Google Is Testing Author Profiles: Search Engine Turns Into a Social Network

Google has launched a closed test of a new feature that could majorly shift how social media profiles are promoted. The platform is introducing so-called "Author Profiles" right inside search results. Essentially, these are fully-fledged digital business cards styled like classic social networks, pulling an author's content from various third-party platforms in a single click: recent posts, articles, videos, and Shorts. Users will be able to find these profiles via information blocks, the Discover feed, or a direct link. 

The rollout of AI search and smart answers has significantly cut organic traffic to websites, as the neural network now provides an instant summary right on the main page. These new cards are Google's way of compensating creators for the drop in organic reach. If a user clicks the "Follow" button directly in the profile, the algorithm will start regularly serving fresh content from that source in their Discover recommendation feed on the Google mobile app home screen. 

However, gaining access to the test with a brand-new account or a fresh channel is off the table, as Google has set strict verification filters. The feature is currently limited to owners of large pages with an active audience. To qualify for a card, creators need at least 100,000 followers on YouTube, Instagram, or X (Twitter). For TikTok, the bar is set even higher — starting at 300,000 followers. 

Looking at past iterations, the tool feels reminiscent of the old Google Business Profiles but with a heavy focus on personal blogs and media. Industry experts are already joking that even after shutting down Google+, the corporation hasn't given up on building its own social network — it's just assembling the pieces directly within the search bar this time. While the feature is currently only being tested in the US, once it expands internationally and lowers the follower threshold, having one of these cards will become absolutely essential.