Google launches Search profiles, a new hub for publishers and creators with Search perks

Google has announced Search profiles, a new feature that gives publishers and creators a dedicated presence within Google Search. These profiles act as central hubs for content and links from multiple platforms, with access through a Knowledge Panel, the Discover feed, or a direct URL.

Each Search profile can include a header image, avatar, bio, official website, social links, video platforms, and other key content. Profiles can also show short-form videos from Instagram, TikTok, and YouTube through a “Pinned” carousel, along with recent articles and posts in a “Latest posts” grid. Users can follow publishers and creators with the “Follow on Google” button, which makes their content more likely to appear in Google Discover. So, kind of like some sort of Linktree alternative, but with benefits inside Search.

At launch, Search profiles are limited to creators and publishers with at least 100,000 followers on YouTube, Instagram, or X, or 300,000 on TikTok. Eligible users can claim and customize their profiles at creators.google/profile, with the feature launching first in the United States and more capabilities planned for future updates.