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Instagram is now on Google. Here's what B2B Marketers need to do about it
Optimising your Instagram for search is now part of the job. Here’s how to do it without losing sight of what actually converts, your website.
Created by:
Ómar Thor
Posted on:
July 15, 2025
TL;DR
Instagram posts are now indexed by Google. That means your brand's visual content can show up in search results just like a blog or landing page. Big win for visibility. But let’s not get distracted, this is just a new step in the B2B buyer journey. The final stop is still your website.
This blog breaks down what this update means for B2B discovery, how to optimise your Instagram for Google and ChatGPT, and why your site still needs to do the heavy lifting when it comes to conversions.
What’s Changed, and Why It Matters for B2B
As of July 2025, Instagram content is officially searchable on Google. That means your carousels, reels and posts can now appear in search results, giving B2B brands a new way to show up where buyers are looking.
This is huge for discoverability. According to Google, 40% of young people already use Instagram and TikTok for discovery instead of traditional search. And now that Google is indexing those platforms directly, it’s clear that discovery is expanding beyond classic SEO.
But while your Instagram can get attention, it still can’t convert on its own. Especially not in B2B.
B2B Discovery Is Expanding, But the Journey Still Ends on Your Website
Here’s what’s really happening:
Buyers are starting in new places
They might see a product demo reel on Instagram. Or a thought leadership quote carousel. That could be the first spark.
Search engines are blending results
Instagram posts may now appear alongside your blogs and case studies in SERPs.
ChatGPT and answer engines are watching too
Structured content from your social feed can also influence how large language models summarize your business.
But, and this is key, your website still does the convincing. It’s where the real B2B decisions happen. No CMO is going to fill out a lead form based on a meme.
How to Optimise Instagram for Google and ChatGPT
Instagram is now part of your discoverability strategy.
Here's how to make it count:
Write smart captions
Use your VIP keywords naturally in captions and alt text. Think: website analytics, lead generation analytics, B2B website optimisation.
Treat Instagram posts like blog headlines
If it’s searchable, it should be scannable. Lead with the value, not just the vibe.
Use link in bio to guide to high-intent pages
Don’t send traffic to a generic homepage. Link to a demo page, top-converting blog, or guide that builds trust.
Track traffic and performance
Use UTM tags to track which Instagram posts actually lead to site visits and conversions.
Use structured data on your website
The more consistent your content is across platforms, the more likely it is to be pulled into AI-generated results.
Real Life Example: Webflow
Intro
Webflow has one of the most SEO-savvy Instagram feeds in B2B SaaS. It’s clean, visual and on-brand, but also designed to drive traffic.
What They Do Well
They create educational carousel posts that map to high-intent search terms like “how to improve website performance” or “UX principles for landing pages.” Their captions are keyword-rich but still human. And their link in bio points straight to relevant product tutorials or gated templates.
What Could Be Better
More of their content could directly link to lead-generating resources. Some high-performing posts end up sending users to a general landing page instead of capturing that intent.
How Webflow Nails SEO and AEO, And What You Can Steal
Webflow treats every post, especially on Instagram, as a chance to rank. They sneak in SEO and AEO fundamentals without breaking their visual flow. Here’s what they do and how to copy it:
1. Meta tags that answer, not describe
Their titles lead with search intent (“How to build…” > “Our latest tips”). Clean, clickable, and primed for both Google and AI engines.
✍️ Steal this: Make your meta title a question or outcome.
2. Structured data is their superpower
They add FAQ and How-To schema behind the scenes to boost visibility in AI Overviews, voice search, and featured snippets.
✍️ Steal this: Add one FAQ block to every landing page—with schema.
3. Speed + crawlability = visibility
Their auto-clean code means faster load times and better indexing, key for search bots and AI crawlers.
✍️ Steal this: Use SSR for dynamic pages and pre-render top answers.
4. They write for questions, not just users
Every post leans into answer-style phrasing (“How do I…” / “Steps to…”). It's optimized for AI surfacing as much as for humans.
✍️ Steal this: Write copy that literally answers a high-intent search.
Why Your Website Still Does the Heavy Lifting
Let’s be blunt. You can’t close deals on Instagram. Not in B2B.
Here’s what your site still needs to do:
Be fast enough to keep mobile-first buyers around
Build trust with clear messaging and proof
Convert with compelling calls to action and simple forms
Show up in SEO and AEO (hello ChatGPT)
If Instagram is now step 1 in your discovery funnel, your website still needs to nail steps 2 through 10.
Conclusion and Next Steps
The search landscape is shifting, and Instagram just joined the party. But the fundamentals haven’t changed. Discovery might start on Google or ChatGPT, with an Instagram post or a question. But the destination is still your website.
Make Instagram work for search. Optimise your posts for keywords. Track what converts. And most importantly, make sure your website is ready when the traffic arrives.
Ready to test how well your site handles social traffic?
Run it through our free trial at optise.com and see how AI-powered website analytics can help you turn every visitor into a win.
FAQ
What does the Instagram Google update mean for B2B?
It means your social content can now show up in search results, just like a blog or web page. It’s a visibility win—but only if your website is ready to follow through.
Should I start using SEO keywords on Instagram?
Yes. Use relevant keywords in captions and alt text. Prioritise your highest-value search terms.
Will ChatGPT pick up Instagram content too?
Not directly, but structured content across all platforms can influence how your brand is summarised in answer engines.
Do Instagram posts convert for B2B?
Not usually. They build awareness. Your site still needs to convert that attention into pipeline.
How should I update my link in bio strategy?
Link to high-intent pages, like demos, templates or lead magnets, not just your homepage.
Is Instagram now part of my AEO strategy?
Yes. It’s another signal Google and answer engines may use. Keep it clean, consistent and keyword-aligned.
