Your Instagram posts are now on Google: how to optimise your Instagram SEO

Big news: since July 10, 2026, public Instagram posts on professional and creator accounts are indexed by Google. In other words, your caption, hashtags, alt-text and text displayed inside your visuals can now show up in Google search results. For brands, that's a huge opportunity: every post becomes a mini article capable of pulling organic traffic long after its publish date. But this good news comes with a catch: rushed captions no longer cut it. You now need to think keywords, structure and readability. In this article, we walk you through how to capitalise on this shift with four concrete keys, and a specific example to lock in the method.

Why it matters right now

For years, Instagram lived in its own bubble: posts were only indexed within Instagram's internal search. As a result, a caption effectively vanished after 48 hours. With Google indexing, the game shifts radically. A well-written post can generate traffic for months, even years. That's particularly valuable for brands whose potential audience still goes through Google before Instagram (local services, B2B, artisan commerce). At the same time, competition is low for now: very few accounts optimise their captions for SEO. It's a window of opportunity to grab fast. It's not a revolution either: your editorial line, tone and visuals shouldn't change. What changes is the way you write the caption and the attention you pay to alt-text. Four reflexes are enough to take the lead.

Write your captions like mini articles

First key: stop thinking of a caption as a simple visual sidekick, think of it as a mini SEO article. Structure: strong hook on line one (makes people want to keep reading), a body of 3 to 5 short paragraphs, a conclusion with a clear CTA. Each paragraph carries one idea. Ideal length sits between 800 and 1500 characters. Google loves structured, useful content. Take a Brussels real estate agency posting a property in Ixelles: rather than 'New listing to visit!', they write 'Two-bedroom apartment in Ixelles: 85 sqm, terrace, near Flagey. Restored solid parquet, open kitchen, buzzing neighbourhood. Discover the 4 assets of this property...'. The caption already carries the main keyword ('Ixelles apartment'), the location, and the sought-after criteria.

Pick your keywords before writing

Second key: identify 1 or 2 keywords per post, before you write. The method stays simple. One, ask yourself: 'what does my client type into Google when they look for what I offer?'. Two, check on Google Trends or Google autocomplete that these keywords are actually searched. Three, place them naturally in the first line of your caption, in a visual sub-title (if you use a carousel), and in the alt-text. Careful not to overload: Google penalises over-optimisation. A Belgian fashion brand selling online can pick 'linen dress made in Belgium' or 'responsible fashion shop Brussels' as keywords, as long as they genuinely fit its offer. One well-chosen keyword beats ten generic ones.

Systematically write your alt-text

Third key: alt-text (alternative text) is the text that describes your visual for visually impaired users, but also, and mostly, for Google. Instagram lets you customise it at publish, in the advanced options. Most brands leave the auto description, which is a missed opportunity. Write an alt-text of 100 to 150 characters, describing precisely what's on screen AND carrying your main keyword. Example for a Paris pastry shop: 'Dark chocolate éclair on a wooden board, artisan pastry rue de Rivoli, natural light'. It's descriptive, honest, and Google understands what it's looking at. Bonus: alt-text also improves accessibility, a criterion search engines increasingly reward.

Structure with subheadings and a concrete example

Fourth key: in carousels and Reels, structure the on-screen text with real subheadings, bullets, numbers. Google reads that displayed text via visual recognition and factors it in. Concrete example: a Brussels physiotherapy practice posting a carousel '5 stretches to soothe back pain'. Slide 1: punchy title carrying the keyword ('back pain'). Slides 2 to 6: each exercise with a clear subhead ('cat stretch', 'child's pose'). Final slide: CTA to book an appointment. In the caption, the same structure in text form: list of the 5 stretches, medical context, invitation to book. Three months later, this post surfaces on Google for 'back pain exercises Brussels', and brings in 5 new patients a month, without a single euro of ads.

The takeaway

Here's the takeaway: since July 2026, your Instagram posts get indexed by Google. Four reflexes are enough to capitalise on it. Write your captions like structured mini articles, pick your keywords before writing, never skip alt-text, structure your carousels and Reels with real subheadings. Competition is still thin, the window is open. Which keyword would you love to rank on this year? Drop it in the comments, we'll help you find the sharpest angle.