One of the first things a visitor sees when they land on your Instagram profile is your bio. So, how can you make sure it’s not only reflective of your brand but also optimised for discoverability? Let’s dive in!

Did you know SEO applies to your Instagram bio, just like it does your website? 

Yep! Instagram is like a mini Google, and you can optimise your bio to increase the likelihood of people finding your business. 

1. The Power of Primary Keywords

It all starts with identifying your PRIMARY KEYWORD(S). A primary keyword should be the word your ideal client would be searching for if seeking out your services. You want to include this word in your display name and if possible, your username too. This is prime real estate in your bio. Including primary keywords here to clearly highlight your area of expertise helps your bio to show up as a suggested account when users are searching for what it is you do or offer. 

→ If you provide wedding planning and design services, WEDDING PLANNER is going to be one of your primary keywords, as could be the LOCATION in which you provide this service.

2. Highlight Your Offerings with Secondary Keywords

Beyond your primary keyword, you’ll want to sprinkle in SECONDARY KEYWORDS that further define your offerings. These terms give potential followers or clients a clearer picture of what you bring to the table. Think about words or phrases people would *also* use when searching for your services.

→ Continuing with the above example, words like EVENT DESIGN might be relevant. 

PRO TIP: Think about the words your ideal client uses — not just the words that *you* use. For example, you might call yourself a “floral designer”, but your ideal client is probably searching for a “wedding florist”. Both phrases can be relevant, so keep that in mind. 

3. Direct Your Audience with a Call to Action

Your bio shouldn’t just be informative; it should also guide visitors towards taking a specific action. Whether it’s signing up for a newsletter, booking a consultation, or checking out your latest product, make sure you’re directing your audience to the next step.

4. Bonus Tip: Fancy Up Your Bio with Bold Text

Ever wondered how some profiles have that eye-catching bold text in their bio or captions? Here’s a quick how-to:

• Google “Bold Text Generator” and select a tool like LingoJam.
• Enter the words you want to emphasise.
• Choose a style you like from the generated options.
• Copy and paste your chosen style into your bio or caption.

Note: While it’s tempting to get creative, avoid using too many different fonts. It can make your bio hard to read and appear cluttered.

Instagram is a search engine in its own right. Just as you’d optimise your website for Google, you should be optimising your Instagram bio for better discoverability. Remember, it’s not just about using industry jargon. Think from the perspective of your ideal client. What terms are they likely to search for? By aligning your bio with their search habits, you increase the chances of them finding — and connecting with — your business.