SEO for Instagram: Focusing Less on Hashtags

Within the past few months, Instagram has made it pretty clear that hashtags are no longer the main way content gets discovered. They’ve limited posts from what used to be 30 hashtags, now down to three. This isn’t random. It's actually part of a larger shift toward keyword-based discovery.

That’s where a basic knowledge of SEO for Instagram comes in, because if you’re still relying on hashtags to do all the work, your content might be limited before it even has a chance to get discovered. 

Instagram Hashtags: What Changed and Why It Matters

Instagram hashtags still serve a purpose, but they’re really not the main driver of reach anymore. If you’ve been putting a lot of effort into your hashtag sets and not really seeing any results...that’s why.

Hashtags are basically just labels now, not the discovery tool they once were. They help Instagram sort what your post is about, but they’re not doing the heavy lifting when it comes to getting you in front of new people. 

SEO for Instagram: How Do You SEO on Instagram?

Instagram isn’t just looking at hashtags anymore. It’s reading your caption, picking up on keywords and related phrases, and pulling context from your profile name/bio, on-screen text, and even alt text. So if you use the same language your audience actually searches, your post can keep showing up in results long after you post it (and even in Google searches)

To optimize without overcomplicating it:

• Put your main keyword in the first couple lines

• Say clearly what the post is about

• Sprinkle in a few related terms for extra context

• Keep each post focused on one main topic

Instagram SEO: How to Find Keywords for Instagram

Finding keywords doesn’t require complicated tools. It requires paying attention.

• Use Instagram’s search bar to see what phrases populate

• Pull wording directly from DMs and comments

• Look at how your audience describes their problems

• Notice recurring phrases in your niche

If your audience would search it, Instagram wants to see it in your content.

Want Help With Your Business’ Instagram SEO?

This is exactly what I do at Shae Haus.

I help businesses adapt to shifts like this through strategic SEO for Instagram, keyword-rich captions, and social media strategies built for long-term visibility, not outdated tactics.

If you want help updating your Instagram strategy to match how the platform actually works now, you can explore my social media services!