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 displays their latest articles, videos, and social content in one place. And it makes their content more prominent in Discover’s fan feed.
These profiles are now live in the US and can be accessed in three ways:
- Tapping the publisher or creator name directly into Discover
- To visit the direct profile URL
- With the publisher’s Information Panel — the information box that appears in the search results when someone searches for a business — if they have one.
Barry Schwartz of the Search Engine Roundtable has searched for his profile and shared a link to a post on X:
Why this is important for brands and creators
Search profiles increase the chances of your content appearing in users’ feeds on Find further, and that means more traffic and conversions as a result.
Search profiles come with shareable URLs that you can add to your website, newsletters, social media bios, etc. That allows brands and creators to integrate their entire online presence in a new way. And they can grow their following on multiple platforms as a result.
Interestingly, Google notes that you can find the Information Panel by searching for a search profile. This is good news for brands that have so far struggled to get an Information Panel because those features contribute to better visibility.
Note that you need to meet certain requirements to get a Search profile. You must verify with your linked social accounts and reach a minimum audience on at least one site:
- YouTube: 100K subscribers
- Instagram: 100K followers
- X: 100K followers
- TikTok: 300K followers
Google has confirmed a wider rollout is coming, so eligibility requirements may change.
How to set up your search profile
First, check for an existing profile by going to profile.google.com or, if you already have the Information Panel, by going to “More“> “View search profile” in your information panel.
If you meet Google’s criteria for a search profile and don’t already 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 on your profile
- Sign in to one or more content platforms that meet the minimum audience size
- Click on “Create a Profile“
You can then edit your profile and add your profile URL to your website, newsletter, and social media
How to prepare for Semrush
Before you can search for a search profile, you need to have a large enough audience.
One of the best ways to grow your online following is to regularly appear in organic search results and AI responses. If users see you appear as their questions are answered, they are more likely to search for you on social media later.
Semrush One includes an SEO Toolkit and an AI Visibility Toolkit to give you everything you need to improve your visibility on both search engines and AI platforms. For example, an overview report that shows how often you are mentioned and quoted in AI responses. And how do you compare to others in your market.
For enterprise teams, Semrush Enterprise AIO provides greater tracking of AI visibility and competitive positioning. You can even see traffic coming directly from AI platforms.
