While this update is still fresh, we can draw upon Google’s broader approach to image and video search to shape an Instagram SEO strategy that works.

Here’s what to focus on:

1. Use descriptive, keyword-rich file names

Before uploading content, name your image or video files using relevant, natural language keywords. For example:

This sends a strong relevance signal to search engines even before metadata or captions are analyzed.

🧠 Pro Tip: Use hyphens instead of underscores. Google treats hyphens as space delimiters between words.

2. Compress your media without sacrificing quality

Large files are harder for Google to crawl and process. Optimizing file size ensures faster rendering and indexing.

• Use tools like TinyPNG or HandBrake to reduce file size.
• Stick to .JPG or .WEBP for images, and .MP4 for video.

📚 According to Google, resource-intensive media files may be deprioritized in crawling queues, especially if they don’t load quickly.

3. Write clear, keyword rich descriptions

Your Instagram caption does more than engage users, it provides context to search engines.

• Describe exactly what’s in the image or video
• Use primary and secondary keywords naturally
• Add location or brand references when relevant

For example:

“Freshly baked gluten-free banana bread – soft, fluffy, and perfect for Sunday brunch 🍌✨ #glutenfree #bananabread #homebaking”

4. Use hashtags that matter for search

Hashtags are no longer just a tool for social discovery. With Instagram content being indexed, they can now act as search signals.

Choose hashtags that:

• Contain your core topic or keyword
• Are relevant to your content and niche
• Reflect searcher intent (e.g., #bestveganrecipes, #dentistinbucharest)

🛠️ Tool recommendation: Use BrandMentions or RiteTag to find trending hashtags and monitor keyword performance.

5. Focus on high-quality, original content

Google, and your audience, prioritize quality.

What does quality look like on Instagram?

• Clear, high-resolution images or cleanly edited videos
• Informative or entertaining captions
• Content that reflects authenticity, creativity, or niche expertise
• Posts that generate engagement (likes, saves, comments)

💬 Reminder: AI-generated content may help with volume, but real traction comes from originality and purpose.

6. Prioritize reels and short-form video

Video dominates user attention and search visibility.

A study from Buffer found that Instagram Reels get 36% more reach than static posts. And Google has been increasingly favoring short-form video from platforms like YouTube Shorts and TikTok in its search results.

Reels are now part of this ecosystem. If your goal is organic visibility and discoverability, Reels should be your go-to format.

Ideas for SEO-friendly Reels:

Tutorials (e.g., “How to style a small living room”)

• Product demos (e.g., “Unboxing our new ceramic mugs”)
• Bite-sized tips (e.g., “3 ways to reduce digital eye strain”)
• Local content (e.g., “Best vegan cafés in London”)