Show Up on Google with Instagram SEO

By Kayla Zigic

Once upon a time, Instagram was all about aesthetics: food and latte pics, valencia filter, and perfectly curated grids. But in 2025? Instagram is no longer just a pretty place to scroll, it’s officially a search engine.

In July, Instagram announced that it now indexes public content via Google, and salon and clinic owners have a golden opportunity to increase visibility outside of the Instagram app itself. That means your still posts, carousels, reels, captions, profile, and even your spoken words all help determine whether new clients can find you both on and off Instagram.

The good news? You don’t need a digital marketing degree to make your profile searchable; You just need a few simple tweaks to your content strategy. Let’s break them down together.

But first, what is Instagram SEO and how does it work?

We’ve always relied on Google as the go-to search engine. The keywords you use in your website copy are scanned, indexed, and categorised so, when someone searches for those specific terms, Google can match their query with relevant results. If your website contains those keywords, your salon, spa, or clinic has a much higher chance of appearing in their search results. And now? Google is now indexing keywords used on Instagram and displaying relevant results to people searching on Google.

What does that mean in real life?

It means your ideal client might type “Skin Needling Gold Coast,” into Google, and if you do not strategically place keywords relating to Skin Needling and Gold Coast in your Instagram, you won’t have as many opportunities for your account to be seen compared to someone who has a well-optimised social media account and content.

This also goes for Instagram. People no longer just scroll for inspiration. They’re using Instagram like a search engine, looking for treatments, salons, and clinics in their area.

How to use Keywords and Where:

1. Your Name Field: Let’s start with one of the most overlooked features of Instagram SEO: your name field (the bold line in your bio, not your @ handle).

This field is searchable both within Instagram and on Google. So instead of simply writing your name, salon name or “Owner,” update it with your location and your niche.

Example:

Before: Skin Factory | Sarah | Skin Specialist

After: Gold Coast Skin Clinic | Acne + LED Expert

This helps you show up when someone searches “Gold Coast acne facial” or “LED skin clinic near me.”

2. Captions: Captions still matter, but I don’t mean a string of Emojis or the famous “Skin Goals” statement caption. Instead, in your captions, use natural, descriptive keywords that align with what potential clients are searching for:

Try this:

“We treat hormonal acne and pigmentation with customised LED facials. Available now at our Broadbeach skin clinic.”

You’re still sounding like you, but you’re also helping the algorithm understand what your post is about.

3. Reels: It’s hard to believe, but Instagram is listening to and “reading your content. So when it comes to Reels, make sure it’s easy to index and categorise:

- Say your service name and/or location in your audio or voiceover.

- Add closed captions using the “Captions” sticker in Edits or Instagram. Use on-screen text with relevant keywords, such as “Acne Facial,” “LED Therapy,” or “Skin Needling Brisbane.”

- Ensure your Captions are SEO keyword-rich.` Instagram’s algorithm uses this data to recommend your content to people searching for exactly what you do, so make sure you’re saying the words people are typing.

4. Hashtags: Niche Over Broad

Hashtags aren’t dead they just aren’t used for “reach” more to “categorise” content.

Ditch the overloaded and generic #skincare and #facial and focus on location-specific and niche hashtags that describe what you offer and where you offer it.

#SkinClinicBrisbane #LEDLightTherapyGoldCoast #AcneExpertMelbourne

These help you reach clients in your area who are actively searching for your services.

5. Alt Text for Image Posts (Yes, It’s a Thing)

If you’re posting carousels or single-image posts, don’t skip the alt text field before uploading.

Example:

“Client receiving acne LED treatment at our Broadbeach skin clinic.” This helps your post appear when people search for relevant keywords, especially now that Google is indexing Instagram content.

6. Optimise Your Bio

Your Instagram bio is short, but mighty. Make it easy for people (and search engines) to understand what you do, who you help, how you do it, your location and a call to action.

Example:

We help women achieve clear, glowing skin through results-driven facials for acne & pigmentation

-Broadbeach

- Book your skin transformation now

Think of Instagram SEO like skin prep before a treatment; it ensures that everything you apply afterward works better and penetrates more deeply.

Your Turn: Get Clear on Your Keywords

Take some minutes to write down the specific keywords that reflect:

- Your target audience (e.g., new mums, acne-prone skin, mature clients)

- Your services and treatment types (e.g., LED facials, dermaplaning, skin needling)

- What you want to be known for (e.g., glowgetting results, clinical skin support, holistic facials)

Avoid using industry jargon that your clients wouldn’t type into a search bar. Instead, think about what your clients are actually searching for and how you can naturally weave those words into your profile, captions, and content.

The more clarity you have around your keywords, the easier it becomes for dream clients to discover you.

KAYLA ZIGIC