How I’m using keywords over hashtags…
Instagram’s no longer just a social platform, it’s now a search engine too.
In fact, Meta confirmed as of July 10, public posts from professional accounts can now be indexed and show up in Google search results.
This is a game-changer, especially when the younger generation is already using TikTok and Instagram as their actual search engines.
So let’s talk hashtags for a second…
Back in the day, if you wanted to be discovered on Instagram, you stuffed your caption with #every #relevant #hashtag #you #could #think #of.
And sure, it helped because people used to tap hashtags to browse posts.
Now? Hardly anyone’s searching #brunch anymore.
They’re typing brunch Bristol straight into the search bar. And with Instagram’s new SEO power, those keywords in your captions, bio, and alt text are what’s getting you found, not your hashtag cloud.
If you’re still relying on hashtags as your main discovery tool and stuffing every caption with them, you’re playing last year’s game.
Here’s how to make the most of this shift with four simple steps:
1. Sprinkle SEO keywords into your captions (naturally)
Use key phrases your audience might type into Google or Instagram—like “Creative studio London” or “DIY home decor tips.” Write them naturally, not as a weird mash-up of keywords.
2. Always add location tags
Geotag your posts. This is free, simple SEO. If someone searches for “Sunday brunch in Bristol,” your content becomes discoverable—and that’s powerful.
3. Make your bio count
Your profile should clearly say what you do and where you are. Swap vague intros for direct clarity: “Handmade knitwear – Designs in Bath, UK” > “Love making things cozy.” This helps both people and algorithms.
4. Fill in your alt text
Alt text isn’t just for accessibility—it’s another space to help your content get discovered through search. Use keywords like “handknit blanket” or “Sunset hike Bath UK,” without repeating the caption word-for-word.