Google Search profiles get new article cards and a lower bar

Google has updated Search profiles again. According to Barry Schwartz at Search Engine Roundtable, the changes published on 16 September 2026 cover how articles look, who qualifies, and how many profiles one login can hold.

What changed#

Articles get a richer card. Google introduced enhanced article views with optimized image thumbnails and increased headline length, to help users “discover and dive deeper into your content.” Thumbnail choice and headline wording now matter on a surface beyond the blue links.

The follower bar keeps dropping. The requirement began at 100,000 followers, was lowered to 35,000 last month, and is now 10,000 on YouTube, Instagram, X or TikTok. Smaller publishers can now qualify.

One login, up to 10 profiles. Publishers can manage up to 10 separate Search profiles for different brands from a single Google account. Google explains that “some media organizations manage the digital presence of many different publications.”

Handles and website badges#

Handles are editable. Google recently added the ability to edit your handle.

Badges bring followers from your own site. A companion report says the Search profile badge lets visitors follow you directly from your website after you claim your profile. Google’s rules say not to stretch, distort, rotate or alter the colors of the “Super G” icon and Search profile button, and to avoid mixing monochrome and colorful versions. Touch targets must be at least 48 x 48 dp on Android and 44 x 44 px on iOS and web.

Support is by email. Users who cannot transfer a previously claimed profile to their main account were directed to contact support.

Why we care#

The 10,000 threshold turns Search profiles from a large-publisher feature into something a mid-size publication can plan for, so check whether your follower counts on the four named platforms clear it. The single-login change matters most to anyone running several brands: fold them into one account rather than juggling logins. Google published no traffic or ranking data for profiles, so treat this as a distribution channel to test, not a proven lever.