Images, videos, hashtags … and, of course, keywords. It is clear that Instagram is a platform to value in any advertising and marketing strategy . However, the opportunity for many of its more than 1,200 users to engage with your brand content involves SEO on Instagram . But, is it possible to use the same techniques on Instagram that you use to optimize your web pages? Luckily for you, yes.
In this post we explain how to do SEO on Instagram and expand the reach of your brand on social networks.
As we were saying, Instagram has its own search engine that is a kind of mini Google. This means that, when conducting a search on Instagram, in addition to showing results related to hashtags or user profiles , you can also find publications related to topics of interest , images, colors or specific shapes. The reason is that Instagram has added an update in 2021 that includes keyword searches . In English in a first phase, but extensive to other languages.
«The search was originally created to help you navigate Instagram. We will soon release a series of enhancements designed for inspiration and discovery. These changes make Instagram search more than just a way to find accounts and hashtags. We’re moving toward a full search results page experience that makes it even easier to drill down to your interests.
We are also improving search results for exploration. For example, searching for the word “space” will also display photos and videos related to space. This is especially useful when you don’t have an exact username or hashtag in mind when searching for a certain topic. ”
But what really interests us as those responsible for advertising and marketing is that now it will be much easier to apply SEO strategies on Instagram and work on keywords within the application itself to obtain the much coveted good positioning in social networks .
What does Instagram take into account when displaying results?
Text, of course!
As the search result is mainly based on the keywords that are entered in the search section, Instagram will show profiles, audio, hashtags and places that match. In the space example i mentioned , it will show results as @space and #space because they include the keyword in their name or description.
Our recommendation is that you try to use those keywords that interest you in the usernames, bio, subtitles, hashtags and relevant places .
To show you the appropriate results, Instagram also takes into account the accounts you follow, the posts you have seen, and how you have interacted with the accounts in the past.
Search results popularity
In the case, more than likely, that there are many potential results to offer, Instagram will take into account their popularity. Popularity is the number of clicks, likes, shares, and following for a particular account, hashtag, or place . So the more popular, the more likely to appear in searches.
SEO tips to position your brand on Instagram
Pick a good profile name
The username is very relevant when it comes to appearing as a suggestion in searches. You must take into account these 3 premises:
Name related to content: Use a profile name that is related to the content of your posts, that will help you appear as “relevant” in searches.
Recognizable name: If your fans or friends recognize you by a certain name, you must include it in your user profile or your account name. In addition, your name must be the same or very similar to the one you have on other social networks , if you want to make it easier for them to find you.
Name with keyword: And of course, if your general and user name includes your main keyword, you are more likely to appear in search results for suggested accounts. It is advisable to use the keyword in both to increase your chances of being detected by the algorithm and that your potential consumers find you.
Include your keywords in the bio
It is about choosing more descriptive keywords , which also help to better target and segment who we are targeting.
Secondary keywords are perfect for attracting those who might be interested in your product, even if they are not searching for your main keyword.
For example, if what we want is to position ourselves in “insurance”, we can choose “life insurance in Cuenca”, “insurance for rental cars” or “car insurance without excess”. Always taking into account three factors: the market we are targeting, the frequency of searches and the competition for the keyword.
Optimize your profile
Although it seems obvious, you always have to offer the best user experience, for which it is necessary to optimize your profile.
Profile Image: Image quality reflects the quality of your brand, so watch out for pixelated images!
Include a link to your website and, of course, your location to make it easier for people in your area of influence to find you.
Keep your profile updated, public and with original and useful content for the user.
Define your hashtag strategy
Once your profile has been optimized, it is time to do the same with your publications . This is constant work. Also, most likely, most users will not search for you directly, but may find you through a hashtag in a specific post. The reason is that hashtags are keywords too. That’s why you need a well-defined hashtag strategy , whose key is variety and relevance.
Use secondary keywords in image titles
Creating attractive titles is essential to attract new followers and satisfy those you already have. The right title can do more than just grab your users’ attention. It can also help you appear in search results. So in the same way that you optimized your profile, you should do it with the titles in all your publications.
Don’t forget the alternative text
One of the best ways to optimize your SEO strategy on Instagram is to use alternative text. (Because yes, this option also exists on Instagram). Similar to when you use alt text in photos on your website, this text can help your posts rank better, get results for voice search, and more. In Instagram you can write the alternative text in the tab “Advanced settings” at the bottom and then choose the option “Write alternative text”.
Take into account SEO in your stories
Every time you upload or broadcast live in stories, the app will notify your followers. But don’t forget to add hashtags, text and emojis and even link to your external website, your blog or any other page you want.
Analyze the competition and adapt your strategies
Another key to Instagram search is that it will also allow you to know which publications your target audience likes the most, and with this, in addition to promoting the appropriate keywords , you will also be able to find new users who will be able to follow you and interact with your Mark.