Search Console Now Tracks Social Search Discovery

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Summary

Google Search Console now lets businesses connect Instagram, TikTok, YouTube, and X properties to see the search queries, clicks, impressions, and top posts driving discovery on those platforms, plus audience country data. The framing: content that flops on social may still be surfacing well in search results, and without this data you would never know.

Key Insight

• A new property type in Search Console’s Property Selector covers social platforms directly (Instagram, TikTok, YouTube, X), not just websites.
• Once verified, it surfaces the search queries used to find your content, clicks and impressions per post, top-performing posts, and an audience country breakdown.
• The core reframe: social engagement metrics (likes, views, flops) and search visibility are two different signals. A post can underperform on-platform but still get found via search regularly.
• Google published a companion guide on using this data to spot trends, revive underperforming older posts, and plan future content around proven search demand.
• Complementary tool mentioned: Whitespark’s Local Ranking Grids for local business rank tracking, separate from this Search Console update.