Google has announced new Platform Properties within Google Search Console, allowing businesses to monitor how their Instagram, TikTok, X and YouTube content performs directly within Google Search. Even more exciting, businesses will be able to see the search queries people are using to discover their social content, opening up an entirely new level of insight into Social SEO.
At FUZE, we've been talking about the growing relationship between SEO and social media for some time. Creating keyword-rich captions, using language your audience is actively searching for and producing content that answers genuine questions has become increasingly important across every platform. Until now, however, it has been difficult to measure exactly how social content contributes to search visibility.
Well take to the stage, Google Search Console for the game changer!
Being able to identify which Google searches lead users to your social posts gives marketers valuable data to shape future content. Beyond relying on likes, comments and shares, brands can now understand the topics their audience is actively searching for and build content strategies around genuine search demand. It's another step towards treating social media as a searchable content platform rather than somewhere to post updates.
For businesses, this highlights why SEO and social media should no longer be managed in isolation. An SEO strategy can uncover the questions customers are asking every day, while a social media strategy can create engaging content that answers those questions across multiple platforms. When both disciplines work together, your brand has far more opportunities to appear wherever potential customers are searching.
At FUZE, our SEO and Social Media teams work closely together, literally opposite! Staring lovingly into each other's eyes Monday to Friday 9 till 5 Dolly style. To ensure every piece of content has the best possible chance of being discovered. Whether that's identifying trending search terms, planning content around customer intent or measuring how your social channels contribute to your overall online visibility, we believe the strongest digital marketing strategies are fully integrated.
Google's new Platform Properties are another indication that search is evolving. Your website is no longer the only place customers can discover your business through Google. Your social media content is becoming an increasingly valuable part of your search presence too.
What We Know So Far About Social Media Search Results In Google Search Console
- Only 4 platforms are supported at launch: X, Instagram, TikTok
- The feature is rolling out gradually - should be available to all by mid-August
- You must be able to verify the social media account
- This is purely to report on Google search performance and does not replace native social analytics - FUZE can help you with this also if you aren’t already familiar with.
- Only content that Google can index will appear - it’ll expose any gaps you may have.
If your SEO and social media are being managed separately, now is the perfect time to rethink your strategy. As search and social continue to merge, businesses that combine both under one joined-up approach will be best placed to maximise their online visibility and stay ahead of the competition.
