SEO on Instagram: beyond hashtags, straight to Google

Meta users have received an important notification: starting July 10, 2025, Google will be able to display Instagram content —images, videos, and carousels— in its search results. This is possible thanks to a new agreement between both platforms that prioritizes public, optimized content with real engagement. While users can opt out (see the screenshot at the top of the post), the vast majority of accounts will not, as they will gain visibility —beyond Instagram.

SEO is no longer exclusive to websites

For years, SEO has been a discipline almost exclusively focused on optimizing web pages to appear in Google. But the landscape has changed: Google already indexes TikTok content, YouTube Shorts videos, Pinterest pins… and now, Instagram posts. SEO is expanding into new fields.

It's no longer about having an optimized website: it's about having your entire digital presence optimized for search engines.

From the app to the SERP: what changes with this integration?

Until now, talking about SEO on Instagram meant applying techniques to rank within the platform: hashtags, keywords in the bio, optimized captions, use of ALT, etc.

But now, the scope widens:

• Public Instagram posts may appear in Google search results.
• This impacts brands, creators, media, and local businesses alike.
• Content will need to be optimized for two algorithms: Instagram and Google.

No longer is it enough to “do SEO for your website” and “nice content for socials.” SEO becomes a global brand strategy.

What will the new SEO on Instagram look like?

1. Optimization for Instagram

Best practices within the app still apply:

• Keywords in name, bio, and captions.
• Custom ALT text in images.
• Strategic and moderate use of hashtags.
• Posts designed for interaction (saves, comments, shares).
• Use of Reels and carousels with useful content.

2. Optimization for Google

To appear in SERPs, it will be key to:

• Include long-tail keywords in texts.
• Avoid empty captions and aim for descriptive, semantically rich copy.
• Precisely geotag (ideal for local SEO).
• Ensure strong connection between posts, profile, website, and other channels.

SEO becomes a cross-functional strategy

This change brings a key insight: SEO can no longer be just a philosophy and guidelines applied by the web team or content writers. It affects the entire digital communication chain:

• The social media team must understand how Google interprets content.
• The video team must produce with indexing in mind.
• The design and branding team must ensure visual elements relate well to text.

In other words: if you communicate digitally, you're doing SEO. Whether you realize it, want to, or care or not.

Why embrace a multiplatform SEO strategy?

Greater organic visibility

Instagram, TikTok or YouTube posts can attract free traffic from Google without paid campaigns.

Brand authority

A brand that communicates consistently across web, socials, and search engines builds a stronger image and trust.

Global presence

Multiplatform SEO prepares your brand for an ecosystem where content is discovered via social, search, and voice.

How to prepare your Instagram for Google

• Write natural, context-rich copy with well-integrated keywords. This also applies to videos, reels, stories, and other multimedia formats.
• Add real and specific locations to relevant posts.
• Always customize the ALT text of each image.
• Avoid overusing generic hashtags: use fewer, better ones.
• Repurpose blog or website content adapted to Instagram to reinforce semantic alignment across platforms.

The future of SEO is global or it won't be

Instagram, TikTok, YouTube, Google, Amazon… all channels are becoming interconnected. If your positioning strategy only lives on your website, you're missing opportunities.

At La Teva Web we’re clear: SEO is not a service, it's a way of understanding digital communication. And it will only become more important to stand out in the noise.

Want visibility? Then do good SEO. And do it everywhere.