SEO is a vital skill to know as a content creator or small business owner. And now you can use Instagram SEO to increase your discoverability, expand your reach and ultimately grow your social media audience.
Here’s how to start harnessing Instagram SEO in 5 actionable steps. I promise it’s not as difficult as it sounds!
What is Instagram SEO?
Traditionally, SEO (Search Engine Optimisation) has been used to drive website traffic, with brands strategically optimising their websites and using keywords to rank higher in search results.
But SEO has become just as important on social media.
Platforms like TikTok, Instagram, Pinterest and YouTube work similarly to search engines, surfacing content based on keywords.
Instagram SEO is the practice of optimising your content so it’s easy for your profile and posts to be found by your ideal audience.
Why is Instagram SEO important?
User behaviour has changed a lot over the last five years, and social platforms are adapting to these changes.
While we once relied heavily on Google, many people now turn to Instagram and TikTok to find content they want to see.
Forbes research showed that 24% of people primarily use social media to search online. This number increases among Generation Z and Millennials.
Another thing that has changed is how we find content on Instagram. There was a time we did this through hashtags or the Explore page. Now, we get recommended content or we use the search bar.
You want to give the algorithm as much information as possible to ensure your content is shown in relevant results that connects you with your target audience.
Understanding how to use keywords is a great way to do this!
How to use keywords on Instagram
Keywords are words and phrases your audience is searching for.
They help both the Instagram algorithm and your audience understand that your content aligns with what they’re looking for.
When choosing keywords, consider using long-tail keywords. These are phrases that are more specific and descriptive.
These tend to be less competitive and therefore easier to rank for. They are also more likely to attract engaged viewers searching for something particular.
Find the right keywords for Instagram
Similar to website SEO, start by brainstorming a list of keywords that are relevant to your brand, your niche, your content and your audience.
Use the search feature on Instagram to help you.
Explore related terms and see what similar creators are using in their content. Pay close attention to the suggested search terms Instagram provides as you type!
This is also a great way to come up with content ideas. You can now create content that aligns with the search terms that people are searching for.
How to use SEO on Instagram
Knowing how to use SEO to your advantage can increase your visibility on Instagram, leading to new followers and increased engagement.
Here are 5 places to integrate SEO into your Instagram strategy.
1. Use keywords on your profile
Optimising your profile is an easy way to boost your searchability. It’s what I call low-hanging fruit because simple tweaks can give you an instant visibility boost.
While it won’t make you go viral overnight, it can help your profile appear in search results.
Firstly, add relevant keywords to your display name. This could be your city, your niche or your job title for example. It could also be keywords that are related to your products, services or audience. Something like:
- Name | London Pizzeria
- Name – Graphic Designer
- Name / Travel Blogger
- Name | Business Coach for Therapists
You’ll also want to add keywords to your bio, but again don’t just list off keywords or hashtags.
Instead, use them strategically while speaking directly to your ideal audience.
Consider these points when writing your bio for Instagram SEO:
- Who are you?
- What is your content about?
- Who is your content for?
- What words will help people (and Instagram algorithm) find your content?
2. Use keywords in your captions
Write captions that provide some kind of value while naturally incorporating your relevant keywords.
Your caption should make sense to a human reader, so avoid stuffing keywords in there for the sake of it. This is a big no no with SEO!
Think about it this way: a caption that discusses the “top 5 cafes to visit in London” is more valuable for your audience AND provides more context to the Instagram algorithm, than if the caption simply says “London Cafes”.
While on the subject of captions, let’s talk hashtags!
As I mentioned in my 2024 predictions, hashtags are on the way out as social platforms lean more towards other methods of surfacing content.
Instagram even removed the ability to follow hashtags recently. This further signals a shift toward keyword-based search instead.
Although hashtags are no longer as powerful as they once were, they can still be successful for some accounts.
My advice is to use a mix of high, medium and low competition hashtags but be really specific with about 5-10 relevant targeted hashtags.
3. Add keywords to on-screen text
It’s good practise to include relevant keywords in any subtitles, overlays and graphics that appear in your Stories, Reels and posts. Just make sure that this text is clear and easy to read so keep it within the inner safe zone.
For talking Reels, add captions to your video.
Not only does this make them more accessible but it also adds more context, which helps Instagram better understand the content of your video making it more likely to rank.
4. Add a location to your posts
Tagging your location can make your posts more discoverable to users searching for content in that area.
This is especially important for beauticians, restaurants and other location-based service providers.
If you don’t have a business address, use relevant city or landmark tags to help locals find your content.
5. Optimise Alt Text for users
Instagram allows you to add alt text to your posts. This is designed for accessibility, allowing you to describe an image for screen readers.
Now! This is what it should be used for. I don’t agree with spamming the alt text with keywords to trick the Instagram algorithm.
However, you can write descriptive alt text FOR screen readers that naturally includes your relevant keywords for SEO.
To add alt text to a post, tap Advanced Settings at the bottom of the screen while in the post editor and then Write Alt Text.
Be clear, concise and descriptive when writing alt text. You’ll want to give details and context of the image, and include any text that appears in the image.
Take your Instagram strategy to the next level
If you’re ready to optimise your digital presence and attract more of the right audience, I can help! Whether you need a tailored Instagram strategy, a website revamp or expert digital marketing support, I offer services designed to help small businesses and creators grow.
Bonus Tip!
The main trick with SEO is fully knowing your audience. Who are you talking to and about what?
This is where establishing your content pillars really comes into play.
Being consistent with this will help the Instagram algorithm understand your content better and enable them to push it out to the right people.
Instagram rewards engagement and the more you speak directly to your people, the more likely they are to engage and interact with you.
Conclusion
SEO is no longer just for websites, it’s essential for increasing your reach on social media.
By strategically using keywords, you can make your content easier to find, growing both your audience and brand.
While it’s tempting to stuff your content with keywords, resist the urge. Platforms penalise spammy, irrelevant content.
Instead, focus on naturally including keywords that are relevant to your content and prioritise sharing valuable, audience-aligned content.
When done right, Instagram SEO can be a game-changer for your social media strategy.
If you have any questions, the best place to reach out to me is on Instagram, LinkedIn or via email. I’d be happy to answer them!