SEO for Instagram - 4 Steps to Social Media Growth

SEO

Jan 13

In addition to keeping up with your website’s Google ranking, maintaining SEO for Instagram is just as important to a strong online presence.

Wait, what? SEO on Instagram?

That’s right! If you think SEO is reserved for websites and Instagram was just for fun, I’m here to burst your bubble. Sorry, not sorry (you’ll thank me later).

You can incorporate SEO tactics into just about everything you do on the web. Understanding how to tap into all of these optimization resources will get more eyes on your digital content.

While much of Instagram is pleasing aesthetics and engaging content, other details on your account like hashtags and your profile bio can be secret weapons in catapulting your online presence.

This may come as a surprise. But don’t worry! Adding to your already extensive Instagram knowledge will be relatively painless. Promise!

Alright, it’s time to make Instagram your business bestie.

SEO For Instagram - How It Works

Let’s lay the groundwork for today’s lesson:

SEO stands for Search Engine Optimization. You know the words you type into Google (and even Instagram!) when you’re looking for something specific? Like how to make oatmeal chocolate chip cookies or outfit ideas for NYE?

Those words you type in are SEO keywords. If you’re a blogger, you basically use this tactic to boost your web traffic and get your blog closer to the top of Google’s search results.

Now, you can use SEO tactics the same way to cheat the Instagram algorithm to be seen by more of your target audience.

There are nearly a billion monthly active users on Instagram. So, learning how to optimize your social media content is huge.

On Instagram, SEO mostly lies in your hashtags, account name, and bio. However, last November Instagram announced it’s going to test out search capabilities (aka SEO) into its algorithms. Which is a pretty big deal if you’re feeling stuck with the same social media numbers.

Because this new feature is only available in 6 countries right now, not everyone can reap its benefits. But if you are part of the lucky few who have search capabilities on Instagram, take advantage now while there’s little competition. And I promise you’ll begin to notice a significant jump in your account’s growth!

Before we get into that, let me explain all the other ways that you can already incorporate SEO for Instagram.

Tip #1 For SEO on Instagram: Pay Attention to Your Instagram Name

Your Instagram name is the bolded text on your account’s bio and is what users will see when they search for your business. This is different from your Instagram handle and you’ll want to keep it simple.

I suggest just using your name plus whatever it is that you do as a business owner. For example, my Instagram name is Tiffani | Content Writer. And there’s a reason for that.

Let’s say a business owner decided they needed to hire a content writer. Theoretically, I could be one of the first to pop in their search results simply by having this in my Instagram name (other factors play into your ranking like you’re over SEO for the keyword “content writer,” your posting consistency, your engagement, etc).

So now let’s say you’re a fitness coach who wants to be discovered for the search-able keyword, “fitness coach.” By having that term in your Instagram name, you can show up in the top results when someone types that keyword into the Instagram search bar. Notice how all the top results all have the keyword “Fitness Coach” in their Instagram name.

This is why you want to avoid using flowery adjectives like “boss babe” or “Instagram Queen.” Nobody is typing those words into Instagram’s search bar.

Instead, stick to adjectives that speak to your niche, location, or your ideal client. (i.e. Content writer, Florida blogger, Women’s business coach). Even though “dog-loving coffee addict” certainly describes me in a bit more honest detail, it could take away from my business’s first Instagram impressions.

Your Instagram name can show up in Instagram’s search engines. So make sure it is Instagram Search Optimized (ISO instead of SEO?).

Your Instagram Bio

Before you tap into your recently used emoji keyboard, those colorful emoticons have no place in your Instagram name. Save the fun and games for your bio! Which should look something like this:

I help [target audience] learn / feel / with [how to find success on Instagram/confident/budget-friendly travel tips]

👩🏼‍💻 Business Owner

🍷 Wine Lover

🐶 Dog Mom

👇🏻 Grab Your [ Free Instagram Playbook / Mental Health Checklist/ Florida Travel Guide]

Let’s break down each of these sections real quick:

First, we have your Instagram Name in bold lettering. Below that, you want to have your “mission statement” or just a quick snapshot of what you do or what people can expect to find on your page.

Use this template to come up with your mission statement:

I help / teach / make

+ target audience / product

+ learn / understand / boost

+ your niche / solution

Here are some examples:

I help + coaches and influencers + write + compelling content

I teach + wanderlusters + how to travel + on a budget

I make + fluffy collars + for your pets!

I help + women+ understand + nutrition to meet their fitness goals

Don’t make this any longer than a sentence. This is where you can throw in some extra keywords to help Instagram push you towards the right audience.

Using Emojis

From there, you can get a little more personal and friendly. Pick some adjectives that describe you, and feel free to go crazy with the emojis (okay, not too crazy).

You always want to make sure you have a Call To Action at the bottom of your Instagram bio. You can throw in a little more SEO for Instagram here, too.

Your Instagram CTA should bring your followers closer to making a purchase from you. Maybe you have a freebie (a free travel guide, a 14-day writing challenge, a quiz) that will lead them to a bigger sale after your email funnel. Or maybe you point-blank want to show them where they can buy those obscure fluffy collars for their pet.

Personally, I like to put my CTA in all capitals and use a down arrow emoji to show them where they can get my free thing. Even if you have a link landing page like I do (or a LinkTree), the first link should be your freebie or call to action!

Tip #2: Hashtags

Hashtags are universally the most useful part of using SEO for Instagram. Similar to SEO keywords for blogs and websites, using hashtags on your posts can help expand your reach by landing your content on Instagram’s Explore page and at the top of hashtag searches.

Rather than typing up an essay’s worth of random hashtags under each post, you should narrow down your choice of hashtags and be #thoughtful with your usage of them.

I always like to determine 10 core hashtags to use regularly. Just make sure to space them out each time you use them. For example, if you post 3 times per week, pick 3-4 hashtags out of your chosen bank of 10 to include a varied mix of niche hashtags each time. This keeps your account from looking spammy.

Then, engage with other content in those chosen hashtags every day. You’ll find your way to the top of the Explore page in no time.

When it comes to picking out the rest of your hashtags for SEO purposes, make sure you’re choosing the smaller ones (under 500K) and make sure they relate to that post’s topic. If you know your content pillars (or what I like to call your “Known For” topics), then filling out the rest of your hashtag bank should be easy. I have an entire video tutorial and eBook on Instagram hashtag strategies for my members of The Blogger’s Journal if you want a fool-proof method for picking out your IG hashtags!

The end goal here is to land in the top 9 spots in those hashtags’ explore pages. This is the Instagram version of getting on to Google’s first page. Once you’re there, it’s possible to stay there for months.

Tip #3: SEO For Instagram Stories

Like your posts, you can include up to 10 hashtags in your Instagram Stories. Here is another place to tap into your bank of exclusive hashtags that you’ve chosen for your business. Sprucing up your Story with trending GIFs and stickers can also help SEO for Instagram Stories.

See? Professional social media can still be fun!

Most importantly, you should tag other users in your story to encourage them to share your account on their page and to invite newcomers to check you out. This is kind of like getting backlinks for your blog. If you can get other people to reshare your posts or stories, your account engagement will get a boost, and so should your Instagram SEO. So try to get features on other accounts (or other people’s Stories) as much as you can!

You can do this by:

Sharing one of their posts in your Story. Be sure to @ their account handle so they can reshare their Story.
Collaborating for an Instagram Live video segment
Starting a tag challenge like “Its Motivation Monday! I challenge @firstperson, @secondperson, and @thirdperson to share their to-do list today!”
DMing a large “feature page” and asking them /giving them permission to share your post (e.g. a travel blogger getting a Story or feed feature from @bestvactions can be huge since they have 5.1 million followers)

Tip #4: SEO on Instagram Posts

And now for the big one— actual SEO for Instagram.

This new feature has only rolled out in a handful of English-speaking countries, so use it to your advantage while there’s less competition.

How is this different from everything we just covered? Because now IG users can discover your posts through keywords, not just hashtags, and your Instagram bio. So if you haven’t had luck with hashtags, this type of Instagram SEO might be your saving grace.

You’ve probably noticed this new feature on the app. The Instagram search bar now displays a rotating list of keyword recommendations that you can type in to find what you’re looking for. Looking now, it’s telling me to search for remodeling ideas, glitter makeup, french doors, farmhouse fanatics, and writing inspiration.

Not all words can be search engine optimized quite yet. But if you’re looking for a handful of keywords to use in your posts (instead of agonizing of #s), you can check which ones work by simply typing it into the search bar. It should also give you some recommendations. It’ll look like this:

How To Do SEO on Instagram

Instagram hasn’t given us the secret formula on how to actually SEO our Instagram pages other than to say that the, “type of content, captions, when it was posted,” and more to surface relevant results. It also uses machine learning to “find the highest quality content that’s relevant to you.”

So when you look through the keyword “fitness,” you’ll see recommended posts like this:

I recommend taking the same SEO approach you use for blogs for your Instagram posts. Know what the most relevant keyword is for each post, make sure it’s searchable on Instagram by typing it into the search bar, and then add it into each post.

Let’s use an example! You’re a fitness coach looking to get more discovery on IG. You focus on helping women find motivation, teach them about nutrition, and occasionally give them some workout outfit ideas (those are your content pillars).

Here’s how to do that:

Step 1: Schedule your posts in IG

I also have a video tutorial on how to do this in 2 hours in my membership group. You won’t be able to fully optimize your IG posts for SEO but it’s going to save you a TON of time.

Step 2: Determine an SEO keyword for each post.

More than likely, you’re recycling your content pillars (or at least, you should be). One day you talk about nutrition, one day you show off an outfit, and one day you tell a moving story to inspire them to work out. Find a handful of SEO keywords you can use throughout your content pillars. A 30-second search tells me that this fitness instructor should use the keywords healthy recipes, nutrition plan, nutrition tips, women fitness nutrition, workout outfits, and fitness outfit in their posts.

Step 3: Add your keywords in the caption

Whatever you’re talking about that day, include the keyword at least 2 times in the caption, specifically once in the first sentence.

Step 4: Use your keyword in at least 2 hashtags

A fitness coach who makes a post about nutrition should be using hashtags like #nutritiontip and “#workoutinstyle. However, they shouldn’t use #workoutinstyle on a post that’s talking about nutrition. This confuses the Instagram search algorithm and your post is less likely to show up in hashtags or in search results.

Step 4: Fill out the Alt Text with your keyword.

After posting, just hit the 3 Dots … > Edit > Edit Alt Text

Keep in mind that the Alt Text only works for still images and carousels. I recommend writing the first sentence in the Alt Text space. If you have the option to write multiple Alt Texts, use other keywords that show up in your initial search. In this example, some other keywords you might want to include here are ‘fitness motivation’ and ‘fitness physique.’