Google Search Console Adds Platform Properties to Track Social Media Performance
Google has introduced a new feature in its Search Console platform called 'platform properties' that provides website owners and creators with insights into how their social media content performs on Google search. This feature allows users to track the performance of their Instagram, TikTok, X (formerly Twitter), and YouTube posts across Google search and discover.
The platform properties offer three reports: Performance, Insight, and Achievements. The Performance report shows total clicks, impressions, and related metrics with filtering and sorting options that identify individual posts and search queries driving traffic. The Insight report highlights recent traffic trends, top-performing posts, and how audiences discover the account through Google.
Moshe Samet, product manager lead for Search Console, noted that additional data is available in the Google Help Center to help creators understand their metrics when Search Console handles specific types of platform property content and search interactions. For example, an Instagram story that surfaces in Google search counts as an impression, while a click on it counts as a click.
Empty charts may appear for users who have not yet added a property, and it could take a few days to collect and process performance metrics after setup. However, Annie-Mai Hodge, founder of Girl Power Marketing, called the update 'huge' for the social media SEO world, while Samra Tyagi, a social media manager in India, referred to it as the biggest 'Social SEO update of the year.'