Understanding Social Media SEO

Before we get into the specifics of social media SEO, it’s important you understand what SEO is first.

SEO stands for Search Engine Optimization. It’s the process of optimizing your content so that it appears in search engine results, making it easier for people to find you online. Think of it as a friendly nudge to search engines like Google (or even Instagram’s internal search) saying, “Hey, this content is super relevant to what people are searching for!”

When I talk about SEO on social media, it’s about making sure your posts, profile, and captions include the right keywords and hashtags. This way, when users search for those specific terms, your content has a better chance of popping up in their feed. Essentially, it’s all about using the right words and tags to make your content discoverable and get seen by the right audience.

Simply put, hashtags and keywords are the breadcrumbs you sprinkle across social media to help others find you. By using the right keywords and hashtags, you increase your chances of showing up in search results, on user’s feeds, and even landing on the Explore page (ultimate goals!)

First, let’s talk hashtags…

I want to start this section with these disclaimers:

1. Yes, hashtags still work on Instagram (see the example above).

2. Hashtags require extensive strategy.

3. Hashtags work differently on different social media platforms.

When you add hashtags to a post, Instagram sorts your content into categories so that users searching for—or already engaging with—similar content can stumble across your page. Here’s a breakdown of how to (and not to) use hashtags:

1. Mix It Up: Use a blend of hashtags, ranging from super-specific (niche) to more general. If you’re a skincare brand, try combining #glowingskin (specific) with #skincareroutine (broader). Aim for a mix to reach different audience levels.

2. Keep it Relevant: No one likes a spammy hashtag party. Choose hashtags that are actually relevant to your content. Using random, trending hashtags (#blessed #instagood #currentmood, etc.) might get you temporary likes but doesn’t attract your target audience.

3. Monitor Performance: Keep an eye on which hashtags drive engagement. Use your Instagram Insights, to see what’s working for your audience. Adjust your strategy based on what works!

4. Avoid Banned Hashtags: Did you know some hashtags are flagged by Instagram? Using banned or overly saturated hashtags could reduce your reach. I’m including a list of banned hashtags in this month’s member resources.

5. Skip the Bio: Using hashtags in your Instagram bio isn’t effective. They don’t boost search visibility and can clutter your bio, diluting your brand’s message. Plus, they lead users away from your profile. Instead, use clear keywords to attract your ideal audience!

Okay, now let’s talk keywords…

Hashtags categorize your content, while keywords help guide users to it. On platforms like Instagram and TikTok, using relevant keywords in your profile, bio, and captions can significantly improve your discoverability. Here’s what you need to know about keywords:

Keywords are the words people type into the search bar when they are looking for something specific. This can be location, services, products, audience, etc. Think of the things you might type into a Google search. For example, “best coffee in Salt Lake City” or “interview outfit for women over 40”… All of those main words are keywords, and those words combined are what we call key phrases… get it? If it’s still confusing, here’s a little breakdown of where to use them (and you’ll get a cheat sheet in your resources).

1. Profile and Bio: Think of your bio as a mini SEO hotspot. Include keywords that describe who you are or what you do (e.g., “lifestyle influencer for the midwestern woman”).

2. Captions: Sprinkle relevant keywords naturally into your captions. Instagram has started rolling out more powerful search capabilities, so now’s the time to get ahead! You are likely already using keywords in your captions if you are writing out captions with substance (not just quotes or emojis)

3. Alt Text: Many social platforms now let you add alt text to your posts. Not only does this help with accessibility, but it also provides another chance to include those precious keywords. Curious about this? Let me know in the Discord!

One Last Thing…

What to Avoid (aka the Social Media SEO No-Nos) 

1. Hashtag Overload: Just because Instagram allows up to 30 hashtags doesn’t mean you need to use them all. Quality over quantity is the name of the game. I find myself and my clients see the best results with 15-20 hashtags on Posts and 3-10 hashtags on Reels*
   *this drastically varies on the information in the content

2. Irrelevant Keywords/Hashtags: It might be tempting to use that trending hashtag for quick engagement, but if it’s not relevant, you’re just muddying the waters. The larger the hashtag (the more uses it has) the less likely you are to be seen with it.

3. Using the Same Set of Hashtags Over and Over: Repetitive use of the same hashtags can make your content look spammy. Switch it up regularly to keep things fresh! I encourage people to run with the same set of relevant hashtags for specific types of posts to see how they perform, then reevaluate as needed.

• MY PRO HASHTAG TIP

  Create multiple groups of hashtags in different categories that are relevant to your brand.

  • Location

  • Service/Product

  • Audience Specifics

  • Audience Concerns/Problem You Solve

  • Trending (but relevant)

Bonus! Hashtag and Keyword Tips for Other Platforms!

Facebook: Keep hashtags to a minimum. Facebook isn’t as hashtag-friendly as Instagram; 1-2 well-chosen hashtags do the trick, but aren’t even necessary. Using them won’t hurt, but don’t extend too much energy into it.

TikTok: Keywords in captions and hashtags help categorize your content. Use hashtags like #fyp and niche ones that align with your content. Trending hashtags perform better on TikTok than they do in Instagram.

Pinterest: Make sure the hashtags are relevant, specific, and describe the content or theme of your Pin (e.g., #DIYHomeDecor). Avoid using too many—up to 5 hashtags is enough to give your Pin an extra boost without cluttering the description.

Twitter/X: Hashtags still matter, but less is more. Aim for 1-2 per tweet to keep things neat and relevant. This should be specific to the content or current event. Keywords matter less here than other social media platforms. Remember you have short character limits here.

So, when it comes to Social Media SEO…

research a few terms that align with your brand and include them in your posts. Experiment and monitor your results—it takes time and consistency to see progress with social media SEO.

Before hitting ‘Post,’ double-check your hashtags and keywords. Are they helping your audience find you? If not, it might be time for an adjustment!

Have questions about social media SEO? Drop ‘em in the Discord!