If you are a publisher who uses platforms such as Instagram, Tik Tok, X or YouTube, you will soon be able to use Search Console to monitor how people find your content when searching on Google. They have recently announced a new Search Console feature: Platform Properties.
This is massive news for the social media marketers amongst us, creating organic social content can sometimes feel like you are shouting into the void but this update from Google gives actionable data that you can use.
You will finally be able to answer questions like; what search terms are people using to find your content? Are your posts performing across social and Google? If not, how can you rework your social content to plug any gaps?
What insights and stats will Search Console show me?
Google have confirmed that Platform Properties will focus on reporting performance and traffic insights.
Performance report will show you total clicks, impressions, your average click through rate (CTR) and average search position for the selected property. It will also be possible to export this data.
Insights report shows all the clicks to your property across Google (including web, image, video and news searches). This gives you an overview of your recent traffic trends and top performing posts.
It is important to remember that social search turns up what people are searching for right now, and whilst you might not have had access to this information previously, Google has when prioritising what they surface in their search engine results pages (SERPs).
The feature is rolling out across accounts over the next couple of weeks so keep an eye out for when your Search Console page updates.
Key takeaways
Social content has always been an important piece of the marketing pie, now it’s just a more trackable one.
Work with your SEO and content specialists to ensure anything you are producing for social media is working as hard as possible to help you achieve your marketing goals.
For example, you could adjust your titles or posting schedule based on the insights you pull out.
