Search Profile

What it is

Search Profile is a dedicated profile surface for publishers, creators, and brands inside Google Search, launched in June 2026. It lets a verified entity control the bio, recent work, and links displayed for branded and named-entity queries.

Why it matters

It gives entities direct control over how they are represented for their own name, reducing reliance on scraped third-party data and strengthening trust signals that feed other surfaces.

How it works

You earn presence by verifying ownership of the entity, completing the profile fields, and keeping recent work and links current so Google can attach the profile to matching named-entity queries.

When it applies

It applies to branded and named-entity searches where the searcher is looking for a specific person, publication, or organisation.

Examples

• A journalist's profile shows a bio, recent bylines, and links to verified social accounts for searches of their name.
• A publication controls the description and featured articles displayed when users search its title.
• A brand surfaces an up-to-date link set and tagline for its name query rather than outdated scraped text.

How it is measured

• Profile verification and completeness status.
• Impressions of the profile on branded and named-entity queries.
• Click-through from profile links to owned destinations.
• Freshness of listed recent work relative to actual output.