If it’s been a minute since you thought about Instagram SEO, it’s time for a refresh. In 2025, the platform has become even smarter about how it serves content—and that’s great news for small business owners looking to grow without relying on paid ads.
Instagram SEO (Search Engine Optimization) is all about how discoverable your content is within the app. That includes showing up on the Explore page, in search results, suggested Reels, and recommended accounts. The more your content aligns with what users are searching for, the better your chances of reaching new people—organically.
What’s Working Right Now:
1. Strong keyword placement in captions
Instagram’s algorithm now prioritizes text content more than ever. Your captions should include words and phrases your ideal customer is actually searching for—like “Orange County facial,” “summer skincare tips,” or “small business website design.”
2. Optimized bios
That one-liner under your name? It’s prime SEO real estate. Instagram uses your name field and bio to help users find you, so include keywords naturally. For example, “Social Media Strategist for Local Business” is more searchable than “Marketing Pro.”
3. Alt text that serves SEO
Alt text isn’t just for accessibility—it also helps with visibility. When uploading graphics or photos, write custom alt text that describes the image and includes a keyword. Example: “Business owner holding planner during content planning session.”
4. Content that matches intent
It’s not just about keywords—it’s about delivering what people want. If your caption says “social media tips,” make sure the content is helpful, skimmable, and saveable. Relevance = reach.
5. Reels titles and on-screen text
Instagram’s AI now reads on-screen text and listens to audio. That means your Reel intros should include searchable hooks or keywords for better discoverability.
What’s Not Working:
1. Hashtag overload
Throwing in 30 unrelated hashtags? That strategy has fizzled. Instagram favors quality and context over quantity.
2. One-word or emoji-only captions
Fun? Yes. Helpful? Not for the algorithm. Keyword-rich captions are essential for search visibility.
3. Ignoring alt text
Letting Instagram auto-fill alt text is a missed opportunity. Custom descriptions improve both SEO and accessibility.
4. Overly polished, stock-looking content
Today’s audience craves authenticity. Over-curated posts can feel impersonal and may get less engagement than behind-the-scenes or casual content.
5. Only posting static images
Static posts still matter, but if you’re not using Reels, you’re skipping the format Instagram is actively pushing.
6. Treating Instagram like a billboard
Posts that only promote your services without context or value tend to fall flat. Focus on creating engaging, helpful content that people actually want to interact with.
You don’t need to game the algorithm—you just need to speak your audience’s language and stay consistent.
Need help optimizing your Instagram for search? Take Flight is here to help. Let’s make your content work smarter, not harder.