A new Search Console feature for social and video content
Google has added a new feature to Search Console called platform properties. This allows creators, publishers, and businesses to connect their Instagram, TikTok, X, and YouTube accounts directly to Search Console and see how that content performs in Google Search and Google Discover. The feature is rolling out gradually over the coming weeks and does not require you to have a website to use it.
Why this is worth paying attention to
- Your social content is appearing in Google Search whether you track it or not. Businesses and marketers who do not measure this are missing a real part of their search visibility. Platform properties finally give you the data to understand what is working.
- Search Console data is reliable and comes directly from Google. The Performance report shows clicks, impressions, and the actual search queries people used to find your content. That is genuinely useful information for refining what you post and how you write captions or descriptions.
- Google Discover is a significant traffic source that is easy to overlook. If your social or video content is surfacing in Discover, you now have a way to see it. For marketing managers trying to justify content spend, this kind of visibility into organic reach is valuable.
Steps to take this week
- Log into Google Search Console and check whether the platform property option is available in your account. The rollout is gradual, so it may not be live for everyone yet.
- When it becomes available, add a platform property for each relevant platform your business uses. Instagram, TikTok, X, and YouTube are currently supported. Complete the verification steps to securely connect each account.
- Once connected, review the Performance report. Look at which posts are generating impressions and clicks from Google Search, and note the queries people used to find them.
- Check the Insights report to identify your top-performing posts and spot any traffic trends. This can inform what topics and formats you prioritise going forward.
- Note the Achievements section, which highlights milestones such as reaching new click thresholds. This is a simple way to track progress over time and report back to stakeholders.
A mistake that is easy to make
A common mistake is assuming that social media and Google Search are completely separate channels with no crossover. Many businesses put significant effort into Instagram or YouTube without realising that content can surface in Google Search results and Discover. Ignoring this means you have no way of knowing what is actually reaching people through search, which makes it harder to make informed decisions about your content strategy.
How Kraken Dev Co can help
If you are not sure how to set up platform properties in Search Console, or if you want to make sense of the data once you have it connected, we can walk you through it. We work with business owners and marketing teams who want clearer visibility into how their content is performing, and we help translate that data into straightforward actions. Get in touch if you would like a hand getting started.
