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In the evolving landscape of social media, Instagram is no longer just a visual platform—it's becoming a powerful search engine in its own right. Social SEO (Search Engine Optimisation) is the key to ensuring your content is discoverable by users who may not already follow you. For small businesses and creatives, mastering Social SEO can increase visibility, attract new followers, and ultimately boost sales. Here’s what you need to know.
What Is Social SEO on Instagram?
Social SEO refers to optimising your content so that it ranks higher in search results on social platforms like Instagram. Unlike traditional SEO, which focuses on Google, Social SEO helps you be found when users search within Instagram using keywords, hashtags, and location tags.
Instagram’s search function is becoming smarter, now showing not just accounts and hashtags but also posts that match users' search terms. This means your content can reach a broader audience—if it's optimised correctly.
How to Use Social SEO on Instagram
1. Keywords in Captions
Why it matters: Instagram’s algorithm scans captions for keywords, making your posts more likely to appear in searches related to those terms.
How to implement: Instead of a cryptic caption, describe what’s in the post. For example, a jewellery maker could write, "Handcrafted sterling silver necklaces perfect for gifting this Christmas" instead of "Christmas vibes."
2. Optimise Your Bio
Why it matters: Your Instagram bio is key for Social SEO.
How to implement: Use searchable keywords related to your niche. If you’re a florist, try “Wedding Florist | Sustainable Blooms | London” instead of just “Lover of Flowers.”
3. Hashtags and Alt Text
Hashtags: Use a mix of broad and niche hashtags. For instance, instead of just #Art, use #AbstractArtForSale or #ArtForInteriorDesign.
Alt Text: Instagram allows you to add alt text to images, primarily for accessibility. However, it also improves your post’s SEO. Write clear, keyword-rich descriptions, such as “Boho chic living room with handmade ceramic vases.”
4. Engage in Conversations
Why it matters: Engagement is a signal to Instagram’s algorithm. The more people interact with your content, the more likely it is to appear in search results.
How to implement: Reply to comments and DMs, and leave thoughtful comments on other posts within your niche using relevant keywords.
5. Geotags and Location-Based Keywords
Why it matters: If you're a local business, geotags can help you appear in searches related to your area.
How to implement: Always add your business location when posting. Mentioning your city or neighbourhood in captions can also help.
What Social SEO Means for Small Businesses and Creatives
For small business owners and creatives using Instagram as a business tool, Social SEO can:
Expand Reach: By optimising content, you can reach new audiences organically.
Attract Ideal Clients: Proper keyword use helps your posts appear in front of people searching for exactly what you offer, increasing the chance of conversions.
Strengthen Brand Presence: The more you appear in relevant searches, the stronger your brand authority becomes.
Quick Wins for Instagram Social SEO
Audit Your Profile: Ensure your bio, posts, and highlights are keyword-optimised.
Stay Consistent: Regularly post content that aligns with your audience’s search intent.
Track Insights: Use Instagram Insights to see what’s working and refine your SEO strategy over time.
By integrating Social SEO into your Instagram strategy, small businesses and creatives can harness the power of organic discovery, making it easier for potential clients to find—and fall in love with—their brand. Ready to start? Take a few minutes today to optimise your profile and next post, and then keep an eye on your insights to measure any uplift.
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