How to do SEO on Instagram + Checklist

Did you know that Instagram is no longer just a social network, but also a search engine? More and more people are discovering brands, products and services through the “Explore” tab, Reels or even Google, expecting to find video results. And not only through the excellent little magnifying glass: they use the search engine to look for topics of interest, hoping to find a recipe, a destination, a product…

And if you create video content, SEO on Instagram can become a visibility (and sales) engine for your brand.

Because yes, SEO has evolved (it hasn’t died), and it’s no longer just about doing On-Page SEO, Off-Page SEO and link building… if that’s all you do… you’re fucked!

In this article, we explain how SEO on Instagram works, how to rank your videos both within the App itself and in Google search results, and what types of content you can create for each approach.

Interested in this? How to do Growth and grow on Instagram.

Instagram uses indexing and discovery systems that consider multiple factors when displaying content in “Explore”, Reels or keyword searches. Here are some key points:

• Video text (if there is on-screen text, Instagram interprets it).
• Post or Reel copy: not just hashtags, but also natural keywords.
• Video file name: yes, it can have an impact if you upload it from a computer.
• Profile name and bio: use your main keyword.
• Use of location if it is relevant to local searches.
• ALT (Alternative text) when there are images.

1. High retention rate on the video (viewers watch it to the end).
2. Comments, shares and saves.
3. Quick engagement after publishing (engagement prime time).

Example: if you have a shirt brand and publish a Reel like “How to wear shirts in summer”, make sure to use that phrase in the copy, in the video text and as a relevant hashtag (#camisas #camisasverano).

Although Instagram is not as well positioned as YouTube (as of today), Google does show Instagram posts, carousels and videos for certain searches, especially when:

• The profile is public and active.
• The post has engagement (see Instagram engagement calculator) and clear keywords.
• The content responds to an informational search intent.

• Use long-tail keywords in the post copy (as if you were writing for a blog).
• Create evergreen content that is informational, tutorial-based or provides a direct answer.
• Make sure your video is embedded on a website or has links from other pages (backlinks).
• Promote the video through external media: newsletters, blogs and other profiles.

Example: if an SEO professional creates a video about “How to measure conversions on Instagram with UTMs”, publishes it on their profile, embeds it in their blog and optimizes the text, they can rank their Reel on Google for technical searches.

Example: we search Google for “women’s winter clothing 2025”, a keyword that could be relevant for fashion or women’s accessories brands. Excluding sponsored results, this image is the first organic result:

And what are those results:

• Of the 11 featured results with images: 4 are videos.
• YouTube example: view.
• TikTok example: view.
• Remaining Google results: a mix of informational blog- or media-style content and transactional ecommerce content.

• Behind the scenes
• UGC testimonials
• Products in use
• Reels with storytelling and humor

This content strengthens your identity, but isn’t always designed to generate keyword clicks.

This is the kind of content an SEO professional would typically commission for a blog article and then optimize. Well, now the same thing in video. For example:

• Step-by-step tutorials (“how to…”)
• Tips, lists and recommendations
• Comparisons and common mistakes
• Answers to frequently asked questions (industry FAQs)
• Transactional keywords from relevant URLs (“SME consultancy”) which, even if they do not rank well today, add value to landing pages when the videos are embedded.

HICARI tip: a community manager can focus on organic content, branding and conversion, while an SEO professional can create a line of videos designed specifically to capture searches, even if they are simpler to produce.

And for that… you can create professional-quality custom videos in HICARI from €70, for less than a professional article would cost.

At HICARI, we believe that UGC creators and technical profiles can coexist. If you are a brand, you can work with creators who have:

• Strong subject-matter knowledge (especially if it’s technical).
• The ability to explain things clearly.
• Basic knowledge of SEO or search structures.

You can even request specific SEO videos from creators through our UGC platform.

If you don’t know where to start, or don’t have SEO or social media specialists, HICARI can help:

• Unique videos from €70. No subscriptions or fees for using the platform.
• You get a specialized Account Manager for SEO, social media and content creation when purchasing credit in certain video packs. Ready to answer your questions and/or guide you.
• We have SEO tools for conducting keyword research and understanding what users search for and how they search.
• If you need a social media agency that is genuinely expert in SEO and UGC—truly, genuinely so. One whose co-founders have been in marketing longer than the sun, while staying up to date. Not one full of interns, or founded by university students simply because they like posting videos on TikTok.

• Have you already done the keyword research?
• Have you chosen a relevant primary keyword? Will you rank on Google, Instagram or both?
• Do you know which search intent your video addresses?
• Will you include that keyword in the script, text and hashtags?
• Have you checked in your Instagram settings that Google indexing is enabled?

• Do you have a draft script?
• Is the keyword spoken aloud at the beginning of the video?
• Does the keyword appear as on-screen text in the first few seconds?
• Does your video hook viewers in the first 3 seconds?

• Does the video description include the keyword?
• Are you using relevant hashtags, with a mix of broad and specific ones?
• Are you using related secondary keywords?
• Are you tagging other relevant profiles correctly?
• Have you geolocated the content where applicable?
• Has it been uploaded at the highest quality?

• Does your username or profile name include your niche, primary keyword or related keywords?
• Is your bio clear, with keywords and a value proposition?
• Do you have an active link that encourages action?

• Have you embedded it in landing pages and your own and third-party articles?
• Do you interact with comments and encourage conversation?
• Do you include CTAs such as “comment the word X and I’ll send you the guide”? (You can consider saying this aloud in the script.)

SEO on Instagram is no longer optional; it’s an opportunity. Start optimizing your videos with how users search in mind, both inside and outside the app, and create a mix of creative and functional content that works for you 24/7.

You may also be interested in:

• 5 Examples of UGC videos
• How to create a good UGC content brief
• Types of video content for brands
• How to choose the ideal video creator for your brand
• How to make a viral video