Google Search Console Adds Social SEO Tracking for Instagram, TikTok, X and YouTube

Google Search Console has introduced a new way for creators and publishers to track how social and video content performs in search.

Now this is an update that I'm excited about! It's designed to help users understand how content on Instagram, TikTok, X and YouTube is discovered through Google Search and Discover. Instead of only measuring website traffic, the new feature gives creators insight into the search terms that lead people to their socials.

As we already know, social media platforms have become search destinations in their own right. People use them to look for product recommendations, tutorials, news, creator content and holidays, which makes keyword visibility on those platforms more important than ever.

With platform properties (which is what this update is called) creators can begin to see which queries are driving impressions and clicks, and which topics are getting traction across different channels.

For social media managers, publishers and creators, this update helps content planning across these platforms much more strategic, especially when paired with TikTok Creator Search Insights data. By identifying the searches that surface a post, you can better understand what language your audience uses, what subjects resonate most, and where there may be content gaps in your current strategy.