Social media SEO in 2026: getting found on Instagram, TikTok… and Google
In 2026, many under-30s search on Instagram and TikTok first, and since July 2025 Google indexes public posts from professional Instagram accounts. Your posts can be found through the networks’ own search and through Google. Here’s how to optimise each element to be found.
Key takeaways
- Since July 10, 2025, Google indexes public posts (Reels, carousels, photos) from professional or creator Instagram accounts of adults.
- Social networks have become search engines: a large share of Gen Z starts searching on Instagram or TikTok.
- What engines read: profile name, bio, caption, on-screen text, spoken words, alt text.
- Hashtags matter less than keywords in the caption.
- Method: one main keyword per post, in the first words of the caption and spoken in the video.
Why social SEO matters now
Two shifts stacked up. First, behaviour: for a recipe, a restaurant, an outfit idea or a product review, many young people type their question into TikTok or Instagram before Google. Second, Google itself: since July 10, 2025, public posts from professional Instagram accounts published since 2020 can appear in its results.
The upshot: a well-written caption works twice, in in-app search and in Google. And social content is also reused by AI assistants (see our GEO guide).
What search engines read
Elements read by search, network by network
Instagram checklist
- The “Name” field (not the @): add your trade and city, e.g. “Lea | Florist Leeds”. This field is indexed by Instagram search.
- The bio: say clearly what you do, using the words your customers type.
- The caption: the main keyword in the first sentence, then a real description. Long, useful captions rank better than three emojis.
- Alt text: in advanced settings, describe the image with the keyword.
- Public professional account: required for Google indexing.
TikTok checklist
- Say the keyword out loud in the first seconds: TikTok transcribes audio.
- Write it on screen in the hook text.
- Put it in the caption, early in the sentence.
- Use the search bar to find the exact phrasing people type (autocomplete suggestions are a goldmine).
- Answer comment questions with a video: that’s exactly what people search for.
The 4-step method
Making a post findable
One caption per network, without rewriting everything
Keywords don’t sit the same way on LinkedIn, Instagram or TikTok. Perroly’s writing assistant starts from your message and suggests a version per network, which you tweak before scheduling. See also one message, six networks.
Frequently asked questions
Does Google index Instagram posts?
Yes, since July 10, 2025: public posts (Reels, carousels, photos) from professional or creator accounts of adults, published since 2020, can appear in Google.
Do hashtags still help with SEO?
A little, but far less than keywords in the caption, on-screen text and audio. Three to five precise hashtags are enough.
How do you get found in TikTok search?
Say the keyword out loud, write it on screen and in the caption, and reuse the exact phrasing from search suggestions.
Which Instagram field matters most for search?
The profile “Name” field (separate from the username), which Instagram’s internal search reads.
Does Perroly help write optimised captions?
Yes: the writing assistant suggests a version adapted to each network from your message, which you edit before publishing.