How to Optimize Instagram for Google
…and Why It Can Boost Your Website Traffic!
Instagram posts & reels are now discoverable by search engines. Here’s how small business owners can make the most of this update.
If you’re a small business owner who uses Instagram to connect with customers, here’s some big news: Instagram is no longer just a visual platform—it’s now an SEO channel.
This is BIG!
Content from Instagram posts and reels can now be discoverable on search engines. Meaning, when someone does let's say a Google search, your relevant content from Instagram can now show up on Google.
This can be a powerful new opportunity to drive traffic to your business AND an opportunity to point more people to your website.
Quick Breakdown of this Post:
What does Google indexing Instagram mean for your business and your website?
Only Professional Instagram Accounts Get Indexed
Optimize your Instagram profile for search engines
How to get more traffic to your website using Instagram
Do simple SEO keyword research
So, what does Google indexing Instagram mean for your business and your website?
It means that optimizing your Instagram content for search is just as important as creating beautiful visuals. PLUS you can leverage this new SEO searchability to bring more traffic to your website! You don’t need to be an SEO expert to start making the most of this. Let’s look at how to make sure you’re taking full advantage of this SEO shift…
Here’s how to get started:
01. Only Professional Instagram Accounts Get Indexed
Instagram has different types of profile options, personal and professional being two of them. To take advantage of Instagram indexing, your business need to be on a professional account and it needs to be public.
How to check?
On your phone, tap on your profile photo in the bottom right-hand corner of the screen.
Tap the 3-bar menu in the top-right.
Scroll down to Account type & tools
Select Switch to professional account
02. Optimize Your Instagram Profile for Search
Your bio is your Instagram storefront. Make sure it's clear, keyword-friendly, and location-specific. Doing so helps your ideal clients find you.
Bio section: Include what you do and where you are. For example: “Career Coach for Women | Based in Denver” or “Family Law Firm – Serving Atlanta”
Name field: This field is searchable. Instead of just putting your business name, try: [Business Name] | Marriage Therapist - Portland
03. How to Get More Traffic to Your Website Using Instagram
Instagram content showing up in search engine results gives you one more way to drive organic traffic to your website! Here’s how to take advantage of it:
Get your Link-in-Bio section ready.
If you're using Instagram for your business, you've probably heard of Linktree or similar tools that let you share multiple links from your bio. They’re popular, but what if I told you there’s a better way? As a website designer who works with entrepreneurs, coaches, small law firms, and counselors, I always recommend creating your own custom “link in bio” page directly on your website—especially if you’re using a platform like Squarespace. Here's why:
It Keeps Traffic on Your Turf
When you use a third-party tool like Linktree, you're sending your visitors to their site, not yours. That’s valuable traffic you could be directing to your own domain—where you control the branding, the experience, and the analytics.
Creating a simple mobile-friendly landing page on your Squarespace site means every click goes to your URL, which builds brand awareness and trust, PLUS…
It Improves SEO and Insights
More visits to your website means more data you can track through Squarespace analytics or tools like Google Analytics. It also signals to search engines that your site is active and valuable, which can give your SEO a boost over time.
Always try to point your viewers back to your website.
For example, if you’ve created a how-to post or Reel on Instagram, make sure to invite your viewers to visit your link-in-bio (yep, the one you just updated as described above ;) to access the full guide—bringing them directly to your website.
Example custom link-in-bio for Instagram done on Squarespace.
Don’t give away precious traffic to third-party link organizers. Keep the traffic coming back to your website!
04. Do Simple SEO Keyword Research
Begin by asking yourself what keywords and keyword phrases your ideal client is searching for online. You can then incorporate these to write SEO-friendly captions and hashtags.
TIP: Avoid keyword stuffing—just write like you're helping someone discover what you offer. Pretend you’re your ideal client. What might you type into the search engine to find what you’re looking for?
05. How to Make Your Instagram Reels SEO-Friendly
Reels are one of the most discoverable types of content on Instagram—and now they’re searchable, too.
To optimize your Reels:
Use those relevant keywords described above in your on-screen text, captions, and spoken audio (Instagram can read and listen!).
Add descriptive alt text (if available).
Choose strong cover images with readable text so viewers know what your Reel is about.
🎬 Example: If you run a coaching business, a Reel titled “Tips for setting up your business email marketing” has better discoverability than “Coaching hour!”
06 | Hashtags Still Matter
Hashtags are still helpful as they help search engines like Google discern what post and reel content on Instagram is about.
Use a mix of broad and specific hashtags.
Example:#smalllawfirmtips, #traumainformedcoach, #newbizbranding, #anxietycounselorThink like your customer: what would they type to find you?
🧠 Tip: there’s mixed reviews out there as to how many hashtags you ought to use in Instagram. Some say 3-5, others say 5–10. I say play with the numbers with relevant hashtags. See what gets you results!
07 | Add Image Alt Text on Instagram (and your website too!)
What is IMAGE ALT TEXT and why should you fill in these field for the photos on your website?
IMAGE ALT TEXT is what makes it possible for individuals with visuals impairments to have a good user experience on your website AND also social media channels, such as Instagram.
WHAT DO YOU PUT IN THAT FIELD? 👉🏼 A brief description of what’s in the photo.
A side bonus for being a good human is that this also helps your SEO (search engine optimization). You’ve made your site and Instagram posts more accessible, and that’s a really good thing!
Where do you add IMAGE ALT TEXT on Instagram?
Once you’ve added your photo for your post, scroll down to and tap “More options”
Scroll to the bottom of the screen where it says “Write Alt Text”
Enter text and click Done!
08 | Should you Tag Your Location on Instagram Business?
Yes! Local SEO matters. People search for businesses near them—so help Instagram know where you are.
Tag your city or neighborhood in posts and Reels.
Include your location in your bio and captions when relevant.
Final Thoughts
Instagram is becoming more than just a visual portfolio—it’s becoming a searchable business tool. By making small, intentional tweaks to your profile, content strategy, and your link-in-bio section you can:
Show up on Google
Increase website traffic
Attract more of the right clients
