Google Search gets profiles feature: What is it and what it means for users

Google has launched Search profiles, a new way for publishers and creators to “shape their presence on Search”. Announcing the new profile pages, Google said that Search profiles are a dedicated, shareable space to highlight content across platforms, and help audiences find accurate, up-to-date information about sources on Search. “Search profiles give publishers and creators a central place to showcase their latest articles, videos and social posts,” the company said. People can easily follow sources from their profile, making it more likely that content from those creators and publishers will appear in Discover, which is available on the home screen of the Google app. Search profiles can be accessed on mobile through a creator or publisher’s knowledge panel, by tapping their name in Discover, or through a direct URL.According to Google, publishers and creators with a sizable following on at least one major social media or video platform can claim and customise their Search profile. Users can add an avatar, bio, website links, social media accounts, video platforms and other important content to help audiences learn more about them.Google said claiming a Search profile may also lead to the creation of a knowledge panel for eligible creators and publishers. Those who already have a knowledge panel will see it updated with their latest avatar, content and a direct link to their profile.The company believes the feature will make it easier for people to discover trusted creators and publishers while giving content producers more control over how they appear in Google Search.Search profiles are launching initially in the United States. Google said it plans to expand the feature to more publishers and creators globally in the future and add new capabilities over time.“We look forward to seeing how these new profiles help publishers and creators shape their presence and highlight their work on Search,” the company said.