Restaurants: How Optimizing Instagram Will Boost Your SEO

Starting 10th July 2025, Instagram allowed Google and other search engines to index public content from professional accounts.

This isn't news to most SEO experts: Instagram posts have been popping for a while when googling keywords. However, not only does this news make it official, it also means an efficient SEO strategy will have to include a solid social media strategy.

For local businesses like restaurants and restaurants groups, this is an online marketing shift and a growth opportunity.

Why is Instagram now a local SEO opportunity for restaurants?

Until now, Instagram was a "walled garden". You could Google a restaurant's name to find its profile, but not its content. No posts, no reels, no carousels. In 2024, that started to shift, but things were not official. That ends now: starting July 10, 2025, public professional Instagram accounts are indexable by search engines like Google.

This Instagram's new update will allow public Instagram professional content to appear directly in search engine results. If someone searches for “best brunch in Austin” or “NYC date night restaurant with terrace,” and your Instagram content is relevant, your post will have great chances of showing up in the top results if it's SEO optimized.

In other words, your Instagram content now compete for local visibility, just like your website, your local pages (Store Locator), or your Google Business Profile. And it's just the beginning.

It’s the same direction we’ve seen with YouTube, TikTok and even Reddit. Content on social media and other platforms is now part of Google Search AND LLM (AI) search.

Experts say the boundaries between digital platforms tend to disappear. Everything from Google Business Profile to TikTok or websites are related when it comes to SEO and online visibility. Moreover, AI is now also in the mix. Your restaurants need to be retrievable on Google Search but also on ChatGPT or Gemini.

Want to know more? Here's our guide to make your restaurants appear on AI like ChatGPT.

3 growth opportunities made possible with this Instagram update

1. Reaching new people, more durable content

All social media experts know this: reaching for new followers is key to the game, but hard on closed platforms like Instagram.

Now that Insta's content is no longer locked inside the algorithm, a Google search will allow your best photo of burrata pizza to surface.

This gives your posts a second life, beyond social engagement. Optimizing you Instagram profile will also be a great SEO tip from now on.

Make sure you optimize your top performing content (see tip n°9)👇

2. Show up at the moment of intent for more growth

When a customer is ready to make a dining decision, they usually turn to Google. If your Instagram shows up with a 10-second video of your outdoor brunch terrace, they might click, follow, or book. That’s traffic from intent, which is key for growth.

3. Unify SEO and social: build a digital ecosystem

Your SEO manager and your community manager are no longer working in silos! This update aligns the goals of your whole marketing team. Discoverability, branding, keyword strategy—same playbook!

At Malou, there is a reason why we have build a 360° digital ecosystem, from online reviews to TikTok: because this is how leaders grow best. For years, restaurants covering all bases show better results than others. This update is proof that working on every front will pay off in the future.

How to optimize your Instagram profile for SEO: 10 tips

Instagram hasn’t released full indexing criteria yet, but here’s what we know works based on how search engines treat social content among our clients.

1. Optimize your captions like content

Search engines can’t see images, but they can read text. Captions are now your mini blog posts, so make sure so add :

1. ‍Relevant SEO keywords
2. Clear descriptions (more inclusive)
3. Local cues.

👉 Here is a bad example: a picture of your signature brunch with the caption “Sunday vibes.” It's very hard to crawl for Google's algorithm.

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👉 A better example: “Up close and personal with our Signature Sunday brunch at our Brooklyn rooftop, featuring blueberry pancakes and mimosas.” The tone stays witty (as needed on Instagram) but you made sure all essential keywords are mentioned.

However, make sure to avoid keyword stuffing at all costs. Not only will it come off as super spammy to your followers, it will also be penalized by Google.

2. Use a location-specific handle and bio

If you want to rank on a competitive keyword like “NYC tacos", using @tacotemple.nyc is better than @yum4eva

You can check the competition rate of a keyword on tools like Semrush. Otherwise, it's pretty simple: the more generic the keyword, the harder it will be to rank on it. 

Same goes for your Instagram bio. Make sure your location, concept, and key terms are clearly stated. For example "Modern Mediterranean restaurant in Chicago’s West Loop. Outdoor seating. Vegan options."

Now that your Instagram bio is indexed, treat it like metadata: add all categories and attributes it takes to describe your overall core business.

Especially if you are a group with multiple locations: make sure you add details for each locations ("Vegan", "Kif Friendly", "Gluten Free", etc.)

3. Add custom alt text

Most restaurants don't know it but Instagram lets you add alt text to images.

Custom alt text on images is mostly used for accessibility. But naming your images with keywords is also a great SEO tip.

This is your chance to describe your content in a way that Google understands. Example: “Parisian-style-bistro-SoHo-rattan chairs-art-deco-lights.” You don't have to be super precise about it, just think "descriptive and accessible".

4. Consistency across posts builds SEO authority

This is very important for groups who used multiple Instagram profiles. Use the same brand name, voice, hashtags, and identity across all posts. This builds a consistent entity in Google’s eyes. Your social media, GBP, website, and TikTok should all match your brand.

5. Include keywords in hashtags that match search intent

If your post is about “best happy hour in Miami,” include that exact phrase in the caption or alt text. Don't be afraid to use it in hashtags. Same with “gluten-free pizza in LA” or “date night in Charleston.” Just make sure your post "sounds" natural and avoid keyword stuffing.

6. Link to your site, menu, and booking

Using external and internal links is very common in a SEO strategy. Links actually help Google crawl from a content to another, just like Tom Thumb's Pebbles.

Insert links in you Instagram bio as you would a landing page on a website.

Imagine new eyes are landing on your content via Google, make the next step easy:

• View the menu
• Book a table
• Get directions
• Order online

Tools like Linktree or can route traffic with zero friction.

7. Create content with Google in mind

Next time you post, ask yourself:

• What question would this post answer?
• What search intent does this match?
• Would I click on this if I saw it on Google?

Just like you would write SEO articles for a keyword, answer search intents with Instagram posts, ideally Reels and Carousel who score higher in efficiency.

8. Use instagram carousels to group content by theme

Instagram Carousels allow you to curate content around key topics. “Best dishes of the season” or “Our top-rated vegan plates.” These are keyword-rich assets that show search engines relevance and hierarchy.

Carousels also increase the chance of each post showing up additional times.

Bonus: they make your profile easier to navigate, too.

9. Post regularly, don’t delete and optimize!

In SEO, consistency is key. So, for Instagram, a consistent posting schedule will help you build authority.

The great thing about the Instagram update: old posts can still rank. So, don’t delete your content every season (Google likes longevity).

On the contrary, make sure you optimize Instagram content by reposting, adding comments, tagging new people, etc. You don't have to "modify" the post, just make sure it "ives" by adding little things to it or even reposting it.

10. Use Instagram as a discovery tool, not just an engagement tool

You’re not just posting for likes anymore: you’re posting for visibility! Every post is now a potential Google result. Don't be scared to add questions to your captions "How did we create this star dish?" or be more descriptive. 

Should restaurants opt out of Instagram indexing?

Only if your brand depends on privacy or exclusivity.

For 99% of restaurants, this is free exposure. Public content only. No private messages or stories. And Google only indexes what’s visible.

So no, you probably shouldn’t opt out.

What this means for restaurant groups

If you manage 5, 10, 30+ locations, your Instagram strategy just became a search strategy. Each post, each location tag, each keyword matters.

This is also your chance to centralize brand consistency across your profiles. Same tone, same links, same positioning. More consistent content means stronger SEO footprint.

And if you’re using Malou, even better. Our platform helps you:

• Define keywords that matter for each location
• Schedule content aligned with SEO objectives
• Optimize alt text and captions with AI support
• Keep a consistent identity across all locations
• Sync Instagram with your store locator, Google listings, and more

Bottomline: working on SEO means more than Google Business Profiles or locale pages: it’s happening in your Instagram grid. Want help turning your content into conversions? Book a free demo or reach out to our US team at +1 929 494 52 10 !

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