We all know how frustrating social media can be. It's literally part of my job, and I'm still usually that person complaining about the constant algorithm changes and groaning about how they make us play their mysterious (and endlessly frustrating) games just to keep our content visible.  

That being said, I'm feeling optimistic about their newest update that officially takes place as of today, July 10th. From what I've read, this isn't another frustrating algorithm tweak that gives us more hoops to jump through; instead, it has the potential to be a game-changer for travel advisors who want to use their Instagram page as a real client attraction tool.

So What Actually Happened Today?

Here's the deal: As of today, Instagram officially launched the feature that lets Google and other search engines index content from business and creator accounts.

Translation: Your Instagram posts can now show up in organic Google search results alongside all the other videos, news articles, and blog posts. Not just your profile but your actual posts, Reels, carousels, all of it.

"But Lybbi, couldn't people already find my business Instagram on Google?"  Well sure, they could find your profile on Google before, but now they can find your individual pieces of content when searching for topics related to what you share.  

For example, your page might have appeared in search results for "travel agent Italy honeymoon" before the update. But as of today, a search for "best Italy honeymoon destinations" can bring them directly to that gorgeous Reel you posted about the Amalfi Coast. See the potential here? It's like a secret portal has been opened, and content will have a much longer shelf life beyond when followers scroll past it.

Not only is Google is already displaying thousands of Instagram Reels in search results, but they're getting prime real estate, usually around the 4th spot on the page. And can you guess what type of content is at the top of the list for performance? Two words: Visual inspiration. And who better to provide endless visual inspiration in their content than travel professionals?

Ok, So Now What?

Now that we understand the update and its implications, there's some work to be done. Let's start by getting the house in order and looking at your existing profile:

Let's start at the top with your username and display name. Your username (the @handle) is part of your URL, while your display name is what appears at the top of your profile in big, bold letters, and each serves different purposes for search. Your profile's username should be as close to your business name as possible so that Google can connect the dots. For example, if my fake agency is called "Happily Ever Hebel," but my handle is @lybbilovestotravel, I won't appear in results for someone searching for my business.

Your display name has more flexibility and should include keywords about what you do. Keeping with my fake example, my business page display name can be something like "Happily Ever Hebel | Luxury Honeymoon Planners." Instead of just "Lybbi Hebel" on my personal page (which I also use to promote my business), a better display name would be "Lybbi Hebel | Luxury Travel Advisor." This is prime real estate for telling both Google and potential clients exactly what you do.

Next up, let's look at your bio. Many people use this space to share their "why" or present their "this is how I make your life better" messaging, and while it's cute and engaging, it doesn't translate well for Google searches. This is now a place for clarity, not whimsy and fun, so be specific about what you offer.  

Before: I bring your dream honeymoon dreams to life✈️

Updated: Luxury travel advisor | European & Caribbean honeymoon specialist | Serving clients in Charlotte, NC

Creating Optimized Content

Now that we've cleaned up our profile, let's discuss how to create posts moving forward. The easiest way to approach it is to start writing your captions as if you're answering someone's Google search.

Instead of posting pretty pictures with cryptic captions, start solving problems. When you post about that client's family trip to Costa Rica, don't just say "Living their best life! #PuraVida," but instead share why Costa Rica is perfect for multigenerational families, mention the specific resort, talk about the activities that work for different age groups.

Make sure to tag your locations specifically. Don't just tag "Caribbean;" tag the actual resort, the island, and the specific beach if you can so that your content will come up when people are researching those places.

Back to my fake business… Imagine I'm sharing some client photos from a recent honeymoon I put together.

Before: I just love love, don't you? #honeymoon #blessed #traveladvisor  

Updated: This is why I always recommend the adults-only section at [insert resort here] for my honeymoon couples. The overwater bungalows offer unobstructed sunset views, and the butler service makes every moment special. Perfect for newlyweds who are dreaming of a luxury vacation in Jamaica, minus the crowds. #JamaicaHoneymoon #AdultsOnlyTravel #CaribbeanLuxury  

See the difference? While the second version answers real questions people are searching for, it still allows me to show off the gorgeous content, add some storytelling, and share my value as an advisor.

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This update doesn't just add more reach to your Instagram content, but for many advisors, it means they can FINALLY feel like the work they put into their social media has real value. I know how frustrating it is that, on top of everything else that goes into running a business, entrepreneurs are also expected to spend time creating posts that may or may not get any traction.

Taking the time to understand what this all means and updating your page and your strategy means that your profile has a significant advantage over those who don't, and you could start showing up in your ideal client's Google searches.

Start thinking of every post as a mini landing page, and turn your Instagram feed into a client magnet.

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