Instagram SEO is the process of optimising your already stellar content on Instagram to appear in search results, both within the app and, increasingly, on Google. Instagram now functions as a legitimate search engine. The best part? A little SEO strategy can skyrocket your discoverability and engagement. So, how do you get started?
Let’s dive into three practical tips that can increase your Instagram visibility and make your posts easier to find for your target audience.
1. Use Instagram Search to Your Advantage
The first step in Instagram SEO is understanding what people are searching for within the platform. Instagram’s search function is a powerful tool, and it can help guide your content creation. When you search for terms related to your business or niche, Instagram’s search bar will display a list of commonly searched phrases, hashtags and accounts. This can give you a clear view of what’s trending and what’s relevant to your audience.
Why does this matter? Instagram’s algorithm prioritises content that matches popular search terms, both in hashtags and within the search bar itself. For a yoghurt brand, this could mean optimising your posts with terms people are actually searching for like “healthy snack ideas,” “gut health tips,” or “high-protein breakfast.” By aligning your content with these searches, you can boost visibility and attract more engaged followers who are already looking for products like yours.
But, don’t forget to back this up with industry research, and keep it within reason. Social media can be a self-fulfilling prophecy of viral content without legitimate appeal.
2. Create Relevant Visual Content
Once you’ve identified the terms people are searching for, it’s time to put them into action. Create visual content that revolves around those keywords. This doesn’t mean stuffing your posts with irrelevant terms or overloading your captions with keywords. Instead, think about how you can naturally incorporate the keywords into your visuals and messaging.
Why is this important? Instagram SEO isn’t just about using keywords—it’s about creating content that answers what people are searching for. The better your content aligns with search intent, the more likely it is to show up in search results, and subsequently at the top of your audience’s feed.
3. Optimise Your Instagram Captions for Maximum Visibility
Captions are one of the most underrated parts of Instagram SEO. While many brands focus heavily on hashtags and visuals, captions also play a crucial role in how discoverable your content is. Instagram’s algorithm analyses captions to understand the context of your post and help surface it to the right people.
Not only that, but using more targeted keywords can help your post appear in both Instagram’s internal search results and even Google. According to recent findings from Later, Instagram posts are showing up more frequently on Google search results, especially when keywords are properly utilised in captions.
Instagram SEO isn’t just a nice-to-have—it’s a must-have in 2025. As the platform continues to evolve, optimising your content for both Instagram’s internal search function and external search engines like Google will give you a competitive edge.
