On October 6, 2026, Google opened Search profiles to creators and publishers in India and Canada, with Brazil next. Until then, the feature was available only in the United States, where it launched in June 2026.
If you run a blog, a news site, a YouTube channel, or a personal brand in India, this is one of the few new Google features that gives you something you can control inside Search. Here’s what Search profiles are, who can get one, how to set yours up, and what it can and can’t do for your traffic.
What is a Google Search profile?
A Search profile is a dedicated, shareable page on Google that brings your content from different platforms into one place: your articles, videos, social posts, website and links.
Think of it as a “link in bio” page, except it lives inside Google Search and Google Discover instead of on Instagram.
At the US launch, a profile could include:
- An avatar and bio
- Your website and linked social accounts (YouTube, Instagram, X, TikTok)
- Pinned posts that act like a highlight reel
- Links to your website, store, or subscriptions
People can reach your profile from your card in Discover, from a button in your Knowledge Panel, or through the profile’s own shareable URL.
Search profile vs Google Business Profile: don’t confuse them
Most local business owners I talk to will hear “Google profile” and think of their Google Business Profile (the Maps listing with reviews and a call button). These are two different things:
| Google Business Profile | Google Search profile | |
|---|---|---|
| Who it’s for | Local businesses with a location or service area | Publishers, creators, and personal brands |
| Where it shows | Google Maps, local pack, branded searches | Google Search, Discover, Knowledge Panel |
| Main goal | Calls, directions, walk-ins | Followers, content discovery, brand identity |
| Ranking factor? | Central to local rankings | Google says it does not directly affect rankings |
If you’re a clinic, a shop, or a real estate developer, your Google Business Profile is still the priority. I explain how I use it to get calls without ads in How I Help Local Businesses Rank Without Running Ads.
A Search profile matters most if content is part of your business: you publish a blog, run a YouTube channel, or want to build yourself as an expert in your field.
Who is eligible for a Search profile in India?
This is the part that is still unclear.
When Google launched Search profiles in the US in June 2026, you needed at least 100,000 followers on YouTube, Instagram or X, or 300,000 on TikTok. Google lowered that threshold over the summer, and by September 16 the US requirement was 10,000 followers on at least one of YouTube, Instagram, X, or TikTok.
For India, Google’s announcement said creators and publishers can now set up profiles. However, the help page still said “United States only” on launch day, and the announcement didn’t say whether the 10,000-follower rule applies here too.
What we know for sure:
- You must be 18 or older. A parent, guardian or manager can create one on behalf of a minor.
- You need at least one linked social or video account that Google accepts.
- You sign in with a Google Account. Use the one tied to your brand, not a random personal Gmail.
My advice: don’t guess. Try the claim page yourself. If you’re eligible, it lets you through; if you’re not, you lose nothing.
How to set up your Google Search profile (step by step)
- Check if one already exists. Google auto-generates profiles for some creators and publishers. Search your name or brand on Google from your phone. If you have a Knowledge Panel, look for an option to view or claim the Search profile.
- Go to the claim page. Visit
profile.google.com/claimand sign in with the Google Account you want to manage the profile with. - Link your qualifying account. Connect at least one platform (YouTube, Instagram, X or TikTok) that meets the follower requirement. You can add more accounts during setup.
- Create the profile. Click “Create Profile” and add your avatar, bio and website.
- Pin your best content. At launch, Google let profiles pin up to eight posts and add up to eight links. Pin the content that best shows what you do. For a business, that means case studies and service pages, not your latest meme.
- Share the URL. Add your profile link to your website footer, email signature, and social bios.
If you run multiple brands, for example a personal brand and a separate blog, Google can create a separate profile for each one. Claim each one separately.
Will a Search profile help my rankings?
Not directly. Google’s help documentation says that creating a profile doesn’t directly affect how your content ranks in Search.
There are still three real benefits:
- Discover distribution. People who follow your profile may see more of your content in Google Discover. Discover is also changing fast; I explain what’s coming in Google Discover Is Becoming an AI Concierge.
- Knowledge Panel. For eligible creators and publishers, claiming a profile may trigger a Knowledge Panel if you don’t have one. That’s a big trust signal when a client searches your name.
- A clearer brand entity. AI systems such as Google’s AI Overviews rely on understanding who is behind content. A verified profile that connects your website and social accounts helps Google recognize your brand as an entity. If you want to understand why that matters, read How Does Google AI Overview Work?
Who in India should set one up right now?
- Bloggers and niche publishers who already get Discover traffic
- YouTubers and Instagram creators who want a home on Google that isn’t tied to one platform
- Doctors, lawyers, consultants and coaches building a personal brand
- Agencies and freelancers (yes, including SEO people like me) who want a stronger name search
If you’re a pure local business with no content strategy, focus on your Google Business Profile first.
What to do this week
- Try the claim page and see if you’re eligible.
- Clean up your social bios so your name, brand and website match everywhere.
- Make sure your site has an author page and author details on every post.
- Check that your site is healthy after Google’s latest spam update. Here’s my breakdown: Google September 2026 Spam Update: What It Means for You.
FAQs
Are Google Search profiles free?
Yes. There’s no cost to create or claim one.
Is a Search profile the same as Google’s old “People Cards”?
No. People Cards were a feature Google launched in India in 2020 for individuals to create a basic public card. Search profiles are newer, built for publishers and creators, and integrated with Discover.
Do I need a website to create a Search profile?
Not strictly. Eligibility is based on linked social or video accounts. However, adding your website is what links the profile back to your own content, so I’d always include it.
How long until my profile shows up?
At the US launch, Google said new content from linked platforms typically appears within 24 hours. The profile itself should be shareable as soon as you create it.
Need help setting up your profile, Knowledge Panel and author entity together? Get in touch. I’ll review your brand’s search presence and tell you what to fix first.
Sources: Search Engine Journal – Search profiles open in India & Canada · Search Engine Roundtable · Google Search profiles help page
[…] This is the most direct step you can take today. People who follow your Search profile may see more of your content in Discover, and profiles just opened in India. Here’s my step-by-step guide: Google Search Profiles in India: How to Set Yours Up. […]