Instagram SEO: The secret ranking booster

From the feed to the search

Remember when Instagram was just a way to showcase the best parts of your hotel?

That has changed. Since July 2025, Google has been indexing public Instagram business and creator accounts – meaning your posts, reels and captions can now show up in search results, just like your website.

This is a significant change: Instagram is no longer just for interaction, but is becoming a direct driver of organic traffic, bookings and sustainable brand authority.

Why this is important for hotels

Travelers, especially Generation Z and millennials, use visual platforms to decide where to stay – and Google knows this. That’s why Instagram posts are included directly in the search results.

  • Your feed is now more than just a social network. It’s part of your Search Everywhere Optimization – it appears in Google, Bing and even AI tools that search the web for context.
  • Guests who aren’t even on Instagram might find your hotel’s reel when they search for “best pool in Mallorca”.
  • This means that every post is now a small landing page for your hotel that can be found far beyond your followers.

 

How to optimize your Instagram for search

 

Captions

Don’t just use “just vibes”. Write with meaningful keywords, just like you would plan a blog. For example: “Our beachfront suites in Marbella offer complimentary cocktails at sunset – perfect for honeymooners.”

 

Alt text

Think of this text as metadata. It not only serves accessibility purposes, but also tells Google exactly what can be seen on the image.

 

Hashtags

Use hashtags that are actual search terms.

#IbizaBoutiqueHotel or #LisbonLuxuryStay work better than #vacay.

 

Your biography

Your profile is now practically a Google snippet. Design it to generate clicks – with a clear indication of location and unique selling points.

 

Quick successes for hotels

  • Change your Instagram account to a public business or creator account.
  • In Settings → Privacy → Search engines, make sure that indexing is activated.
  • Post regularly – Google prefers up-to-date content with high interaction.
  • Use short CTAs or questions to generate comments. More interaction = faster indexing.

 

Conclusion:

Instagram is now the new front door to your hotel. If you don’t use keywords, don’t write alt texts and don’t treat your posts like searchable content, you will not only miss out on likes, but also direct bookings.

At opensmjle, we help hotels move from pretty posts to smart, strategic content that drives traffic across all platforms.

Want to turn your feed into a booking engine? Let’s talk!

Schedule a demo call now

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