by Frances Brown, Social Media Expert
The world of search has officially collided with social. As of July 10, 2025, Instagram has rolled out a major update that allows public content from professional accounts—that’s business and creator profiles—to appear directly in Google and other search engine results. That means your Reels, carousels, photos, and videos are now eligible to be indexed and shown in organic search, not just on the app. It’s a seismic shift for small business owners and marketers: Instagram is no longer a closed social loop—it’s now a discoverable content channel in the wider web.
If you’re a brand with a professional Instagram account and a public profile, you’re part of this. Your content can now be surfaced in traditional search—without you lifting a finger. But if you want to actually get found, it’s time to think like an SEO.
First things first: what is Instagram SEO?
Instagram SEO is the process of optimising your content—posts, Reels, captions, and even your bio—so that it appears in Instagram’s internal search results and gets discovered through AI-driven recommendations.
It works a lot like Google SEO. The algorithm scans the text and context of your content, looking for keywords and topics that match a user’s search or interest signals.
It also plays into external search: Google can index your Instagram profile, and AI search engines are starting to pull in content from Instagram too.
What’s changing in search and why you need to care
Social search isn’t new. But what’s different now is the rise of AI-powered discovery.
Here’s what’s happening:
- Instagram is using semantic search, not just exact-match keywords
- AI tools like ChatGPT and Google’s Gemini are scraping and storing publicly available Instagram content
- Your content might already be influencing purchase decisions—even if you’re not showing up in traditional search engines
So what is semantic search?
Instead of looking for the exact words someone types (like “white cotton shirt”), semantic search understands the meaning behind the query (e.g., “sustainable summer tops for women”). It’s based on how language and context interact—something AI models are getting increasingly good at.
Example:
A post with the caption:
“Cool, breathable organic cotton—your go-to for the heatwave ☀️🌱”
…might show up in a search for “eco-friendly summer clothes” even though those exact words aren’t in the post. That’s semantic SEO in action.
How to optimise your Instagram content for search and AI discovery
The goal is to make your content readable, relevant, and rich in meaning—so that humans and algorithms alike know what you’re about.
- Optimise your Instagram Title
Your title name (the part that appears in bold) is searchable
✅ Example:
Name field: “Clare Bailey // The Retail Champion”
- Optimise your Instagram bio
Your handle and name field are searchable. Use keywords, not puns. Don’t bother with the fancy fonts, they can’t be read so won’t show up in search.
✅ Example:
Name field: “Handmade Ceramic Mugs UK”
Bio: “Small-batch pottery made in Yorkshire. Dishwasher safe. Earthy glazes. Slow living vibes.”
- Write clear, descriptive captions
Don’t rely solely on visuals or hashtags.
Use natural language: Describe what the product is, who it’s for, when it’s used.
Layer in keywords semantically: Think about related concepts rather than stuffing.
✅ Instead of:
“✨New drop! Link in bio 👇”
Try:
“Our new hand-painted vases are perfect for summer tablescapes or gifting. Made in Cornwall using eco-friendly clay.”
- Make Reels and videos searchable
Instagram automatically captions your videos—so speak clearly and include your main keywords out loud. The spoken content becomes part of the data that helps you get discovered.
✅ Mention your product name, type, and use case in the first 5 seconds.
📌 Reels Tips for Search:
- Say your product name and what it does
- Add on-screen text with keywords
- Write keyword-rich captions (don’t rely on just trending audio or emojis)
- Use alt text and image descriptions
Alt text isn’t just for accessibility. It’s a hidden field you can fill in when posting to describe the image—and Instagram uses it to understand your post.
✅ Example:
“A set of three minimalist wall prints in muted terracotta, perfect for modern living rooms.”
- Hashtags still matter—but use them wisely
Use a mix of:
- Niche hashtags: #handpouredsoycandle #weddingstationeryUK
- Descriptive hashtags: #goldhoopearrings #nurserywallart
- Location-based hashtags: #CambridgeMakers #MadeInManchester
Avoid overly generic ones like #love or #smallbiz.
What doesn’t work (anymore)
❌ Vague captions that don’t say what the product is
❌ Relying solely on hashtags to do the SEO heavy lifting
❌ Overusing branded words no one searches for
❌ Using jargon or abbreviations your customer wouldn’t understand
❌ Stuffing posts with random keywords with no context
Why it matters for marketers and SEO professionals
Instagram content is increasingly feeding AI memory models—meaning your posts could influence what a customer sees in ChatGPT or other AI search engines when they ask:
“What’s a great UK brand for refillable candles?”
“Give me gift ideas from independent makers near me.”
These AI tools pull data from:
- Public Instagram profiles
- Keywords in bios and captions
- How your content is engaged with
If your content is clear, consistent, and keyworded, you’re more likely to show up—not just in social, but across all search and discovery platforms
Key Takeaways: How to Align Instagram with SEO and AI Discovery
✔ Use clear, keyword-rich language in your bio, captions, and video audio
✔ Speak in natural, human-friendly sentences—but keep SEO in mind
✔ Post regularly using on-brand, descriptive, semantic content
✔ Fill in alt text and use hashtags strategically
✔ Think of Instagram as part of your wider SEO and content ecosystem
✔ Make content that AI tools can understand, categorise, and recommend
Final Thought
You don’t need a huge following to benefit from Instagram SEO—you just need clear, consistent content that tells search engines and algorithms what you do, who you serve, and what problems you solve.
The future of discovery is AI-powered. But that doesn’t mean it’s out of reach. It just means you need to write, post and film with clarity—and the right words.
Want help aligning your retail brand for AI discovery and social SEO?
👉 Let’s talk.
About the Author
Frances Brown, Social Media & Pinterest Consultant
Meet Frances Brown, the wizard behind the curtain for retail businesses drowning in the digital noise. She’s not your average social media guru; this Scottish lass is a Pinterest whisperer with a knack for turning pretty pictures into cold, hard cash. Forget those frantic, last-minute content panic attacks – Frances brings a zen-like calm and a data-driven punch to help independent retailers and e-commerce brands snag loyal customers without sacrificing their sanity (or their sleep).
With a quarter-century of experience under her belt (think telecoms, IT, coaching, and enough digital marketing to fill a library), Fran’s seen it all. She’s the kind friend who tells you to plan, not panic, especially on platforms that reward a bit of foresight. Her sweet spot? Showing you how to make your organic content work so hard it practically earns a paycheque, leaving you more time for, well, anything but endless content creation. So, if you’re ready to make Pinterest your sales powerhouse and actually enjoy the process, Frances is your gal!
