Google today announced “Search profiles” as a new way for website owners and creators to “shape their presence on Search.”

Similar to social networks, these profile pages are a “dedicated, shareable space to highlight content across platforms, and help audiences find accurate, up-to-date information about sources on Search.”

On mobile, Search profiles are accessed via a creator or publisher’s Knowledge Panel, Discover feed (tap the name above the cover image), or through a direct URL.

A Search profile can include page and social media links. The “Pinned” carousel shows short-form video from Instagram, TikTok, and YouTube. There’s also a “Latest posts” grid that can include articles.

Like before, users who tap the “Follow on Google” button will be “more likely to see that content on Discover.” 

Google is first opening up Search profiles to “publishers and creators with a sizable following on at least one major social or video platform.” After claiming, they’ll be able to “customize it with an avatar, bio, website, social media and video platforms, and other important content.” Of note is how:

• “Claiming a profile may trigger the creation of a Knowledge Panel for eligible publishers and creators.”
• “If you already have a Knowledge Panel, it will be enhanced with your updated avatar, latest content, and a direct profile link.”

More capabilities will be introduced in the coming months. Search profiles are coming first to the US with future plans to expand to more publishers and creators worldwide.