How to make your instagram posts show up in search results
There’s been a major Instagram update that’s got me (and lots of other business owners) quietly excited...
Your posts could now start showing up in search engine results like Google, Safari and beyond. If you’re building an online presence, wondering what the point is of spending time creating content for it to disappear 24 hours later, and want your content to have a longer lifespan, this is big. Because it means your content has the chance to live longer and be seen by more people, even those who aren’t already following you.
Scroll down to find out what it means and grab some keyword-friendly ideas to try out 👇
What is Instagram SEO?
Instagram SEO is the process of using keywords, captions, and content structure to help your posts show up in search results both on Instagram and on search engines like Google.
Why Instagram SEO matters for your business
Let’s be real for a sec, it’s pretty annoying when you spend time creating content for your audience for it to disappear again within 48 hours. (I know vanity metrics are just that… vanity.) But now, your content might actually:
Stick around longer thanks to search visibility
Reach people who are actively searching for your topic
Bring in more organic, evergreen reach (aka what we all want)
How to make your Instagram posts more searchable
Your Instagram is basically a mini website now. Here’s how to improve your Instagram SEO and make your content easier to find:
- Keep your content clear, easy to understand, and skimmable
- Be intentional with keywords in captions, on-screen text and reels
- Keep it natural and avoid keyword stuffing (tempting, I know), it can actually hurt your reach
- Think like your customer by using the words they’d type into Google, not just how you’d describe your services, this is where your brand voice comes in
- Add alt text to static posts, it helps with accessibility and search visibility
Here’s a real example showing how Instagram content can appear in search results when it’s aligned with what people are searching for. View the full project here →
Examples of keyword-friendly Instagram captions
Baby sleep trainer
✓ “How to get a toddler to sleep through the night”
✗ Instead of: “Sleep consulting services”
Coffee shop
✓ “Gluten-free brunch in [city]”
✓ “Dog-friendly cafés near [area]”
✗ Instead of: “Local café”
Wedding photographer
✓ “Wedding photographer in [city]”
✓ “Outdoor wedding photographer at [venue name]”
✗ Instead of: “Wedding photographer”
Do hashtags still matter for Instagram SEO?
From what we know so far, hashtags don’t boost reach in the same way they used to. Instead, they now help support search and categorisation.
I tend to use a small number of relevant hashtags alongside keywords, rather than relying on them as the main strategy.
Final thoughts on Instagram SEO
I’ve got a bit of a love/hate relationship with instagram, but this update… I’m into it.
Knowing content can live longer makes it feel more worthwhile and a bit more fun to create again.
Social platforms and algorithms will always change, but your brand positioning doesn’t have to
I’m a big believer in creating content that lasts, not just chasing quick wins. When your brand is clear, your content works harder and stays relevant for longer.
If you want your content to feel clearer, more consistent and easier to find, let’s talk.
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