Instagram SEO is a technique that consists of optimizing your content and profile to the maximum so that they appear as high as possible in search results.
Like in search engines like Google, Instagram also has a search section where users can enter terms to obtain related results. Specifically, to access this section, you must click on the magnifying glass icon at the bottom of the application.
If you want to improve your results on this social network, working on SEO on Instagram is a must. In this article, we tell you why and how to do it.
Why should you use SEO on Instagram?
Did you know that in 2023, more than 70% of users used social media search engines like Instagram or TikTok? This shows that Google is not the only place where users make queries; therefore, it is not the only place where you can position your content.
In this sense, if Instagram is an essential channel in your strategy, you want to increase your visibility and attract more potential customers organically, so working on SEO on Instagram should be part of your plans.
10 techniques to start working on Instagram
At this point, it is already clear that working on SEO on Instagram is very important if, as a brand, this platform is an essential channel for you. Below, we tell you 10 ways to optimize your content to appear well-positioned in those searches that interest you.
1. Have an Instagram Business account
Having an Instagram Business account won’t directly help you boost your Instagram SEO results. However, we recommend doing so because this type of account gives you access to deeper analytics on your content results and lets you determine if your Instagram SEO strategy is paying off.
Therefore, one of the first things you should do to boost the SEO of your content on Instagram is to have an account of this type. In this section of the official social network account, you can find step-by-step instructions on how to do it.
2. Biography and name with keywords
On Instagram, you can search not only for posts but also for accounts. Therefore, if you want to appear in the first results of this section, you must orient the text of your profile towards SEO.
In this sense, we recommend including keywords from your sector in your name and biography.
Remember that there are two types of names on Instagram: your profile name, preceded by an “@,” and the name appearing in your bio. Interestingly, both contain the keyword you’re most interested in ranking for. However, we understand this is often impossible with the name preceded by the @.
So, focus on the name that appears in your bio. A good practice would be to have a name with this structure: (personal name or brand name + sector you work in/product you sell/service you offer).
3. Add links in the bio
Instagram’s SEO ranking algorithms also highly regard adding a link in your bio. Therefore, it is advisable to add one. It can be on your website, e-commerce site, or blog. In fact, many profiles use tools such as Linktr to avoid choosing just one. Please add different links to the bio.
4. Work on the alternative text
Alt text is designed to help people with visual impairments use the platform and understand the content that appears on it. Only people with a screen reader will have access to this text, but it is also a resource to boost SEO on Instagram if you include keywords. Add it to the “Advanced Settings” section when editing a post.
5. Treat hashtags like keywords
We could say that hashtags on Instagram are the equivalent of keywords on Google. However, they work a little differently. In this case, you don’t have to include the hashtag several times throughout the text, but you should choose several and place them at the end of the description of each post.
Choosing the right hashtags will help you rank your post in the Instagram search engine and increase your visibility. You should include hashtags in any post you upload, including images, carousels, videos, and Reels, as they can all appear in search results.
6. Don’t use Black Hat SEO techniques
Black Hat SEO techniques are unethical and illegitimate positioning practices that are implemented to alter the search engine algorithm and achieve a better position in the results in the short term.
However, algorithms penalize these practices in the long term, negatively affecting SEO positioning. Instagram is no exception, and practices such as paying bots, buying followers, following too many accounts in a short period, or passing off other accounts’ content as your own can have severe consequences for Instagram SEO.
7. Use the Instagram search engine as a search engine
What is the best way to find hashtags for your niche? Search for them yourself in the Instagram search engine. By posing as your target audience, you can search and see the volume of posts for each hashtag and get ideas and inspiration from the first profiles that appear in the accounts section.
8. Work on geolocation
In the Instagram search engine, users can also search by location. By entering the name of a specific place in the “Places” section, they can see content tagged with that destination. For this reason, it is interesting that you also include the location in both the posts you upload and the stories (which can also appear in the search results).
9. Use the Reels format
The Reels format is the most popular on Instagram, so it has its own section in the platform’s search engine. This means that the platform gives a lot of visibility to this format and that it is a good idea for you to promote it as well.
In short, your Instagram SEO results will improve if you give Reels a more significant role in your strategy and include the right hashtags in their description.
10. Measure your strategy
Finally, an SEO strategy can only be improved and enhanced if the results are monitored for your posts and your account.
