Well, aren’t we on the ball with this one? Just as Instagram drops the news that your posts might soon start appearing in Google search results, we’re exploring how to actually make that work for you.

Because yes, your captions, your Reels, even your B-roll posts could soon be doing double duty. Not just stopping the scroll on Instagram, but popping up in search too.

This blog is all about how to sprinkle a little SEO magic into your social media content, so you can start getting found by the right people, in the right places, without turning your posts into keyword soup.

What does SEO for social media actually mean?

SEO (Search Engine Optimisation) helps platforms understand what your content is about so they can show it to the right people. It used to be a website thing. Then blogs got in on the act. And now? Social media is very much part of the SEO party.

Instagram, especially, is behaving more and more like a search engine. People (hi, it’s me) are using it to search for everything from 'photographers in Northumberland' to 'Instagram content tips for small businesses'. So your content needs to include the kind of words people are actually typing in.

And now, thanks to Instagram’s July 10th update, it’s not just in-app search. Public content from professional accounts can now show up on Google too. Captions, on-screen text, even hashtags can help you appear in search results.

Where to use keywords on Instagram

Let’s keep it simple. Here are five key places to use your keywords:

1. Handle and name field
   Your @handle might be fixed, but your name field isn’t. Include what you do. For example "Helen Bowman | Social Media Specialist" - so Instagram knows to show you to people searching for just that.

2. Bio
   Write a short, clear bio with who you help, how you help them, and the benefit they get from working with you. Keep it keyword-friendly without sounding like a job description.

3. Captions
   Use natural language that reflects what the post is about. Think less 'keyword stuffing', more 'useful signposting'.

4. On-screen text
   Instagram reads your Reels and carousel text too. Use that real estate wisely. Add clear hooks or headlines that include relevant search terms.

5. Alt text
   Go into Advanced Settings when you post and write a short description of your image using clear keywords. It helps with SEO and accessibility.

How to find the right keywords without the tech headache

• Use Instagram’s search bar: Type your niche or offer and see what pops up.

• Try TikTok too: Their auto-complete suggestions are often gold.

• Google it: Scroll to 'people also ask' and 'related searches'.

Think about phrases like 'how to stay consistent on Instagram' or 'easy content ideas for service-based businesses'. These aren’t just fun hooks, they’re things people are actively typing into search bars.

Use them in your captions, especially in the first line.

Do hashtags still matter?

Yes. Despite the whispers that hashtags are 'dead', they still help Instagram understand your content. And people still search via hashtags. Use 5–10 relevant ones per post. Think about what your audience might be searching for, not just what your peers are posting.

Quick wins you can start today

1. Check your bio. Does it clearly say what you do, for whom, and include your keywords?

2. Use keywords in the first line of your caption.

3. Add on-screen text to your Reels and Stories that states your topic.

4. Write keyword-based alt text when you post.

5. Make your content helpful and human. If it sounds like something someone would search, you’re on the right track.

And don’t forget - update your bio every few months to make sure it's still relevant.

This doesn’t need to be a total overhaul. As with most things SEO, small tweaks can make a big difference.

Your Instagram posts can now do more than just show up in a feed - they can show up in search results too. So give them a fighting chance by using clear words, useful captions, and simple keyword strategy.

And if all of this makes your head spin or you’d like some help building a content strategy that actually works, why not book a completely free Instagram Confidence Call? I’ll review your account, share some quick wins, and talk about whether my programme, The One Where You Learn Instagram, could be a good fit for you.