Instagram SEO in 2026

Gone are the days when hashtags were your main tool for discoverability on Instagram. In 2026, Instagram SEO (Search Engine Optimization) is taking the center stage helping creators and businesses get found not just on the app, but even through Google search results.

What is Instagram SEO?

Instagram SEO refers to the practice of optimizing your content so that it appears in search results on Instagram and beyond. Just like on Google, people now use Instagram’s search bar to look up content, businesses, places, recommendations and products. They are searching for information on social media instead of going through Google. This means your posts, Reels, and even your bio need to include the right keywords in order to show up in those search results.

This works in two ways actually: getting discovered within social media platforms but also appear in Google search results. Try this: search for Four Seasons Montreal on Google. You will mostly likely see their Instagram profile as a search result in the first 5 results. Google includes social media content in their search results.

Why does it matter?

Instagram’s algorithm is now prioritizing relevance and user intent. According to Adam Mosseri (head of Instagram), "keywords in captions and profile descriptions help the platform understand what your content is about". In other words, by using the right keywords in your captions and in your bio (don't forget the ALT text!) you will increase your chances of being found on social media.

When I teach this subject in my online class, I always refer back to this video created by Hootsuite Labs back in 2022. In the video they compare the value of hashtags vs SEO focused captions and how it affects your reach differently. I find that they did a great job at explaining the value of using the right keywords in your captions. Although this video dates back a few years, the subject of SEO focused captions is something that the Instagram algorithm is focusing on right now.

How to boost your Instagram SEO

Instagram SEO isn’t just a nice-to-have in 2026, it’s a must if you want to grow your visibility organically. Focus on the following elements to make sure your captions and profile bio are optimized for search:

• Use relevant keywords in your captions: try to include relevant keywords inside your captions but do it naturally or it will look fake.

• Include keywords in your bio: in your description, in your profile name, in your username, especially keywords about your profession or niche.

• Add alt text to your images: this isn't just good for SEO, it's a must for accessibility and visibility. You are telling search engines what your image is about.

Still not sure where to start with keywords? Think like your audience or your ideal customer. What are some of the words they could use to look up a business like yours?

Social media as a search tool

In 2026, social media is no longer just a place to scroll, it's a place to search. Platforms like Instagram, TikTok, and Pinterest are evolving into powerful search engines where users actively look for information, products, and recommendations. For businesses and creators, this shift in the way we search for information means it’s more important than ever to create content that’s not only engaging but also searchable.

By using clear keywords, optimizing your bio & captions, and thinking like your audience, you can increase your reach and show up right when people are looking for what you offer. Social media is now a search & discovery tool and you will want to make sure you are discoverable.

Happy marketing!