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Google Can Now Measure Your Social Posts: Is Social Media Becoming SEO? | ProfileTree Podcast
Discover how Google's latest platform properties feature is revolutionising the way creators and businesses track their social media performance. In this episode, hosts Laura, Marcus, and David explore what this means for your organic social strategy and why every business needs to know about this.
What You'll Learn In This EpisodeLearn how Google Search Console now measures your Instagram, TikTok, X, and YouTube content just like it would measure your website. Discover the practical steps to connect your social accounts, understand the search terms bringing traffic to your posts, and explore how this blurs the line between traditional SEO and social media marketing.
Key topics covered:
- How to access and set up platform properties in Google Search Console
- Why businesses no longer need a website to use Search Console
- Understanding search queries, impressions, and clicks from social posts
- The shift towards "social media SEO" and steady organic growth
- How different platform algorithms interact with Google's ranking factors
- Identifying content gaps between your website and social accounts
- Why TikTok's role as a search engine is influencing Google's strategy
- Practical optimisation strategies for social media content
- The blurring lines between social media marketing and SEO performance
- Why authentic voices matter more than AI generated content
Whether you're running a small business in Belfast, Dublin, Cork, or anywhere across the UK and Ireland, this Google update directly impacts your digital marketing strategy:
- No website required: SMEs can now get discovered on Google through social media alone
- Better data insights: Understand exactly how people find your content through Google Search
- Content validation: Identify which posts resonate with your audience before investing in paid advertising
- Competitive advantage: Early adoption gives you insights competitors might miss
- Cost-effective growth: Organic discovery through Google reduces reliance on paid social ads
- Cross-channel strategy: Integrate your social media and SEO efforts into one cohesive strategy
- Startup friendly: New businesses can gather valuable data before investing in website development
- Longevity focus: Shift from viral chasing to sustainable, searchable content that generates traffic months later
Introduction and Google's Announcement (0:00 to 1:48)
Marcus introduces the team and the latest Google Search Console feature announced on 7 July 2026. You'll learn how this update represents the first time creators and brands can track social media performance through Google's tools.
What Are Platform Properties? (1:48 to 2:30)
Understand the technical side of platform properties and how they differ from traditional website properties in Search Console. You'll discover exactly what information you can access once connected.
Social Media As A Search Engine (2:36 to 5:46)
Laura explains how users increasingly treat platforms like TikTok and Instagram as search engines rather than just content feeds. Learn why Google is responding to this behaviour change and how it benefits businesses tracking organic discovery.
Content Gap Analysis (6:45 to 7:53)
David reveals the practical opportunities this feature unlocks, including identifying content gaps between your website and social accounts. Hear real-world examples of how restaurants and other businesses can use this data.
The AI Age And Authentic Voice (8:01 to 8:38)
Explore why Google is emphasising real, organic voices from social media platforms as opposed to traditional website content in an era of AI-generated material.
Optimisation Implications (9:07 to 10:39)
Discover how marketers might start optimising social media posts similarly to how they've traditionally optimised web pages. Understand the risks of cannibalisation when multiple posts target the same search terms.
The SEO vs Social Media Hybrid Future (10:51 to 13:41)
The team discusses how this feature blurs the lines between SEO and social media marketing roles. Learn why your website remains your most valuable asset despite these new opportunities.
Practical Advice For Getting Started (14:45 to 17:54)
Get actionable steps to implement this feature immediately, including setting up Google Search Console, monitoring your data, and using it alongside native platform analytics.
Official Google Resources:
- Google Search Console (search.google.com/search-console)
- Platform Properties Feature (newly available, rolling out throughout summer 2026)
- Google AI Overview data (previously announced feature)
Social Platforms Covered:
- YouTube
- TikTok
- X (Twitter)
What You'll Need:
- Gmail account (free)
- Login credentials for your social media accounts
- 48 hours for initial data to populate
ProfileTree is a Belfast-based digital marketing and web design agency specialising in organic growth strategies for small and medium-sized enterprises across Northern Ireland, Ireland, and the UK.
Our Core Services Include:
- WordPress Web Design: Custom-built, optimised websites designed for conversions and search engine visibility
- SEO Services: Comprehensive organic search strategy covering technical SEO, content optimisation, and link building
- Answer Engine Optimisation (AEO): Future-proofing your content for AI search tools and LLMs
- AI Training And Implementation: Helping businesses leverage artificial intelligence responsibly and effectively
- Video Production: Professional video content creation optimised for YouTube, social media, and search
- Digital Marketing Strategies: Integrated campaigns focusing on organic discovery and sustainable growth
What We Don't Do:
- Paid advertising management (Google Ads, Meta Ads, etc.)
- Paid social campaigns
- Short-term "quick fix" solutions
- Black-hat SEO tactics
- Promise guaranteed rankings (we focus on sustainable results instead)
Why Choose ProfileTree:
- Organic-first philosophy: We believe sustainable growth comes from earning visibility, not buying it
- Local expertise: Based in Belfast with deep understanding of Northern Ireland and Irish business landscapes
- Future-focused: We train you on emerging technologies like Answer Engine Optimisation and AI integration
- Transparent reporting: You'll understand exactly what we're doing and why
- Partnership approach: We work with you, not for you, building your internal capability
- Track record: Proven results with SMEs across multiple industries
- Educational focus: We don't just implement strategies; we teach you to understand them
Q1: Do I Need To Set Up Platform Properties If I Already Use Native Analytics?
No, you don't need to replace your existing analytics. Platform properties show you how people find your content through Google Search specifically. Your native platform analytics (Instagram Insights, YouTube Analytics, TikTok Creator Tools) show engagement metrics like likes, comments, and shares. You need both. Use Google Search Console data to understand discovery, and native analytics to understand engagement. Together, they give you the complete picture of how your content performs.
Q2: Will This Replace My Website?
Not at all. Your website remains your most valuable digital asset because it's yours alone. Social media platforms can change their algorithms or shut down entirely. Google Search Console gives you additional tools to measure social media performance, but it doesn't make social media a substitute for a website. The winning strategy combines both: a solid website foundation plus optimised social channels that feed traffic back to your core asset.
Q3: How Long Does It Take For Data To Appear In Platform Properties?
Google states that it can take up to 48 hours for data to begin appearing once you've connected your account. However, you should set it up immediately even if you don't see results straight away. The feature is rolling out gradually throughout summer 2026, so you might see partial data initially. Once set up, Google keeps 16 months of historical data, so you always have context for analysis.
Q4: What If I Post Frequently On Social Media? Won't Older Posts Rank Lower?
This is an excellent question the team raised. Traditional social media algorithms prioritise recent content, so older posts get buried. However, Google Search Console works differently. Your posts can continue generating traffic through Google Search weeks or months after publishing. This means you might need a new strategy: rather than constantly publishing new content, you could update and re-optimise older posts that are already getting search visibility. This shifts your approach from reactive (constant new content) to strategic (evergreen content).
Q5: Is This Feature Available Worldwide, And Are There Platform Restrictions?
Currently, Platform Properties work with Instagram, TikTok, X, and YouTube. The feature is rolling out gradually throughout summer 2026, so you may not have full visibility immediately. It's available globally if you have a Google account, but some regions may receive updates on a delayed schedule. The requirement is simply a Gmail account and login credentials for your social platforms. YouTube offers additional functionality since Google owns it, but all four platforms provide valuable data about how people discover your content through Google Search.
Connect With ProfileTreeLocation:
McSweeney Centre
31 Henry Place
Belfast BT15 2AY
Northern Ireland
Follow Us On Social Media:
- TikTok: https://www.tiktok.com/@profiletree
- Instagram: https://www.instagram.com/profiletree
- Facebook: https://www.facebook.com/ProfileTree
- X (Twitter): https://x.com/ProfileTree
- Pinterest: https://uk.pinterest.com/profiletree/
Website:
Visit profiletree.com for comprehensive guides on WordPress design, SEO strategy, and AI implementation for your business.
This episode is part of the ProfileTree Podcast, where we explore the latest digital marketing trends, SEO updates, and practical strategies for growing your business organically.
Subscribe to our channel to get notified when new episodes drop. New episodes release weekly, covering topics relevant to SMEs across Northern Ireland, Ireland, and the wider UK.
Leave a comment below to share your thoughts. Have you started using Google Search Console's platform properties? What questions do you have about optimising your social media for search? We'd love to hear from you.
Upcoming topics in the ProfileTree Podcast:
- Answer Engine Optimisation: Preparing your content for AI search results
- WordPress optimisation for conversion rate improvement
- AI tools that SMEs can use without replacing human creativity
- Local SEO strategies for Northern Ireland businesses
- Video SEO: Optimising YouTube content for both the platform and Google Search
Marcus, Laura, and David bring their combined expertise in digital marketing, SEO, and content strategy to the ProfileTree Podcast. Each episode offers actionable insights you can implement immediately in your business.
