Instagram Posts Are Now on Google: What Hospitality Brands Need to Know
An important and exciting shift happened on 10th July 2025, Instagram has started allowing public posts and profiles to appear in Google Search results.
If you run a hospitality business, this is a big deal. Your food photography, event updates, seasonal menus, and behind-the-scenes Reels could now be found outside the Instagram app by people actively searching on Google.
For independent venues, caterers, pubs, restaurants, and event providers, this opens up a new route to visibility, but only if your content is optimised correctly.
In this article, we’ll break down:
What’s changed
Why it matters for hospitality brands
How to make your Instagram content discoverable on Google
What’s Changed?
Instagram is now allowing public content (posts, Reels, and profiles) to be indexed by Google, similar to how Twitter/X and Pinterest already work. This means that your business’s Instagram content can now appear in Google Search, especially when people search for location-based or branded terms.
If your account is set to private, your content remains hidden.
But if you’re public, and smart about your content, this update could be a real visibility boost.
Why This Matters for Hospitality Businesses
Let’s say someone searches:
“Wedding caterer Oxfordshire” or
“Best roast wrap near me”
With the right keywords and public content, your Instagram posts could appear in those search results, alongside websites and directories.
That means more chances to reach people who aren’t following you yet, and more ways to turn visibility into bookings!
How to Make Your Instagram Show Up on Google
If you want your content to be found on Google, you’ll need to make a few key changes. Here’s where to start:
1. Set Your Account to Public
If your account is private, Google can’t see it.
To switch:
Go to Instagram → Profile → Menu → Settings & Privacy → Account Privacy → Turn OFF “Private Account”
2. Use Relevant Keywords
Think about what your ideal customer might type into Google — then include those terms in your:
Instagram bio
Display name
Post captions
Alt text
For example, instead of saying:
“Weekend vibes 🌮🥂”
Say:
“Serving street food and cocktails at our Oxfordshire pop-up this weekend 🍸”
Be descriptive, clear, and location-specific where it makes sense.
3. Add Alt Text to Your Posts
Instagram allows you to write alt text under Advanced Settings before posting.
Use this space to describe your image clearly and naturally. This helps visually impaired users and gives search engines more context.
4. Post Regularly
Consistency helps your profile stay visible and indexable. We recommend posting 3–5 times per week using a mix of content types: photos, Reels, behind-the-scenes, reviews, and menus. We can help with this, check out our social media services here.
5. Avoid Special Characters in Your Handle
You might think that by adding special characters to your social handles that it makes you look niche, but they’re harder to search for. Stick with clean, simple names that reflect your brand.
6. Link From Your Website
Make sure your Instagram is linked from your website (and vice versa). This creates a clear digital footprint and helps Google connect the dots.
Can Instagram Help With SEO?
Not directly, but it plays a supporting role in your broader visibility strategy.
Here’s how:
It increases branded search demand
(People see your posts → remember your name → Google you later)It drives referral traffic
(From links in your bio, Stories, or paid ads)It builds trust and authority
(A polished, active Instagram = social proof)It adds touchpoints in the customer journey
(Especially important in hospitality, where decisions are visual and emotional)
Instagram is where many people start their research. Now that it’s searchable, it can also be where they find you in the first place.
Want to Hide Your Instagram From Google?
Here’s how:
Set your account to private
Delete or deactivate unused profiles
Use Google’s removal tool to take down cached pages
You can’t hide individual posts, it’s either all or nothing. So if your Instagram isn’t something you want showing up on search, now’s the time to review your settings.
Our Top Tools for Hospitality Instagram SEO
MetaHashtags – for smart hashtag research
AlsoAsked or AnswerThePublic – for discovering what people are searching
LookerStudio – for combining social and website performance data to analyse your performance
ChatGPT – for writing alt text
Later – for scheduling and previewing content
Final Thoughts: Visibility Is a Strategy
At Ninety8 Media, we believe every piece of content should work harder for your business, and this update is a perfect example.
Instagram is no longer just a social channel. It’s now a searchable platform, and a powerful part of your digital footprint.
If you want to:
Show up in more Google searches
Drive organic traffic without relying on ads
Build a trusted, discoverable brand online
Then your Instagram needs to be treated like part of your SEO strategy.
