Google Search lets creators know more about their reach

Google is going to give content creators and website owners a better idea of how people find their social media profiles and YouTube content through Search. With a new feature in the Google Search Console called “platform properties,” Google says that you’ll be able to “easily track which search terms lead people to your Instagram, TikTok, X and YouTube content on Search, and see exactly how your audience is interacting with your posts,” according to a blog post.

The new feature continues Google’s push to make Search more of a hub for everything creators and publishers do online. In June, Google started letting big creators and publishers claim dedicated profiles in Search that can feature links to other platforms and pin videos from TikTok and Instagram. With the update announced today, creators will have more data on how people discover their content while they’re googling around.

“Content creators and publishers use many channels beyond their own websites to reach their audiences,” Google says. “As people gravitate towards first-hand perspectives and different content formats, we want to make it easier for site owners and creators – even those without their own website – to get a consolidated view of how all of their content is getting discovered on Search.”

The new platform properties feature is rolling out “gradually over the coming weeks.”