Google Tests Social Insights in Search Console

Google Search Console is trialling a new feature that allows website owners to view how their linked social media channels are performing in Google Search. This development aims to give a more unified view of digital performance.

Previously, website owners had to monitor website traffic and social channel performance separately, which often made it difficult to understand how search and social metrics influenced one another.

The experimental update integrates social channel analytics into Search Console Insights, providing a single dashboard where both website and social media data can be observed together.

At the heart of this new feature is the ability to track clicks, impressions, and top search queries leading to social media profiles connected to a website. This provides marketers with a clearer understanding of audience engagement.

Content performance metrics are also included, showing which social posts are trending upwards and which are losing traction. This helps marketing teams identify effective content strategies.

In addition, the search queries section highlights the specific terms that are driving traffic from Google Search to social profiles, allowing website owners to optimise content around popular search behaviour.

Audience location metrics are another addition, breaking down clicks by country. This helps brands understand which regions respond best to their social content and tailor campaigns for key markets.

Currently, this feature is only available to a limited set of websites whose social profiles have been automatically identified and linked by Google. Users outside this initial test group will not yet have access.

For websites included in the test, a prompt appears in Search Console Insights, asking users to confirm the detected social channels. Once confirmed, the site can access the full range of insights.

The combined view of website and social performance makes it easier for marketers to understand how social content contributes to search visibility, offering actionable insights without switching between tools.

Trending content information allows users to identify patterns and understand what type of social posts are gaining attention, which in turn can inform future content strategies.

Google is actively collecting feedback from participants through thumbs up/down buttons and a “Submit feedback” link. User feedback may influence future refinements and the eventual wider rollout of this feature.

Currently, social channels cannot be added manually. Only those automatically linked to a website by Google’s detection system are included in this initial experiment.

The feature could play a critical role in shaping social media and SEO strategies, helping marketers understand the relationship between search queries, social content, and audience engagement.

As Google continues to refine this experiment, it may expand access to more websites and social platforms, creating a more comprehensive tool that integrates search and social insights in a single, user-friendly interface.