Google Search Console has traditionally been one of my favourite go-to tools for understanding how a website is performing in organic search.
It is (largely) brilliant, but it has been limited to analysis of websites. That worked for a long time, but search behaviour has evolved over time and users now discover businesses through YouTube videos, Instagram Reels, TikTok clips and social profiles just as often as they do through a traditional web page.
Google has recognised that for years by surfacing this content in search results. The reporting on this behaviour has, however, lagged behind.
I was therefore pleased to see the announcement about a new feature called Platform Properties. This will allow eligible YouTube, Instagram, TikTok and X accounts to be added directly into Search Console. Once verified, creators and publishers will be able to see familiar metrics such as impressions, clicks and search queries, alongside Search Console Insights and achievement notifications.
The rollout will happen gradually over the coming weeks.
A welcome addition
This feels like one of those updates where the reaction is less “wow” and more “that makes complete sense.”
Search has never really been limited to websites as social content, in particular, has always been very evident in the SERPs. From my own personal experience, I know that I am often drawn towards YouTube videos when I am investigating something new.
The phenomenon of different properties (above and beyond a website) ranking well is definitely not new, but decent reporting has been missing.
Search Console is becoming more useful
As I mentioned, I have always been a fan of Google Search Console and I am always pleased to see continued investment in the platform.
It is a relief to see that it has not been abandoned, like many of Google’s little experiments over the years, nor has it been wrapped in a shiny new paid subscription.
Whilst I am not always personally convinced of the real value of some of the additions – a notable example being the new AI report, which I do not rate as highly as Kerry – I am impressed that Google has continued to add new reports, better diagnostics and more useful insights over the years.
This new report is a revealing one, in my humble opinion. The interesting thing isn’t necessarily that Instagram or TikTok can now be measured. It’s what this says about Google’s view of search.
Search Console is quietly evolving from being a tool that measures websites into a tool that measures visibility. That is a subtle, but important distinction.
‘Organic visibility’ is more than your website
As digital marketers, we’re often guilty of obsessing over our websites.
Of course they’re important. They remain the destination where conversions happen, enquiries are generated and sales are made.
But they are not the only place where people encounter your brand. The interactions with your brand on other platforms really do matter and they can have a real impact on the perception of your brand.
Being able to understand them within the same reporting ecosystem is genuinely useful. Native platform analytics tell you what happens inside Instagram or YouTube.
Search Console is promising to tell you what happened before someone arrived there. That’s a very valuable piece of the puzzle.
Thank you Google
It is always easy to criticise and I am most definitely guilty of lambasting Google (on a number of fronts), but we should acknowledge things that it gets right.
Search Console remains one of Google’s most valuable free products and, despite the occasional wobble, it continues to get better. Every new layer of meaningful data helps marketers make better decisions, and that’s something worth celebrating.
So, thank you for continuing to develop Google Search Console and I will look forward to exploring the new reports when they are available.