Platform Properties on Search Console, Hallelujah

Google has just announced that you will be able to connect your social media platforms (including Instagram, TikTik, YouTube, and Twitter (still not calling it X, sorry)) to Search Console. That means you’ll be able to see a platform-specific view of how your social content is performing in Google Search + Discover.

Finally, Google will be reporting all the ways people find their way to your brand in one place. As more + more people use these social media platforms to find your content, this feature will become even more helpful in optimizing for reach and discovery.

this is *not* just social media analytics 

an important note about this new feature is that it will *not* pull data from when people view your content within the social media platforms themselves. It’s strictly tracking Google performance data. If someone searches for your profile or ends up seeing your content by using in-app search, that data will not show up here.

You’ll be able to see which search terms lead people to your posts and how people interact with your content, including clicks, impressions, average click-through rates, and average position in search results of your selected property in the performance report. There will also be information in the insights report about recent traffic trends, top performing content, and how people discover your account on Google. 

tracking without a website 

With the rise of content creators + influencers, many people have personal brands that exist solely on social media networks. Platform properties lets these creators track their performance on Search Console without having a website for the first time. (But we can help you make a website too, when you’re ready.)

We know that people find brands on social and video as well as websites. Now Google will let you see all that information together, focusing on all your content, regardless of where it lives. Plus, it’s distinct from Search Profiles, offering important analytics rather than just a place to showcase your work. 

who this impacts 

While this new feature is probably most exciting for creators without websites, it’s still important for brands that have both social media + websites. Instead of guessing what people are searching for to land on your social media content + videos or assuming they’re using the same terms as the people who land on your website, you can now optimize for social traffic more reliably with the additional data. 

Interested in learning more about how you can use these new tools to optimize across social platforms as well as your site? Get in touch with us to grab coffee + chat.