Your Instagram posts can now appear on Google. Learn the merits and de- merits of Instagram SEO so your content and profile rank at the top of Google search results.
Example with running shoes
This week, while searching for a pair of running shoes, I noticed that two of the top results came directly from Instagram. This isn’t just a coincidence — Instagram has been actively enhancing its internal search function and working on getting posts indexed so they appear in Google and other search engines. As a result, the boundary between traditional search engine optimization (SEO) and Instagram SEO is becoming increasingly blurred.
In this article, I’ll break down how Instagram SEO works and share strategies you can use to boost your visibility both inside the app and beyond.
What is Instagram SEO?
Instagram SEO refers to the practice of optimizing your profile and content so they rank higher in search results — on Instagram itself as well as on external search engines.

When you optimize your Instagram posts for search, you increase both their reach and discoverability. Instead of depending only on Instagram’s algorithm to surface your content organically on the Reels tab, Explore page, or home feed, optimization helps you get found when people actively search — whether on Instagram or even through Google.
As a daily Instagram user myself, I often head to the Explore page to look up all sorts of things — from recipe inspiration and fashion tips to travel itineraries. And I’m not the only one: according to eMarketer, 46% of Gen Z and 35% of millennials actually prefer using social media over traditional search engines.
But that raises the question: how does Instagram decide which content ranks at the top within the app?
How Instagram ranks search results
When you enter a keyword in Instagram’s search bar (located in the Explore page), the platform presents results in several ways:
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A personalized “For You” feed, which combines an AI-powered summary, top accounts, and relevant posts.
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The Accounts tab, showing Instagram profiles that include your search term.
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The Reels tab, highlighting the most relevant reels for your keyword.
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The Audio, Tags, and Places tabs, which also display results closely matching your search query.

Instagram says it uses three signals to decide the ranking in search results:
Search text: The keywords someone uses in the search bar is the most important factor that determines what shows up at the top of the results. The closer the keywords match, the higher the ranking.
User activity: The results within the Instagram app are also personalized to each individual user. Instagram considers someone’s past interactions, people and hashtags they follow, and posts viewed in the past to customize the Instagram search results.
Post popularity: Instagram content that matches the search intent and has good engagement (likes, comments, shares) ranks higher than posts with less engagement.

Your content must also follow Instagram’s community guidelines to rank in search results.
Earlier, your Instagram posts could only show in search results within the Instagram app itself. But as of July 10, 2025, this has changed.
How Instagram SEO has changed (hint: Your content can now appear on Google!)
Recently, many Instagram users got a notification informing them that their posts on the platform will soon be visible on search engines.

“Instagram generally requests that search engines like Google and Microsoft Bing do not index the content of users’ photos and videos from stories, reels, posts, and highlights,” Instagram says. “However, we allow search engines to index photos and videos from public reels and posts that were uploaded or posted from January 1, 2020 onwards.”
This means all posts published after January 1, 2020 can show up in traditional search websites like Google and Microsoft Bing. But your Instagram account has to meet the following criteria:
You must have an Instagram business account or creator account
The account holder must be over 18 years old
Your Instagram account must be public
This update is a huge for Instagram SEO because it expands the scope of visibility your content can receive. Earlier, your content on Instagram had a boundary to stay within the app itself. But now, new audiences who would’ve never discovered you via the app can still find you using Google.
⚠️ Note: Social Media Today reported that public posts on Instagram have been indexable on Google for quite some time in certain regions. But Instagram is expanding this feature to more places now.
And luckily, customizing your posts for Instagram SEO is not a complicated process.