Instagram isn’t just a place to share photos anymore. Users type queries into the Instagram search bar to find businesses, creators, and content. Posts can also appear in Google search results.
That means if you’re not thinking about Instagram SEO, you’re missing out on visibility. The good news is, you don’t need advanced tactics to get started. With a few simple optimisations, you can make your profile and content easier to find.
Why Instagram SEO Matters
More people search on Instagram. Users look for restaurants, brands, tutorials, and local services directly in the app.
Google indexes Instagram content. A well-optimised post has a chance to appear in broader search results.
Stronger visibility = more opportunities. Whether you’re a business or creator, optimised content gets discovered by people who aren’t already following you.
Optimising Your Instagram Profile
Your profile is the first place to focus on. Think of it as your Instagram homepage.
Bio: Use simple, keyword-friendly phrases that describe who you are and what you do. If location matters, add it here.
Links: Point to your website or landing page. Don’t waste this opportunity.
Writing Captions That Help You Rank
Captions are no longer just a space for witty one-liners. They help Instagram understand what your content is about.
Use natural language and avoid keyword stuffing.
Place your most important keywords early in the caption.
Write as if you’re talking to your audience, not an algorithm.
Instead of just writing “Big news!” say “Instagram SEO tips every business owner needs to know in 2025.”
Don’t Forget Alt Text
Alt text describes your images for accessibility and it also helps Instagram understand your content.
Describe the image first: Focus on what’s actually in the photo.
Add keywords naturally: Only include them if they fit in a natural description.
Keep it clear and concise: Use plain language for readability.
Instead of a vague caption like “Team photo,” you could write: Koozai digital marketing team discussing an SEO strategy in the office.
Hashtags vs Keywords
Hashtags still matter, but they’re no longer the main discovery tool.
Use a mix of branded, niche, and location hashtags.
Don’t rely on hashtags alone. Make sure your captions and alt text carry the keywords too.
Optimising Your Content
Video Subtitles: Many people watch videos without sound. Subtitles improve accessibility and help Instagram understand your content.
Geotags: Essential for local businesses. Tag your city, area, or venue to show up in local searches.
Stories and Reels: Use keywords in text overlays, stickers, and descriptions.
Plan, Test, Improve
SEO on Instagram isn’t about one-off tweaks. It’s about consistency.
Plan a content calendar to keep your keywords consistent.
Post at peak times when your audience is most active (you can check this in Insights on Meta Business Suite).
Measure and refine. Review what works, double down on it, and adjust what doesn’t.
Instagram SEO Checklist
Here’s a quick, scannable checklist you can use to make sure you’re covering all the basics:
Bio with clear description and location (if relevant)
Website or landing page link in bio
Captions that naturally include keywords
Descriptive alt text for all images
Relevant hashtags (branded, niche, location)
Video subtitles on Reels or other video content
Geotags on posts for local discoverability
Consistent posting schedule via a content calendar
Track insights and refine strategy based on performance
Final Takeaway
Instagram SEO is about making your content easy to find. Focus on clear keywords, consistent optimisation, and accessible content. Over time, these small steps add up and improve visibility both inside Instagram and beyond it.
