Google is introducing a new way for creators and publishers to promote their content on the search engine with “Search profiles.” The new feature comes amid consternation from website operators and creators that Google’s AI summaries have eroded the volume of referral traffic coming from the search portal.
The internet giant describes Search profiles as a “dedicated, shareable space to highlight content across platforms, and help audiences find accurate, up-to-date information about sources on Search.”
“Search profiles give publishers and creators a central place to showcase their latest articles, videos and social posts,” Google said in a blog post Thursday about the new feature. “People can easily follow sources from their profile, so they’re more likely to see that content on Discover, found on the home screen of the Google app.”
Initially, publishers and creators with a “sizable following” on at least one major social or video platform can claim their Google Search profile and customize it with an avatar, bio, website, social media and video platforms and other content, according to the company.
The move comes after Google’s AI summaries in search results have decimated click-through rates for online publishers. An analysis released last fall by digital marketing agency Seer Interactive found that when an AI Overview is present in Google search results, organic click-through rates dropped 61% between June 2024 and September 2025.
