Why Social Media Should Be Part of Your SEO Strategy

Platform Properties connect your social media accounts to Google Search Console so you can see when people find your social content through Google. 

For example, someone searching for a product, service, how-to video, or local business may come across one of your social posts in Google Search before ever visiting your website or social media page. 

The new reporting helps businesses understand which social posts are being found through Google and which topics are getting the most attention. 

Once a social account is connected, Google can provide information such as: 

• How often your social content appears in Google Search 

• How many people click on that content 

• Which posts are getting the most visibility 

• What people are searching for when they find your content 

• Whether your content is also receiving traffic from Google News or Discover, when applicable 

This gives businesses a better picture of how social media is helping people find them outside of the social platforms themselves. 

If you already use Google Search Console, connecting a supported social account is fairly straightforward. 

From Search Console, you can add your Instagram, TikTok, X, or YouTube account as a new property and follow Google’s steps to verify that you own or manage the account. 

Each social account needs to be connected separately. Once it is verified, Google will begin collecting information about how that account’s content is being found through search. It may take a few days before data begins appearing. 

The feature is still being rolled out, so it may not be available in every Search Console account yet. 

This information can help answer an important question: What content are people actually interested in? 

If certain posts, videos, or topics are being found through Google more often than others, that gives you useful direction for future content. 

For example, a topic that performs well on social media may also make sense as a blog post, website page, video, or email topic. 

Instead of treating your website, social media, and search strategy as separate efforts, you can use what is working in one area to strengthen the others. 

Not directly. Likes, comments, shares, and other social media activity do not automatically make your website rank higher in Google. 

What has changed is that your social media content itself has more opportunities to appear in Google Search. That gives your business another way to be found online. 

It also gives marketers better information about what people are searching for and which content is attracting attention. 

SEO has traditionally focused on helping your website appear when people search for your products, services, or expertise. 

That is still important. But today, a potential customer may also find your business through a video, social post, image, or other piece of content that appears in Google Search. 

Your website may provide the detailed information and next step, while your social content helps introduce someone to your business in the first place. 

When your website, social media, and content strategy all focus on the same topics and customer needs, they work together to create a stronger online presence. 

The biggest takeaway is simple: social media and SEO should not be treated as completely separate strategies. 

Google’s new Platform Properties feature gives businesses more insight into how social content is being discovered through search and what types of content are getting attention. 

At KMA, we look at social media, search, and website content as connected parts of a larger digital marketing strategy. By using information from each channel, businesses can make smarter decisions about what content to create, what their customers are interested in, and where to focus their marketing efforts. 

1. Do you need a website to use Platform Properties? 

No. Businesses and creators can verify a supported social media account directly. 

2. Can you connect more than one social media account? 

Yes. Each account or channel must be added and verified separately. 

3. Does this track likes, comments, or shares? 

No. Platform Properties focus on how your social content is performing through Google. Likes, comments, shares, and other engagement still need to be reviewed within each social platform. 

4. How should businesses use this information? 

Use it to see which social posts and topics are being found through Google. That information can help guide future social posts, website content, blogs, videos, and other marketing efforts.