Late last week, Google introduced Search profiles, a new way to spotlight publishers and content creators on Google Search. These profiles are dedicated pages that display recent articles, videos, websites, and social posts from a particular person or source. Google says these profiles will help audiences find accurate, up-to-date information about specific outlets and give publishers more control over how their work appears in Search and Discover.
Each Search profile functions like a unified portfolio. Search users can see a publisher’s “About” information, social profile links, and recent articles or videos. Publishers can pin specific links to the tops of their Search profiles, showcasing works they believe are particularly eye-catching.
A “Follow on Google” button lets a user subscribe directly to a source, with followed publishers more likely to appear in that user’s Discover feed. The company also says that Search profiles do not change how traditional web search rankings work, and that they mainly influence visibility in Discover. (In Search, it appears users must tap “View Search profile” to see the information described above.)
Google has begun rolling out Search profiles in the US, focusing on large publishers and creators. To qualify as an individual creator, a person must be at least 18 years old, be based in the US, and meet minimum audience thresholds (100,000 subscribers on YouTube, Instagram, or X, or 300,000 followers on TikTok). Eligible creators can sign in with a Google account, link their favorite platforms, add a bio and image, and then choose which content to show on their profile.
The company says it expects to expand Search profiles to more regions and more publishers over time.
