If you want more people to find your content on social media, using the right keywords is 🗝️. While hashtags have always been a go-to for discoverability, platforms like Instagram, LinkedIn, and TikTok now prioritise searchable keywords in captions, profiles, and alt text (alt text – what is it. Check out my definition at the end of this blog).
In this blog, I’ll break down how to use keywords on Instagram to improve your reach, attract the right audience, and grow your brand.
Why Keywords Matter on Social Media
Social media platforms are increasingly working like search engines. People don’t just scroll mindlessly they search for content, products, and solutions.
If your posts, profile, and captions include the right keywords, you have a better chance of appearing in search results.
Instagram, in particular, has improved its search function, meaning users can type in topics (like “social media tips” or “vegan recipes”) and see posts, Reels, and accounts related to those terms even if they don’t follow you.
Where to Use Keywords on Instagram
- Your Instagram Bio
Your bio is prime real estate for keywords. Instagram’s search feature scans bios, so include relevant terms that describe what you do.
✅ Instead of: Helping businesses grow online
✅ Try: Social Media Coach | Instagram Training for Small Businesses
This way, if someone searches for “Instagram training,” your profile is more likely to show up.
2. Your Username & Handle
Your username (@handle) is another searchable element. If possible, include a keyword related to your niche.
✅ Example: @HelenSocialCoach instead of @Helen123
If your name is taken, adding a relevant word like “Marketing,” “Fitness,” or “Design” can help.
3. Your Post Captions
Instagram now scans captions for keywords, just like Google does for blogs. This means you should naturally include searchable terms related to your content.
✅ Example for a social media coach:
“Struggling with Instagram engagement? Try these 3 easy strategies to boost your reach and attract more ideal clients. #InstagramTips #SocialMediaMarketing”*
This helps your post get discovered when people search for Instagram engagement tips.
4. Alt Text for Images
Instagram allows you to add alt text (originally designed for accessibility) to describe your images. This is another place to insert relevant keywords naturally.
✅ Example for a food blogger:
“A plate of homemade gluten-free pancakes topped with fresh berries and honey.”
Instagram’s algorithm scans this text, helping your content appear in searches related to gluten-free recipes.
5. Hashtags vs. Keywords
While hashtags are still useful, Instagram is relying more on keyword-based search rather than just hashtags. Instead of stuffing your post with 30 hashtags, try a mix of:
A few broad hashtags (e.g., #SocialMediaMarketing)
A few niche hashtags (e.g., #InstagramTipsForCreatives)
A strong caption with natural keywords
Using Keywords on LinkedIn
LinkedIn works even more like a search engine than Instagram. Since it’s a professional platform, keywords play a huge role in getting your profile and posts in front of the right people. Here’s where to use them:
Your Headline: This is one of the most searchable areas on LinkedIn. Instead of just saying “Founder at The Social Surgery,” try “Social Media Consultant | Instagram & LinkedIn Trainer for Small Businesses.”
Your About Section: Naturally weave in key terms your ideal audience might search for, such as “social media coaching,” “content strategy,” or “LinkedIn training.”
Your Posts: Similar to Instagram, LinkedIn scans your post text for keywords. Using clear, natural language about your topic increases your chances of being discovered.
Your Skills & Endorsements: LinkedIn search prioritises profiles with relevant skills. Make sure yours align with the services you offer.
How to Find the Right Keywords for Social Media
Not sure which keywords to use? Try these methods:
1. Use Instagram’s or LinkedIn’s Search Bar – Type a keyword related to your niche and see what suggestions come up.
2. Look at Competitors – Check out top accounts in your industry and see what keywords appear in their bios, captions, and posts.
3. Think Like Your Audience – What would they type into the search bar to find content like yours?
4. Use Google Trends – This tool helps you see what terms are trending in your industry.
Final Thoughts
Keywords are no longer just for Google, they play a major role in social media SEO and visibility. By placing the right words in your bio, captions, and alt text, you can increase your chances of being discovered by the right audience.
So, next time you post, think beyond hashtags, use keywords strategically and watch your reach grow!
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What is Alt Text?
Alt text (short for alternative text) is a written description of an image that helps visually impaired users understand the content using screen readers. It also provides context if an image fails to load.
On Instagram,alt text is primarily used for accessibility, but it also plays a role in SEO (search engine optimisation). Instagram’s algorithm scans alt text, so adding relevant keywords can help your content show up in search results.
How to Add Alt Text on Instagram
1. Upload your image as usual.
2. Before posting, tap “Advanced Settings” at the bottom.
3. Under “Accessibility,” tap “Write Alt Text.”
4. Describe your image in a natural way, including relevant keywords.
5. Tap “Done” and post as usual.
Example of Alt Text for Instagram
✅ For a social media coach posting a tip:
“A laptop displaying Instagram analytics with a coffee cup beside it. Text overlay says ‘Boost your reach with keywords!’”
✅ For a food blogger posting a recipe:
“A close-up of a freshly baked chocolate cake topped with raspberries and powdered sugar.”
Using descriptive, keyword-rich alt text helps both accessibility and discoverability on Instagram. Do you already use alt text in your posts?
Need more support with your social media strategy? Drop me a message, and let’s get a 1:1 session booked in to help your socials grow with ease!
Thanks for the read I hope you got some useful tips from it.
Please do share with someone who may benefit from reading this too.
Helen
Wow this has been super helpful, thank you.