If you’ve been wondering why some Instagram pages seem to grow effortlessly while others struggle to get noticed, the answer often comes down to one thing: SEO (Search Engine Optimisation).
Yes, SEO isn’t just for websites and Google searches anymore—it’s now a major factor on Instagram. And with Meta’s AI making Instagram search smarter than ever, optimizing your profile and content is key to getting in front of the right audience and driving real growth.
Think of Instagram as a search engine—just like Google. When someone types in keywords related to your niche or business, you want your content to show up at the top of the search results. That’s where Instagram SEO comes in.
So, how do you make sure your content gets found? Let’s break down the key steps to improving your Instagram SEO and increasing your reach:
Step 1: Add Keywords to Your Name and Bio
Your name and bio aren’t just for personal branding—they’re prime real estate for Instagram SEO. Instagram’s search algorithm scans the keywords in your name and bio to decide which accounts to display when someone searches for related terms.
Why It Matters:
Instagram’s search function prioritizes accounts with relevant keywords.
If your business is hard to find because you don’t have the right keywords in your profile, you’re missing out on potential followers and customers.
The more specific and clear your keywords are, the more likely your profile will appear in front of your target audience.
How to Fix It:
✔️ Add a keyword that reflects your business or niche in the "Name" field.
For example, instead of just using "Sarah Smith," try
"Sarah Smith | Social Media Coach."
This makes it easier for people searching for a social media coach to find you.
✔️ Update your bio to describe exactly what you do and who you help.
Keep it simple but clear.
Highlight your unique selling point—what makes you different from others in your industry?
Example: Instead of:👉 "Helping you grow on social!"
Try:👉 "Social Media Coach | Helping small businesses grow on Instagram through organic strategies!"
✔️ Include a call to action (CTA) in your bio to direct followers to take the next step (like visiting your website or DMing you).
Example:👉 "DM me for a free consultation!"👉 "Click the link below
to learn more!"
Step 2: Use Longer Captions with Keywords
Captions are no longer just for storytelling—they’re now a key part of Instagram’s search algorithm.
Instagram’s search function now scans caption text to identify relevant content. If you’re using the right keywords in your captions, your posts are more likely to show up when people search for similar content.
Why It Matters:
Keywords in captions improve search visibility.
Longer captions encourage more engagement (likes, comments, saves), which signals to the algorithm that your content is valuable.
More engagement = more reach.
How to fix it:
✔️ Write detailed, value-packed captions that naturally include keywords.
Use terms that your ideal audience would search for.
Keep the tone conversational and engaging.
✔️ Include a clear call to action at the end of your caption to encourage engagement (e.g., "Comment below," "Save this for later").
✔️ Balance your use of keywords—don't overstuff them. Make sure your caption flows naturally.
Example:
Instead of:👉 "New product drop!"
Try:👉 "Our new handmade soy candles are finally here! Perfect for creating a cozy vibe at home this winter. 🖤 They’re made from 100% natural ingredients and come in three calming scents. Drop a 🖤 if you’re excited to try them! #HandmadeCandles #CozyVibes #NaturalLiving"
💡 TIP: Hashtags are still valuable, but now they’re treated like regular text in captions. Instead of spamming hashtags, focus on using strategic, specific ones that relate to your content.
Step 3: Leverage Alt Text
Alt text (short for “alternative text”) is another underused but powerful tool for Instagram SEO. Originally designed for accessibility, alt text allows you to describe the content of your post so that visually impaired users can understand the image.
But Instagram’s algorithm also uses alt text to categorize your content and decide where to show it in search results.
Why It Matters:
Alt text helps Instagram’s algorithm understand the context of your content.
Better understanding = higher likelihood of showing your content to the right audience.
Alt text can help your posts rank higher in search results.
How to Fix It:
✔️ Add alt text to every post when you upload it.
✔️ Describe the content of the image clearly and include relevant keywords.
✔️ Don’t overstuff with keywords—keep it natural and readable.
Example:
Instead of:👉 "Sunset photo"
Try:👉 "Golden sunset over the ocean with palm trees in the background."
How to Add Alt Text:
When posting an image, go to "Advanced Settings" → "Alt Text" → Write a clear description.
Keep it under 100 characters and focus on the key visual details.
Step 4: Make It Shareable
Content that gets shared = increased reach = increased visibility.
The more people engage with and share your content, the higher the chances of it appearing in search results and on the Explore page.
Why It Matters:
Shared content signals to Instagram that your post is valuable and engaging.
More shares = increased reach and new followers.
Creating relatable or informative content encourages people to share it with their audience.
How to Fix It:
✔️ Create value-based content that solves a problem, answers a question, or inspires action.
✔️ Include a call to action like "Share this with a friend!" or "Tag someone who needs to see this!"
✔️ Use strong visuals and easy-to-follow formatting to make your content easy to consume.
Example:
Instead of:👉 "Try these social media tips!"
Try:👉 "Struggling with low engagement? These 3 Instagram tips will help you fix that—save this post and share with a friend who needs it! 🖤"
TL;DR
By adding keywords to your name and bio, writing engaging captions with strategic terms, leveraging alt text, and encouraging shares, you’re helping Instagram’s algorithm understand your content better.
That means:
✔️ Higher visibility in search results
✔️ More engagement
✔️ Increased reach
Instagram SEO is not about quick wins—it’s about consistently optimizing your content so it works for you long-term.
If you’ve been feeling stuck, now’s the time to refresh your Instagram strategy. Start by optimizing your profile, improving your captions, and adding strategic alt text. These small changes can lead to big growth over time.
👉 Want help with your social media strategy? KS Marketing Studio is here to take the guesswork out of content creation. Book a call today and start showing up where it matters!