By the Seovoro Team · Last updated October 27, 2026
Key takeaways
- Put your main keyword in the Name field, your bio and the first line of your captions.
- Alt text is mainly an accessibility feature. Write it for that reason and treat any search benefit as a bonus.
- Use a few relevant hashtags, but do not rely on them for reach.
- Switch to a business account for categories, contact buttons and Insights.
People use Instagram to look for restaurants, salons, tradespeople and gift ideas. If your profile and posts use the words they type, you are easier to find. Here is what to set up.
In this guide
- 1. Your name and username
- 2. Your bio
- 3. Captions with real words
- 4. Alt text
- 5. Hashtags: use them lightly
- 6. Content that people want to save and share
- 7. Use location tags
- 8. Connect it to your website
- Research before you post
- Check what works
- A profile rewrite
- Alt text examples
- A simple weekly plan
- FAQ
- Sources
1. Your name and username
- The Name field (not the username) is searchable. Add a short keyword after your business name, for example "Bright Smile | Dentist Perth".
- Keep your username simple and matching your brand, so people can recognize you across platforms.
2. Your bio
- Say what you do and where. For example: "Family dentist in Perth. Same-day appointments."
- Add your website, phone or booking link and use the contact buttons.
- Set your category (such as "Dentist") and your location if you serve a local area.
3. Captions with real words
Write the caption as if you were answering a search. Use the phrase naturally: "How often should you replace a toothbrush?". Put the important words in the first line, because that is what people see first.
4. Alt text
Instagram lets you write your own alt text, which replaces the automatic description. Instagram says it is read to people who use screen readers. Write one plain sentence about what is in the image. It is mainly an accessibility feature, so do it for that reason and treat any search benefit as a bonus.
5. Hashtags: use them lightly
Hashtags still help categorize posts, but do not count on them for reach on their own. Use a few specific ones (a handful, not thirty) that match the post, and put more effort into captions and content.
6. Content that people want to save and share
Saves, shares and comments are signals that a post is useful. Examples that work well for local businesses: before and after photos, short how-to videos, answers to common questions and behind-the-scenes clips.
7. Use location tags
For a local business, tag your location on posts and stories. People who search by area can find you more easily.
8. Connect it to your website
Your profile link should lead to a page that matches what you posted about. If it is slow or confusing, you lose people at the last step. Run a free site audit on the page you link to.
Research before you post
To see which hashtags and topics are used in your niche, our Instagram Hashtag Scraper collects public hashtag data into a sheet. Use it for ideas, and follow Instagram's rules.
Check what works
In Insights, look at how many people found you from search or hashtags, and which posts they saw. Make more of those.
A profile rewrite
Before: Name: "Sam's" Bio: "Making your day better".
After: Name: "Sam's Bakery | Sourdough Leeds" Bio: "Fresh sourdough and pastries in Leeds. Order by 5pm for next-day pickup. Link for orders."
The second tells people and search what the business does and where, and what to do next.
Alt text examples
- "A baker taking a tray of sourdough loaves out of the oven."
- "Before and after photo of a kitchen sink repair."
- "Dentist showing a patient a teeth whitening shade guide."
A simple weekly plan
- One post that answers a common question.
- One short video showing your work or process.
- One post using customer proof, with permission.
- Stories with a location tag a few times a week.
After a month, look at Insights and keep doing more of what people saved and shared.
FAQ
Does Instagram SEO bring traffic to my website?
It can, but the link usually sits in your profile, so a clear call to action in your posts helps.
How many hashtags should I use?
A few relevant ones are enough. Quality matters more than quantity.
Should I switch to a business account?
Yes. It gives you categories, contact buttons and Insights.
Sources
- Instagram Help Center: Adding alt text to your photos
Want a second pair of eyes on your website? Request a free technical SEO audit or run our free Site Audit now.
Written by Seovoro SEO Team
SEO, AEO & AI Search specialists at Seovoro. View author profile