Best Practices for Updating Your Instagram profile to Optimize Search

Best Practices for Updating Your Instagram profile to Optimize Search


Optimize Your Instagram Profile

Keeping your Instagram profile optimized is essential to appearing in local searches, attracting more guests, and increasing orders both in-house and online.

Clearly Describe Your Restaurant

Include your cuisine type, location, and a defining description in the bio.

Instagram Bio Example:

“Murdoch’s Irish Gastropub
Traditional Irish dishes with a modern twist
Upscale dining in the heart of Austin
🍽️ Scratch-made plates + craft drinks
👇 View menu & book a table”

Notes
The Instagram bio limit is 150 characters, including spaces and emojis

Use Strong Restaurant-Specific Keywords

Examples include:

  • “Fresh seafood daily”, “Authentic ramen bowls”, “Craft margaritas”, “Slow-smoked BBQ plates”, “Homestyle comfort food”

These keywords help your restaurant appear in platform search and in suggested pages or accounts.

Add a Strong Call to Action (CTA)

CTAs guide customers to act immediately and can be implemented differently depending on the platform:

  • Multiple Links in Bio: Instagram now allows multiple links in the bio. Restaurants can feature links for online ordering, reservations, menu, catering, gift cards, or events. This makes it easy for followers to access exactly what they need without scrolling elsewhere. (Try to avoid linking to third-party sites when possible. If those links already exist prominently on your website, make sure your CTA buttons point back to your own domain to help drive traffic.)

Why This Matters: Using the bio links correctly ensures users can take immediate action from their preferred platform, increasing conversions and engagement.



Brand-Level Page (Represents Multiple Locations)

Warning
Restaurants with a brand page representing multiple locations should not list an address or phone number in their Instagram bio.

Instead:

  • Direct customers to your website’s locations page
  • Use wording like “Serving guests across Texas” or “Find your nearest location below”

This prevents location confusion and ensures customers reach the correct restaurant.