October 5, 2026 •

The decrease in organic search traffic is forcing businesses to find new marketing channels. Social media has long been an effective way to build brand awareness and generate sales.

Prominent social media sites offer native analytics tools for follower growth and engagement. Yet those tools do not provide stats beyond their own platforms — in organic search, for example.

A new option in Search Console enables account holders to track organic search activity for their social profiles. After a slow rollout, the option is available for everyone and supports YouTube, TikTok, X, and Instagram professional accounts.

Search Console calls social media profiles “platform properties” and treats them like websites. To activate, click “Add property” in the top-left drop-down menu and follow the authentication steps.…