Google is rolling out a new Google Search Console feature called “platform properties” that lets content creators and website owners track how people discover their social media profiles and YouTube content through Google Search. The feature was announced in 2026 and is set to roll out “gradually over the coming weeks.”
With platform properties, creators can “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 Google blog post.
The update builds on a move Google made in June 2026, when the company began allowing prominent creators and publishers to claim dedicated profiles in Search that can feature links to other platforms and pin videos from TikTok and Instagram. The new data feature extends that effort by giving creators visibility into how audiences find their content across those platforms.
Google framed the feature as a response to how creators increasingly operate across multiple channels beyond their own websites. “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 company said.
The addition is part of a broader push by Google to position Search as a central hub for creator and publisher activity online. By surfacing search performance data for third-party platforms, the tool may give creators a clearer picture of which content and search terms are driving their audience growth — without requiring them to own a standalone website.
Source: The Verge