Instagram Keyword Research: A Guide to Boost Discoverability

If you think Instagram growth is all about posting pretty pictures and hoping for likes…

Think again.

Instagram has quietly evolved into one of the most competitive social media search engines in the world. From the Instagram search bar to the Explore page, users are actively typing in niche keywords, hunting for relevant content, products, and accounts. That means if you’re not optimizing for the right keywords, you’re essentially hanging your best content in a locked gallery with no sign outside.

The good news?

Mastering Instagram keyword research is easier than it sounds — once you know how to approach it strategically. And yes, that means thinking less like a casual poster and more like a search engine optimizer.

So if you’ve been wondering why your Instagram posts aren’t surfacing in search results, even though you’ve got the visuals nailed… buckle up.

This guide will walk you through how the Instagram algorithm works, how to find keywords your audience is searching for, and how to add keywords in the right places to rank higher across Instagram’s many discovery surfaces.

Article Summary

• Instagram SEO is the art of making your content more discoverable in search and on the Explore page by targeting relevant keywords and relevant hashtags.
• Understanding the Instagram algorithm helps you tailor content so it gets surfaced to your target audience in Instagram search results.
• Smart keyword research tools (and some free Instagram tricks) will help you uncover related keywords your audience is typing into the Instagram search box.
• You can add keywords in captions, alt text, and hashtags — but they must be natural and aligned with user intent.
• The best optimization blends social media trends with search engine optimization fundamentals so you capture traffic from both Instagram and other platforms.
• Consistent posting, audience engagement, and a clear keyword map for your Instagram profile will boost visibility long-term.

Introduction to Instagram SEO

Here’s the thing:

Instagram SEO is not some mystical algorithm hack. It’s simply search engine optimization applied to the social media environment of Instagram.

When you understand how to incorporate keywords naturally into your posts, profile, and even your alt text, you make it easier for the platform’s search engines to connect your content with people who are actively looking for it.

Think of your Instagram profile like a mini website. Just like you’d optimize a blog for Google, you need to make sure every element of your Instagram content is optimized so the algorithm knows exactly what you’re about.

And when you do? You’re not just driving traffic from the feed; you’re tapping into the gold mine of people searching in the Instagram search bar every single day.

Understanding the Instagram Algorithm

The Instagram algorithm is a bit like a personal shopper for each user. Its job is to serve content it believes they’ll engage with most.

But here’s the catch:

It decides that based on signals like keywords in your content, hashtags related to your niche, engagement rates, and overall user activity.

If your posts align perfectly with what your target audience is searching for, you increase your chances of showing up in search results, suggested posts, and on the Explore page.

Here’s why this matters:

Instagram doesn’t just use hashtags as discovery cues anymore. It actively scans search text, captions, and even alt text to figure out what your content is about. So if you’re only dropping a few Instagram hashtags and calling it a day, you’re missing opportunities to send stronger relevance signals.

And remember, just like Google’s algorithm, Instagram’s evolves. What works today could shift tomorrow. That’s why keeping an ear to the ground for changes is essential. (If you want a deeper dive into adapting to platform changes, see how Search Everywhere Optimization applies beyond Google.)

Conducting Keyword Research the Smart Way

Keyword research for Instagram isn’t just about finding the most popular keyword list in your niche and stuffing it into your posts. It’s about finding relevant keywords that your right audience is actually using in searches.

Start with the basics:

Type potential topics into the Instagram search box and watch the suggested keywords populate. These aren’t random. They’re pulled directly from user activity, meaning they’re queries people actually type.

Next, look for related keywords. For example, if you post about “vegan recipes,” you might also find keywords related to “plant-based meals” or “meatless Monday.”

You can also find keywords with external SEO tools like Semrush, Ahrefs, or even free tools like Google Trends. While these tools aren’t Instagram-specific, they reveal trending searches in your niche that you can adapt for Instagram content.

Screenshot from Semrush using the Keyword Overview tool.

Don’t forget your competition. Check top Instagram profiles in your space and note the hashtags related to their top-performing posts. This is one of the fastest ways to uncover gaps in your own keyword list.

Optimizing Instagram Content for Search

This is where the magic happens. Turning your Instagram keyword research into more visibility and maximum engagement.

First, add keywords to your captions in a way that feels conversational. Remember, you’re writing for humans first, search engines second. If your captions read like a bot wrote them, your audience will bounce faster than a cat off a cucumber.

Your alt text is another secret weapon. While designed for accessibility, it also sends strong context signals to the algorithm. Use it to describe the image naturally while including niche keywords that match your content theme.

Then, there are relevant hashtags. Aim for a blend of high-volume and super relevant niche tags. Think of them as roads leading back to your content — some are highways (broad hashtags), others are quiet lanes (niche hashtags) with less competition but more targeted traffic.

Tie this back to Search Everywhere Optimization: the same principles that help you rank on Google apply here.

You’re matching your audience’s search intent with relevant content in the exact language they use. Do this consistently, and you’ll not only rank higher in Instagram search results but also boost your discoverability across other platforms.

Building Topical Authority on Instagram

One of the biggest mistakes brands make is posting about everything.

Sure, you might get a few random likes — but you’ll also confuse the algorithm and your audience.

Here’s the truth:

Instagram, like Google, rewards focus. When you consistently post around a clear set of topics, you build what’s called topical authority.

Think of it as a keyword list for your brand’s Instagram profile — a tight cluster of themes and niche keywords that tell both the algorithm and users what you’re about.

For example:

If you’re a fitness coach, instead of posting a mix of workout videos, travel pics, memes, and cat photos, stick to your core verticals. Maybe it’s:

• Strength training techniques
• Nutrition tips
• Motivational success stories

You can still have fun (and yes, the occasional cat cameo is fine), but 80–90% of your content should fit into your authority themes.

Why?

Because when Instagram sees your user activity is heavily weighted toward one niche, it’s more likely to surface your content to people searching hashtags related to that space or browsing relevant content on the Explore page.

Using Engagement to Boost Keyword Visibility

Here’s something most people miss: keyword placement gets you found, but engagement keeps you ranked.

The Instagram algorithm tracks early interactions like likes, comments, shares, and saves to decide how widely to push your content. That means once someone discovers you through a search for a specific keyword, your post needs to be engaging enough to keep the momentum going.

And here’s where you can double down on your keywords — in the comments.

By naturally including relevant keywords in replies, you reinforce to the algorithm what your post is about.

Example: Someone comments on your “plant-based dinner ideas” post. Instead of replying “Thanks!”, reply with:

“Glad you liked it! Do you have a favorite vegan recipe you make often?”

That little nudge reaffirms relevance without looking spammy.

Leveraging Hashtags Related to Your Keywords

Hashtags aren’t dead; they’ve just grown up.

The key is to stop thinking of them as a dumping ground and start thinking of them as SEO tools that categorize your content.

Here’s the move:

1. Take your main keyword.
2. Search it in the Instagram search bar.
3. Check the hashtags related that Instagram suggests.
4. Add a mix of high-volume and niche tags that truly match your content.

The algorithm doesn’t just read your hashtags — it compares them to the actual content in your post. So if your video is about Instagram SEO tips but your hashtags are #foodie and #travel, don’t be surprised when it doesn’t rank.

When used strategically, hashtags help your post appear in search results for both branded and non-branded terms, increasing your reach without paying for ads.

Tracking Your Keyword Performance

If you’re not measuring, you’re guessing. And in competitive social media SEO, guessing costs reach.

Start with Instagram Insights. Check which posts are getting the most impressions from search. These are your keyword wins.

Then, use tools like Flick or Keyhole to track your Instagram hashtags over time. This shows you which hashtags related to your niche consistently deliver results — and which ones are just taking up space.

Pro Tip: Export your data monthly and maintain a keyword list of high-performing terms. Update your Instagram content plan so you use these proven keywords more often.

And don’t forget cross-platform performance. A keyword that drives traffic on Instagram might also be worth targeting on other platforms like Pinterest or YouTube, creating a full Search Everywhere Optimization strategy.

Staying Current With Instagram SEO Trends

Instagram changes faster than you can say “algorithm update.”

That’s why you can’t just set your keyword strategy and forget it. The maximum engagement you get today might drop tomorrow if search behavior shifts.

Here’s how to stay ahead:

• Monitor trending Instagram hashtags in your niche.
• Keep an eye on Explore page topics — they’re a goldmine for keyword ideas.
• Use a free Instagram keyword tool or even the in-app search bar regularly to see new suggested keywords.

Remember: the brands winning on Instagram aren’t the ones who know everything. They’re the ones who adapt fastest.

Maintaining Brand Voice While Optimizing for Search

Yes, keywords are important. But if your captions sound like they were written by a robot, your audience won’t stick around.

The secret? Weave your keywords into storytelling. Use pop culture references, light humor, or relatable analogies.

Instead of:

“Add keywords to your caption to increase reach.”

Say:

“Think of your caption as a treasure map — if you don’t mark the spot with the right keywords, no one’s finding the gold.”

By balancing search engine optimization with personality, you’ll keep both humans and algorithms happy.

Turning Search Into Followers (and Followers Into Customers)

Mastering Instagram keyword research isn’t just about ranking in Instagram search results. It’s about being found by the right audience — people who’ll follow, engage, and eventually buy from you.

When you:

• Understand the Instagram algorithm
• Build a keyword list from relevant keywords and hashtags related to your niche
• Add keywords strategically to captions, alt text, and hashtags
• Track and refine your approach with data
  …you’re no longer throwing posts into the void. You’re building an intentional, discoverable brand on one of the world’s most powerful social media platforms.

And if you want to shortcut the trial-and-error process?

Book your free strategy call with SEO Sherpa. We’ll show you how to optimize not just for Instagram, but for every platform where your audience is searching.