How often do you search for businesses on Google, and have their social accounts pop up before anything else? How often will you then explore their socials first before then moving onto their website? If you are honest, the majority will have a nosey at visuals, before we will invest in looking into working with someone
google's new feature to help you get discovered
If you have a website, you may already be aware of Google Analytics. A free tool to help you understand how people find your website and what they do when they are on your website.
They also have a great SEO tool called Google Search Console. This tool connects to your analytics and let’s you see for example what search terms people are using to find your website. It also tells you about technical problems and how you perform on search.
Google is now launching a new tool called ‘Platform Properties’, this is a free tool you can find in Google Search Console and it will change the way you make content for your social media platforms.
Platform properties will allow you to look at insights and data across all your social media, it will mean you can look at what key words make your business stand out, and what is making people click onto them. And it means you can 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. Pretty cool, no?
how can you access google properties?
In my training on social media, I have been talking about search engine optimisation quite a bit, but this steps it up even further. We can’t escape now that people are using social media to search on topics, but this is going to help you understand how to optimise your content for this even more.
Your content isn’t just being created for someone scrolling through Instagram or TikTok anymore…it also needs to be created with search in mind.
That means thinking about the words and phrases your audience might actually type into Google (and in the social media platforms themselves), and making sure those keywords naturally appear in your captions, titles and content. So instead of simply asking, “Will this post perform well on social media?”, we can also start asking, “Will this help my business get found when someone is searching for what I offer?”
It’s about creating content that works for the algorithm AND for search, helping the right people discover your business wherever they’re searching.
how can you access platform properties
Want to see how people are finding your content through Google?
Step 1: Open Google Search Console
Head to Google Search Console and sign in with your Google account.
Once you’re logged in, you’ll need to add your platform as a property so Search Console can access your performance data.
Step 2: Add your platform
You can add a property for one of four supported platforms:
- TikTok
- X
- YouTube
To get started, open the property selector in Search Console and select Add property.
Alternatively, you could go to the Search Console verification page and follow the prompts.
Step 3: Choose your platform
Select the platform you’d like to connect to, for example, Instagram or YouTube.
You’ll then be taken through the verification process.
Step 4: Complete the verification
Follow the on-screen instructions to securely authorise the connection between your platform and Google Search Console.
Once your property has been verified, you’ll be able to start exploring your Google Search data.
but will this make a difference?
I think the answer is yes. To understand what is needed for your social platforms is no mean feat, so when you have extra information that helps guide you in the right direction, it is always going to be a win.
Let me know if you have any questions.
