Google Introduces Search Profiles for Creators & Publishers
Google has launched "Search profiles," a new feature that allows eligible creators and publishers in the United States to claim dedicated pages within Search results.
"A Search profile aggregates content from multiple platforms and includes a 'Follow on Google' button that may increase visibility in Google Discover."
The profiles are designed to display a feed of recent posts, links to social accounts, and a customizable avatar and bio. This feature is currently exclusive to individuals and organizations that meet specific follower thresholds on major platforms.
Eligibility Requirements
To create a profile, users must have a minimum number of followers on at least one of the following platforms:
- YouTube: 100,000 subscribers
- Instagram: 100,000 followers
- X (formerly Twitter): 100,000 followers
- TikTok: 300,000 followers
Creators must be at least 18 years old. However, a person aged 18 or older can manage a profile on behalf of a minor.
Profile Features
Search profiles offer a range of customization and aggregation tools:
- Customizable avatar, short bio, and a dedicated website link
- Links to linked social and video accounts
- Ability to pin the latest work or add links to merchandise stores
- A feed aggregating recent posts from multiple platforms (including TikTok and Instagram)
Placement and Visibility
Profiles appear in three key locations on mobile devices:
- At the bottom of a knowledge panel in Search results
- Above a Discover card when tapping a creator's name
- Via a direct URL
Claiming a Search profile may trigger the creation of a knowledge panel for eligible creators. Those with existing knowledge panels may see updates to their avatar, latest content, and a direct profile link.
Setup Process
Eligible users can start the process at profile.google.com/claim.
The profile handle is automatically set to match the most-followed linked account. After linking at least one qualifying social account, users simply click "Create Profile."
"Changes to name, social links, or bio require Google approval. New content typically appears within 24 hours."
Impact on Search Ranking
Google has clarified that creating a Search profile does not affect a creator's Search ranking.
Potential visibility benefits are limited to Google Discover, where followers may see more of the creator's content as a direct result of the feature.
Context and Availability
The feature is launching exclusively in the United States. Google has not announced a timeline for expansion to other regions. (The Verge has created a profile as an example.)
This launch follows a series of publisher-facing tools added to Discover over the past year, including:
- A Follow button (September 2023)
- Expanded Preferred Sources (April 2024)
- A Discover core update (February 2023) that prioritized locally relevant content.