Google has launched Search Profiles in the United States, giving publishers and creators a dedicated, claimable page to consolidate their online presence directly on Search and Google Discover.

The feature provides publishers and creators with a central hub to showcase their latest articles, videos, and social posts. Audiences can follow creators directly from their profiles, increasing the likelihood that content from followed sources will appear prominently in their Discover feeds.

Rene Ritchie, Head of Editorial and Creator Liaison at YouTube, described the feature as a one-stop hub for everything a creator publishes online.

“A Search Profile is a shareable, customisable page that brings together our YouTube channels, all of our social accounts, posts, and links into one place,” he said.

Creators can customise their profiles with an avatar, bio, website link, and connected social and video accounts. They can also pin their latest work and add links to external pages, including merchandise stores.

On mobile devices, Search Profiles can be accessed in three ways: through a creator’s or publisher’s content on Discover, via a button on their Knowledge Panel in Search results, or through a direct URL.

Not everyone is eligible at launch. To qualify, creators must have at least 100,000 followers on a single supported platform, namely Instagram, YouTube, or X, or at least 300,000 followers on TikTok. Creators must also be at least 18 years old.

Google also noted that claiming a Search Profile may trigger the creation of a Knowledge Panel for eligible creators. Those who already have a Knowledge Panel will see it updated with their profile information, including a new avatar, recent content, and a direct profile link.

Ritchie added that the profiles were built with both creators and their audiences in mind.

“Search Profiles let brands, fans, and collaborators learn more about us and our content, and easily follow us to see more of our work,” he said.

Google said it plans to expand Search Profiles to more publishers and creators globally in the future, although no specific timeline has been provided.