Instagram content is now searchable on Google! What this means for influencer marketing and your SEO strategy
Instagram has officially started rolling out a new update that could significantly change how your content reaches users (outside of the app.) Business and Creator account posts are now eligible to appear in Google Search results. For marketers and SEO (Search Engine Optiisation) teams, this throws up a whole new channel for organic visibility – aka, visibility without paid ads.
But beyond the standard brand posts and Reels, this change has a specific, under-discussed implication: influencer collaborations can now impact your SEO.
If you’re working with creators on Instagram, their content may start showing up in Google’s search index. That means :
- More entry points to your funnel
- Better brand footprint across queries
- Potentially a much longer shelf life for influencer content
In this guide, I’m going to break down what the update means, how influencer content fits into an SEO strategy, and how to structure your campaigns to take advantage of this shift.
Why Instagram content is now a part of SEO strategy
Let’s start with what Instagram are saying …
The IG 2025 July update: Instagram posts in Google search
Meta confirmed that public Instagram posts from Business and Creator accounts will begin showing up in Google Search results. This includes:
- Reels
- Static photo posts
- Carousels
- Possibly Stories (if saved to highlights)
This rollout improves Google’s indexing of Instagram content, which (in the past) was limited. Now, your posts can show up for relevant search queries, especially if they include captions, hashtags, and brand mentions that align with search behaviour.
This changes the game for SEO because:
- Social content becomes evergreen and indexable
- Influencer content gains a second life beyond the feed
- Brand search visibility expands without new blog or web content
The connection between Influencers and SEO
Influencer marketing has long been treated as a social or PR channel. SEO teams often don’t get involved unless there’s a link-building opportunity.
That now needs to change.
Here’s how influencer posts can affect SEO:
- Keyword relevance: Influencers who use brand-specific or topical keywords in captions can help surface your brand in Google results for those terms.
- Branded search volume: The more people search for your brand after seeing an influencer’s post, the stronger your brand signal becomes to Google.
- SERP saturation: Influencer content about your brand showing up in the SERPs pushes competitors further down. Note: SERP stands for Search Engine Results Page.
Jargon note: The SERP typically includes a mix of organic (unpaid) search results, paid advertisements (PPC or pay-per-click), and other features like featured images, video, and knowledge panels results. - User-generated SEO: Instead of your team creating all ranking content, influencers now do it for you!
How brands should adapt their SEO strategy
To benefit from the updates, brands need to connect influencer marketing and SEO teams.
Here’s how to do it:
1. Prioritise Influencers with Public, Creator or Business accounts
Only these accounts are eligible for Google indexing. Ensure any influencer you work with has one of these account types and sets posts to public.
I recommend you take a look at my guide: 5 Questions to Ask Your Agency about Influencer Marketing.
While this blog discusses working with PR agencies, it also provides a break down of what to look for when identifying the right influencers for you.
2. Guide Keyword Use in Captions
Provide influencers with a list of keywords or talking points to include in their captions. This could be:
- Product names
- Category keywords (e.g., “best sustainable hotel in Edinburgh”)
- Brand hashtags
- Location tags for local SEO
Tip: Don’t force exact-match phrases. It’s better to keep it natural while embedding relevant terms.
3. Create collaboration campaign briefs with SEO in mind
Influencer briefs should now include SEO goals. For example:
- Target search queries or themes
- Mention of brand URLs or campaign hashtags
- Product descriptions that align with on-site keywords
4. Use Branded Hashtags
Hashtags like #YourBrandName can become searchable entities. Consistent use builds relevance and connects posts together.
5. Track and Measure
Use tools like Google Search Console, Google Alerts, and social monitoring platforms to track:
- Which influencer posts show up in search
- What keywords they’re being indexed under
- How much referral traffic is coming from search
Real-world application – What this might look like in the SERPs
Imagine someone Googling “best Edinburgh hotel” An influencer’s Reel talking about your hotel location and selling points – captioned with the keyword and branded hashtag – now shows up on page one. It has video, personality, authority, and (more importantly) a trusting audience.
It’s not just traditional SEO pages competing anymore. It’s Reels. It’s creators.
What This should look like for Marketing teams with little SEO Knowledge
For teams just stepping into SEO or influencer marketing, this might feel overwhelming. Here’s how to simplify:
Start Small: Test SEO-guided briefs with 2–3 influencers before scaling
Collaborate Internally: Have SEO and social teams meet regularly to align goals
Repurpose Content: Use high-performing influencer posts as blog embeds, landing page testimonials, or email content
Need help implementing this?
If you’re not sure where to start, Allera Marketing already support brands across Scotland (and internationally) with influencer outreach, coordination, and campaign planning that aligns with broader SEO and content strategies. Whether you’re a boutique hotel in the Highlands or a global travel chain, we help you manage influencer requests, identify the right creators, and maximise help visibility beyond just social engagement.
You may find our Search Engine Optimisation services page useful.
For paid collaborations, we also offer ready-to-use influencer contract templates and communication frameworks to streamline your process, protect your brand (and Influencers), and keep everything on message.
GET IN TOUCH and ask us a question!