:google__g__logo-svg:Google Search Console Adds Reporting For Social And Video Platforms

What’s happening

Google has added “platform properties” to Search Console. This feature enables marketers to track how well their content on Instagram, TikTok, X, and YouTube perform in Search.

To get started with platform properties, marketers must add the appropriate platform in Search Console and verify ownership.

Platform property reports include:

• Performance report: Shows clicks, impressions, average CTR, and average search position for the selected property. This data can be filtered to see which specific posts drive the most traffic across Google Search, Discover, and Google News.
• Insights report: Shows a high-level overview of your recent traffic trends, top-performing content, and how people discover your platform content on Google Search.
• Achievements: Shows growth, milestones, and click-based accomplishments.

Google said this feature is rolling out gradually, so it may not be available to all GSC accounts yet.

👥 Why this matters

This is the first time Google is offering search performance reporting for domains/properties that marketers don’t own. And, it helps close a reporting blind spot: until now, there was no way to see whether a brand’s social content showed up in Search or Discover in native analytics. Now, brands have first-party data on how their off-site social content performs in Google’s ecosystem.

Marketers can use these reports to prioritize the type of content that drives clicks/impressions in Search, as opposed to optimizing for native engagement and hoping that performance translates over to Google.

🔗 What to promote

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Semrush One :screenshot-2025-09-12-at-15-37-07--1--1:

Use the following tracking link or your exclusive one:

👉 Affiliate link

For these topics, use the Tracking Parameter: Shared ID and add the exact URL of the publication. Click Save and copy the generated link.

You get $300 per Semrush One sale and $10 per trial activation.

Platform properties help you connect the dots between organic search and social performance, but it’s currently limited to just four platforms. You’ll need to go deeper and understand your competitors’ strategies for useful insights.

Traffic & Market Toolkit

You get $200 per sale and $10 per trial activation.

Provides the cross-platform traffic intelligence needed to validate resource decisions across Google, social, referral, and marketplace channels—answering "which platforms actually drive revenue?" with data rather than guesswork.

Social Toolkit

You get $50 per sale and $10 per trial activation.

• Social Tracker (Social Toolkit): Lets you monitor your competitors’ social media performance and benchmark it against your own on a centralized dashboard • Social Dashboard (Social Toolkit): Complement your platform properties reporting with a real-time overview of your social media performance across all your connected accounts.

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Key talking points

• This is the first time Google has offered search performance data for content marketers do not own. Platform properties in GSC mark a structural change in how Google treats social content — not as off-platform noise, but as indexable, rankable content competing alongside traditional web pages.
• The data operates at the individual post level. Marketers can see clicks, impressions, average CTR, and average search position for specific posts across Google Search, Discover, and Google News — enabling content decisions based on search evidence, not just native engagement metrics.
• Google has confirmed that AI Overviews can surface social posts and YouTube videos. This means the content characteristics that earn search visibility today are likely connected to what AI-generated results will prioritize — making this data strategically relevant well beyond traditional SEO.
• GSC platform properties cover only four platforms and provide no competitive intelligence. Instagram, TikTok, X, and YouTube are supported; other platforms are not. There is also no visibility into how competitors' social content performs in search — a gap that Semrush One's Social Tracker and Traffic & Market Toolkit directly address.