Digital marketers have leaned on search engine optimization (SEO) to bring their content and products to their target audiences for nearly 30 years. But now, search engines like Google aren’t the only places shoppers can discover new brands. According to GWI’s social media trends consumer report, social media has surpassed search engines for product discovery. That said, your business can also use SEO to reach customers on apps like Instagram.
This article covers the importance of Instagram SEO, ranking factors, and tips to help your business increase its visibility on the app.
What is Instagram SEO?
Instagram search engine optimization is the process of tailoring your Instagram account and content to make it more discoverable and rank higher in search results and the explore page on the social media platform. Just like traditional SEO aims to improve the visibility of your website on regular search engines like Google, Instagram SEO focuses on making your profile and posts more accessible to your target audience on Instagram.
Why is Instagram SEO important?
- Increases your profile’s discoverability
- Connects you with your target audience
- Improves your brand’s authority
Instagram optimization is key for the efficacy of your brand’s social media strategy. Here are three reasons to apply SEO tactics within the app:
Increases your profile’s discoverability
Just like traditional SEO, Instagram SEO aims to improve your content’s search rankings. When potential customers search for keywords related to your brand in the Instagram search bar, SEO tactics will help you appear higher in the Instagram search results. Instagram SEO will also factor into whether your posts appear on the Instagram Explore page or in suggested content feeds.
Connects you with your target audience
Every month, 1.4 billion Instagram users log into the app. That’s a huge number of people who could potentially view your Instagram content. Not everyone on the Instagram app is going to be a part of your target audience. Using Instagram SEO helps both the Instagram algorithm and Instagram users understand the focus of your account, making it easier for relevant users to find you.
Improves your brand’s authority
The increased visibility that comes with effective Instagram SEO can also help bolster your brand’s reputation within your industry. For example, if your company sells bedding, and Instagram users consistently see your account and content pop up when they search for sheets, pillows, and comforters, they will begin to see your brand as an authority in that space.
Instagram SEO ranking factors
The Instagram algorithm considers various factors to determine what content to show users. Here are three of the most important SEO ranking factors:
Relevance
More than any other factor, Instagram wants to provide its users with relevant content. The more specific your keywords, hashtags, and captions are, the more likely your Instagram content is to find its way to its target audience. For example, if you run a fitness account, instead of simply using generic keywords like “fitness” and “workout,” include more targeted terms, such as “30-minute HIIT workout” or “beginner yoga poses.”
Engagement
There’s a ton of content for visitors to sift through on a popular social media platform like Instagram—especially when users type in more generic search text such as “fitness” or “makeup.” When there is a large volume of relevant content, Instagram will use popularity to determine which posts to elevate. Instagram determines popularity through engagement metrics such as likes, comments, and shares. It also factors in the number of followers and overall engagement with the account that posted the content.
Timeliness
To keep content fresh, Instagram tends to favor newer posts over older ones. The Instagram algorithm often surfaces posts that align with new trends and user interests. Brands may benefit from this if they post frequently, use popular audio clips, or create their own iterations of current memes and trends.
🌟Resource: 20 Inspiring Instagram Post Ideas for New and Unique Content
8 Instagram SEO tips to increase visibility
- Choose a strong name and handle
- Optimize your Instagram bio
- Take advantage of profile features
- Write short, specific captions
- Use only relevant hashtags
- Write your own alt text
- Schedule Instagram posts at the right times
- Engage with relevant users
Here are eight tips to boost your business’s Instagram SEO strategy:
1. Choose a strong name and handle
To optimize your Instagram business account, start with a solid name and handle. Typically, it’s best to use your company name for both, so potential customers who may have heard of you elsewhere can easily find your Instagram account.
IG handles have to be unique; if your company name has already been used by another account, consider adding something short and simple to it to create your handle. For example, activist hub The Outrage uses @theoutrageonline as its Instagram handle. Avoid using dashes and periods, which make it harder for users to find your account.
Similarly, use your company name as your Instagram name, or the bolded title at the top of your Instagram profile. Unlike your handle, this doesn’t have to be unique. Even if your handle is a little different from your company name, Instagram users will be able to find you by searching for your name.
2. Optimize your Instagram bio
Next is your Instagram bio. Adding keywords to your bio helps the Instagram algorithm understand your content. Make sure it’s also reflective of your business and the content you share, so potential customers viewing your profile can easily acquaint themselves with your brand.
For example, skin care brand Blume’s Instagram bio includes keywords like “sensitive skin” and “treat & fade acne” to help their target audience find its account.
To stay within the 150-character limit, prioritize communicating your value proposition and brand voice.
3. Take advantage of profile features
To take advantage of all the features on your profile page, add your logo as your profile picture, a link to your store, your location, and an account category (there are hundreds of business categories, from auto repair to zoo). The more information you can give Instagram, the better able it will be to connect you with your target audience.
4. Write short, specific captions
Write descriptive post captions and add keywords; this allows the app to match your content with users searching for those specific keywords. To select effective target keywords, focus on those closely related to your post and popular within your niche. You can analyze competitors’ captions for inspiration and use Instagram’s search function to find related keywords.
Typically, the more specific your keywords are, the better. While many Instagram users may search for generic terms, such as “makeup tutorial,” so many posts will be relevant to that keyword that it will be hard to be competitive. Instead, go for a more niche search term, such as “eyeliner for hooded eyes” or “doll blush for beginners.”
Instagram captions are capped at 2,200 characters, but shorter ones (less than 30 words or roughly 150 characters) tend to encourage the highest engagement.
5. Use only relevant hashtags
Instagram hashtags can improve your SEO by signaling important keywords to the algorithm. They can also increase your post’s discoverability by including it in searches for your hashtag.
While Instagram allows up to 30 hashtags, many social media experts agree that three to five relevant hashtags is the sweet spot. Just like keywords, you’ll want to be selective about the hashtags you use and avoid overly generic hashtags, such as #food or #photo. Instead, choose a handful of more specific hashtags, such as #plantbaseddinner or #35mmfilm to get your posts in front of your desired audience.
If you’re using only one or two hashtags, you can integrate them into your caption. If you want to use multiple hashtags, you can add them in a new paragraph below the main caption text. Avoid trying to hide hashtags in a comment; for Instagram to index your hashtag for search, it needs to be in the caption.
6. Write your own alt text
Instagram alt text, or alternative text, is a brief description of an image used primarily to make content accessible for visually impaired users. It can also act as a placeholder for an image that has failed to load. And, it factors into SEO.
Instagram uses object recognition to create automatic alt text for all posts. But you can write your own alt text to more accurately describe your image and include target keywords for the algorithm to consider. Before sharing a new post, scroll to the bottom of the screen and click “Advanced settings.” From there, tap “Write alt text” under “Accessibility” and enter your own copy.
7. Schedule Instagram posts at the right times
Because timeliness is a key ranking factor on Instagram and other social media platforms, schedule Instagram poststo go out when your target audience is active. You can use Instagram analytics to identify your followers’ peak engagement times. Or, you can allow your social media scheduling tool—such as Hootsuite or Later—to choose high-traffic times for you.
The best times to post will depend on your audience, but generally, the best times to post on Instagram are:
- Monday: 11 a.m. to 12 p.m.
- Tuesday: 9 a.m. to 10 a.m.
- Wednesday: 11 a.m.
- Thursday: 11 a.m. to 12 p.m.
- Friday: 4 p.m.
- Saturday: 9 a.m.
- Sunday: 7 p.m.
8. Engage with relevant users
Instagram rewards active and engaged users. Use this to your advantage by engaging with your followers and prospective customers. Activity between your account and other relevant users helps the Instagram algorithm understand who your target audience is.
To do this, start by responding to comments and direct messages. If you have the bandwidth, you can also comment on customers’ posts and reshare user-generated content (UGC) on Instagram stories when your account is tagged. This not only improves your Instagram SEO, but it also helps to build connection and community with your audience.
For example, apparel brand Manitobah regularly shares images of customers wearing its clothing.
Instagram SEO FAQ
How do you use SEO on Instagram?
Using SEO on Instagram is similar to traditional SEO. You can optimize your Instagram profile by adding relevant keywords, writing detailed captions, using targeted hashtags on your posts, and creating engaging content encouraging interaction to improve your account’s search rankings.
Is SEO relevant on Instagram?
Yes, SEO is relevant because Instagram has its own algorithm separate from regular search engines, such as Google. Instagram SEO tactics are necessary to improve your content’s visibility.
How do you know if your Instagram SEO is working?
You can gauge the success of your Instagram SEO by monitoring Instagram analytics. If your reach, engagement, followers, and profile visits increase, your tactics are working.
