Instagram is no longer just a place for photos and stories. It is becoming a search engine in its own right, where people look up brands, products, and ideas. With its latest update allowing professional accounts to have posts indexed by Google, Instagram has expanded beyond its platform walls. For marketers, this shift makes Instagram SEO in 2025 more important than ever.
Unlike traditional SEO that relies heavily on long-form text and backlinks, Instagram SEO focuses on captions, hashtags, alt text, and engagement signals. When optimized correctly, your content can appear both in Instagram’s internal search results and on Google, giving your brand a dual pathway to discovery.
Instagram’s head Adam Mosseri recently admitted that the app’s search function “is not very good,” but explained the company is actively improving it, according to a TechCrunch report. That investment signals a future where users rely more on Instagram for search, creating opportunities for brands that optimize early.
Optimized content is more likely to be recommended in Explore and search tabs. When posts are also indexed by Google, they can drive web traffic long after publication, giving businesses extended visibility.
In 2025, Instagram introduced a feature that allows professional accounts to opt into Google indexing. Once enabled, public posts can appear in search results outside of Instagram. This is a fundamental change for discoverability.
An experiment by Hootsuite showed that captions written with SEO in mind significantly outperformed those relying only on hashtags. The findings confirm that keyword strategy directly influences reach and engagement.
To take advantage of indexing:
Before diving into keywords, a strong account setup is essential. Switching to a professional public profile gives access to indexing and analytics. Adding primary keywords to your display name, optimizing your bio with descriptive phrases, and refining your link-in-bio strategy all improve discoverability.
According to Hootsuite’s SEO guide, even small changes such as enabling two-line captions can help posts rank better in search.
Instagram keyword research differs from Google’s, but both are valuable. The Instagram search bar offers hints through autocomplete, showing what users are already looking for. Tools like Google Keyword Planner provide volume data, while social listening platforms such as Brandwatch or Mention can reveal trending community phrases.
Comparing these insights with Google Trends helps determine when to prioritize Instagram-specific keywords versus broader terms.
Captions are the most visible place for keywords, but they should be written conversationally rather than stuffed with phrases. Later.com notes that storytelling-based captions with natural keyword integration consistently drive stronger engagement.
Alt text is another overlooked opportunity. Writing descriptions such as “morning workout routine for seniors with resistance bands” not only improves accessibility but also enhances SEO. Hashtags remain important, but they should be balanced between broad, niche, and branded sets. Local businesses can further benefit by adding geotags to connect content to nearby audiences.
A profile is often the first impression users have of a brand. Clear usernames and display names with primary keywords increase searchability. Bios should explain what the brand offers in simple, keyword-rich language without sounding forced. Sprout Social reports that optimized bios lead to higher profile visits and more clicks on links.
Clickable elements also play a role. A strong link strategy—whether pointing to a landing page, campaign, or blog—turns visibility into measurable action.
Reels are the most prioritized format on Instagram, making video SEO critical. Captions should use both hooks and target keywords. Subtitles and on-screen text can reinforce these keywords while improving accessibility.
According to HubSpot, videos with captions generate higher watch times and engagement, both of which improve algorithmic ranking. Thumbnails and cover images should also be designed with keywords and visual clarity in mind to maximize clicks.
Instagram doesn’t just care about keywords. How people interact with your content through saves, shares, comments, and time spent plays a major role in whether a post is surfaced in Explore, Reels, or search results. Hootsuite explains that “saves signal huge interest and engagement”, and content that prompts users to bookmark or revisit is more likely to rank higher.
To encourage deeper interaction, here are tactics that tend to work:
SEO requires constant monitoring. Instagram Insights provides data on reach, impressions, and engagement, while platforms like Iconosquare and Social Blade offer deeper analysis. By reviewing these metrics regularly, brands can refine keyword strategies and double down on formats that perform well.
For international brands, multilingual SEO is key. Translating captions is not enough—keywords must reflect how local users actually search.
AI writing tools such as Jasper and Copy.ai can help with keyword brainstorming and content variations. However, as Neil Patel emphasizes, authentic storytelling and real engagement remain the most important drivers of long-term success.
Instagram’s evolution into a hybrid social network and search engine is opening new opportunities for brands. By combining profile optimization, keyword research, and engagement-driven storytelling, businesses can increase visibility both inside the app and across Google.
At That Random Agency, we help brands navigate these shifts with creative, data-backed strategies. If you’re ready to strengthen your Instagram presence in 2025, request a proposal today.
