Instagram’s SEO Update & What It Means for You as a Creator 

Big news: Starting July 10, 2025, Instagram has stepped into the world of search. 

For the first time, your public posts, as a Creator can appear in Google search results. That means your Reels, carousels, static photos, and possibly even your Story Highlights won’t just live inside the app anymore. They’ll be discoverable on the open web, alongside blogs, product pages, and news articles. 

This Instagram SEO update changes everything. Until now, Instagram content was mostly invisible to search engines. But now? Your content can rank. Your voice can go further. 

For creators, this unlocks an entirely new layer of visibility, one that doesn’t depend on the algorithm, a trending sound, or someone scrolling at the right time. It’s an opportunity to build long-term discoverability, attract new audiences, and add more value to your brand collaborations. 

And if you’re smart about it you won’t just be creating for the feed, you’ll be creating for search. 

What This Means for You as a Creator 

Let’s be clear: SEO is no longer just a tool for bloggers and websites. 

With Instagram’s latest update, your Reels, photos, carousels, captions, and possibly even Story Highlights are now part of the searchable internet. This means your content when posted publicly from a professional account can start appearing in Google search results. 

Now, your posts can surface in search results when someone looks for things like: 

• “summer makeup routine” 

• “best lip gloss under $20” 

• “travel outfits for Italy” 

• “XYZ brand reviews” 

Translation? 

You’re not just creating content for your audience, you’re creating for searchers. People who may never have found you on Instagram can now discover your content through Google. 

This shift gives your posts a second life outside the feed. They’re no longer tied to one moment or the Instagram algorithm. Instead, they become evergreen content that can drive attention, views, and engagement long after you post. 

For creators, this is huge. It opens up: 

• New ways to grow your following outside the app 

• More value in the brand content you produce 

• Long-tail visibility without extra effort if you optimize right 

This is your opportunity to build cross-platform presence and become searchable in the same way brands, blogs, and media outlets are. 

“This Instagram SEO update is more than a feature. It’s a paradigm shift. Creators now have the power to make their content live beyond the fleeting feed and become part of the searchable web. The most strategic creators will seize this opportunity to make every post work harder: boosting their own discoverability, delivering measurable value for brands, and unlocking more meaningful, longer-term collaborations. Brands notice creators who think this way and reward them accordingly.” 

— Han Li, Head of Community at Skeepers

What You Need to Start Doing Now 

This update doesn’t mean becoming an Instagram SEO expert overnight. A few smart tweaks to your content can go a long way in boosting your discoverability on Google. 

✏️ Start Writing for Search, Not Just for the Feed 

Your captions matter more than ever. Instead of short, vague lines or emojis, think about how someone might search for the content you’re posting. This means weaving in long-tail keywords that are more specific, descriptive phrases that match how people type into Google. 

For example: 

Instead of: “Weekend vibes ✨” 
Try: “Glowy summer makeup look using my go-to skin tint for dry skin.” 

The more context you give, the more searchable your content becomes. Mention locations, product names, categories, and use natural language that people might Google. 

Describe What’s Actually Happening 

Search engines can’t “see” your photo or Reel the way humans do so your caption is your context. The more clearly you describe the content, the better your chances of ranking for it. 

Think of it like writing an alt text, but for humans and search engines. For example: 

• “Wearing the XYZ Lip Gloss in ‘Peach Squeeze’ is my go-to everyday summer shade.” 

• “Just landed in Bali! This linen two-piece is from XYZ and perfect for humid weather.” 

These small additions give your content lasting value outside the Instagram scroll and help Google understand what your post is actually about. 

Add Video Subtitles 

If you’re posting Reels or video content, adding on-screen subtitles that include relevant keywords can give your post an extra edge in search. Not only does this help with SEO, but it also improves accessibility and keeps viewers engaged, especially those who watch with the sound off or rely on text to follow along. 

Think of subtitles as both a discovery tool and a way to connect more inclusively with your audience. 

🏷 Hashtags That Go Beyond the App 

Hashtags are still valuable but now, you want to think beyond Instagram trends. Use a smart mix of: 

• Branded terms (e.g., #MakeUpForEverBlush, #GisouSummer) 

• Descriptive phrases people might search (e.g., #besttintedmoisturizer, #traveloutfitsitaly) 

Even if they look longer or less trendy, these keywords help your posts show up in search engines and serve real discovery purposes. 

🤝 Support the Brands You Work With 

This Instagram update is a major opportunity to bring more value to the brands you collaborate with. By thinking about SEO when you create content, you help their products get discovered in Google searches, too. 

Ask for Instagram SEO-Friendly Briefs 

When working on a paid collaboration, don’t be afraid to ask the brand for: 

• Target keywords or phrases they want to rank for 

• The full product name and not just a nickname or campaign hashtag 

• Any preferred call-to-action language like “available on Amazon” or “shop now” 

This makes your post more search-friendly and ensures you’re aligned with the brand’s bigger goals like improving their search visibility or boosting traffic from outside social media. 

Tag Smart & Write Searchable CTAs 

Always tag the brand clearly in your post and consider how your CTA reads to someone searching. 

Instead of: 

“This serum is sooo good 🤍 #gifted” 

Try: 

“Using the new XYZ Vitamin C Serum this summer. Now available on Amazon. Perfect for brightening, lightweight, and works great under makeup!” 

These small tweaks help Google understand the content and give the post a better shot at ranking when someone searches for “[brand name] vitamin C serum review.” 

Your SEO Checklist for Instagram Posts 

Ready to get your posts ranking beyond the feed? Here’s a quick checklist to make sure each one is optimized for search: 

✅ Long-form caption that naturally includes 1–2 relevant keywords 
✅ Brand and product name clearly mentioned 
✅ Descriptive caption that matches what’s happening in the visual 
✅ Public post from a professional creator account 
✅ Alt text added (optional, but great for accessibility and SEO) 
✅ Searchable hashtags combining branded + generic keywords 

Save this as a checklist in your notes so it’s easy to apply every time you post. 

Conclusion  

This Is Bigger Than You Think. 

It isn’t just a small algorithm tweak, it’s the start of something much bigger. 

For the first time ever, your Instagram content has the power to live and rank outside the app, giving you visibility that doesn’t disappear after 48 hours. Whether you’re a niche creator, a local voice, or just starting to grow, this shift gives your content a longer shelf life and a much wider reach. 

Instagram SEO is now part of your content strategy. And that’s a good thing. 

The creators who learn to optimize early will stand out to brands, land more meaningful collaborations, and build audiences that go far beyond followers.