is not just scanning for keywords. It looks at the full context. Captions that are clear and descriptive tend to perform better in search. When writing a caption, focus on:

• What the post is offering

• Who it is for

• What the main takeaway or value is

• Simple, natural phrases your audience might search

• Specific words related to your topic or service

Avoid filler phrases like “New post” or vague intros. Instead, be direct. If you are sharing morning routine tips for new moms, say that. If it is a carousel with design ideas for small kitchens, make it clear in the first line.

3. Use Alt Text to Describe Your Images

Alt text helps Instagram and Google understand what is in your post. It also supports accessibility. Write a short sentence that describes the image in a helpful way. Example: “Photo of a weekly planner template with to-do list, calendar, and notes section”

You can manually add alt text when posting under advanced settings. If you skip it, Instagram will fill it in for you, but it will not be as accurate. You do not need to overthink this. Just be descriptive and honest.

4. Use Reels to Your Advantage

The words you say in Reels now matter. Instagram listens to your voiceover and captions and uses that information in search. If you speak in your Reels:

• Use natural keywords in your voiceover

• Add subtitles or on-screen text

• Choose audio that matches your message

Reels that answer a question, share a tip, or teach something often perform better than trend-only videos.

5. Use Location Tags to Increase Relevance

Location tags give Instagram more context about your post. They are especially helpful if you are sharing city-based content, restaurant visits, client projects, or travel ideas. For example, if you are highlighting a local event or creating a city guide, tagging the location helps surface your post to people nearby or interested in that area.

Location tag tells Instagram that your content matters to a specific place and helps Instagram connect your content to people who are nearby or searching for that area, which often leads to more local visibility and stronger engagement.

6. Combine Keywords and Hashtags

Hashtags and keywords both play an important role in helping your content get discovered, but they work in different ways.

Hashtags help organize content inside the Instagram app. Keywords, on the other hand, help both Instagram and Google understand what your post is about.

Use them together with purpose:

• Use 3 to 5 targeted hashtags that are clear and relevant

• Include keywords in your caption and bio

• Avoid using random, generic or overly broad tags

The goal is to make your post easy to understand at a glance. Keep this in mind: hashtags act like labels, keywords are the language people type when searching.

7. Encourage Genuine Engagement

Instagram wants to show people content they care about, and engagement is a big signal. If your post gets saved, shared, or sent in DMs, that is often more powerful than a like.

Ways to increase engagement:

• Ask a specific question in your caption

• Use polls or question boxes in Stories

• Respond to comments and start conversations

High engagement tells the algorithm your content is worth showing to more people. But the goal is not about chasing numbers. It is about creating something people genuinely want to interact with. When your content invites connection, the reach tends to follow.

8. Watch What Is Working

Once you start using these practices, keep an eye on performance.

Look at:

• How many non-followers are seeing your posts

• Which posts get shared or saved the most

• How often your profile is being visited

• Growth in impressions from search

You can find most of this data in Instagram Insights. These details will show you which posts are gaining visibility and which strategies are helping most.

Let’s Create a Strategy That Works

Instagram SEO is not about tricks. It is about writing with clarity, sharing with intention, and making your content easy to understand for both people and the platform.

Focus on helping, teaching, or connecting in a way that feels natural. That is the kind of content the algorithm is more likely to recommend, and the kind people are more likely to engage with. You do not need to chase every trend or overthink every caption. Stay clear, helpful, and consistent. That is what builds real visibility and long-term growth.

If you are ready to refine your content strategy or want support creating posts that actually get found, I would love to help. Head over to my contact page or send a quick message to get started.