Social Media 7 min read

Instagram SEO for small business: how to get found on Instagram and Google

Ashutosh Tandel Published 10 October 2026

You post a lovely photo of a wedding cake you made. Weeks later, someone searches for a cake maker in your suburb. Will they find it? It depends on the words you wrote. Instagram search and Google both read text, and a caption that says only "Sweet Saturday" gives them very little to work with.

Quick answer

Instagram SEO means using the words your customers search for in your profile name, bio and captions. Instagram says the words a person types into search are by far its most important signal, and it matches them against usernames, bios, captions, hashtags and places. Since July 2025 Instagram has also let search engines such as Google index public posts and Reels, so clear captions can help you get found outside the app too.

What is Instagram SEO?

SEO stands for search engine optimisation. It means making it easy for people to find you when they search. Instagram SEO is the same idea applied to your Instagram account.

It is not a trick. It is simply describing your business in the same plain words your customers use. A customer types "hairdresser Penrith", not "creative colour artistry". Your profile and captions should include the first phrase.

How does Instagram search decide what to show?

Instagram has explained this in its own words. In a post by Adam Mosseri, the head of Instagram, the company said the text a person types into the search bar is by far the most important signal for Search. Instagram then tries to match that text to:

usernames and profile names
bios
captions
hashtags
places

When many accounts match, Instagram also looks at popularity, such as clicks, likes, shares and follows. So the words come first, and engagement helps decide the order.

Instagram's advice for businesses in that post was simple. Choose a username and profile name that relate to what you do. Put keywords about who you are in your bio, and add your location if you are a local business. Put keywords and hashtags in your captions, not in the comments, so your posts can be found in search. Instagram's creator tips repeat the same idea: include relevant keywords in your content, caption, bio and hashtags.

One caution: the Instagram search post is from 2021, so some details may have changed. Instagram's creator tips give similar advice about using relevant words.

Can Google find your Instagram posts?

Yes, for public posts. In July 2025 Instagram confirmed to Social Media Today that it was letting search engines index public photos, videos and Reels from eligible accounts, rolling this out gradually around the world. Instagram also said that in most regions Google could already index public posts for several years.

That means your captions can work like a small web page. They can show up in Google results, and bring in people who have never heard of you and do not follow you. Nothing is guaranteed, and not every post will appear. But a clear caption gives search engines something to understand, and a vague one does not.

Example (imagined)

A cake maker in Penrith posts a Reel captioned "Three tier wedding cake, vanilla sponge with raspberry filling, made for a Penrith wedding this weekend. Message us to book your cake for next season."

Someone searches Google for "wedding cake maker Penrith". The caption includes the cake type, the suburb and the service, so it has a real chance to match. A caption that said "Cake goals" would not.

What are the five places to put keywords?

Your profile name.This is the "Name" field, which is different from your @username. Add what you do and where. Example: "Bella Hair Studio, Hairdresser in Penrith". Instagram says your profile name should relate to your content.
Your bio.Say what you do, who you help and where. Example: "Family hairdresser in Penrith. Cuts, colour and bridal hair. Book online below." Instagram specifically suggests adding your location if you are a local business.
The first line of every caption.Put the most important words first, so a person or a search engine understands the post straight away.
A few relevant hashtags, inside the caption.Instagram says to put keywords and hashtags in captions, not comments. Pick tags that describe the post, such as #PenrithHairdresser, rather than a long list of unrelated ones.
Your location tag.Instagram matches searches to places, so tag your suburb or your shop on local posts.

How do you write captions that get found?

Write each caption like a mini web page. Say what it is, who it is for and where you are. Then add one clear next step. Compare these before and after versions.

Business	Before	After
Café in Newtown	"Sunday vibes"	"Sunday brunch at our Newtown café: smashed avocado with halloumi on sourdough, served 8am to 2pm. Book a table with the link in our bio."
Plumber in Penrith	"Another happy customer!"	"Fixed a blocked stormwater drain at a Penrith home today. Here is how we found the problem and cleared it in one visit. Call us for a quote."
Hairdresser in Parramatta	"New look"	"Soft caramel balayage for a client at our Parramatta salon. Colour consultations are open for November. Link in bio to book."

Notice that the "after" versions are not stuffed with keywords. They read like a normal person talking. Write for people first. Search tools follow.

Try this

Write the caption before you choose the photo. Then ask: if someone read only this caption, without the picture, would they know what I sell, who it is for and where I am? If not, rewrite it.

How do you see if it is working?

Instagram's own insights show you reach and profile visits inside the app. For Google, there is now a new option. In July 2026 Google opened Search Console "platform properties" to everyone. If you already use Google Search Console for your website, you can link your Instagram, TikTok, X or YouTube account, and see which Google searches lead people to your posts.

You can also do a simple check by hand. Search Google for your business name and suburb, and see whether your Instagram profile and posts appear.

What are the common Instagram SEO mistakes?

A private account. Only public posts can show up in search engine results.
Leaving the Name field as just your business name or a nickname. Add what you do and where.
Putting hashtags in the comments. Instagram says to put them in the caption.
Vague captions. "Happy Friday" tells nobody what you sell.
Reposting other people's content. Instagram says it is less likely to recommend a reel that is already on Instagram.
Posting once and disappearing. Steady posting helps people remember you. See our guide on how often a small business should post on social media.

Frequently asked questions

Does Instagram SEO replace having a website?

No. Instagram posts can appear in search results, but your website is where you can explain your services, prices, opening hours and contact details in full. Use Instagram as one more way for people to find you, and link to your website from your bio.

Can Google index my Instagram captions?

Yes, for public posts. In July 2025 Instagram confirmed it was letting search engines index public photos, videos and Reels from eligible accounts. Indexing is not a guarantee that a post will appear in results, so write clear captions that explain what the post is about.

Do hashtags still matter on Instagram?

Instagram says to put keywords and hashtags in your captions, not the comments, so your posts can be found in search. Use a small number of hashtags that truly describe the post, such as your service and suburb.

Should I put keywords in my Instagram name?

Yes. Instagram says to choose a username and profile name that relate to your content, and its search matches typed words against usernames and bios. Use the Name field to say what you do and where, for example "Bella Hair Studio, Hairdresser in Penrith".

How do I check if my Instagram posts appear on Google?

Search Google for your business name and suburb and see whether your profile or posts show up. You can also link your Instagram account to Google Search Console, which opened to everyone in July 2026, to see which Google searches lead to your posts.

Sources

Instagram, Breaking down how Instagram Search works (Adam Mosseri, August 2021).
Instagram for Creators, Tips for improving your reach (current guidance, checked 10 October 2026).
Social Media Today, Instagram expands Google access to public posts to more regions (July 2025).
Search Engine Journal, Google opens Search Console social reporting to everyone (2026).

Details come from the original pages linked above, checked on 10 October 2026. Instagram and Google change how search works from time to time, so check the current settings in your own account. Examples marked imagined are made up to explain an idea.

Ashutosh Tandel

Founder of Your Local Marketer, a Sydney based freelance digital marketing consultant who helps small businesses get found online without the jargon.