Google has expanded its Search Console. With the new Platform Properties, creators can now, for the first time, analyze impressions and clicks for their social media profiles directly in Search Console. They no longer need their own website to do so. At launch, however, Google supports only four networks: YouTube, TikTok, Instagram, and X. LinkedIn and Mastodon are missing. This new feature fits perfectly into Google's long-term strategy, as the company is moving away from the idea that every digital presence necessarily requires a traditional website. Let me explain what may be behind this.
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