Jay Peters is a senior reporter covering technology, gaming, and more. He joined The Verge in 2019 after nearly two years at Techmeme.

Google plans to offer content creators and website owners improved visibility into how users locate their social media profiles and YouTube videos via Search. A fresh addition to Google Search Console named platform properties will enable tracking of search terms that guide people to Instagram, TikTok, X, and YouTube material on Search while revealing precise audience interactions with posts, per a company blog update.

This tool extends Google's ongoing initiative to transform Search into a primary destination for creators and publishers. Back in June, the firm began allowing major creators and publishers to secure dedicated Search profiles featuring links to additional platforms along with pinned videos from TikTok and Instagram. The current rollout supplies creators with extra details on how their material surfaces during searches.

Image: Google

Content creators and publishers rely on numerous channels outside their websites to connect with audiences, Google explains. Given rising interest in firsthand views and diverse formats, the aim is to simplify access for site owners and creators, even those lacking websites, to a single overview of content discovery on Search.

The platform properties feature will launch gradually over the coming weeks.

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Jay Peters