Google has just taken another step in bringing search, creators, and the digital economy closer together. The company announced the Search Profiles, a new feature that allows content creators with more than 100 followers to display dedicated profiles directly in search results.
This new development reinforces a trend that has been gaining momentum in recent years: the increased value placed on authorship, credibility, and building one's own audience. And, for those who work with website and app monetization, this could represent significant changes in how they generate traffic and build online authority.
But what exactly are Search Profiles? And how can they impact digital marketing and publishers' revenue?
What are Search Profiles?
Search Profiles function as a kind of showcase for creators within Google search.
When searching for specific creators by name, users will be able to view information such as:
- Biography
- Social Media
- Published content
- Areas of specialization
- Relevant links
- Professional information
The goal is to offer a more comprehensive experience for those seeking information about content creators, experts, and influencers.
In practice, Google will now highlight not only the content, but also the people behind it.
Why is Google doing this?
The answer is directly linked to the evolution of the search.
With the explosion of content generated by artificial intelligence and the growing concern about information quality, Google has been reinforcing signals related to:
- Authority
- of expertise
- Postgraduate specialization
- Credibility
These are the principles that are part of the concept known as EEAT (Experience, Expertise, Authoritativeness and Trustworthiness).
By highlighting creator profiles, Google aims to help users quickly identify who is producing specific content and its relevance to a given topic.
The impact on SEO
The arrival of Search Profiles reinforces an important shift: SEO no longer depends solely on keywords and backlinks.
The creator's identity is becoming an increasingly relevant factor.
This means that professionals who invest in:
- Personal Brand
- Consistent content production
- Presence across multiple platforms
- Community building
They can gain more visibility within the Google ecosystem.
The trend is for individual authority to become as important an asset as domain authority.
The impact on monetization of websites and apps
For publishers, this new development brings interesting opportunities.
More trust leads to more engagement.
When users can clearly identify who produced the content, the perception of trust increases.
This can result in:
- Longer stay
- Most visited pages
- Increase in the rate of return
- Better engagement
All of these factors contribute to improving monetization.
Specialized content gains value.
Websites that feature recognized experts, journalists, or creators tend to benefit the most.
Instead of producing generic content, the trend is to invest in authors who have real-world experience with the topics covered.
This increases the value of the content for both users and advertisers.
The inventory becomes more attractive.
Audiences that trust a particular creator tend to show higher levels of engagement.
For programmatic media platforms, this represents more valuable inventory capable of attracting premium campaigns.
In practice, this can have a positive impact:
- eCPM
- CTR
- Viewability rate
- Total revenue per user
An opportunity for publishers to build authority.
For many years, the strategy of several portals was to focus solely on domain name growth.
Now, the scenario points to a combination of:
- Brand Authority
- Authors' authority
This opens up opportunities for initiatives such as:
- More complete author profiles
- Detailed biographies
- Pages dedicated to specialists
- Subscribed content production
The stronger the relationship between content and author, the greater the potential long-term benefits.
How can we prepare for this change?
Several actions can help publishers and creators take advantage of this trend:
Invest in authorship.
Clearly show who produces each piece of content.
Strengthen the digital presence of authors.
LinkedIn, YouTube, social media, and personal websites help build relevance.
Produce original content.
Google continues to value unique, in-depth, and useful content.
Highlight practical experience
Content based on real-life experiences tends to gain even more relevance.
Build community
Engaged audiences become a valuable asset for both SEO and monetization.
The new Search Profiles show that Google is moving towards a search that is increasingly people-centric, not just page-centric.
For publishers and app developers, this represents an opportunity to strengthen the credibility of their content, increase user trust, and generate more qualified audiences.
The message is clear: in addition to investing in technical SEO and quality content, it will be increasingly important to invest in building the authority of the creators who represent your brand.
In today's landscape, simply publishing good content isn't enough. You need to show who's behind it. And that can become a significant competitive advantage for those seeking to grow their audience and monetization in the coming years.
