Instagram’s SEO Update: What Beauty & Aesthetic Business Owners Need to Know (July 2025)

July 2025 has introduced a powerful change that every salon, clinic, and beauty brand should be paying attention to.

Instagram has started allowing public posts from business and creator accounts to be indexed by search engines like Google. That means your Reels, carousels, and static posts can now show up in search results, allowing your brand to reach people outside of Instagram for the very first time.

Note: Only public business or creator accounts are eligible. Stories, Highlights, and private profiles aren’t included in this update.

Why This Update Is a Game-Changer for the Beauty Industry

In our industry, we know how fast-paced content can be. A client testimonial, skincare tip, or before-and-after result might gain traction for a day or two - then it’s gone. With this update, your Instagram content can start working like an SEO asset, not just a social post.

Here’s what that means in real terms:

• Your content now has evergreen value
  A reel you posted last month could still drive traffic and leads through Google searches.

• You’ll attract non-Instagram users
  Imagine someone Googling “microneedling results for acne scars” and your post appears. That’s free brand exposure from someone actively searching for your service.

• It supports your wider marketing strategy
  Instagram is no longer an isolated platform. It’s now a part of your overall digital presence—and should be treated like one.

Who Benefits the Most?

This shift benefits all types of beauty and aesthetic professionals, but especially:

• Skin clinics wanting to showcase treatment results and educate beyond Instagram

• Salon owners promoting services like facials, brows, laser, or hair extensions

• Beauty educators sharing tips, industry insights, or online training

• Product-based beauty brands with strong visual content and a niche offering

If you're using Instagram to build brand awareness or generate enquiries, this update allows you to increase visibility without increasing your ad spend.

How to Optimise Your Instagram for SEO

Now’s the time to stop treating social media and SEO as separate strategies. They’re now working together - and when aligned correctly, they can skyrocket your exposure.

Here’s how to start:

• Write captions that include relevant keywords
  Think: “skin booster for dehydrated skin” or “anti-aging facial in your local area,” or “lip filler healing process.” Use words people actually search.

• Add alt text to your images
  Instagram allows you to write alt text for accessibility—this also helps with search indexing.

• Optimise your bio and link
  Make sure your Instagram bio includes a location, niche, and service keywords - and link to an SEO-optimised landing page.

• Use your top-performing posts to drive traffic
  Pin your most valuable content (e.g. educational reels or before-and-afters) so visitors see your best work first.

• Cross-post with intention
  Repurpose Instagram content across your blog, email marketing, and website to create a consistent and SEO-friendly online presence.
  

This Instagram update is more than a feature - it’s a shift in how beauty businesses get discovered online.

Your content can now do more than boost engagement—it can drive traffic, attract new clients, and improve your visibility in Google search. But only if you treat your Instagram like a strategic marketing tool.

At IYGE Consultancy, we’re helping beauty and aesthetic entrepreneurs like you build smart, scalable businesses - and that includes creating content that works harder behind the scenes.

Now’s the time to level up your visibility. If you're ready to create an Instagram strategy that supports SEO, drives enquiries, and grows your business, we’re here to help.