Update in Google: New Feature Changes the Way of Working with Organic Traffic (UBT)

Google has opened access for webmasters to a new feature called Platform Properties, which allows connecting profiles from TikTok, Instagram, X, and YouTube directly to Search Console. There is no need to verify a domain — it is enough to confirm account ownership via standard authorization in the profile.

The tool collects exclusively clicks and impressions from Google Search results and the Discover feed, completely ignoring internal likes, views, or shares within the apps. Accordingly, the statistics reflect only the clean user path from global search to your profile.

Why UBT Teams Need This

For teams working with organic traffic (UBT) in iGaming, betting, or e-commerce, this update replaces manual tests and third-party SEO services. 

Now you can see exactly which keywords users use to find your videos or posts in Google Search. 

Search query analysis allows for timely adjustments to texts in creatives, scaling active hashtag setups for target GEOs, and immediately noticing videos that have dropped out of indexing.

Three Analytics Sections

The interface is divided into three blocks: 

• Performance. Shows precise figures for impressions, clicks, average CTR, and positions in search results down to the level of an individual post or keyword. 

• Insights. A simplified dashboard for quick assessment. It shows general profile trends, highlights the most viral publications, and changes in audience behavior. Convenient when you need to quickly understand what worked and what didn't.

• Achievements. A record chart that marks peak traffic highs and sharp spikes in clicks over the last 28 days.  

Connection Process 

The feature is being rolled out gradually, and it will appear for all users within the coming weeks. The connection process is simple:

• In the left corner of the Search Console dashboard, open the property list and click "Add property".

• In the menu that appears, select the icon of the required social network.

• The system redirects to the platform's authorization page to confirm rights.

When working with networks of accounts, one detail must be kept in mind: Google will periodically request re-login. If a profile is banned or sent for verification within the social network itself, data exporting to Search Console will stop until access is restored.

What This Changes for UBT

The emergence of direct analytics changes approaches to content creation. Teams working with long-term setups in nutra, finance, or e-commerce get a legal way to parse profitable keywords from the primary source. This allows for content optimization targeted at low-frequency queries with high conversion rates. 

Previously, optimization of tags and descriptions in social networks was based exclusively on internal trends. Now, teams will be able to legally harvest profitable keywords straight from the Google database. 

But there is also a downside. Data transparency will intensify competition. When top queries, for example, for TikTok videos, become obvious to all market participants, maintaining positions in search results will become harder. Requirements for content quality and account warming will increase.