OPTIMALISASI VISIBILITAS ONLINE UPAPS STUDIO MELALUI PENERAPAN INSTAGRAM SEARCH ENGINE OPTIMIZATION

Abstract

Online visibility has emerged as a critical factor for creative small and medium enterprises (SMEs) like UPAPS Studio in the digital era. This study investigates how Instagram Search Engine Optimization (SEO) can enhance organic reach and engagement. Employing a qualitative approach combining in-depth interviews (n=12), participatory observation, and content analysis, we identified effective Instagram SEO strategies including hashtag optimization, profile metadata enhancement, content accessibility improvement, and local influencer partnerships. Findings reveal that Instagram SEO implementation increases organic reach by 156% and engagement rates by 89% within six months. This research's primary contribution is proposing a contextually-grounded Instagram SEO framework tailored for creative businesses in Tier 2 cities, demonstrating that organic strategies are substantially more cost-effective than paid promotion for resource-constrained SMEs. The study reinforces that visibility optimization requires comprehensive understanding of platform algorithms and local audience behavior. Practical implications include actionable implementation guidelines for similar SMEs and theoretical contributions to digital marketing strategy in broader geographical contexts.