Social accounts in Search Console: what to do next

Google Search Console can now show what your social accounts earn in search. On 7 July 2026 a new property type arrived — Platform Properties: verify a social or video account and you get clicks, impressions, CTR, average position and the actual queries across Search, Discover and News.

That closes an old blind spot. Social content used to be judged by likes and in-platform views only; now you can see which queries lead people to your Reel or Short inside Google. The practical playbook was laid out by Search Engine Land: query groups are split into top, trending up and trending down — a ready-made demand map instead of guesswork.

One example from the piece: a Reel about lacing running shoes for wide feet steadily pulls clicks from search, while the brand's own site has nothing on the topic. A single row in the report hands you the subject, the wording and the format at once.

Creator deals shift too. Instead of follower counts you get a shared metric: which queries each side is visible for, and whether a collaboration produces real search clicks rather than a one-day engagement spike.

One important limit: this is first-party data only. No competitors, no share of voice, no category benchmarks — the rest of the picture still comes from classic SERP analysis and keyword research.

What to do this week:

• verify your social and video accounts as Platform Properties in Search Console;
• export the query groups and find topics that already earn clicks but have no page on your site;
• switch on the 24-hour filter to see which fresh posts search picks up — that is your cross-promo window;
• compare formats with URL filters: Shorts versus long-form, Reels versus static posts;
• brief creators on specific query territories where your brand is invisible, not on reach.