Hashtags vs. Keywords: The Shift in Meta SEO Strategy on Instagram
If you’ve been using the same set of hashtags on every Instagram post, it might be time for a little update. Hashtags were once the golden ticket to getting your posts discovered, but Meta (that’s Instagram and Facebook) is shifting its focus a bit. These days, keywords are getting more love, and SEO is the real MVP.
Don’t panic—hashtags aren’t dead! But now, Meta SEO (search engine optimization) is playing a bigger role in helping your content show up in the right places. Let's dive into the difference between hashtags and keywords, and how to use them together for maximum impact.
What’s the Difference Between Hashtags and Keywords?
Hashtags:
You know the drill—hashtags are those little symbols (#) in front of words or phrases that help categorize your content. When you use hashtags, your post can show up in that hashtag's feed, making it easier for people interested in that topic to find you.
Example: #FitnessJourney or #SaltLakeCityEats
Hashtags help with discoverability in specific niches, like food, fitness, or travel. They're still useful, but there's more to the story now.
Keywords:
Keywords are the phrases or terms that search engines (like Meta’s algorithm) use to understand and rank your content. When people search for something on Instagram, the algorithm scans captions, bios, alt text, and posts for keywords.
Example: “Best sushi spots in Utah” or “How to get fit in 2025”
Instead of just focusing on hashtags, you want to optimize your captions with words people are actually searching for.
Why the Shift? (From Hashtags to Keywords)
A few years ago, using the right hashtags was key to getting your posts seen. But now, Meta is focusing more on content relevance. They want to show people posts that match their search intent. So, when someone types in “best tacos in Salt Lake City,” Instagram’s algorithm is looking for posts that mention tacos, Salt Lake City, and anything related.
In short, Meta wants to make sure users get what they’re looking for—so they’ve started to prioritize keywords over hashtags. And here’s the kicker: You don’t even need to use hashtags to show up in search results. As long as your content matches what people are looking for, keywords will get you there.
Hashtags Aren’t Dead—But They’re Not Enough
Even though keywords are taking center stage, hashtags still have their place. Here’s why:
They help categorize your content within a niche, like #FoodieLife or #UtahRealEstate.
They help you tap into specific communities and trends (like #SmallBusiness or #TravelTips).
They’re great for branded campaigns or user-generated content (e.g., #AreaDesignStyle).
So, while hashtags aren't the game-changer they used to be, they still work—especially if you use them wisely in conjunction with SEO-driven content.
How to Use SEO (Keywords) Effectively on Instagram
Here’s how you can make the most of both keywords and hashtags to give your content a boost:
1. Add Keywords to Your Captions and Bio:
The words you use in your captions matter. Be intentional and think about what your audience is searching for. Don’t just use vague phrases—be specific.
Example Bio: “Realtor in Salt Lake City helping you find your dream home. DM me for listings and tips!”
Example Caption: “Dreaming of a cozy cabin in the mountains? Let’s find you the perfect retreat in Heber City!”
2. Optimize Your Alt Text for SEO:
You can add alt text to your Instagram photos, which is a huge SEO hack! Alt text describes the image and can include keywords that match what people might search for.
Example Alt Text: “Vibrant smoothie with kale, banana, and almond milk—perfect for a healthy start to your day!”
3. Don’t Forget Hashtags—But Use Them Wisely:
Hashtags are still helpful, but don't rely on them for everything. Be strategic. Use a mix of popular hashtags and more niche ones that are specific to your industry or location.
Example Hashtags: #SaltLakeCity #FitnessGoals #UtahEats #WomenInBusiness
4. Answer Common Questions:
People search for specific things on Instagram—like “how to do something” or “where to find something.” Use keywords to answer those questions in your captions.
Example Caption: “Wondering how to buy your first home? Start here with these 5 tips! #RealEstateTips #SLCRealEstate”
5. Stay Current and Adapt:
Meta is always tweaking its algorithm, so it’s important to stay on top of new trends. Test different keyword strategies, keep an eye on what’s working, and adjust your approach as needed.
Final Thoughts
So, are hashtags dead? Nope. But SEO and keywords are definitely more important now than ever before. By using the right keywords in your captions, bio, and alt text, your posts will show up for the right audience—even if you don’t add a single hashtag.
Hashtags still serve a purpose, but combining them with strong SEO practices will take your Instagram game to the next level. So get ready to optimize those captions and make your content more discoverable than ever before!
