Google has published new documentation for website owners, publishers and creators who have a Search profile. The new guidance explains how to add a Search profile badge to a website and, more importantly, clarifies how Search profiles connect content from a website and social platforms into one destination on Google.
The change is especially interesting for publishers building audiences across Google Search, Discover, YouTube, Instagram, TikTok, X and Facebook. Google says that when readers follow a Search profile, content linked from that profile becomes more likely to appear for that audience on Google Discover.
What is a Google Search profile?
A Search profile is a Google destination that can bring together a creator or publisher’s content from across the web. A profile can link to a website as well as supported social accounts, giving readers a single place to follow the publisher.
This is not the same thing as a traditional SEO ranking factor, and Google does not say that adding a badge will improve organic positions. The useful part is audience connection: readers who follow a Search profile can be shown more content from the sources attached to it.
What the new Search profile badge does
Google’s September 16 documentation gives site owners an official way to point visitors to their Search profile. After a Search profile has been claimed, a publisher can add a Google-provided badge or a text link to the site.
The documented profile URL pattern is:
https://profile.google.com/@handleGoogle also recommends keeping the badge accessible, with a sufficiently large touch target, and preserving the official visual treatment rather than stretching, recoloring or distorting the Google mark.
Why this matters for Google Discover
Google’s wording is specific: following a Search profile makes content linked on that profile — including content from a website and supported social platforms — more likely to appear for that audience on Google Discover.
That does not guarantee Discover traffic. Discover remains a personalized recommendation system, and content still needs to be eligible, useful and appealing to the individual reader. But Search profiles create a new audience-level connection between a publisher’s web content and its social presence.
For a brand such as SSM Apps, that means a consistent identity across the website, YouTube, X, Facebook and other channels can now be tied together more explicitly inside Google’s own ecosystem.
Is the badge required for Search or Discover?
No. Google does not require a Search profile badge for normal indexing, ranking or Discover eligibility. The badge is primarily a discovery and follow mechanism for readers who visit the website.
A site should still focus on the fundamentals:
- Indexable, useful content with clear authorship and sourcing.
- Large, high-quality representative images for Discover.
- Accurate titles that avoid clickbait.
- Strong mobile page experience.
- Consistent organization and brand information.
- Useful internal linking and a crawlable site structure.
How publishers should use Search profiles
The strongest use case is not to treat the badge as an isolated SEO trick. Instead, use the Search profile as part of a broader distribution system:
- Publish the complete article on your own website first.
- Share platform-appropriate versions on social channels.
- Connect those channels to the same publisher identity.
- Claim the Search profile when eligible.
- Add the official Search profile badge or text link to the site.
- Encourage readers who already value the content to follow.
This approach complements content-distribution work rather than replacing it. Our free website traffic guide explains how SEO, content and promotion channels can work together, while our GA4 and UTM tracking guide shows why distribution should be measured instead of treated as a link-count exercise.
Search profile badge vs Preferred Sources
Google’s documentation also notes that a Search profile badge and a Preferred Sources badge can appear together. If both are used, Google recommends giving the Search profile button higher emphasis and keeping the two visual systems clear rather than mixing the icons.
The distinction matters: a Search profile represents the publisher or creator identity, while Preferred Sources is a separate way for readers to express source preferences in supported Google experiences.
What SSM Apps will watch next
The new documentation is recent, so the most useful metric will be whether Search profiles begin to show measurable referral or Discover effects for publishers with established audiences. We will also watch for Search Console reporting changes or additional Google guidance about profile eligibility and supported regions.
Start the conversation
Corrections, useful experiences and focused questions are welcome. Keep discussion respectful and on topic.