/ profile space on Google Search
Mike Alvarez Joined TheTweaks as an emerging tech , startup and launches journalist. He comes up with those things or products which are not there yet and are hardly possible to come close to. He covers the latest technology, startups and new product launches and releases. He worked 4 years in a startup company in Austin and later he joined TheTweaks and he is proving himself here with his commendable writing performance. He is also the publisher of a small consumer robotics newsletter.
Google has just announced it will launch a new feature that will allow publishers and creators to create a profile space on Google Search, beginning on June 4, 2026. Google is planning to fix the situation if you’ve ever looked for a creator or news source and been introduced to a host of third party pages, old bios and random aggregators. The business just introduced Search profiles, a new feature that enables publishers and creators to have a customized and sharable area to control how they appear in Search results. This isn’t a big product release. But it’s a pain point that creators and audiences have long had and it’s doing it quietly.
The concept is easy to grasp. Publishers and creators receive a profile page to showcase the latest articles, videos, social posts and more. Once an audience clicks on a creator or publisher, they can see the creator’s content directly from that profile, which means they are more likely to see the creator’s content in Google Discover, the feed on the home screen of the Google app. Profiles can be accessed via a creator’s knowledge panel (the info box that’s found on Search for notable people and organizations), by tapping a publisher’s name on Discover, or through the direct profile URL.
This is the feature to actually link users to their Search profiles, like Linktree but in Google’s ecosystem. To be a profile, creators need to have a substantial following on one of the major social or video platforms. Google doesn’t provide numbers, but details can be found in the support documentation about what is allowed. After claiming a profile, creators can customize its profile with an avatar, bio, website, social media link and more. The avatar, latest content and direct profile link will be added to the creator/publisher’s knowledge panel automatically, if they already have one.
Who This Is For Google is targeting three audiences here: publishers (news sites, magazines, media brands), individuals (YouTubers, bloggers, independent journalists) and the brands. The feature will roll out first in the U.S. and will be rolled out across the globe and enhanced over time. Probably the most useful feature is the follow. For publishers, Disconnect has always been a valuable traffic source but, as with any traffic source, it takes time and organic interaction to get them to actively follow a source. When someone has a direct follow button it is a more conscious and more literal action.
This year has been hard on search! AI Overviews have been criticized by publishers and SEO experts for potentially harming click-through rates to the original content. Google has been making a series of changes that it appears would be welcome to the publishing community, such as new controls for site owners that were announced one day before the rollout of Search profiles. When interpreted from that perspective, search profiles are just another facet of a larger strategy to provide publishers/content creators with more opportunities to gain visibility in Search, while the AI-generated summaries are filling more real estate on the results page.
To claim your search profiles, follow the instructions below: Eligible creators and publishers can obtain their profile via Google Search. The process begins with an identity verification and social or video platforms connection. In addition, a secondary benefit of claiming a profile may be the addition of a knowledge panel for publishers who don’t already have one, as noted in Google’s support documentation – a useful extra to have when attempting to gain some traction in Search, for smaller publishers. The feature is limited to mobile at this time in the US, and will be available on desktop and other countries as well.
It’s a measured move from Google, useful but not even close to the sweeping creator economy play that the headline implies. Though the profile page itself isn’t really the point here, it’s the follow thing that’s being driven into Discover. Discover has been somewhat hidden for most creators, providing traffic where the intent for the audience’s return or subscription was not clear. Search profiles provide a more structured form to that relationship.
Now, any creator who’s developed an audience on their Search profiles will have a clear route to Discover distribution, instead of relying on algorithmic preferences. This is great, especially for publishers that have lost a huge amount of traffic from social networks over the past year or two. It’s not so clear how Google will manage the eligibility threshold in the long run.
In order to get your profile “a large number of followers on at one platform”, you need to follow a lot of profiles on that platform, which creates a chicken and egg problem for new creators. In order to use Google’s tools to grow your audience, you have to have an audience somewhere else.The smaller independent publishers those who may need a helping hand with visibility more than anyone else are probably shut out at launch. Oh, and there’s a bit of AI Overviews in there too.
A profile page is not enough to alleviate this tension when Google displays a nicely formatted profile at the top of the search results for a publisher and, at the same time, summarises and previews his articles without linking to them.Search profiles are a great addition for creators.But they are not a bug, they are a feature.
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