Social Media SEO: Optimising Instagram Content for Discoverability in 2025

Use Descriptive Keywords in Captions and Bios

• Choose Relevant Keywords: Identify keywords related to your niche and incorporate them naturally in your bio, captions, and hashtags.
• Create a Keyword-Rich Bio: Ensure your bio clearly describes what your brand offers, making it easy for new followers to find you through search.

Strategic Hashtag Usage

• Use Specific Hashtags: Generic hashtags are crowded; instead, use niche hashtags that are highly relevant to your content.
• Mix Hashtag Types: Include a blend of popular, moderately popular, and unique hashtags to reach a broader audience.

Optimise Alt Text for Images

• Add Alt Text: Instagram allows for alt text on images, making content accessible to all and improving search engine indexing.
• Use Relevant Keywords: Describe your image clearly and add keywords that align with your audience’s interests.

Location Tags for Local Discoverability

• Tag Locations: If your brand has a physical location or serves a local market, adding location tags can increase visibility among nearby users.

‍

Getting ready for the realm of GPT Search / Tiktok Search and more

For years we have been advocating brands to invest the realms of voice search; visual search alongside the classical Google Search. 

Trends are now more and more accurate, alongside these classic ways of optimising your search presence; we observe now that nearly one fourth (24%) currently use Social Media for Searches purposes. Climbing to 46% of the GenZ and 35% of Millennials. Discovering brands, verifying their claims are aligned between first signals and platforms. 

‍

In Conclusion

Social media SEO on Instagram allows brands to extend their reach organically. By optimising captions, bios, hashtags, and alt text, brands can improve their content’s discoverability, connecting with a broader audience.