Instagram, like other social media platforms, isn’t just for scrolling anymore. It now serves as a social search engine. 40% of Gen Z now search on social media platforms like Instagram rather than Google. This means more and more users are actively using the search bar to find inspos, guides, brands, and products. That’s where Instagram SEO comes in.
By optimizing your content for search, you can show up in more places, reach the right audience, and grow your visibility, all without relying on ads. In this guide, you’ll learn everything you need to master the art of Instagram SEO, including:
- What Instagram SEO actually means and why it matters
- How Instagram’s search algorithm works
- Easy Instagram SEO tips to boost your reach
- Common mistakes that could hurt your visibility
Let’s break down how to make your content not just scrollable, but also searchable.
Instagram SEO Just Got Bigger 💡
Starting July 10, 2025, search engines like Google can now index public content from professional Instagram accounts. This major update from Meta means your Instagram posts can now show up directly in Google search results. It’s a huge win for business owners, creators, and marketers looking to expand their reach beyond the app and know how to take advantage of this update.
What is Instagram SEO?
Instagram SEO (Search Engine Optimization) is the process of optimizing your content and profile so people can easily find you through Instagram’s search. This can include adding keywords, using the right hashtags, and writing helpful alt text to give Instagram more context about what your content is about.
When someone uses Instagram’s search bar, the results can include not just accounts, but also posts, Reels, hashtags, places, and even audio. For example, when I search for ”haircare guide“, I don’t just see accounts, I get a mix of helpful Reels, carousels, and posts using that phrase or related hashtags.
So why does Instagram SEO matter? Here’s how it can help you grow:
- Increase views: Search-optimized content has a higher chance of showing up in search results, Explore, and suggested posts. Google can now index your Instagram post too, optimizing your content, thus can give you visibility beyond the app.
- Get more followers on Instagram organically: Instagram SEO doesn’t just help you get more views. Over time, it can also lead to more likes, followers, and potential customers, all without spending on ads.
- Loved by the algorithm: Instagram is more likely to push content that’s clear, relevant, and easy to understand.
- Get more views over time: Unlike regular posts that fade fast, optimized content can keep showing up long after it’s posted.
In short, Instagram SEO helps turn your posts into discoverable, searchable content, giving you more reach, more followers, and more chances to connect with the right audience.
How Does Instagram SEO Work? – 4 Ranking Factors
Before you start optimizing your content for Instagram SEO, it’s important to understand how the Instagram algorithm actually works. Knowing the rules of how platform play can help you tailor your posts more effectively and get better results.
According to Instagram, there are four main factors that influence what shows up in search results and how it’s ranked:
- Search terms: What someone types in the search bar matters most. Instagram matches those words with usernames, bios, captions, hashtags, and even locations.
- User activity: The way your targeted audience interacts on Instagram also plays a role, like which Instagram accounts they follow, who they connect with, hashtags they check, or posts they’ve engaged with. Instagram is more likely to show results based on that personal activity.
- Content popularity: Posts that get more likes, shares, follows, and clicks tend to rank higher. Instagram sees this as a signal that the content is useful or engaging.
- Post freshness: Newer posts often show up first, so keeping your content fresh can help you stay visible in search.
10 Best Instagram SEO Tips to 10X Your Views
Ready to make your Instagram content not just scrollable, but searchable? Whether you’re a creator, entrepreneur, or business owner, using SEO for Instagram can massively boost your visibility, both on the app and on Google.
Here are 10 proven Instagram SEO tips to help you reach more people, increase your engagement, and grow your followers.
Tip #1: Know your niche
Before you can start optimizing content for Instagram SEO, you need to understand who you’re trying to reach. That starts with knowing your niche, a key step in identifying the right keywords and hashtags for your audience.
Ask yourself:
- What are your audience’s main problems or interests?
- What words would they use to search for solutions or inspiration?
- What would they type in before they’re ready to buy or take action?
Once you understand your niche, you can begin real Instagram keyword research. The goal is to put yourself in your audience’s shoes. Or, tools like Google Trends, Google Analytics, or even Instagram’s own search bar can help uncover trending topics, related tags, and common search phrases.
With this research, you’ll be able to craft captions, bios, and content that match what your audience is already looking for, a foundation of effective SEO for Instagram.
Tip #2: Optimize your profile name & bio
Your posts aren’t the only place to apply SEO for Instagram; your profile is just as important for helping people find you through search.
Here are the Instagram SEO tips to make your profile more searchable:
- Instagram username: If your brand name is well-known, use it as your username. If there’s space, you can also include a keyword that relates to what you do, such as @theflab.weddingplanner for a wedding planner.
- Instagram bio: Add clear, keyword-rich phrases to your bio that describe who you are, what kind of content you share, and where you’re based (if relevant). This helps both users and Instagram understand your niche at a glance.
- Instagram name: This is separate from your Instagram username and can help you appear in more search results. Instead of just using your name, add keywords your audience is likely to search for.
For example, beauty creator @pautips uses Paula | Makeup Travel Skincare Beauty Tutorials, which instantly tells users what her content is about. It makes it easier for people searching for beauty tips, skincare, or makeup tutorials to find her profile quickly.
By optimizing your bio, username, and name field, you boost your chances of appearing in Instagram search and attracting the right followers.
Tip #3: Use keywords in your captions
Just like with blog SEO, Instagram keyword research helps you discover the exact terms your audience is typing into the search bar. Writing SEO captions for Instagram using those keywords can improve your chances of showing up in search results.
The key is to write natural, keyword-rich captions that clearly and accurately describe the content of your post. You don’t need to force keywords into every sentence — instead, think about how your ideal follower might search for content like yours, and include those phrases naturally.
For example, if you’re a skincare brand posting about a product for dry skin, try something like:
“Looking for the best moisturizer for dry skin this winter? Our hydrating cream is made with ceramides and hyaluronic acid to lock in moisture all day.”
This version includes searchable terms like “best moisturizer for dry skin”. This kind of phrase someone might actually type into Instagram.
Good keyword usage doesn’t just help you rank it also makes your content more relatable and easier to understand for your audience.
Tip #4: Use relevant hashtags
Hashtags are still a powerful way to boost your content’s visibility. They help categorize your posts and make them more discoverable in both search results and the Explore page.
To get the most out of them, use a mix of broad, niche, and trending hashtags that are directly related to your content. Avoid using overly generic tags like #love or #instagood unless they truly fit your post.
Hashtags also play a big role in Instagram keyword research. Typing a term into the Instagram search bar will show you hashtag suggestions and their post volume — a quick way to discover what your audience is searching for.
Want to dive deeper? Check out our full guide on Instagram hashtags to learn how to find, organize, and use the best hashtags for your strategy.
Tip #5: Let Google index your Instagram
Since July 10, 2025, Instagram now allows public content from professional accounts to appear in search engine results, like Google, including your posts, Reels, videos, and carousels. That means your content can be found outside of Instagram and directly from a Google search.
To take advantage of this, make sure your Instagram account is a professional one and is set to public first. Then follow these steps to allow Google to index your Instagram content:
- Go to your Instagram profile, then tap the ☰ Menu icon in the top-right corner.
- Scroll down and tap Account privacy.
- Toggle on Allow public photos and videos to appear in search engine results.
This setting ensures search engines like Google can show your photos, videos, Reels, and carousels in search results outside of Instagram.
Tip #6: Fill in the alt text
When it comes to how to use SEO on Instagram, don’t skip alt text. Instagram’s alt text feature lets you write a custom description of your photo, giving more detail about what’s in the image. While it was originally created to improve accessibility for visually impaired users, it also offers an opportunity to enhance your Instagram SEO.
That said, accessibility should always come first, so avoid cramming in keywords just to rank. Focus on writing meaningful, accurate descriptions that also include relevant terms when they fit naturally.
By default, Instagram creates alt text automatically, but you can and should edit it to be more specific by adding your own.
How to add alt text to an Instagram post:
- Before publishing your post, tap More options at the bottom of the screen
- Scroll down and tap Write Alt Text
- Add a clear, descriptive sentence that reflects the photo’s content
- Tap Done, then publish as usual
Filling in alt text is a small step, but when used correctly, it supports both accessibility and your overall Instagram SEO strategy.
Tip #8: Add subtitles to your Reels
Reels are one of the most visible content formats on Instagram, and the algorithm gives them a strong push, especially when they keep users engaged. Adding on-screen subtitles not only improves accessibility but also adds valuable context for Instagram’s search system.
Using relevant keywords in Instagram in your subtitles helps the algorithm understand what your Reel is about. This increases your chances of appearing in search results and on the Explore page.
Subtitles also make your content easier to consume without sound, which helps boost watch time, engagement, and reach, all of which support your Instagram SEO efforts.
Tip #8: Add a location to your post
Instagram’s search includes a Places tab, not just Reels, Accounts, or Hashtags. If you’re not tagging a location in your posts, you’re missing out on a simple but powerful Instagram SEO boost. Location tags are especially useful for local businesses, travel content, or posts tied to a specific area, like restaurant reviews, local events, or hidden gems.
Tagging a city, venue, or neighborhood helps Instagram show your content to users searching within that area. It adds valuable context and increases your chances of appearing in geographically relevant searches.
If your business operates in specific regions, add your location to your profile under Contact Options (Available for Business accounts only). You can include a city, country, or exact address. These small local SEO signals can go a long way in helping new customers find your brand, both on Instagram and in real life.
Tip #9: Engage with your audience
Engagement matters more than you might think. As explained in the Instagram ranking factors section above, high engagement increases your content’s popularity score, which directly affects how your posts appear in search and on the Explore page.
Instagram looks at both who you interact with and who engages with your content. The more active and responsive you are, the more likely the algorithm is to boost your visibility.
Thus, make it a habit to reply to comments, respond to DMs, and engage with accounts in your niche. These small actions signal to Instagram that your profile is active, valuable, and part of a connected community, which can ultimately improve your reach through Instagram SEO.
Tip #10: Post at the best time
Posting when your audience is most active gives your content a better chance of getting early engagement, a key factor Instagram uses to rank posts in feeds, Explore, and search results.
To find the right posting times, check the Instagram Insights of your own audience. Otherwise, you can also use tools like Later or Hootsuite’s Best Time to Publish. These tools analyze your past performance and suggest optimal times based on goals like reach, engagement, or traffic.
Need help finding your ideal schedule? Check out our full guide on the best time to post on Instagram to maximize visibility and engagement.
By syncing your posts with audience activity and content goals, you’ll give your Instagram SEO strategy a stronger push.
Instagram SEO Mistakes to Avoid
While optimizing your content for search can bring big results, making the wrong moves can hurt your visibility just as fast. Here are three common Instagram SEO mistakes you’ll want to avoid:
1. Ignore reels
Instagram Reels play a major role in the platform’s discovery system. Reels appear across multiple surfaces, including the Explore page, search results, and the Reels tab, making them a powerful tool for Instagram SEO. The algorithm also favors short-form video content that keeps users engaged, which means Reels have a higher chance of being promoted.
According to Meta, Reels generate over 200 billion plays per day across Instagram and Facebook. Their data also shows that users spend more time watching Reels than any other type of content on the platform.
So if you’re skipping Reels in your strategy, you’re missing out on a huge opportunity – not just for reach, but also for visibility in Instagram’s search results.
2. Use irrelevant keywords
Adding random or trendy keywords that don’t match your content might seem like a growth hack, but it confuses both the algorithm and your audience. Instagram SEO works best when your Instagram keywords are specific, accurate, and relevant to your niche.
Additionally, as Instagram relies on keywords in your name and bio to understand what your account is about, using jargon or made-up job titles can make it more difficult for potential clients or followers to find you. So, keep it clear and searchable. Use simple, specific terms your ideal audience would type into the search bar, like “Brand Strategist” or “Copywriting Coach.”
Creativity is great for content, but when it comes to SEO for Instagram, clarity always wins.
3. Overuse keywords and hashtags
Stuffing your caption or alt text with too many keywords or hashtags can backfire. Not only does it feel spammy, but it also hurts readability, and Instagram might even flag your content as low quality.
So, use keywords and hashtags naturally. A good rule of thumb is to write for humans first, and the algorithm second.
Instagram SEO – FAQs
What is SEO on Instagram?
SEO on Instagram is the process of optimizing your profile and posts so people can find you more easily through Instagram’s search. It involves using keywords, hashtags, and alt text to help your content show up when users search for topics related to what you share.
How to do SEO for an Instagram account?
To optimize your Instagram account for SEO, focus on both your profile and your content:
– Use relevant keywords in your bio, username, and name to make your profile searchable.
– Then, apply keywords naturally in your content, captions, alt text, and hashtags too.
– Posting Reels, adding location tags, and engaging with your audience also help improve your visibility in search results.
How to use keywords on Instagram?
You can use Instagram keywords in a few key places:
– Captions: This is the most important, as Instagram indexes caption text
– Alt text: Describe the image using relevant keywords
– Hashtags: Choose hashtags that match your content and niche
– Profile fields: Add keywords to your bio and name field to help users find your account
Avoid keyword stuffing; instead, make them sound natural and relevant to your audience.
How to boost followers on Instagram for free?
Content is the king. So, to grow your followers without paying for ads, focus on creating high-quality, search-optimized content. Use Instagram SEO strategies like using keywords in captions, adding hashtags, posting Reels, and engaging with your audience. Optimize your profile to make it clear who you are and what you offer.
Another tip? Stay on top of trending sounds and content styles. Using popular audio in your Reels or jumping on timely trends can help your posts reach a wider audience and attract more followers organically. Most importantly, stay consistent and post when your audience is most active.
Conclusion
As Instagram continues to grow into a powerful discovery and search platform, mastering Instagram SEO is no longer optional; it’s essential. From optimizing your profile to using the right keywords, hashtags, and posting strategy, every small tweak can lead to bigger reach, more engagement, and steady follower growth.
But content alone isn’t enough; your products need to be seen, too. That’s where LitCommerce comes in. As a smart product feed management tool, LitCommerce helps you create a product feed for Instagram directly from your online store. You can easily list your products on Instagram and other top advertising platforms, helping you reach a wider audience and increase sales.
Need help getting started? Contact us, we’re here to be your trusted companion as you grow your brand through smarter Instagram SEO and product marketing.
