On July 10th, 2025, Instagram officially became indexable by Google – Instagram content is now discoverable outside of the Instagram app. For years, social content was a closed loop which for us was great for brand building and engagement but somehow disconnected from traditional digital acquisition.
Why is this a big deal?
Instagram posts from public accounts are now showing up in Google search results. And that’s huge, not just for marketers, but for brands in hospitality and lifestyle, who rely on visual storytelling to drive brand love and bookings.
This shift is putting the power of discovery into the hands of the public – influencers and everyday guests. It marks a major turning point in how people search. Instead of landing on a static blog post after Googling “best rooftop in Dubai,” they’re now stumbling upon a geotagged Instagram reel. It’s raw, visual, and authentic, and that’s exactly what today’s search engines (and audiences) are looking for.
Scrolls and searches for hospitality brands
At SHG, we’ve long believed in the power of storytelling, thoughtful visuals, and real guest moments. And now, all of that content is driving discoverability.
When a Mott 32 reel trends on Instagram, it might now also rank in a Google search for “JBR views dinner.” It’s organic SEO fuel.
In the past, SMEs were present in articles, blogs, landing pages, and SEO, while social content was operating in its own silo. Now, in our world, they need to be one and the same.
Imagine you’re a traveler Googling “best Italian restaurant in Dubai.” Now picture seeing an Instagram carousel from L’Amo Bistro del Mare, complete with tagged location, menus in the caption, and UGC of the Dubai Harbour sunset.
The future of hospitality search isn’t keyword stuffing, it’s content that feels real, local, shareable, and useful. And it starts with asking: if someone were searching for this moment, would they find it?
At SHG, we’re currently implementing a framework where each brand under SHG’s Dining portfolio audits its existing Instagram content for search readiness, starting with our venues like Mott 32 and Goldfish. Now that every post could potentially become a landing page, we are working harder and smarter to streamline our content to be more findable and visually desirable.
From SEO-informed caption structures to geotag strategies and alt-text training across teams, our goal is to turn every visual asset into a discoverable experience.
So what can marketers do to stay ahead?
- Think differently -Your insta feed is now a search engine asset.
- Check your insta strategy – Are your captions keyword rich?
- Answer the question – Your captions should answer search queries.
- Profile authority – Keyword-rich bios and verified profiles carry more weight.
- Entity mentions – Locations and dish names now matter more to the Google index.
- Geotags and hashtags – Get rid of the fluff. These are now tools for local search.
This isn’t the end of SEO, it’s the beginning of a more raw and experience-led version of it.
To adapt to this shift, I believe that brands and influencers should generate content that is more streamlined, shareable, and true to their voice.
By Sara Stosic, Senior Director of Marketing – Dining, Sunset Hospitality Group
