I find it fascinating how Google Discover has evolved with the introduction of publisher profiles and follow features. These profiles have started making waves, yet they remain a bit enigmatic due to limited documentation.
More publishers, creators, and social-first accounts are now visible through these profiles. Let me take you through how these profiles work, how they connect with social accounts and the Knowledge Graph, and why some publishers already enjoy enhanced customization features.
As a technical SEO enthusiast, I’m quite accustomed to Google glossing over details in their documentation. And with Discover publisher profiles, that mystery deepens.
Google barely mentions these profiles in their official Discover documentation, though they seem to play an increasingly significant role in the visibility of publishers and creators.
It’s intriguing to see how Discover profiles let users manage the publishers they follow while gathering content from various websites and social platforms.
Because Google has been reticent about the inner workings of these profiles, I’ve taken upon myself to study their patterns across different accounts. Here’s what I’ve noticed about:
Google rolled out substantial updates to Discover in September 2025, vastly altering how we engage with content through publisher follows and profile pages.
The update granted publishers dedicated landing pages for content aggregation, offering users a streamlined way to interact with preferred publishers and seamlessly integrating social content into Discover.
The most eye-catching aspect of this update is how it empowers users to have greater control over publisher visibility while enabling brands to reach their audience more effectively.
Publishers can’t typically alter the layout of these pages, but some recently gained access to customize their profiles, an option part of a limited beta test.
Common to most publisher profiles are features like a profile photo, usually sourced from the Knowledge Graph or a YouTube profile, which also counts total social followers, and integrates various social media handles.
The social connections catered to include platforms like YouTube, TikTok, Instagram, Facebook, X, and LinkedIn. The ‘About’ section is succinct, often derived from a Wikipedia entry or something similar.
Some editable profiles offer additional features like customized banners, pinned posts, and external links that could direct users to apps or livestreams, further enhancing content reach.
There are two main types of Discover publisher profiles: ones for entities with websites and others solely focused on social media publishers.
Web-focused publishers’ profiles tend to be more comprehensive, often including the About section, logos, social accounts, and website links—although social links might sometimes need a manual push to be included.
On the other hand, profiles for social media publishers focus on prominent journalists, notable figures, and those solely identifiable through social media.
These profiles are generally less complete unless they are tied to a Knowledge Graph, missing elements like profile pictures or descriptions, frequently needing aid from connected YouTube accounts for better appearance.
Looking forward, I anticipate Google may broaden access to these editable profiles, though I suspect customization will remain selective, likely reserved for well-established publishers and creators.
Inspired by this post on Search Engine Land.
