Instagram in Google – best practices (July 2025)
This guide was created based on official Google updates from July 2025 regarding indexing content from social media platforms. It contains practical tips for optimizing Instagram for visibility in Google Search and AI Overviews.
Public Instagram Profile
Why it's important
From July 10, 2025 Google indexes only public "professional" accounts that have enabled the appropriate option allowing search engine indexing.
What to do
- In the "Settings and Privacy" panel, find the search engines section
- Look for the option: "Allow public photos and videos to appear in search results"
- Make sure it's enabled (toggle in ON position)
Profile Bio Descriptions
Why it's important
In the context of Google indexing, your profile description (Bio) is no longer just a business card on Instagram. It has become your official "meta description" in Google search results.
When a user searches for a phrase your profile might answer (e.g., "personal trainer Warsaw"), Google will display your profile name and a fragment of your Bio in search results. These 150 characters determine whether the user clicks the link to your profile.
Perfect Bio Structure
| Element | What it should contain | Example (psychotherapist) |
|---|---|---|
| Profile Name | Main keyword + Brand name/Name | Online Psychotherapist {Brand} |
| Line 1: Who are you? | Your specialization, title, main competence | 🧠 Certified cognitive-behavioral psychotherapist |
| Line 2: What do you do? | Your unique value proposition | I help regain peace and cope with anxiety |
| Line 3: Proof | Social proof, achievement, distinguishing feature | 🎙️ "Calm Mind" podcast author |
| Line 4: CTA | Clear command directing to the link | 👇 Book your first free online consultation! |
| Link | URL to the most important place | yoursite.com/consultation |
Alt Text for Images
Why it's important
- Accessibility: Enables people with visual impairments to understand graphic content
- SEO: Algorithms don't "see" images - they "read" them. Alt text is a precise description allowing them to understand post context
How to write alt text
Example for keyword: "handmade jewelry"
❌ Avoid: "Necklace. Handmade jewelry. Gold necklace." (This is spam!)
✅ Write: "Close-up of a model's neck wearing a white linen shirt, with a delicate gold necklace featuring a moon-shaped pendant. This is our handmade jewelry from the new Luna collection."
Which elements can have Alt Text
| Instagram Element | Alt Text Possibility |
|---|---|
| Post (single photo) | ✅ Yes |
| Post (carousel - each photo) | ✅ Yes (separate Alt for each) |
| Post (video) | ✅ Yes (one Alt for entire video) |
| Reel | ✅ Yes (one Alt for entire Reel) |
| Story (24h) | ❌ No |
| Highlight | ❌ No |
Links in Bio
Why it's important
Bio link isn't a direct ranking factor, but is fundamental for generating positive SEO signals that build brand authority in Google.
Linking options
Option A: Direct link
- What it is: Simple link to homepage or key landing page
- For whom: Brands with one main goal (store, SaaS)
- Advantage: Strongest signal for Google connecting profile to domain
Option B: Link aggregator (Linktree, Shorby)
- What it is: Intermediary page with multiple buttons
- For whom: Creators and companies with multiple goals (blog, YouTube, store)
- Best Practice: Customize appearance - use brand colors and logo
Option C: Own landing page (best solution)
- What it is: Page on your own domain (e.g. yoursite.com/instagram)
- Advantages: 100% control over traffic, analytics, and SEO
- For whom: Anyone wanting to combine flexibility with full control
File Naming
Why it's important
This is micro-optimization and professional digital hygiene. File name gives algorithms instant context before they perform complex visual analysis.
How to name files
Use the scheme: [main-keyword]-[content-description].[extension]
Example: linen-dress-red-model-in-garden.png
- Use hyphens instead of spaces
- Avoid special characters
- Be descriptive but concise
- Place main keyword at the beginning
Text on Reels Covers
Why it's important
In the content flood, users decide in a fraction of a second whether to stop scrolling. Text on the cover immediately communicates the topic and promises benefit. Attractive cover generates more clicks, and high CTR is a strong algorithm signal.
How to create covers
- Readability: Simple, bold, and large fonts
- Contrast: Maximum contrast between text and background
- Length: 3-7 words - it should be a headline
- Benefit: Promise value or solution
- Consistency: Use consistent template and brand colors
Effective text formats
- Numbers: "5 ways to..."
- Questions: "Do you know this mistake?"
- Trigger words: "Secret...", "How to...", "Simple trick for..."
Which materials need covers
| Format | Cover Possibility | Recommendation |
|---|---|---|
| Reel | ✅ Yes | Critically important - custom graphic or selected frame |
| Feed Video | ✅ Yes | Like Reels - graphic or frame |
| Carousel | ❌ No | First slide = cover |
| Highlight | ✅ Yes | Essential for branding |
| Stories | ❌ No | First frame must be engaging |
Microblog-style Descriptions
Why it's important
Microblog-style descriptions transform a post from a simple image into a valuable information asset working on three levels:
- For algorithms: Long text maximizes dwell time and provides keywords
- For users: Builds authority and trust - you become an expert
- For business: Each post = long-term asset generating traffic for years
How to create microblogs
Change your thinking
Write an article, not a description. Start by defining a problem or question. The image should illustrate valuable content.
Valuable post architecture
- Title: Catchy headline with main keyword
- Hook: Promise of specific benefit in a few sentences
- Development: Lists, step-by-step guides, Q&A format
- Conclusion and CTA: Summary + clear task for reader
Build semantic context
Use a wide spectrum of related terms instead of repeating one phrase. Show your knowledge through diverse industry vocabulary.
Create connection networks
- Reference older posts on similar topics
- Direct to Highlights as knowledge library
- Link to full content on your blog
Reels Optimization (captions, clarity)
Why it's important
In 2025, treating a Reel as "just a video" is a fundamental mistake. It's a full audiovisual message requiring optimization at every level:
- Accessibility: Captions enable content consumption for deaf and hard-of-hearing people
- Sound-off viewing: Over 80% of users scroll with sound muted
- SEO signal: Captions are video transcription - algorithms "read" this text
How to add captions
Method 1: Native Instagram function
- Use automatic "Captions" sticker in Instagram
- Always check and edit generated text
- Automated systems often make mistakes
Method 2: External applications
- Use CapCut, InShot, or Captions
- Full control over appearance, color, and animation
- Ability to match brand visual identity
Safe zone
Place captions in the central part of the screen so Instagram interface doesn't cover them (avatar, name, follow button, etc.).
Summary
Instagram content indexing by Google from July 2025 fundamentally changes the approach to social media marketing. Instagram stops being just a social platform - it becomes an SEO channel.
Implementing these 10 practices will allow you to:
- ✅ Increase visibility in Google Search and AI Overviews
- ✅ Build long-term organic traffic
- ✅ Create content accessible to all users
- ✅ Utilize the full potential of multimodal SEO
Remember: This is just the beginning of the search engine revolution. AI Overviews and multimodal search will continue developing - it's worth being prepared now.
Need help with optimization?
I specialize in multimodal SEO combining traditional positioning with social media optimization.