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Google introduces “Search Profiles,” a new on-Search hub for publishers and creators
The Apex Times

THE APEX TIMES

Business/The Apex Times/Jun 7, 4:19 AM EDT

Google introduces “Search Profiles,” a new on-Search hub for publishers and creators

The company says the feature will let eligible publishers and creators claim a dedicated profile in Google Search and Discover, where audiences can follow their content across the web.

By The Apex Times Newsroom3 min readAI-assisted Apex article

Google on June 4, 2026 announced “Search profiles,” a new product meant to give publishers and creators a more direct presence in Google Search and Discover. The initiative is designed as a dedicated, shareable space inside Google, intended to help audiences discover and follow specific sources, while giving those sources a central place to showcase new work.

In Google’s description, Search profiles are meant to sit alongside how people already find content through search results, but with an entity-focused structure. Publishers and creators would be able to use their profile to highlight their latest articles, videos and social posts, and Google says people can follow sources directly from the profile, increasing the likelihood that those sources’ content appears in Discover, the home-screen feed inside the Google app.

Access points for the feature, according to Google, include the knowledge panel on mobile. A knowledge panel is an information box that appears in Google Search for entities Google recognizes in its Knowledge Graph, and it is automatically generated from information on the web, with additional ways for entities to suggest edits or claim authority in some cases. Google also says users can reach Search profiles by tapping the name of a publisher or creator in Discover or by using a direct URL.

For the initial rollout, Google said publishers and creators “with a sizable following” on at least one major social or video platform can claim a Search profile and customize it. Claiming allows the source to choose an avatar and bio and to add a website, social media and video platforms, along with other important content. Google also said claiming can trigger the creation of a knowledge panel for eligible publishers and creators, or enhance an existing knowledge panel by updating the avatar, surfacing the latest content and adding a direct profile link.

Google’s broader “for creators” materials reinforce the positioning of Search profiles as a way to shape visibility across Google properties. The company characterizes the profile as something that shapes how a creator shows up on Google and says setup takes only a few minutes.

The company did not disclose how the company defines “sizable following,” what specific thresholds qualify a creator or publisher, or what verification steps Google uses during the claim process. It also did not publish details on what happens if multiple publishers or creators attempt to claim similar profiles, or how long the feature will take to roll out beyond the United States.

For publishers and creators watching their performance in Search and Discover, the practical question now is how quickly the new profiles appear for eligible accounts and whether the “follow” action changes distribution inside Discover. Google also says it plans to expand Search profiles to more sources internationally and to add more capabilities in the future, leaving open what additional controls or measurements, if any, will arrive next.

Why It Matters

  • Search Profiles could reduce how often audiences must piece together a creator’s presence from scattered links by consolidating that identity into a single profile experience in Search and Discover.
  • The “follow” mechanism points to a stronger relationship loop between creators and audiences inside Google’s own surfaces, rather than only driving one-off discovery through search queries.
  • Publishers and creators gain more opportunity to curate their representation in Google Search, including a centralized place for branding and updated content.
  • The feature’s focus on eligibility and self-claimability raises competitive pressure for well-established creators and publishers who can meet Google’s unspecified “sizable following” standard.

Sources

Key Facts

  • Google launched Search profiles on June 4, 2026 as a new, dedicated space for publishers and creators inside Google Search and Discover.
  • Search profiles are intended to highlight a source’s latest articles, videos and social posts, and include a way for audiences to follow the source.
  • Google said Search profiles can be accessed on mobile via a creator or publisher’s knowledge panel, through Discover, or via a direct URL.
  • The initial rollout will be in the United States, with Google saying it will expand later.
  • Google said eligible publishers and creators with a sizable following on at least one major social or video platform can claim and customize profiles with elements such as avatar, bio, website, and social and video links.
  • Google said claiming may create a knowledge panel (for eligible entities) or enhance an existing one with updated branding, latest content, and a direct profile link.

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Google introduces “Search Profiles,” a new on-Search hub for publishers and creators | The Apex Times