Social Search Update
Google Search Console now tracks how well your social and video content is performing within Google Search.
This update will now give you the ability to understand how your Instagram, TikTok, X and YouTube content performs directly in Google Search
Giving us the ability to measure Impressions, clicks, top queries, and your best-performing posts, all now accessible within GSC.
Why this matters
Search is fragmenting and we are in an era of discovery optimisation – brand discovery no longer happens on your website alone, it happens wherever your content lives. This update is Google publicly confirming what we already knew… Google & Social = discovery channels.
And what it means for you
- Search and social teams must work together, not in silo. Both are chasing the same goal of discovery but just from different angles. Not collaborating means duplicating effort and missing the bigger picture.
- All content (from on-site to social) needs to be human-first, not platform-first. The content that wins is the content that resonates with audiences – not the content optimised purely for an algorithm.
Smarter Measurement
Performance must be measured cross-platform, not channel only. The user’s path to discovery touches multiple platforms like social, before it touches your site alone.
**bonus, creator partnerships will become more measurable from a discovery perspective. With the GSC update now giving us the ability to show when creator content is surfacing in Google Search (AI overviews included)
“This update update reinforces that search and social teams can no longer afford to work in slio and the importance of collaborating together to achieve the same goal – increasing brand discoverability through both on-site and social content.”
