Instagram is no longer just a platform for fun and entertainment. Thanks to its in-built search engine, millions of users worldwide now flock to the app, searching for products, services, brands, creators and content. However, creating breakthrough content that ignites the passions of your followers and keeps your profile on top is an art and science. You have to start asking the right questions to find what works for you. Instagram SEO enables you to optimize your content for search, driving visibility, follower count and engagement on the platform.
This article answers the most important questions about Instagram SEO and offers practical tips to enable you boost your presence and stay relevant on the app in 2025 and beyond.
What is Instagram SEO?
Instagram SEO (search engine optimization) refers to the process of customizing your account and content to make it easily discoverable and get higher ranking in search results. Similar to conventional SEO that seeks to boost website visibility on Google and other search engines, IG SEO focuses on making your profile and posts easily accessible to your target audience on the app.
Every creator and brand on Instagram wants their profile and content to appear at the top whenever users search for terms or keywords related to them in the search box. Following the best practices for Instagram search engine optimization can help you to achieve that.
A Hootsuite experiment that compared optimized and non-optimized Instagram posts found out that SEO optimization can boost engagement on your posts by up to 30%.
Why Instagram SEO Is Important
Here’s why you should pay a keen attention to Instagram SEO;
Increased discoverability
Instagram search engine optimization focuses on improving the search rankings of your content. Implementing SEO tactics help you to appear higher in search results whenever users search for keywords related to your brand. It will also take into consideration whether your posts appear on the Explore page or in suggested content feeds.
Better connections with your target audience
Instagram has about 1.4 billion active monthly users, which is quite a huge number for people who could potentially see your content. However, not everyone on the platform will be a part of your target audience. Instagram search engine optimization helps the algorithm and users to understand what your account is all about. That also makes it easier for relevant users to find you on IG.
Boosts brand authority
The increased visibility that comes with implementing Instagram search engine optimization can also help to bolster the reputation of your brand in your niche. For example, if your brand sells clothing and your page often appears whenever they search for keywords like kids clothing, men’s clothing and women’s clothing, they will start to see your brand as an authority in that space.
Check out the example below, with Keliam Kids Baby Shop coming on top of the search results.
Key Ranking Factors for Instagram SEO
The Instagram algorithm takes into consideration, various factors to determine the content to show to users. However, the following are the most important ranking factors for Instagram search engine optimization.
Engagement
Instagram offers tons of content for visitors to sift through. Whenever there is a larger volume of relevant content, IG will use popularity to determine the posts to rank at the top. The Instagram algorithm uses engagement metrics like comments, likes and shares. It also considers follower count and overall engagement with the IG account that posted the content.
Relevance
Relevance is perhaps, the key SEO ranking factor for Instagram. The more specific your keywords, captions and hashtags are, the highly likely that your content will get to its target audience. For instance, if your IG account is all about fitness, instead of simply using common keywords like ‘workout’ and ‘fitness,’ include more targeted phrases such as ‘beginner yoga workouts,’ ’20-minute workout routine.’
Timeliness
Instagram usually tends to favor newer posts over older ones to keep content fresh. The app’s algorithm often features posts that align with new Instagram trends and user interests. Brands may benefit from that if they post consistently, use popular sounds or create customized versions of the latest memes and trends.
Related Read: Top 10 Instagram post ideas for brands and businesses
Instagram SEO Tips to Boost Visibility
The following are practical tips to help you enhance the Instagram SEO strategy for your brand or business;
Come up with a Solid Name and Handle
Optimizing your Instagram business account should start with a strong name and handle. It is advisable to use your company name for both so that potential customers who may have heard about you can find your IG account with ease.
However, your Instagram handle needs to be unique. In case the name has already been used by someone else, consider adding something short and simple to it when creating your IG handle. Avoid dashes and periods that can make it harder for users to find your account.
Take cues from the following example of the Instagram account for popular Kenyan media personality and comedian, Mc Jessy. He uses his name as the account name, re-arranged it and added a short word, ‘the’ to create the handle, which is still quite easy for users to find.
You should also use your company or brand name as your IG name but, it does not have to be unique like your handle. Even if your Instagram account’s handle is a bit different from your brand name, users will still find you whenever they search for your name.
Optimize your Bio
Your Instagram bio is the window through which users can get a quick recap of what your brand or business is all about. Adding keywords to the bio helps the Instagram algorithm to understand your content. Make sure that the bio reflects your business and the type of content that you share. That will enable those viewing your profile to easily get acquainted with your brand.
Prioritize communicating the value proposition and voice of your brand when writing the bio to stay within the 150-character limit.
Leverage Profile Features
Instagram offers a variety of profile features that you can also optimize to boost visibility. Add your brand or business’ logo as the profile picture. You should also include a link to your store (if any), your location and the category of your account. The more information you can provide; the better Instagram will be able to link you to your target audience.
Check out the following example from the Instagram account of beauty and cosmetics brand, Nivea East Africa. See how they have used the brand’s logo as the profile picture and also included links to their website and other stores where customers can shop Nivea products.
Write Compelling Captions
Writing descriptive and keyword-rich post captions allows Instagram to match your content with users searching for those specific phrases. Focus on the keywords that are closely related to your post and popular within your industry to select target keywords. You can also analyze the captions of your competitors and use the search function to find relevant keywords.
The more specific your keywords are, the better your chances of ranking higher on Instagram. Go for more niche search terms that will not make your content to get lost in the labyrinth of generic terms.
IG allows you to write captions of up to 2,200 characters. However, shorter captions of less than 30 words or about 150 characters usually tend to attract higher Instagram engagement. Try to strike a balance between keywords and storytelling in your captions to compel viewers to read the entire post.
Write Alt text
The Instagram alternative text or alt text is a short description of an image that is primarily used in making content more accessible for users with visual impairment. The alt texts can also serve as placeholders for images that fail to load. And, it is also an important factor in search engine optimization.
Instagram leverages object recognition to create automated alt texts for all posts. However, you can also write your own to describe your image with more accuracy and include target keywords for the Instagram algorithm.
To write your alt text, scroll to the bottom of the screen to ‘’Advanced Settings.’’ Under ‘’accessibility,’’ tap ‘’write alt text’’ to put in your own description.
Use Relevant hashtags
IG hashtags can boost your search engine optimization by signaling the right keywords to the algorithm. Using hashtags can also increase the discoverability of your posts.
Although Instagram allows you to use up to 30 hashtags on a single post, you should stick to just about three to five relevant hashtags. You want to be very selective and avoid the saturated generic hashtags like, #photo, #clothing or #food. Choose a handful of more niche specific hashtags to get your posts to your desired audience.
Here’s an example of an Instagram post that creatively uses hashtags to boost engagement. In the post, famous Kenyan graffiti collective, Matwana Culture, has used up to six hashtags relevant to the public transport industry. The post also has a specific location-based hashtag to improve the post’s visibility in local searches.
Engage with Influential Creators
Engaged users always score big on Instagram. Take advantage of that by interacting with your followers and potential customers. The activity between your account and other relevant users helps the Instagram algorithm to understand your target audience.
Reply to comments and direct messages on Instagram. You can also comment on customers’ posts and re-share user-generated content on Instagram stories whenever they tag your account. That boosts your Instagram and helps with building connections with your audience.
Post Content at the Right Time
Knowing the best times to post on social media is a step closer to attracting significant visibility and engagement. Posting content at the right time is critical to gaining early engagement with your target audience. It ensures that your content gets a search boost while staying relevant and fresh.
Schedule Instagram posts to go out when your target audience is most active. Instagram analytics can help you to identify the peak engagement times of your followers. However, you can also use a social media scheduling tool to identify the best times to post on IG.
Go Local
If you have physical stores or operate in specific geographical locations, you should highlight that on your IG profile. That will make it easier for your account to appear in searches related to your location.
You can add location in the ‘contact options’ on your profile. Instagram allows you to include a country, city or precise address.
The Instagram profile of popular online shopping platform, Jumia Kenya, below is a good example of how to go local. Everyone visiting their profile will clearly see the physical address of their headquarters, and link to their online store.
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