What does the latest Instagram update mean for your SEO strategy?

Instagram’s latest update has changed the game for SEO strategists. Now, SEO should no longer be focused solely on your website – you need to consider the popular image sharing platform too.

In this blog, we dive into how SEO is still crucial against the backdrop of an AI world, what Instagram’s latest update means and how you can harness the changes to elevate your brand. 

Are SEO strategies still effective with the emergence of AI? 

Search Engine Optimisation, better known as SEO, has been part of marketing strategies across the globe for years. We all know that having a strong SEO strategy in place is crucial when it comes to new customers discovering your brand. Carefully crafted strategies ensure your website appears at the top of search engine results, ranking above your competitors. 

With the emergence of Artificial Intelligence (AI) and its popularity soaring, it has been argued that traditional SEO techniques have become obsolete, with searchers choosing to turn to AI tools such as ChatGPT rather than Google for quick answers.

Don’t despair. Your SEO work has not been a waste of time. A recent study by ZipTie has revealed that ranking high on Google coincides with the results AI can produce. 

The research analysed 25,000 user searches and found that websites ranking top of Google searches appeared in AI search answers 25% of the time (source: Search Engine Journal). The data was clear. If you rank number one in Google, you have a 1 in 4 chance of appearing in AI search results, demonstrating that AI relies on traditional search rankings when curating results. 

So don’t abandon traditional SEO tactics just yet. You need to simply evolve them and ensure your strategy is moving with the times. 

What has changed in Instagram’s latest update? 

Popular image-based app Instagram released a major update in July 2025 that allows content to be indexed by Google and other search engines. 

This means that the majority of what you post on Instagram, whether it’s a post, Reel, carousel or video, can now appear in search results. The exceptions are Stories, Highlights, private account content and posts from users under 18. 

This is excellent news for those who not only have a strong presence on Instagram, but for those who are keen to build their Instagram following. For the first time, your Instagram content has a reach beyond the platform, getting in front of audiences that don’t even follow you.

How do I ensure my Instagram content appears in search results?  

Now that your Instagram content has the potential to increase your visibility and search traffic to your website, you need to start incorporating this platform into your SEO strategy. 

It’s best to think of your Instagram posts as mini landing pages. They have the potential to appear in search results next to other websites, so in effect, they are the same thing! 

With this in mind, start thinking about: 

• Key words – ensure that captions include the key words and phrases you want to rank for. For example, at Absolute we might consider ‘PR and Marketing Agency in Devon’, ‘Devon PR Agency’ etc. Aim for one to two keywords or phrases in your captions but remember to make them sound natural!  

• Alt text – just like when you’re optimising your website, it is now so important to draft your own alt text for images on Instagram. Alt text is a major player when it comes to search engines indexing your content and making it discoverable. Ensure to describe the picture’s contents in your alt text, weaving in key words and phrases.  

• Align posts with your website – now that your Instagram posts have the potential to appear in search results alongside your website, ensure that all content aligns with your brand messaging. Content should work together to tell your story, ensuring brand consistency across all platforms.  

• Audit your current content – it’s worth scrolling back through your Instagram feed and auditing your posts with the new SEO update in mind. It might not be realistic to go through everything. We appreciate it’s time consuming, especially if Instagram is your main social media platform. But start with some of the most recent posts and review the captions, images and alt text for each. Do they align with the search terms you want to rank for? Do they go hand in hand with your website SEO? These are all questions that you need to consider.  

Final thoughts  

This is a really exciting update for marketers. For the first time, social media posts can be indexed by search engines, reaching users beyond Instagram. Searchers won’t even need to open the app to view your content. Your carefully curated Instagram posts now hold so much power and can really elevate your brand to ensure you are discoverable by new audiences. Remember, SEO is a long game, and you need to invest time into ensuring your posts have been optimised to the max. Consistency is key. Stick to your SEO and social strategies, and search engines (and AI) will reward you.  

Need some assistance? We offer a social media management service tailored to your needs. Contact Absolute PR and Marketing today on 01392 680740 or email info@absoluteprandmarketing.com to find out how we can help.