We hate to break it to you, but Instagram profiles aren't just for selfies and aesthetically arranged flat whites anymore (scratch that, we’re actually very happy about this evolution). People are searching for businesses, services, and solutions on social media as an alternative to Google.
Here’s how to create a social media SEO strategy that works.
What is Social SEO?
Great question. Social SEO (Search Engine Optimization) is the practice of optimizing your social media content so it ranks higher in search results—both on social platforms and traditional search engines (even Google!)
Why does this matter? Because social media algorithms and search engines prioritize content that’s relevant, engaging, and keyword-rich. Done right, social SEO ensures that your brand is the one users find when they’re searching for what you offer.
The Numbers Don’t Lie
In a survey of 1,528 social media marketers, HubSpot uncovered some eye-opening trends that highlight the rising dominance of social media.
- 42% of marketers strongly agreed that people now prefer finding brands on social media platforms rather than through traditional search engines.
And it doesn’t stop there. A HubSpot survey also revealed social media isn’t just for browsing; it’s becoming a preferred channel for purchasing:
- 82% of respondents said they’d choose to buy directly from social media apps rather than from a brand’s website.
- 84% said they’d pick social media over third-party platforms like Amazon for making purchases.
These numbers are clear: social media isn’t just a companion to your digital marketing strategy—it’s becoming the main event. If you’re not optimizing for social SEO, you’re leaving opportunities (and sales) on the table.
How to Create an SEO Strategy for Socials
Step 1: Start with Smart Keyword Research
Before you can optimize anything, you need to know what your audience is searching for.
- Use tools like SEMrush, AnswerThePublic, or Google Trends to identify keywords that align with your niche.
If you’ve already developed an SEO strategy for your website, you can apply it to your socials too—but keep in mind that keyword popularity differs between platforms.
Focus on a mix of:
- Short-tail keywords (e.g., “SEO”) for broader reach.
- Long-tail keywords (e.g., “how to create an SEO strategy”) to capture more specific, intent-driven searches.
Pro tip: Develop in-depth audience personas, and assign keywords to each persona based on their search habits. Your content will be better tailored to meet them where they are.
Step 2: Optimize Your Profiles
Your profile is the first touchpoint for potential followers—and it’s searchable. Make it work for you:
- Username: Add a keyword to your handle to make it more descriptive and discoverable (e.g., “@SangfroidMarketing” instead of just “@Sangfroid”).
- Headline and Bio: Incorporate two niche-specific keywords into your headline or bio to showcase your expertise. Bonus points if you format the copy to clearly explain what you do (service/product/offer) and who you do it for (audience/location)
This isn’t about stuffing your profile with buzzwords—it’s about being clear and intentional. Make sure you have a strong CTA in your bio too! You want your audience to have the easiest journey getting to know you.
Step 3: Keywords in Captions and Hashtags
Your captions and hashtags are more than just creative outlets—they’re SEO tools:
- Natural Keyword Integration: Add 3-5 keywords to your captions in a way that flows naturally.
- Hashtags as Keywords: Use a mix of broad and niche hashtags (#DigitalMarketing vs. #SEOForSmallBusinesses).
Concerning your hashtags: niche down or screw your niche! Keep them directly relevant to your service, audience, and post, or they’ll dilute your reach.
Step 4: Optimize Alt Text and Reel Descriptions
Alt text and Reel descriptions are underrated SEO opportunities:
- Alt Text: Add descriptive, keyword-rich alt text to your static posts. This not only helps search algorithms but also improves accessibility.
- Reel Descriptions: Include 2-3 relevant keywords or topics in your video descriptions to ensure your content reaches the right audience.
Instagram’s algorithm thrives on context. These small changes make a big difference.
Pro Tip: After you’ve put relevant hashtags in the reel description, go to the settings and toggle to “add topics.” Select up to 3 categories—this doubles down on your efforts to capture the attention of audiences who would find your content relevant.
Step 5: Use Keywords in Visuals
Instagram can read the text on your visuals too. Here’s how to leverage that:
- Add keywords to text overlays, hooks, and graphic elements in your posts and Reels.
- Place keywords strategically—think top margins, bottom margins, or within text-heavy visuals.
This subtle optimization increases the likelihood that your content appears in search results.
Step 6: Analyze, Adjust, and Evolve
No strategy works without tracking results.
- Use tools like Instagram Insights, Sprout Social, or Google Analytics to track engagement, reach, and website traffic.
- Identify what’s working and refine your strategy. If certain keywords or formats are resonating with your audience, double down on those.
Make a point to refresh your SEO strategy every quarter. The keywords that were relevant four months ago may not be relevant today. This isn’t a one-and-done task—it’s an ongoing process of learning and improving.
Social SEO: Maximum Impact
Your SEO and social media strategies shouldn’t live in silos. When these two channels work together, they amplify each other’s effectiveness and uncover valuable customer insights. Whether you’re prioritizing search engines or social platforms, aligning your strategies ensures your marketing efforts work smarter, not harder. Bonus? You’ll find plenty of fresh content ideas along the way.
Need help from an SEO agency to get your social game on point? Sangfroid! has the expertise and the attitude to take your strategy to the next level. Let’s connect.
