How to Determine the Right Meta SEO Keywords for Your Business on Instagram
So you’ve been hearing about Meta SEO keywords on Instagram, and now you’re wondering... “Wait—is this just hashtags? Or something deeper?”
Spoiler: it’s both. But more importantly, it’s about helping Instagram understand who you are, what you offer, and who should see your content—so the algorithm can do its thing and show your posts to the right people.
Here’s how to figure out the right keywords for your brand and actually make them work for you:
1. Understand What “Meta SEO Keywords” Even Are
These are keywords that appear in:
Your username
Your Instagram name field
Your bio
Your caption copy
Your alt text
And yes... even your hashtags
Instagram’s search function now works more like Google. If someone types in “Park City real estate” or “Utah wedding florist,” you want your account (or your content) to show up.
2. Start With What People Are Searching For
Think like your ideal client or follower. What would they actually type into the Instagram search bar?
Are they searching by location? (e.g. “Salt Lake City social media manager”)
By industry or role? (e.g. “interior design inspiration” or “content creation tips”)
By problem/solution? (e.g. “how to grow Instagram” or “Instagram Reel ideas”)
Write down 10-15 terms that make sense for your niche. These are your starter keywords.
3. Use Keywords in Your Name Field + Bio
This is the most overlooked opportunity. Your “name” field (the bold part under your profile pic) is searchable—so instead of just saying “Paulina,” it should say:
Paulina | Social Media Manager Utah
or
Paulina | Content Strategy + IG Growth
Your bio should include a few of those keywords too—but make it sound natural, not robotic.
4. Use Natural Language in Captions
Instagram is scanning what your post is about. So the more you say things like:
“Here’s how I help small businesses grow with content strategy”
or
“My favorite social media tools for content creators”
…the more the algorithm understands your niche and starts pushing it to people interested in that topic.
5. Don’t Sleep on Alt Text
Every time you post a photo or Reel, Instagram lets you manually add alt text (it’s under Advanced Settings). This is meant for accessibility, but it also helps Instagram categorize your content.
Write a clear, simple description that includes your keyword:
“Flatlay of social media content planning tools for small businesses”
“Utah content creator filming an Instagram Reel using tripod and iPhone”
6. Choose Hashtags That Are Actually Relevant
Your hashtags should reflect your niche, your location (if applicable), and your content category. A good mix might look like:
#SocialMediaManagerUtah
#ContentCreationTips
#InstagramStrategy
#MarketingForSmallBusiness
#HeberCityBusiness
#InstagramGrowthTips
Use a combo of low, medium, and high-traffic hashtags (I recommend mixing 3K–500K). And remember, only use 1-3 hashtags. If you use more, you are confusing the algorithm on where to categorize your content.
7. Review + Refine Based on Analytics
Check your Instagram insights regularly to see what content is reaching non-followers, and what keywords or topics are recurring in your top-performing posts. Then, double down on those!
Final Thoughts
Choosing the right Meta SEO keywords on Instagram isn’t about tricking the algorithm - it’s about helping it help you.The more you use the right words in the right places, the easier it is for your dream clients and followers to find you.
Feeling overwhelmed or need help with your Instagram keyword strategy? That’s my jam. I offer one-time strategy sessions and ongoing content planning to make your life easier and your content more discoverable.
