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- dean@thegorilladigitalltd.com
- 13 Adelaide RdSaint Kevin's, Dublin 2, D02 P950
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- Ireland's Number #1 SEO Expert
Instagram isn’t just a photo-sharing app anymore. For small businesses, it’s one of the strongest platforms for getting found by new customers. But to make that happen, you need more than good-looking posts. You need to understand how Instagram search works.
Instagram SEO is about helping your content appear when someone searches for a product, service, location, or hashtag. It’s not just about hashtags. Your bio, captions, image tags, and activity all play a role in how visible your page is.
If you want your Instagram profile to work harder for your business, here are simple SEO tips that make a real difference.
Your Instagram handle (username) and name field are two of the strongest search signals on your profile. If someone searches “window cleaning Cork” and your handle is @shinecleaningcork or your name field includes that phrase, you’re more likely to appear.
The name field is often overlooked. It’s the bold text under your profile photo. You can use this spot to include your main service and location. For example, “Patio Cleaning | Dublin” or “Hairdresser | Galway”.
It doesn’t need to match your business name exactly. It needs to help people find you.
Your bio should explain what you do and who you help, using keywords your customers might search for. Include your location if you work locally.
Bad example: “We love clean homes and happy clients.”
Better example: “Professional house cleaning service in Waterford. Regular, deep, and end of tenancy cleans.”
Keep it short and clear. You’ve only got 150 characters, so make them count.
You can also add a link to your website, booking page, or Linktree. This helps drive traffic and improves trust.
Instagram doesn’t just rely on hashtags anymore. It scans captions for keywords too. This means writing “Just finished a new roof in Tallaght” is better than “All done!”
Describe what’s in the photo, where you are, and what service was provided. If you’re posting a bathroom renovation, say so. If it was in Bray, mention that too.
This helps your posts show up when someone types in “bathroom renovation Bray” or similar.
Hashtags are still part of Instagram SEO, but stuffing in 30 random ones doesn’t help much. Use a mix of broad and niche tags, and make sure they match the content.
If you’re posting about landscaping in Kildare, use tags like #landscapingkildare, #gardenmakeover, or #patiodesign rather than just #love or #happy.
Local hashtags are gold. Check what local businesses, councils, or influencers use in your area and try to include one or two in your posts.
Always tag your location. This can be your business address, the town you’re working in, or even a park or neighbourhood. Location tags make it easier for people nearby to discover your posts.
It also tells Instagram’s system that your business is active in that area, helping you show up for local search queries.
Instagram has an alt text feature, and most people don’t even know it exists. By default, Instagram adds its own alt text, but you can edit it manually when posting.
Alt text was designed to improve accessibility for visually impaired users, but it also helps Instagram understand what’s in your image. This means if you’re posting a picture of a completed patio in Naas, you can write something like “freshly finished patio with stone paving in Naas garden”.
It only takes a few seconds and helps your content become more searchable.
Instagram rewards consistency. Pages that post regularly tend to get shown more in search results and suggested content feeds. Aim to post at least three times a week. If daily posts are realistic for your business, even better.
You don’t need perfect photos every time. You can post before-and-after shots, quick videos, stories, or behind-the-scenes clips of your work. The key is to stay active, so your page doesn’t fall out of sight.
Stories show up at the top of the app and are often the first thing people check. While stories disappear after 24 hours, you can save them to Highlights.
Highlights allow you to group content into categories that sit right on your profile. Use this space to organise your services. For example:
Each highlight name should include a keyword when possible. This keeps your profile tidy and easy to understand at a glance.
The more people engage with your content, the more likely it is to be seen by others. Ask questions in your captions, run polls in your stories, or post something that invites feedback.
For example, a landscaper could post two designs and ask, “Which garden layout would you pick for summer?”
A hair salon could ask, “Would you go short for the season or keep the length?”
Posts with comments and saves tend to rank better. And replies show that people trust and interact with your business.
Tell people what to do next. Whether it’s clicking a link, sending a message, or checking your latest offer, always include a short call to action.
Examples:
“Send us a message for a quote”
“Call today to book your free consultation”
“Tap the link in bio to see our pricing”
Make it easy for users to move from browsing to action. This also increases the chances that they’ll follow your page, recommend it to others, or become a customer.
If a customer tags your business in a story or post, share it. It builds trust and shows real proof of your work. You can also ask happy customers if they’re willing to share a photo or a short clip of the finished job. Reposting this kind of content improves your credibility and often leads to better engagement.
Be sure to tag the customer back when reposting and thank them. If they’re based in a local area you serve, mention it again in the caption. This helps your post show up in local discovery and adds another layer of relevance.
Reels are currently one of the strongest tools for reach on Instagram. You don’t need fancy editing or background music. A short time-lapse, a quick how-to, or even a project transformation can do the job.
Keep your captions simple but keyword-rich. For example, “Garden before and after – complete landscaping job in Bray” tells the platform exactly what the reel is about.
Use 3 to 5 relevant hashtags in each reel. Focus on service-specific and location-based ones, rather than random trending tags.
Instagram gives you plenty of free data if you use a business profile. Go to Insights and check which posts got the most reach, engagement, saves, and profile visits. Look for patterns. What time were they posted? What hashtags did you use? Was there a clear caption or call to action?
Use this to shape your future content. If posts with before-and-after results do better than quotes or tips, focus more on that. If reels are outperforming regular photos, lean into them.
SEO isn’t just about guessing. It’s about watching what works and doing more of it.
It sounds obvious, but it’s worth checking. If your profile is set to private, none of your posts will show up in search or on explore pages. Businesses should always use a public profile to make their content discoverable.
Switch to a business or professional account if you haven’t already. This unlocks extra features like insights, clickable contact buttons, and ad tools. It also signals to Instagram that you’re a serious account, not a personal one.
People should recognise your posts even before reading the caption. Use the same colour palette, fonts (if using text on images), and general style across your content. This doesn’t help SEO directly, but it improves brand recall, which matters in the long run.
It also helps users who discover you through search or explore. If your content looks familiar or professional, they’re more likely to follow or message you.
Instead of posting the same type of job every week, make a list of all your services and rotate between them. This allows you to target different keywords and audiences over time.
For example, a builder could post:
Each post uses a different service and location, which helps spread your visibility across more search terms. Over time, this builds up a stronger presence across multiple areas.
You don’t have to write everything from scratch each time. Save your best-performing captions, layouts, or hashtags and reuse them with updates. If a certain caption worked well before, there’s no harm in using it again with a different image and location.
This saves time and keeps your content consistent without sounding repetitive.
Instagram notices when people spend time on your page. If they click, scroll, comment, or save your posts, that sends strong signals. Try to get followers to interact by asking simple questions or inviting them to tag a friend.
For example:
This increases engagement, which helps improve the reach of future posts too.
You can only add one link in your Instagram bio, so use it wisely. Either link directly to your website or use a tool like Linktree or Campsite to show multiple links.
Also, make sure your Instagram profile is listed on your website and your Google Business profile. These cross-links help search engines see your business as consistent and trustworthy across platforms.
1. What is Instagram SEO and why does it matter?
Instagram SEO means making your profile and posts easier to find when people search for services, locations, or keywords on Instagram. It helps new customers discover your business without using paid ads.
2. How can I make my Instagram profile more searchable?
Start by using a clear username and name field that includes your main service or location. Then make sure your bio explains what you do using simple, keyword-friendly language. Always keep your profile public and up to date.
3. Do hashtags still help with Instagram SEO?
Yes, but only when used properly. Focus on a mix of local, niche, and service-specific hashtags. Avoid using the full 30 unless they’re all relevant. It’s better to have ten good ones than a pile of random tags.
4. How important is the location tag on posts?
Very important. Tagging your town, neighbourhood, or project site helps your content show up for people searching that area. It also tells Instagram’s system that you’re active in that location.
5. Can Instagram Reels help improve visibility?
Reels tend to get more reach than standard posts. They’re pushed more often to new users, especially if the content is short, engaging, and has a clear caption with keywords or a location.
6. Should I use keywords in my photo captions?
Yes. Captions are now scanned by Instagram’s search system. Including your service type and area in a natural way can help your posts appear when people search.
7. How often should a business post on Instagram?
Aim for at least three times a week. Regular posting helps keep your profile active and increases your chances of being seen. Even quick updates, project photos, or short videos help maintain visibility.
8. What’s the best way to track what’s working on Instagram?
Use the Insights feature available on business profiles. Look at reach, likes, saves, and profile visits to see which posts perform best. Use that data to shape your future content.
Instagram SEO doesn’t bring results overnight. It takes regular posts, useful content, and a bit of patience. Stay active, keep your profile tidy, and always write with your customer in mind.
Over time, your posts will start to show up for more people in your area who are searching for what you offer. You’ll notice more profile visits, more messages, and better results from the time you put in.