The way we search online is evolving. While Google has long dominated search, social platforms like Instagram are increasingly becoming go-to search engines themselves. Whether you’re looking for the best brunch spot, the latest fashion trends, or travel inspiration, chances are you’re turning to Instagram’s search bar or Explore page. This shift makes Instagram SEO (Search Engine Optimization) more critical than ever.

What Does Instagram SEO Actually Mean?

How should you use it to help your content be noticed among the more than 500 million people who use it each day? We’re here to help you out.

We will explain what Instagram SEO means, why it’s important, and give you eight useful tips to help your account be found on Instagram in 2025.

What Does Instagram SEO Mean?

Essentially, Instagram SEO helps your profile, posts, and Reels show up more easily when people search on Instagram. Traditional SEO aims to rank high on Google, but Instagram SEO is about fitting with Instagram’s internal search and ranking system.

It means making your content easier to find and making sure it gets to the right people, either in search results, on the Explore page, or as suggested posts.

In other words, good Instagram SEO helps your content reach those who are really interested in what you post.

What Makes Instagram SEO Important?

Using SEO on Instagram can give you two main benefits.

More People Can Find You

Because so many posts are shared on Instagram every day, it’s tough to be noticed. When you use good SEO, your content can be found in search results, on hashtag pages, and in the Explore feed, giving you a much greater chance to be seen by new people.

Improved Matching With the Audience

Instagram shows users content that is similar to what they have interacted with before. Therefore, when you include the right keywords in your content, you’ll show up for people who care about the same things, which helps you grow your community.

How to Improve Your Instagram SEO
Instagram’s search system relies on three main factors to show and rank content:

• The app searches for keywords in your captions, hashtags, and profile and matches them to what users look for in the search bar.
• Instagram uses a user’s past likes, saves, and interactions to customise the search results.
• When you target competitive keywords, posts with many likes, shares, saves, or comments usually rank better.

If you know how these signals operate, you can create content that matches what users and the algorithm want.

How to Include Keywords on Instagram

Keywords are terms that describe what your audience is looking for, such as “travel tips,” “sustainable fashion,” or “vegan recipes.”

By including keywords in your captions, bios, and hashtags, Instagram knows what your content is about and makes it visible to those searching for those keywords.

However, don’t fall into the trap of repeating a word many times to try to rank higher. It’s better to create content that matches what your audience is truly looking for. If your niche is London travel, write articles about the best ways to travel in London, not just post captions that say “London travel” many times.

8 Ways to Boost Your Instagram SEO

• Include Keywords in the Text of Your Captions

Begin by finding out what your audience is looking for online. Enter keywords that are related to your topic in the Instagram search bar or use Google Trends, SparkToro, or SEMRush to find the latest trending keywords.

As soon as you find the main terms, work them into your captions in a way that keeps your content useful and interesting.

• Make Your Profile Name & Bio More Attractive

Your Instagram name and username can be searched for. To target certain keywords, make sure to use them in this section.

If you’re running a magazine, including the word “magazine” in your name or username (for example, Paper Magazine) will help Instagram understand what your account is about. If your username is too short, you can’t use it. Instead, put it in the name field.

• Add Relevant Hashtags

Hashtags remain a great way to discover new things. Hashtags in your posts help you appear on the hashtag’s results page, giving you a chance to connect with new people.

Choose hashtags that are appropriate for your post and the people following you. With Later’s Hashtag Suggestion tool, you can quickly discover the best hashtags without wasting lots of time.

• Always Add Alt Text When You Post

Alt text on Instagram was created to support accessibility, but it can also enhance your SEO.

To write alt text, post your photo, tap “Advanced Settings,” and then “Write Alt Text.” Keep in mind, it’s better to make your content accessible than to overuse keywords.

• Focus on the Area You Are Best At

It is important to be consistent. Sharing posts about your main topics often allows the algorithm to recognise your account and present your posts to people who are interested in them.

If you’re a sunglasses brand, creating content about eyewear makes your brand more visible to people searching for sunglasses.

• Add Subtitles to Your Reels

There is a lot more video content being shared, and Reels are a big factor in how Instagram suggests content to users. Subtitles or captions help more people to watch your videos and also make them more likely to appear in keyword searches.

You have the option to add captions to the video or use the editor in Reels, and either way helps.

• Add Tags for the Location

If your content is connected to a certain place, always include the location in your tag.

If a travel blogger is writing about Barbados, they should make sure to tag the beach or landmark they are writing about. As a result, your post can show up when people search for or explore places near that location.

• Increase Interaction

Likes, comments, saves, and shares are all considered by Instagram when ranking your content. Posts that get a lot of engagement are usually shown on the Explore page and in suggested posts.

Ask your followers to take part by asking questions, starting discussions in the comments, or sharing things that encourage them to react. It’s best when the engagement is meaningful.

All in All, Make Handling Instagram SEO Simple and Straightforward

You can make your Instagram account more visible by making some SEO changes and posting useful, relevant content. If you hope to grow your audience, get more traffic, or create a strong community, Instagram SEO is essential for your social media efforts.

It’s true that doing everything from researching keywords to planning posts can be a lot to handle. That’s why Later Social is useful, as it allows you to organise, schedule, and review your Instagram posts with no trouble.

If you want help creating an effective Instagram strategy that focuses on SEO, Brew My Idea is the right choice. Brew My Idea can guide you with creative ideas and hands-on help to make your Instagram presence a major source of growth.

Go ahead and use these tips — and may luck be on your side in SEO!