From 10th July 2025, content from professional Instagram accounts (that includes hotels, creators and influencers) is now eligible to appear in Google search results. In short, your Instagram content can now help you show up on search engine results pages (SERPs).
NB: This is an article from 80 Days
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That’s big news. It means every social post now has the potential to improve your search engine visibility, shape your brand voice and inspire bookings, all in one go.
Instagram posts being indexed in search means your social feed matters more. It’s no longer enough to be present. You need to be compelling, consistent and on-brand. Because a beautifully curated, story-led social presence doesn’t just help you stand out – it helps you show up.
So, what does that mean for your hotel? Put simply, your SEO and social strategies can no longer afford to operate in silos. This is about cohesion, visibility and making sure your content sings – wherever it’s seen.
So, what’s actually changed in social SEO?
In short: Instagram profiles now behave more like mini-websites.
- Captions, bios, usernames, and posts can be indexed by search engines
- Reels titles and overlay text are all searchable
- Alt text and geo-tags can help you rank for local queries
In other words, the content you post today has the potential to work for you long after it’s been published. Evergreen visibility? We’ll take it.
Two (separate) examples of Instagram posts being indexed in search:
7 Ways to Optimise Your Hotel’s Instagram for Search
A few small but effective adjustments to your Instagram strategy can help you best leverage this update. Here’s how to maximise visibility while staying true to your brand.
- Make sure you’re eligible
You’ll need a business or creator profile, set to public, with the “Allow public photos and videos to appear in search engine results” setting enabled (see right) - Optimise your captions for keywords
Consider descriptive, location-rich, language. Think: “Luxurious rooms in Edinburgh with dreamy castle views” Not: “Dreamy rooms” - Refine your username and bio
Keep your handle consistent with your hotel name. In your bio, consider adding your top-performing terms: “5-Star Hotel Edinburgh | Boutique Stays | Spa & Dining” - Audit older content
Legacy posts now have lasting value. This is an ideal time to refresh captions and add alt text where relevant. Evergreen doesn’t mean unchangeable.
