Instagram is an app that many of us do not require an introduction to, being a well-known platform to scroll through your favourite reels, catch up on trends and post landmark events in your life—via stories or actual posts. But this app is also constantly undergoing upgrades in real-time, allowing it to be more visually appealing, creative and fun through new features and updates that make it worthwhile. As of July 2025, let’s have a look at how Instagram is no longer limited to being just a visual content medium, while gaining an active shift towards “Search Engine Optimisation (SEO)” —transforming the game when it comes to visibility and engagement for content creators, collaborators and marketers alike.
What’s New in the Instagram July Update 2025?
Starting from July 10, 2025, just a small toggle will lead to big enhancements, allowing users’ content like reels, posts, and carousels to become way more accessible through organic search results. These new features will have the ability to showcase creators both on and off the platform.
- Earlier, search rankings for keywords were mainly limited to just hashtags. But with the new update, that’s not the case—as now keyword recognition will also go on to analyse captions, alt text, image metadata and even on-image text.
- Ever come across the “Explore” tab on your Instagram? This page shows you recommended content from accounts you don’t follow. Now it will be refined to display an algorithm that is based on your previous searches and intent.
- AI is making its way into various apps to streamline processes. Similarly, Instagram is not left behind in this aspect, as AI-powered tagging and suggestions will enable keyword recommendations for creators—based on both audience behaviour and content type.
- Google and other search engines will automatically show public content from professional accounts (business and creators) on Instagram, allowing better discoverability off the app, providing a visibility boost to content creators on the platform.
Why Instagram Is Acting More Like a Search Engine?
If the question popped up in your mind as to, “Why these upgrades?” The answer is that there is a changing pattern of user behaviour displayed, which showcases the need to get what is required through a search preview on Instagram, rather than visiting a website externally. These searches could involve:
- Visiting Location tagged posts to find the best cafes in Mumbai, yoga classes or pet-friendly parks near your area.
- Using Reels to find product reviews of your favourite makeup products, shoes, outfits, or even electronics etc.
- Enabling creativity by browsing through the Explore page for “DIY Ideas” like Home Decor Ideas, how-to videos and before/after recommendations.
Due to these search patterns, Instagram SEO enables providing what you’re looking for—within the app itself, so you don’t have to bother searching elsewhere. Brands and creators can take advantage of this in-app search feature, as instead of redirecting traffic elsewhere, Instagram provides answers to search queries, sometimes even before users type them out.
Top Ranking Factors After the Instagram July Update
Post the July update, in terms of Instagram SEO, here is the list of factors that users need to keep an eye out for, to understand what will actually rank now:
1. Keyword-Optimized Captions
Posting a picture requires an attractive and well-thought-out caption. While doing so, make sure to identify and integrate targeted SEO keywords for instagram in your caption, but make it look natural! This is necessary to maintain a balance of authenticity and optimization.
2. Alt Text and On-Image Text
Alt text, simply put, describes the content of the image. It serves two purposes–providing help to the visually-impaired to read your posts, but also enhancing your discoverability on the app. Make sure to write descriptive, keyword-rich Alt Text within your images and reels, as Instagram AI will index this to boost your visibility.
3. Bio Optimization
The Instagram bio written by you also plays a role in IG SEO efforts. Yes, you heard that right! What you display in this area, in terms of who you are and what you have to offer, also makes your visibility jump up. Make sure to add targeted instagram SEO keywords in your bio, with your display name, business category and location, to allow better keyword scanning by Instagram.
4. Consistent Engagement Metrics
The more people engage with your account, the higher it will be ranked in search results and the Explore page, as the algorithm is directly linked to the amount of engagement generated by an account. In short, the higher the number of times people like, comment, share, save, and watch your posts (especially for Reels), the higher your account ranks.
- Using SEO Principles to Boost Instagram Engagement
Believe it or not, but these traditional SEO tactics will boost your search rankings higher, even while applying them for a visual content medium like Instagram. Here’s how you can use it:
- Thorough Keyword Research
Identify which keywords your target audience is searching for. Go ahead and use top-performing keywords in alt text, captions, carousel introductions, video subtitles, etc.
- Hashtag and Location Tag Strategy
Integrate niche hashtags in your posts to cater to a certain audience, while also combining them with location tags for better discoverability.
- Drive Engagement
Mix with various audience segments through a variety of posts like reels, carousels, single-image posts, and stories and reuse top keywords in them. Moreover, interact with your followers on a one-on-one basis. Go ahead and incorporate creative CTAS like “Let me know your thoughts”, “Comment for the link”, etc., to improve reach.
- Time Posts in Advance
It is vital to plan your posts properly by setting a proper schedule for them. Identify which is the peak time to post content, based on when users are most active and accordingly align your posts as per that timeline. Make sure to maintain consistency in your posts, as this will be rewarded by the algorithm.
Why This Shift Demands Instagram SEO Expert Help?
With the ever-evolving patterns of SEO, brands and creators have to think beyond mere “posting” and “visual appeal”, signaling a need to align with trends that will drive the most visibility and engagement to their page. Certain complex technical requirements, such as keyword placement, alt text optimization, and engagement analytics, are pushing brands to gain expertise in these domains, but some may not have the active bandwidth to deal with these factors yet.
Here is where Search Engine Optimisation Agencies like 1702 Digital can aid in making these processes considerably simpler, focusing on tailoring strategies depending on the respective business industry demands, needs, and goals, driving maximum growth and traffic to your page!
How SEO Companies in India Are Adapting to Instagram’s Evolution?
With the new Instagram SEO updates available all across the globe, this app is transforming into a new one-stop destination to gain maximum visibility for a brand. Here’s how Indian Social Media Agencies are making the most of it through a seamless combination of traditional SEO tools and Instagram analytics:
- Instagram Profile Audit
Agencies will check the captions on your posts, including bios and alt text, to analyse whether the right SEO keywords are used and the impact they generate.
- Using Tools
Agencies will make use of certain tools to determine what users are searching, along with the hashtags and keywords your competitors use, spotting gaps in your content.
- Develop Posting Strategies
Based on what time users are most active and which post generates the most traffic, agencies will help tailor posting strategies to deliver optimum engagement results.
- Superior Content Planning
Agencies will provide guidance to brands in terms of writing natural keyword-enhanced captions, making use of the alt-text feature in the right manner, and which niche hashtags will suit the tone of the post to boost reach.
In all, with the aid of a right Social Media Marketing agency, like 1702 Digital, brands are just a step away from choosing the best way to enhance their reach, especially across a popular platform like Instagram!
Pro Tips to Stay Ahead in Instagram SEO
Looking to boost your visibility on Instagram? Go ahead and follow these simple tips to up your game in terms of account relevance:
- Research and Add Instagram SEO Keywords: Identify and place targeted keywords in your Username + Name Field, Bio, Captions, Hashtags and Alt Text as Instagram constantly scans these for relevant texts. Make sure these appear natural to drive authenticity.
- Follow Timely and Consistent Posting: The Instagram algorithm values consistency, so make sure you post routinely by setting up a schedule to pick the best time.
- Avoid Skipping Alt-Text: Do not forget to add a detailed Alt-text to your images and videos, allowing better accuracy in terms of keyword targeting.
- Enable Authentic Engagement: Ensure to drive engagement authentically by interacting with your followers, be it through responding to comments, DMs or mentions—building a strong connection as well.
- Decide Content Type and Format: The type of content and format you choose also play a role in impacting engagement. For example, Reels are often boosted in Explore + Search, Carousel posts rank better for swipe-based engagement, and Location-tagged content shows up for local queries.
- Check Analytics: Keep a close eye on the analytics of your page. Check to see which posts are performing well, and accordingly, plan a strategy to maintain that search and engagement.
Conclusion
Thanks to the new Instagram update in July 2025, we can witness a considerable shift in bridging the gap between traditional search engines and social media platforms. Instagram will now not be limited to a visual posting platform, but will pave the way to become a search-first discovery engine. Brands, creators, and marketers can make use of these useful updates to evolve their search rankings—driving visibility and traffic to their page in an organic manner, within Instagram and off the app!
To keep up with these evolving trends and stay on top of the game for Instagram SEO, investing in expert guidance is a must—and agencies like 1702 Digital are the perfect choice to do this, enabling guidance to develop strategies that boost traffic and visibility while generating significant ROI!
FAQs on Instagram SEO
Q1. What is Instagram SEO and why is it important in 2025?
Instagram SEO is the process of optimising your content, including captions, bios, alt text, hashtags, and engagement signals, in such a way that it ranks better organically on in-app search as well as external search engines like Google. In 2025, due to a change in user patterns, Instagram’s update allows for a better boost to reach and visibility through SEO, driving organic growth beyond hashtags.
Q2. How does the Instagram July Update impact SEO on Instagram?
The Instagram update of July 2025 has brought with it many exciting features in terms of SEO efforts, including improving the visibility of public professional accounts in Google and other search results by default, along with more focus on keyword-rich captions, alt text, bios, AI suggestions and consistent content engagement.
Q3. What are the best ways to improve Instagram engagement using SEO?
The methods to improve Instagram engagement through SEO are:
- Use targeted keywords in captions and bios
- Add descriptive and keyword-rich Alt text
- Use on-image texts for images and videos
- Drive engagement through CTAs to like, share, save, and comment
- Post consistently and promptly based on user engagement