Google is rolling out a new feature that could make it much easier to keep up with your favorite creators, journalists, and online personalities without hopping between multiple apps.
Called Search profiles, the new addition gives eligible publishers and creators a dedicated space on Google Search to showcase content from across the web. Think of it as a digital hub that pulls together a creator’s latest articles, videos, social media posts, and other important links in one place.
A central home for creators on Google
For years, finding a creator’s latest work often meant bouncing between YouTube, Instagram, TikTok, X, personal websites, and newsletters. Google’s new Search profiles aim to reduce that friction. Creators who qualify can customize their profile with an avatar, bio, website, and links to their social and video platforms. More importantly, the profile serves as a centralized destination where audiences can discover fresh content without having to hunt across the internet.
The feature is also designed to make it easier to follow creators. Users can follow publishers and creators directly from their Search profile, increasing the likelihood that future content will appear in Google Discover, the personalized feed available in the Google app.
Discover becomes a bigger piece of the puzzle
The move highlights Google’s growing interest in turning Search into more than just a place to find information. It’s increasingly becoming a destination for following people and sources, similar to how users subscribe to creators on social platforms. Search profiles can be accessed through a creator’s Knowledge Panel, by tapping a creator’s name in Discover, or through a direct web link. Google says creators with a sizable audience on at least one major social or video platform will be able to claim and customize their profiles at launch.
In some cases, claiming a Search profile may also lead to the creation of a Knowledge Panel for eligible creators. Existing Knowledge Panels will also receive upgrades, including refreshed profile images, recent content, and direct links to the new profile page. The rollout begins in the United States, with Google saying it plans to expand availability and add more features over time. For creators trying to stand out online — and for fans trying to keep track of them — that could make Google’s Search results a lot more useful than a simple list of links.