Google Surface
Search Profile
Also known as: Google Search Profile
A dedicated profile surface for publishers, creators, and brands inside Google Search (launched June 2026). Lets verified entities control bio, recent work, and links shown for branded and named-entity queries.
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- A brand surfaces an up-to-date link set and tagline for its name query rather than outdated scraped text.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.
Related terms in Google Surface
- AI ModeGoogle's standalone AI-first search experience inside Search itself, a conversational, multi-step interface for complex queries. Different ranking and citation logic from classical SERP.
- AI OverviewsGoogle's generative answer shown at the top of the SERP for eligible queries. Sourced from the open web, cites multiple pages, and increasingly replaces the traditional snippet for informational intent. Successor to the SGE experiment.
- DiscoverGoogle's personalised feed in the Google app and on Android. Algorithmically curated, no query needed, driven by topical interest signals and freshness. Material traffic source for publishers.
- Knowledge PanelThe right-rail entity summary on a Google SERP. Driven by the Knowledge Graph and structured data; foundational entity surface that increasingly feeds Search Profile and AI Overview content.