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If you’re a dentist, Instagram may not be top of mind—but with a big shift coming on July 10, 2025, it’s time to pay attention. Instagram has announced that public professional accounts (like most dental clinics) will now have their posts, Reels, and Stories indexed by Google. That means your Instagram content can appear alongside blog posts and websites when people search for dental treatments—on Google’s search page!
It’s not just about clicks—it’s a major change in how your clinic can be discovered online. If you already read our post on Why Social Media Is Important for Dentists, the message is even more urgent now: your Instagram content works double-duty as both social and SEO assets.
What Is Instagram SEO and Why It Matters
Instagram SEO means optimizing your Instagram posts so they’re easier for both users and search engines, like Google, to find and understand. Until now, your Instagram content mostly lived inside the Instagram app. But with the new update, your public posts can show up directly on Google Search when people are looking for dental services or advice.
This means that someone searching for “Invisalign before and after” or “teeth whitening in Copenhagen” could now see your Instagram carousel or Reel in the search results—even if they’ve never followed your clinic before. It’s a new way to attract potential patients who are actively looking for information about treatments you already provide.
Instagram SEO involves small but important steps, like writing captions with relevant keywords (e.g., “braces for teens”), adding descriptive alt text to images, tagging your location, and using hashtags wisely. These steps help both Instagram and Google know what your content is about—and when to show it in search results.
For dentists, this is a big deal. Social media is no longer just about engagement or branding—it now plays a role in how discoverable you are on Google, which can lead to more visits, more bookings, and ultimately more patients.
1. Optimize Captions & Keywords
Think of your Instagram captions like mini blog posts. The words you use help Google understand what your post is about. If your captions only say things like “Love this smile 😍,” they won’t help much. Instead, describe what’s happening in the photo or video with real, searchable words.
Example:
Before: “Another happy patient!”
After: “Before-and-after Invisalign treatment at our Chicago, IL, dental clinic—12 months of alignment by Dr. Braces.”
Include keywords like your service (e.g., braces, dental implants), your city, and your clinic’s name. This helps your posts rank better and reach people actively searching for those services.
2. Add Alt Text to Images & Videos
Alt text is a short description of your image that helps visually impaired users and also signals to Google what the content is about. Instagram lets you add this text manually.
For example, a good alt text might be:
“Close-up of Invisalign aligner on dental model at Dentli clinic.”
This small step boosts your accessibility and makes it more likely that your post appears in Google’s image search results.
3. Use Location Tags & Branded Hashtags
Location tags are powerful for local businesses like dental clinics. Every time you post, tag your city, neighborhood or your clinic. It tells Google your location and improves your visibility in local searches like “orthodontist near me” or “dental clinic in Stockholm”
Hashtags help categorize your content, both on Instagram and now for Google. Combine broad ones (#teethwhitening) with local or brand-specific ones like #CopenhagenDentist or #SmileByDentli.
Bonus tip: create your own branded hashtag—like #SmileWithDentli or #DentlisSmiles—and encourage your happy patients to use it.
4. Treat Reels & Carousels Like Mini-Landing Pages
Reels and carousels are great tools for educating your audience and now, they can also be indexed by Google.
Think about what patients are Googling:
- “How to care for braces”
- “Dental implant healing stages”
- “Smile makeover before after”
Now turn those topics into Instagram content. Create a short video or a multi-slide carousel that explains or shows the process. These types of posts are more likely to show up in search results and build your credibility.
5. Consistency Is Key
Posting once a month won’t do much. You don’t need to post every day, but a consistent rhythm—such as once or twice a week—helps Google and Instagram know that your profile is active and trustworthy.
Make a simple content plan:
- Mondays = Tip of the week
- Wednesdays = Before/after photo
- Fridays = Team or patient story
This strategy will help you to plan weeks ahead and over time, this habit will build both engagement and visability.
6. Audit Old Posts Before Launch
Since Google may index older posts starting from 2020, it’s a good idea to go back and review what’s already on your profile. Delete or archive any outdated or low-quality posts. Update captions or alt text where needed. This ensures that when Google starts showing your Instagram content in search, it reflects the best of your clinic.
Ask yourself:
- Does this post represent our current services?
- Is the tone professional and informative?
- Would a potential patient be impressed by this content?
If the answer is no, update or hide it.
What is Your Action Plan
Post-July 10, 2025, follow these simple steps:
- Switch to a Public Professional Instagram account (you likely already have one).
- Turn on indexing in Settings → Privacy → Search
- Start optimizing: Improve captions, add alt text, tag your city, adjust hashtags.
- Audit recent posts for tone, professionalism, and relevance.
- Monitor search visibility by Googling:
site:instagram.com/<your_username> dental clinic copenhagen
What It Means for Dentists
Instagram is no longer just a social channel—it’s now part of your search strategy. A well-optimized post could appear beside your website or Google Business listing when someone asks for a “Bergen dentist” or “clear aligners before after”.
This is an opportunity for dental clinics to gain more visibility without extra ad spend, reinforcing your brand and expertise across multiple platforms.
Need Help Implementing Instagram SEO?
We just shared a blog post about why social media matters and now with this SEO shift, it’s even more important. At Dentli, we support dentists by optimizing websites, advertising, and social channels—all tailored to your clinic’s needs.
- Explore our Paid Social solutions
- Learn more about Google Ads
- Boost your SEO with our Website & SEO services
- Read our guide to digital marketing for dentists
- Improve patient communication—see our 5 tips guide
If Instagram SEO feels new or a bit technical, you don’t have to handle it alone—Dentli is here to help.
