Google has introduced Search profiles that allow users to easily follow their favorite publishers and creators.
Search profiles give publishers and creators a dedicated landing page that surfaces their latest articles, videos, and social content in one place. It also makes their content more prominent in followers’ Discover feeds.
These profiles are now live in the U.S. and are accessible in three ways:
- Tapping a publisher or creator's name directly in Discover
- Visiting a direct profile URL
- Through the publisher's existing Knowledge Panel — an information box that appears in search results when someone searches for an entity — if they have one
Search Engine Roundtable's Barry Schwartz has already claimed his profile and shared the link in a post on X:
Why this matters for brands and creators
Search profiles increase the likelihood that your content surfaces in users’ Discover feeds going forward, and that means the potential for more traffic and conversions as a result.
Search profiles come with sharable URLs that you can add to your website, newsletters, social media bios, etc. That allows brands and creators to unify their entire online presence in a new way. And they could grow their followings across multiple platforms as a result.
Interestingly, Google notes that you may get a Knowledge Panel by claiming a Search profile. This is good news for brands that have so far struggled to obtain a Knowledge Panel because those features contribute to better visibility.
Just be aware that you need to meet some requirements to obtain a Search profile. You must verify through your connected social accounts and reach an audience minimum on at least one platform:
- YouTube: 100K subscribers
- Instagram: 100K followers
- X: 100K followers
- TikTok: 300K followers
Google has confirmed a wider rollout is coming, so eligibility requirements may evolve.
How to set up your Search profile
First, check for an existing profile by going to profile.google.com or, if you already have a Knowledge Panel, by going to “More” > “View Search Profile” in your Knowledge Panel.
If you meet Google’s criteria for a Search profile and don’t yet have one, follow these steps:
- Claim your profile by going to profile.google.com/claim and signing in with the account you want to use in your profile
- Sign into one or more content platforms that meet the minimum audience thresholds
- Click “Create Profile”
You can then edit your profile and add your profile URL to your website, newsletter, and social bios
How to prepare with Semrush
Before you can claim a Search profile, you need to have a large enough audience.
One of the best ways to grow your online following is to consistently show up in organic search results and AI answers. When users see you appear as they’re getting their questions answered, they may be more likely to seek you out on social media later on.
Semrush One combines the SEO Toolkit and AI Visibility Toolkit to give you everything you need to improve your visibility in both search engines and AI platforms. For example, the Visibility Overview report shows how often you’re mentioned and cited in AI answers. And how you compare to others in your market.
For enterprise teams, Semrush Enterprise AIO provides large-scale tracking of AI visibility and competitive positioning. You can even see traffic coming directly from AI platforms.
