What Is the New Google Search Console Social Media Feature?
Google Search Console now allows you to create platform properties, so that you can view reports for your content’s performance on Google Search (alongside News and Discover, if your content appears on these too). GSC can now verify social and video accounts as properties, which means you can see how they are found in Google Search results, as opposed to just on-platform analytics. The platforms supported are:
- TikTok
- X
- YouTube
Why Do Google’s Social Media Properties Matter for SEO?
For years, brands have had zero visibility on how their off-domain content (meaning that which is on platforms you don’t own) performed within Google’s index; consider this a move to close that gap. Google is formally acknowledging that social content is part of the search ecosystem, which ties in with the idea that AI Overviews and AI search are getting their answers from a wide range of sources: not just websites.
What Social Media Data Can You See in Google Search Console?
GSC users will be able to see this information within the performance reports, insight reports, and achievement sections. Here’s what insight you’ll be able to get where:
Performance reports
Here you’ll be able to see total clicks, impressions, and some additional metrics. Much like your website URL analysis, you’re able to sort and filter this data to see which posts and queries are driving the most traffic.
Insights report
Here you’ll find a high-level overview of recent trends in your traffic, including those top-performing posts, and how users use Google to discover your account.
Achievements
This will allow you to track and celebrate growth, such as total clicks from Google Search within a certain period of time.
How to Add Social Media Properties to Google Search Console
Tracking your content’s performance on the supported platforms involves you adding each one individually as a property in your GSC account, following these steps:
- Open Google Search Console and head to the Property Selector.
- Click Add property (you can also access this from the verification page).
- Choose the social platform you want to connect (Instagram, TikTok, X, or YouTube).
- Complete the verification process by following the on-screen prompts to securely link your account.
How to Use Google Search Console Data to Improve Your Social Media Strategy
Find Which Social Posts Drive Google Search Traffic
Until now, it was impossible to know for sure which of your social media posts were showing up in Google search and driving traffic; now you can gain insight into what content resonates beyond the platform it’s posted on. You can then concentrate on creating more of the content that’s discoverable through search.
Discover the Search Queries Behind Your Best Content
GSC’s new platform properties capability won’t just reveal what social media and video content is performing well; it will tell you what queries people are using to find it. This can uncover new keyword opportunities, highlight audience interests, and inspire future social posts, blog articles or landing pages.
Combine SEO and Social Media Data Into One Content Strategy
This is one of the most exciting parts about this announcement; this single set of insights can help inform your whole content strategy. Instead of a siloed approach, your website, blog and social channels can all support the same topics and audience needs.
When Will the Google Search Console Social Media Feature Be Available?
After a slower rollout, the social media feature in Google Search Console is now available to all users.
Ready to Build a Smarter SEO and Social Strategy?
As Google brings social content insight into Search Console, there’s never been a better time to rethink how your SEO and social strategies work together. If you’d like an expert review of your search strategy, or want to discuss how this new feature could help, get in touch with our team for a no-obligation chat.
