Google has just announced one of the biggest Social SEO updates we’ve seen in years, and I think it’s going to be a game-changer!
Search Console is rolling out Platform Properties, allowing organisations to measure how their Instagram, TikTok, YouTube and X content performs in Google Search and Discover. We’ll be able to see which search queries are driving people to our social content and finally get first-party data on how social content performs outside the platforms themselves.
As someone who’s been talking about the growing relationship between social media and search for a while now, I can’t wait to start digging into the data. What excites me even more is what this represents for the future.
Over the past year, we’ve seen the lines between social media, SEO (Search Engine Optimisation) and AI search become increasingly blurred. Search has always mattered within social platforms, but now social content is appearing in Google Search and being cited by large language models (LLMs) such as ChatGPT, Perplexity and Google’s own AI-powered search experiences.
That’s because people don’t just want information; they want real experiences from real people. Whether someone is looking for advice, reassurance or expertise, authentic conversations often carry more weight than polished marketing copy. AI search is increasingly recognising that too, looking beyond websites to surface helpful content from trusted voices across social media.
Interestingly, Reddit, along with LinkedIn, Bluesky, and Facebook, are not in Google’s list of Platform Properties yet. That’s most likely an API and permissions issue, but one they should aim to resolve as soon as possible, especially for platforms like Reddit.iscoverability within social platforms – now they’re becoming just as important for search.
Research analysing millions of AI citations found Reddit to be the most-cited social platform, with YouTube and LinkedIn also featuring prominently. That’s a clear sign that social media has become part of the wider search ecosystem, not just a place where conversations happen.
It’s also why Answer Engine Optimisation (AEO) is becoming such an important consideration. While SEO focuses on helping people discover your content through traditional search, AEO is about helping AI understand, reference and cite it. For charities, that’s a huge opportunity because many already create exactly the type of content AI values most: practical advice, lived experience, expert guidance and stories that build trust.
Until now, though, we’ve had very little visibility into how that content performs beyond social platforms. Most teams still measure success through likes, comments and shares. Those metrics still matter, but they don’t tell the whole story. A post explaining how to access support or a beneficiary story might continue helping people weeks or months later because it’s discoverable through Google or informs an AI-generated answer.
That’s exactly why I’m so excited about Platform Properties. For the first time, charities will be able to see how their social content contributes to search visibility, helping demonstrate the longer-term value of organic social beyond engagement alone.
What charities should be looking for in Platform Property data
As Platform Properties rolls out, I’d encourage charity comms teams to look beyond the headline performance metrics and focus on the insights they can use to shape future content.
- Which search queries are bringing people to your social content? These are the questions your audience is already asking.
- Which posts continue generating search traffic weeks or months after publication? They can often be refreshed, repurposed or expanded.
- Which content formats appear most often in Google Search? You may find videos, carousels or particular topics have a much longer shelf life than expected.
- Where are the gaps? If people are searching for topics you haven’t covered, you’ve just found your next content idea.
- How can these insights shape your website content too? The best-performing social topics can inform blogs, FAQs, campaign pages and supporter journeys, and vice-versa!
Rather than creating more content you think audiences will want, focus on creating content people are already searching for. Think about the questions supporters, beneficiaries and volunteers ask every day, then answer them using clear language, descriptive titles and accessible captions. Those simple changes have always improved discoverability within social platforms – now they’re becoming just as important for search.
Side note
Just like web content, remember social media captions shouldn’t try to shoehorn in every keyword, just include them naturally!
I think the biggest mindset shift is recognising that social media is no longer just an engagement channel. Every helpful video, carousel or post has the potential to be discovered long after it’s published, whether that’s through Google, AI search or someone searching directly within a platform.
Google’s latest update hasn’t created this opportunity – it confirmed the opportunity!
And I think it’s only the beginning of a new world where social media plays a bigger role in our search and AI marketing strategies.
