Instagram is the second most downloaded free app in the Apple App Store. It has about 1 billion active users (HubSpot), of which 200 million visit at least one business profile per day.
An effective marketing strategy lies in the balance between different communication channels. Judging by the statistics, in 2020 you will have to tilt your budget in favor of Instagram.
You probably know how key it is to have sponsored posts and influencer contracts, but do you want to achieve organic results?
SEO for Instagram is a real thing
Think of Instagram as a separate search engine with an algorithm similar to Google, Yahoo, and Bing. To rank in the SERPs, you need to put time and focused effort into optimizing your profile and content.
Optimize your account
Before we focus on blog marketing our site , we first try to make it “safe” for search engines. We use the same principle on Instagram.
Here's how to optimize your business account:
- Make your profile public
- Choose an appropriate profile picture
Use the brand logo or a color photo related to your business (e.g. your products)
- Create a recognizable and easy-to-find username (@username)
- Activate the business account option
- Include an active link in your bio
Attach a link to your website, a YouTube video, or your Facebook page.
The primary keyword must appear in your name
On Instagram, there is a username (@username) and a profile name (display name), which is only visible when we open the profile. To be more discoverable, you should add your main keyword to the name.
Let's take the Starbucks page as an example. Their username is @starbucks, but the name we see on the profile is Starbucks Coffee.
You will get an extra point if you add the same keyword to your username.
Use secondary keywords in the bio
The bio is where you should present the idea and mission of your brand in up to 150 characters. In 2-3 concise sentences, describe what your business is all about.
This is where you can add a little variety to your keywords. Write your main one, along with a few additional ones, so that more people with similar interests can find you.
How do you know which keywords to use?
Write down the main services or products you offer. Let's take a look at the profile on copyvibes.webbies.bg/ . If the main keyword is copywriting, then the secondary ones are writing, proofreading, and social media – all of which appear in the bio.
Treat hashtags like keywords
Once you've edited your profile, it's time to focus on optimizing the content you share.
Most people won't find you by username, but rather will come across you while searching for photos with a certain hashtag (#).
Think of hashtags as keywords specific to each photo you post. Use between 5 and 10 hashtags. Some of them should be related to the photo, while others can be business-related or unique to the brand.
Your strategy is to find a balance in the scope of hashtags – don't overdo it with specificity and avoid overly broad keywords.
Take advantage of ALT text
What is ALT text?
ALT (alternative) text is the written version of your images on the internet.
Instagram is a relatively new feature designed for people with visual impairments. ALT lets you describe the image you're posting in words. It can be used for both new posts and older ones.
This option is also used for SEO purposes. Describe your images in as much detail as possible in up to 100 characters and your posts will rank higher.
Analyze the results
Achieving organic results is a process that takes time and sometimes requires a change in strategy, so it's important to know how you're doing against the goals you've set for yourself.
Instagram's built-in analytics tool has drawbacks such as a limitation on the period it examines. You can continuously monitor your success with external analytics tools (Hootsuite, Sprinklr or Sprout Social).
