You’re not here to guess what works on Instagram. You’re here to get seen, get clicks, and get business—without spending another cent on ads you can’t track. If you’ve ever wondered why your competitor’s page pops up in search before yours, or how some SMEs rack up traffic without boosting a single post, this is for you.
These practical Instagram SEO tips are designed to help Singapore businesses like yours show up on purpose, not by accident. No recycled advice, no broad strokes—just sharp, strategic moves that get results in a market where attention is currency. You’ll learn how to optimise your profile like a landing page, use keywords the way Instagram’s algorithm actually understands them, and get local eyeballs on your content without hacking the system.
Because here’s the truth: if you’re not showing up in search, you’re invisible. Let’s fix that.
Key Takeaways
- Instagram SEO helps your profile, content, and keywords appear in relevant in-app searches, making it easier for your ideal audience to discover you without relying solely on paid promotions.
- To optimise your presence, focus on searchable elements such as your username, name field, bio, captions, and alt text—these areas help Instagram’s algorithm understand what your content is about.
- Using relevant hashtags, creating descriptive captions, and consistently posting content that aligns with what your audience is searching for can significantly improve your discoverability and reach over time.
Instagram SEO Is About Intentional Discoverability
Image Credit: Social Champ
Per DataReportal, Instagram has more than 3.1 million active users in Singapore. But here’s the real question: How many of them can actually find your business when they search? If your profile isn’t showing up for the right terms—“SG florist”, “halal café near me”, or even “eco skincare Singapore”—then you’re losing visibility, traffic, and ultimately, revenue.
Instagram search engine optimisation isn’t a buzzword. It’s the practical process of optimising your profile, captions, hashtags, and even alt text so that your content shows up where it should—inside Instagram search and on Google. Unlike paid ads, this isn’t about spray-and-pray reach. It’s about intentional discoverability, especially critical for SMEs working with limited social media marketing budgets.
A great example? The Soup Spoon, a homegrown F&B brand, consistently ranks in local food-related Instagram searches by pairing location-based keywords with well-tagged content. Their bio clearly states what they offer and where they operate—something most SMEs overlook. That’s not luck. That’s Instagram SEO done right.
In this guide, you’ll learn how to:
- Optimise your profile like a landing page
- Use keywords Instagram actually indexes
- Build a hashtag and geotag strategy that drives local traffic
- Structure content for visibility
- Track real results—without needing an SEO agency on retainer
This isn’t theory. It’s a playbook you can apply today. Let’s get to it.
Why Instagram SEO Matters for Singapore SMEs
Image Credit: Foundation
If you still think people only “scroll” on Instagram, you’re already a step behind. Search behaviour has shifted—especially among younger Instagram users in Singapore. A recent study by TechCrunch revealed that 40% of Gen Z users prefer Instagram or TikTok over Google for local discovery. That means your next customer could be typing “halal cafe Orchard” or “SG handmade jewellery” straight into Instagram’s search bar.
Instagram’s algorithm doesn’t rely on keywords alone. It ranks content based on relevance (how well your content matches the query), user activity (what the searcher engages with), and engagement (likes, shares, comments).
How Instagram Ranks Search Results
| Factor | What It Means |
| Relevance | Does your content match the search term? |
| User Activity | Has the searcher engaged with similar content before? |
| Engagement | Are people liking, sharing, or saving your content? |
So if your content isn’t optimised with the right terms, tagged accurately, and structured for performance—it’s not getting found. Here’s where it matters: Singapore’s SME scene is dense, reaching more than 300,000 in 2023, per Statista. Whether you’re running a boutique bakery in Katong or a wellness brand in Tiong Bahru, your competitors are likely posting every day.
The brands that win? They’ve figured out how to show up when and where their audience is searching.
Case Study: Kintry
Take Kintry, a local snack brand. They consistently use keyword-optimised captions and hashtags like #sedap and #halal, and they rank in both Instagram search and Google Images. That’s visibility without paying for eyeballs—and it’s 100% achievable when you treat Instagram like a search engine, not just a gallery.
Bottom line: If you’re not optimising for Instagram search, you’re invisible to thousands of locals ready to spend.
Optimise Your Instagram Profile for Search
Your Instagram profile isn’t just a branding asset—it’s a Google search engine entry point. If users can’t find you in-app, you’re invisible. Here’s how to fix that.
- Username and Display Name: Start with your username and display name. These two fields are search-indexed, so treat them like SEO title tags. Your username should include your brand + a relevant keyword (e.g., @kimsflowersg). Keep it simple, clear, and location-specific if possible. For your display name, add what you do and where. “Kim’s Florist | SG Flower Delivery” performs far better than a generic “Kim’s Boutique”.
- Instagram Bio: Next, optimise your bio. Instagram doesn’t read this for keyword ranking—but people do. You need to clearly state your niche, services, and location. Avoid fluff like “passionate about design”—say “Custom bridal bouquets | Same-day SG delivery”. That’s clarity that converts.
- Category and Contact Buttons: Set your profile category and activate contact buttons. These aren’t just for show—they help Instagram understand your business type, improving your placement in Explore and search results.
- Link in Bio: Your link in bio matters too. Use tools like Linktree, Later’s Linkin.bio, or Lnk.Bio—but always add UTM parameters to track where your clicks are coming from in Google Analytics. That’s SEO tracking, made simple.
- Profile Picture: Lastly, your profile picture. Stick with a recognisable logo or a high-res image of your storefront or product. Keep it consistent across social media platforms so users can instantly identify you.
Instagram SEO Profile Optimisation Table
| Element | Poor Example | SEO-Optimised Example |
| Username | @kimfloralz | @kimsflowersg |
| Display Name | Kim’s Boutique | Kim’s Boutique |
| Bio | “Fashion that fits” | “Chic officewear |
| Category | Not set | “Clothing (Brand)” |
| Contact | None | Phone and email buttons activated |
| Link in Bio | Plain homepage link | Linktree with UTM tags to product, promos, reviews |
| Profile Pic | Selfie | Logo in brand colours, same as Facebook and TikTok |
Done right, your profile becomes a high-converting landing page—searchable, clear, and optimised to drive real action. Don’t skip this step.
Keyword Strategy in Instagram SEO
Image Credit: Sharelov
How Instagram Indexes Keywords
Instagram’s search engine has levelled up. It now indexes keywords from Instagram captions, bios, and alt text, much like Google does. That means your visibility depends on more than just hashtags—it’s about how well your content aligns with what people are actively searching for.
How to Identify Keywords
To find the right keywords, start with Instagram itself. Type in a term related to your business—like “halal bakery”—and note the auto-suggested phrases. These are based on real user behaviour. Then expand your keyword research with Google Trends (set to Singapore) or tools like SEMrush and Keyword Tool for Instagram, which surface high-intent phrases relevant to your niche.
Long-Tail Keywords Are Better
For SMEs, long-tail keywords are your secret weapon. A general term like “skincare” is flooded. But “eco skincare Singapore” or “vegan moisturiser SG” targets ready-to-buy locals and improves your odds of ranking.
How to Incorporate Keywords
Now, implementation:
- Captions: Use your primary keyword naturally in the first sentence. Avoid keyword stuffing—it hurts engagement.
- Alt Text: Write custom alt text when posting, especially for product images. Think: “vegan lip balm made in Singapore”.
- Image File Names: While Instagram strips filenames after upload, Google still picks them up if you use the same image on your site or blog. Name them wisely: organic-soap-sg.jpg.
This layered approach helps you rank in-app and on Google, giving your Instagram content double the SEO power—something most SMEs still overlook.
Image Credit: Slay.so
Did you know that social media posts with at least one hashtag get 12.6% more engagement on average than those without? If you want to do Instagram SEO right, don’t underestimate the power of hashtags.
Hashtag Mix
Hashtags are more than vanity—they’re how users discover your brand through search and Explore. But for SMEs in Singapore, relevance is everything. That means curating a smart hashtag mix: Niche, branded, local, and trending.
Singapore-Specific Examples of Hashtags
A targeted approach helps your content land in front of real, interested users. For example, a home-based baker in Yishun should pair broader tags like #sgbakers with hyper-local ones like #yishunbakes or #sgbirthdaycakes. Use location-specific tags like #sgcafehopping, #madeinsingapore, and #sgmumpreneur to increase visibility among locals who are already primed to buy.
Hashtag Best Practices on Instagram
- Stick to 15 to 25 hashtags per post—it’s the sweet spot. Overloading with 30 can trigger spam filters, especially if you repeat the same set every time.
- Rotate your hashtags regularly to keep your profile clean and searchable.
- Avoid banned or irrelevant hashtags—tools like Flick and Later will flag these.
- Always place your hashtags in the caption, not the comments. This boosts indexation and improves your ranking in Instagram search results.
Case Study: The Tinsel Rack
Want proof it works? Local label The Tinsel Rack uses a mix of branded tags like #TTR and niche ones like #sgfashion to reach both loyal followers and new audiences browsing fashion tags.
Cheat Sheet: Top Hashtag Tips for SG SMEs
- Use neighbourhood or location tags — e.g. #tampinesfood, #bugisfashion
- Create and promote branded tags — e.g. #BakersOfSG, #ShopLocalSG
- Stick to 15 to 25 hashtags per post
- Rotate your sets regularly to avoid spam filters
- Use tools like Flick or Later to analyse performance
- Always place hashtags in the caption, not the comments
Image Credit: Rare Flower
Importance of Tagging Correct Locations
If you’re skipping geotags, you’re missing one of Instagram’s most powerful discovery tools. Tagging accurate locations—your outlet, pop-up booth, or even the specific mall you’re in—helps your content appear in Instagram’s Explore page for that area and can surface on Google Maps when content is embedded on review sites or blogs.
For example, F&B brands that tag “Jewel Changi” or “Haji Lane” often appear in user searches for cafes in those high-traffic areas. Fitness studios tagging “Tanjong Pagar” or “Novena” attract professionals nearby looking for quick class options.
Here’s how to make it work:
- Always tag your exact business location, not just “Singapore”.
- Create Instagram posts that target different neighbourhoods, especially if you have multiple branches.
- Actively encourage customers to post with your geotag—user-generated content (UGC) with location tags increases local exposure.
Want your post to show up when someone looks up “best Korean BBQ at Tanjong Pagar”? Your geotag makes that happen. Done consistently, this Instagram SEO tactic helps you dominate local micro-markets without spending a cent on ads.
Structuring Posts for Instagram SEO
Image Credit: Kapwing
Instagram’s algorithm doesn’t just look at what you post—it looks at how you structure it. If you want to be discoverable, every element of your post needs to be intentional and search-ready.
Captions
Start with captions. The first sentence gets cut off in preview, so front-load it with your primary keyword. Instead of “Look what just launched 👀”, go for “New handmade soy candles by SG artisan now in stock”. Break your caption into short, scannable lines, and always include long-tail phrases your audience might search for.
Alt Text
For alt text, don’t rely on Instagram’s auto-generated descriptions. Write your own. Use descriptive keywords like: “Flatlay of handmade soy candles with lavender scent by SG artisan”. This boosts your accessibility and helps with SEO, especially for Google Image indexing.
Carousel SEO
If you’re posting carousels, make sure keyword phrases appear on your visuals and in the caption. Avoid walls of text—IG favours posts that keep users swiping.
Reels or Tik-Tok Style
Posting Reels? Add on-screen text and closed captions with key phrases like “SG skincare routine” or “quick meals for busy mums”. Instagram indexes this content and uses it to determine what to show in search results and Explore.
Consistency
Lastly, stay consistent. Use a uniform tone, visual style, and posting rhythm. According to Meta, Instagram accounts with consistent themes and cadence are more likely to be recommended via Explore and Search. Structure smart, and Instagram will work for you.
Track Performance with Instagram SEO in Mind
Image Credit: Buffer
If you’re not measuring your Instagram SEO efforts, you’re flying blind.
Use Instagram Insights
Start with Instagram Insights. Track metrics like:
- Reach from hashtags and locations — this shows whether your keyword tagging is driving visibility.
- Search discovery impressions — found under “Accounts Reached”, this tells you how often your content is surfacing in Instagram search.
- Follower growth trends — especially spikes tied to SEO-optimised posts.
Utilise Google Analytics
Go deeper with Google Analytics. If you’re using a link-in-bio tool (like Linktree or Later), add UTM parameters to each button. This way, you’ll know exactly how much traffic and conversion value Instagram is driving to your site.
Take Advantage of Third-Party Tools
To get even more granular, use third-party tools like Flick, Metricool, Later, or Not Just Analytics. These give you advanced hashtag tracking, post SEO scores, and competitor comparisons—especially helpful for refining your keyword sets.
Conduct Monthly Reviews
Review performance monthly. Look for trends: Which posts earned the most discovery impressions? Which hashtags consistently drive reach? Use that data to fine-tune your caption structure, alt text, and geotags. SEO on Instagram isn’t a one-time setup—it’s an iterative, insight-led process.
Local Case Study: An SME Gained 3X Reach from Instagram SEO
Let’s break down how one Singapore-based skincare brand turned its stagnant Instagram presence into a lead generation engine—without spending a cent on ads.
This boutique eco skincare label (name anonymised) was struggling with low reach and minimal engagement. Despite posting regularly, they weren’t showing up in search or Explore. After a quick audit, here’s what changed:
- Handle and display name were updated from @GlowByNature to @glowskincaresg, with the display name reading “Glow Skincare | Natural Products SG”.
- The bio was rewritten to include high-intent keywords like “eco skincare Singapore”, “handmade face oils”, and their city-based location: “Clean, cruelty-free skincare handmade in SG. Based in Katong.”
- Their carousel posts were rebuilt with keyword-rich captions and visuals that included target keywords like “hydrating serum for SG humidity”.
- Reels were revamped with geo-tagged locations (e.g. “Katong”, “Raffles Place”) and on-screen text like “Sensitive skincare routine Singapore”.
The result?
- A three-fold increase in reach from Explore and IG search over six weeks.
- Their link-in-bio clicks grew more than two-fold, tracked via UTM parameters in Later.
- Most importantly, they began attracting better-fit customers—people actively searching for sustainable skincare in Singapore.
This wasn’t luck. It was SEO applied where most brands ignore it: On Instagram. If you optimise with intent, your audience will find you—right when they’re ready to buy.
Common Mistakes to Avoid in Instagram SEO
Image Credit: Invise
Even with good intentions, it’s easy to sabotage your Instagram SEO if you’re not strategic. Here’s what’s holding many SMEs back — and how to avoid the same traps:
- Overusing generic hashtags like #love, #instadaily, or #happy. These are oversaturated and offer no discoverability. Use targeted, Singapore-specific hashtags instead.
- Keyword stuffing your bio or captions makes you look spammy — Instagram values relevance, not repetition.
- Skipping geotags means you miss out on local searches. Relevant users frequently browse by location, especially for F&B, fitness, and retail.
- Outdated usernames or display names can make you unsearchable. If your brand focus shifts (e.g., from general fashion to Muslimah workwear), update accordingly.
- Applying Google SEO rules directly to IG doesn’t work. Instagram SEO is about native engagement signals, on-screen text, and user behaviour — not keyword density or backlinks.
Bullet Checklist: Don’t Do This
- No clear keyword in username or display name
- Hiding hashtags in comments instead of captions
- Using irrelevant or auto-generated alt text
- Ignoring geotagging or tagging broad regions only (“Singapore”)
Fix these, and you’re no longer blending in with the algorithm noise — you’re standing out with intent.
An Effective Instagram SEO Strategy Requires Testing and Refining
Instagram SEO isn’t a quick fix — it’s a long-game strategy that works especially well if you’re running a business with limited ad budget. When done right, it helps you show up in the exact moments potential customers are searching for what you sell — whether it’s “halal brunch Jalan Besar” or “custom gifts Singapore”.
But here’s the thing: Success on Instagram doesn’t come from setting and forgetting. It comes from testing, refining, and staying consistent. Search behaviour changes. Algorithm signals shift. So audit your profile monthly — update your bio, check what keywords are driving traffic, and drop hashtags that no longer deliver. If your growth stalls or your data starts to overwhelm you, don’t guess. Get help.
A specialised digital marketing agency can step in with the tools, insights, and expertise to take your Instagram visibility to the next level — especially when you’re ready to scale beyond organic reach. Instagram SEO isn’t optional anymore. It’s how smart SMEs in Singapore are getting found — without burning through their budgets. Don’t just post. Optimise with purpose.
Need Help with an Instagram SEO Strategy?
Image Credit: Social Pilot
You already know that Instagram SEO isn’t about hacks or guesswork — it’s about strategy, structure, and consistency. You can do a lot on your own, but sustained growth often needs expert input. That’s where MediaOne comes in. We’ve helped SMEs improve discoverability, drive engagement, and convert Instagram traffic into real-world sales. We can build a tailored SEO strategy that aligns with your goals, niche, and budget.
We don’t just manage your posts — we optimise your presence across Instagram’s search ecosystem. More importantly, we apply practical Instagram SEO tips that actually move the needle. Call us today if you’re serious about showing up in more searches, attracting better leads, and staying ahead of competitors.
Frequently Asked Questions
How long does it take for Instagram SEO changes to take effect?
Instagram SEO changes typically take a few days to a few weeks to show results, depending on your profile’s activity and engagement. Consistency in using relevant keywords and hashtags helps the algorithm gradually recognise and rank your content in search results.
Does follower count affect Instagram SEO?
Follower count doesn’t directly impact Instagram’s search rankings, but accounts with high engagement and trust signals (like saves, shares, and comments) tend to perform better. Building a loyal, active audience can therefore support stronger SEO outcomes over time.
Does changing your handle affect Instagram SEO?
Yes, changing your handle can impact SEO temporarily, especially if people were searching for your old username. To minimise disruptions, update links and mentions across your website, bios, and other platforms promptly.
Does posting time affect Instagram SEO?
While posting time isn’t a direct SEO factor, publishing when your audience is most active increases early engagement, which can boost your content’s ranking. When you schedule Instagram posts, your content is more likely to be seen, shared, and saved — all of which signal relevance to Instagram’s algorithm..
Is using trending hashtags better than niche hashtags for Instagram SEO?
Trending hashtags can offer short bursts of visibility, but they’re highly competitive. Niche hashtags, on the other hand, can improve long-term discoverability by attracting a more targeted and engaged audience.
