What Google Search profiles are and why they matter
Google Search profiles are new creator and publisher profiles inside Google Search that give users a dedicated, centralized hub to follow people and discover their latest content without depending solely on social media feeds. Instead of bouncing between apps, you can see a creator’s newest articles, videos, and social posts in one place. Google is positioning these profiles as social media–style pages that live directly inside Search and Discover, giving both publishers and individual creators more control over how they appear. According to Google, Search profiles are initially available to “publishers and creators with a sizable following on at least one major social or video platform,” and they can be customized with an avatar, bio, and links to websites and social channels. For everyday users, that means an easier way to keep up with favorite voices wherever they publish online.
How to find and follow creators in Google Search
Following creators in Google now revolves around their Search profiles. On mobile, you can tap a publisher’s or creator’s name in the Discover feed on the Google app home screen, which opens their profile with a feed of recent articles, videos, and social posts. You can also reach the same page through their Knowledge Panel in Search or by using a direct URL if you have it. Once there, you can follow creators and publishers so their future updates are more likely to appear in your personalized Google Discover feed, turning Discover into a lightweight subscription stream. This is where the idea of “follow creators Google” becomes literal: Search is no longer only a place to query topics, but also a place to subscribe to sources you care about.
A new hub for publisher profiles and creator discovery
Search profiles are more than static cards; they act as ongoing publisher profiles in Search, pulling together content from across the web. For creators, this becomes a digital home where fans can see everything in one scroll: recent pieces from a news site, YouTube uploads, TikTok clips, or posts from other social networks. For users, this reduces the friction of creator discovery tools that are scattered across apps. Instead of hunting through multiple platforms, you can search a name, open the Search profile, and explore. Google notes that claiming a profile can also trigger a new Knowledge Panel, and that existing Knowledge Panels will be upgraded with refreshed avatars, recent content, and direct links to the profile page. Over time, this may make Search results feel more like creator directories than simple lists of links.
From social feeds to Search: how following is changing
By letting people follow creators and publishers directly through Search, Google is nudging discovery beyond traditional social media timelines. Instead of relying on opaque social algorithms, users can build a layer of subscriptions that live inside Google Search and Discover. That shift makes Search feel closer to a social platform, where you subscribe to people and publications rather than only answer questions. It also gives creators another channel to reach audiences who may not see every post in social feeds. For users, the benefit is a more predictable way to keep tabs on favorite journalists, influencers, and brands: open the Google app, tap Discover, and your followed sources are more likely to appear. If Google keeps expanding these creator discovery tools, Search profiles could become a primary place to follow online personalities, not an afterthought.
