Instagram SEO Tips: Why You Aren't Being Found (& How to Fix It)
No fluff, just proven strategies. ♡
Quick question — when's the last time you actually planned a trip without social media?
If you're like most people, you probably opened Instagram or TikTok instead of Google. And you're not alone! The data doesn't lie: more than half of Gen Z is skipping Google entirely and heading straight to social media for brand info. (Sorry, Google)
Why Instagram SEO Matters More Than Ever
Let's talk numbers for a sec:
24% of people said that they only use or primarily use social media to search online (Forbes)
One in five people simply don’t feel the need to use search engines, as they can access websites through social media (Forbes)
More than half of Gen Z respondents use social media to search for something, compared to 45 percent of them who used search engines (Statista). See the graph below:
Translation? If your Instagram isn't optimized for search, you're basically ghosting potential customers. Definitely not the goal.
The proof is in the pudding – but take it from our previous client, FORM180, a luxury interior design firm. Their content was stunning but might as well have been wearing an invisibility cloak. After we sprinkled some SEO magic on their captions and enhanced their Reels strategy? We saw a 14,962% increase in reach. Not a typo, friend.
Why No One Can Find Your Posts (And How to Fix It)
Pro tip: Our client The Schmidty Wife saw their website clicks TRIPLE after implementing these strategies. The secret sauce? Creating content that makes both the algorithm and real humans happy.
1. Your Captions Are Giving... Nothing
We love a creative, short, and sweet Instagram caption. But, if we’re being honest, they aren’t the best strategy when it comes to SEO optimization on social media.
Here’s how to fix it:
Add Keywords: Front-load your captions with the keywords that your audience is searching – think of it like Google
Avoid Too Many: Don’t use the black hat tactic, “keyword stuffing”. Instead, opt for quality over quantity with 1-5 keywords.
Trending Topics: Check out the Explore Page to find trending topics – or use the search bar autocomplete on Instagram to find what’s trending. Use these terms in your captions to enhance visibility!
Add Hashtags: They aren’t dead (entirely). Mix niche and broad hashtags for those that still search using hashtags. To find your best tags, consider stealing inspo from your direct and indirect competitors (respectfully).
2. Your Profile Is Missing the Mark
Think of your Instagram profile as your digital storefront. How will someone find you if they don’t know your business name? With a sign (or social media page) that does the explaining for them. Your profile should be packed with keywords so that your dream audience can discover your brand.
Here’s how to fix it:
Handle: Consider adding keywords to your handle (if it makes sense)
Name Field: Add a keyword or two to your name field. This is prime real estate for your keywords
Bio: Show up in searches by including what you actually do in your bio.
Link in bio: Add a clear CTA because we love an action moment
3. You’re Forgetting To Optimize Your Posts
Adding keywords to your caption is a great start but won’t quite hit the mark. Your post needs some additional optimizing too! But don’t worry, we’re not here to gate keep.
Here’s how to fix it:
Alt Text: Adding alt text is your secret weapon for integrating more keywords into your post.
Location Tags: These are non-negotiable. If you’re a local business that operates in one (or a few) locations, make sure that every post has a location.
Reels Subtitles: Make those Reels work harder – add subtitles to your Reels within the Instagram platform itself.
4. You're Not Reading the Room
Pretty posts are great, but if they're not answering the questions your audience is actually asking? Your audience is going to keep scrolling.
Here’s how to fix it:
Relatability: Write like you're talking directly to your audience, not down to them. Remember to use social media to build community, not just to sell.
Formatting: Break up text with emojis because nobody likes a wall of text. We also recommend adding lots of line breaks, leaving only 1-2 sentences in each paragraph.
Analytics: Don’t forget to think analytically – yes, even if you’re a creative. The numbers will help you create more of the content your audience actually wants to see.
Beyond the 'Gram: Your Instagram SEO Tips
This is just the start of your SEO era. We’re moving beyond just Instagram SEO tips – here are some guidelines for your other social media profiles, too.
Think of Pinterest as your content's forever home. Unlike Instagram's fleeting feed, Pins can drive traffic months or even years after posting. And with integrated shopping features, it's perfect for e-commerce businesses looking to turn inspiration into sales.
Perfect for long-term SEO value, here’s the to dos to check off:
Write keyword-rich pin descriptions
Use strategic board titles for each of your boards – these can rank on Google!
Optimize your business profile including the name and bio
Create rich pins for better results (rich pins automatically sync information from your site)
YouTube
YouTube isn't just for cat videos anymore – it's become the world's second-largest search engine. Forbes stated about 57% of people using YouTube just like Google – that's because people trust video content for everything from product reviews to how-to guides.
Here’s how to optimize your page:
Use detailed video descriptions – this is really your time to shine. I would also consider adding a time stamped summary of the video, which will give you additional opportunities to use keywords.
Balance SEO strategy and creativity when writing the title. You want it to rank on Google and YouTube, but you also want it to be enticing enough to attract clicks!
Design eye-catching thumbnails. Ask yourself – what will stand apart from others on YouTube and Google?
Add searchable transcripts to your video to further enhance the reach of your content.
LinkedIn isn't just for scrolling – it's where customers search for businesses like yours or specialized employees.
Optimize your profiles for maximum visibility with this quick checklist:
Optimize your company page in the title, description, and location
Integrate strategic industry keywords into each post
Write valuable long-form content – this has a high likelihood of ranking on Google.
Facebook's search capabilities are more powerful than most realize – it's where people look for local recommendations and community insights. Master Facebook's search potential with this optimization guide:
Use keywords in your business name, category, and "About" section
Add keywords to each of your captions (plus 1-3 relevant hashtags)
Add a location to your post
Keep your business information complete and current
Share content that encourages saves and shares (this boosts search visibility)
Create event pages (with SEO optimizations) to promote any up-and-coming events or launches.
Twitter has evolved into a real-time search engine for trending topics and instant updates. Make your content discoverable with these quick tips:
Include relevant keywords in your bio and profile name
Use strategic hashtags (but keep it to 1-2 per tweet)
Create threads that answer common industry questions
Engage with trending topics in your industry
Think of Reddit as the internet's largest focus group. While it works differently than traditional social platforms, it's becoming a go-to search destination for authentic reviews and recommendations. Here's how to optimize:
Create a professional company profile with keyword-rich descriptions
Monitor (and engage with) relevant subreddits, keeping a watch for any brand mentions.
Avoid self-promotion. When engaging in threads, keep it authentic. Reddit-ers can smell a sales pitch from a mile away.
Share valuable content that answers common questions
The Bottom Line ↓
Social media isn't just for endless scrolling anymore — it's where people go to find their next favorite brand (hopefully yours!). With more than half of Gen Z choosing social over search engines, your SEO game needs to be on point.
Remember: Looking pretty is great, but being findable? That's the real glow-up.
Ready to make your social media work harder than a triple shot espresso? Let's create a strategy that gets your content in front of the right eyes.
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WRITTEN BY:
Chelsea Evans-Flower
Founder + CEO