Instagram isn’t just about eye-catching visuals and clever captions anymore. It’s now a powerful search engine in its own right. With over a billion global users and a constantly evolving algorithm, mastering SEO on Instagram is no longer optional; it’s essential.
At LC Media, a Kent-based marketing agency specialising in social media management and SEO, we’ve seen firsthand how strategic SEO tactics can increase visibility, attract the right audience, and drive meaningful engagement on Instagram.
Whether you’re a small business, a content creator, or an established brand looking to level up your Instagram game, here are our top tips to increase your Instagram SEO and get your content seen by the right people.
Optimise Your Instagram Profile
Your Instagram profile is your digital storefront. It’s one of the first things users and the algorithm scan, so it needs to be clear, keyword-rich, and informative.
Username and Display Name
Instagram’s search function gives priority to usernames and display names, making them key real estate for discoverability. If you’re a marketing company, especially one targeting a specific location or niche, it’s essential to include relevant keywords in these areas.
For instance, rather than a generic handle like: CreativeSolutions, a more optimised option could be: KentMarketingExperts, with a display name like “LC Media | Social Media & SEO Kent”. This instantly tells potential clients what you offer and where you’re based, improving your chances of being found by businesses searching for marketing support in your area.
Bio and Keywords
Your bio should briefly explain who you are, what you offer, and whom you serve, and it should include relevant keywords. Instagram doesn’t index your bio in the same way Google does, but it does help users understand your niche at a glance.
Our top tip: Use location keywords if you serve a specific area. This helps with local search visibility.
Use Relevant, Targeted Hashtags
Hashtags remain one of the most effective tools for discovery on Instagram. When used strategically, they can boost your reach and put your content in front of the right eyes.
- Use a mix of broad and niche hashtags
- Avoid banned or overly generic hashtags (e.g. #love or #happy)
- Don’t overdo it – 9 to 15 hashtags is a good sweet spot
- Research what hashtags your competitors and ideal followers are using
You can also create a branded hashtag for your business and encourage your community to use it. This helps with both brand visibility and user-generated content.
Write Descriptive Captions
Instagram’s algorithm is becoming increasingly sophisticated when it comes to recognising and ranking text. That means descriptive, keyword-rich captions are no longer just nice to have – they’re crucial for boosting your content’s visibility. Think of your captions as mini blog posts: they should be informative, strategically written, and tailored to your ideal audience.
For example, rather than a vague caption like “We’ve just launched a new service!”, opt for something more specific and optimised, such as:
“NEW Social Media Management Packages – built for Kent-based small businesses looking to grow online. Expert strategy, consistent content, real results. Now taking on new clients! #KentMarketing #SocialMediaExpertsUK”
By naturally incorporating relevant keywords into your captions, you make it easier for users (and the algorithm) to understand what your business offers. Increasing your chances of appearing in relevant search results and reaching the right audience.
Make the Most of Alt Text
Instagram includes an alt text feature designed for visually impaired users, but it also serves an SEO purpose. This behind-the-scenes text describes your image to Instagram’s algorithm.
To add alt text:
- Before posting, go to ‘Advanced Settings’.
- Tap ‘Write Alt Text’.
- Describe your image using relevant keywords.
For instance, if you’re posting a photo of a laptop whilst completing content creation, your alt text might read: “Content creation services in Kent.”
It’s subtle, effective, and often overlooked.
Tag Locations (Especially if You’re Local)
If you’re a local business, location tagging is a must. Adding your location to posts and Stories makes your content discoverable to people searching that specific area.
Not only does this help you reach nearby users, but it also improves your chances of being featured in Instagram’s location-based Explore feeds.
Example: A florist in Maidstone should tag their shop location in every post, making it easier for users in Kent to discover their content.
Engage with Your Community
SEO isn’t just about content – it’s about engagement. Instagram values accounts that interact authentically and consistently. Respond to comments, reply to DMs, like and comment on other users’ content, and make use of interactive features like polls and questions in Stories.
The more active your account is, the more likely Instagram is to recommend your content in Explore pages, suggested follows, and search results.
Post Consistently (But With Strategy)
A consistent posting schedule shows Instagram that your account is active and trustworthy. But consistency doesn’t mean flooding your followers’ feeds.
Instead, focus on a content strategy that balances quality with frequency. Posting 3 – 4 times a week with strong visuals, strategic keywords, and clear calls-to-action is far more effective than posting daily with little purpose.
Monitor Your Insights and Adjust
You can’t improve what you don’t measure. Use Instagram’s Insights feature to track your reach, engagement, and audience demographics.
Pay attention to:
- Which posts get the most reach
- What times your audience is most active
- Which hashtags perform best
This data helps you refine your strategy, improve your content, and make smarter SEO decisions moving forward.
For broader SEO and social strategy support, take a look at how we help clients at LC Media get seen online and grow with confidence.
Stay Informed About Algorithm Changes
Instagram, like Google, updates its algorithm regularly. Staying ahead of changes helps you adapt your SEO strategy in real-time. Now that your Instagram posts are now more visible in Google search results, now’s the time to upgrade your SEO!
Want to Become More Discoverable Using SEO?
SEO on Instagram isn’t about hacking the system, it’s about working with the platform to get your content in front of people who genuinely want to see it. From optimising your profile to crafting keyword-rich captions and using alt text, every little tweak helps boost your discoverability.
At LC Media, we specialise in helping businesses across Kent and the UK grow their presence online with tailored SEO and social media strategies. If you’re ready to start showing up in more feeds, reaching more customers, and spending less time guessing what works, get in touch with us today.
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