Google’s Brand Profile is becoming a high-value SERP asset—one that now consolidates brand descriptions, imagery, promotions, loyalty benefits, and core business details directly inside Google Merchant Center. When a user searches a brand name, this profile acts as a curated introduction powered by data from the website, Merchant Center, Search, and licensed sources. Only a Super Admin can claim and manage this experience, giving brands tighter control over what appears.
Left: What a Super Admin would see on SERP | Right: What Users see on SERP
What the Brand Profile Surfaces
A strong profile reinforces credibility and drives higher engagement by highlighting the elements shoppers rely on to validate a brand:
- Brand images & videos
- Social profiles
- Active promotions
- Clear, value-driven business descriptions
- Loyalty program details
Why It Matters for Performance Teams
Google is turning the Brand Profile into a centralized identity hub—essentially a branded storefront on the SERP. That shift makes clean data, cohesive visuals, and accurate merchandising more than housekeeping tasks; they become performance levers. Retailers that approach the Brand Profile strategically will signal trust, increase interaction rates, and shape how shoppers perceive them before a single click.
The takeaway: this update isn’t cosmetic. It’s a chance to influence the shopper journey at the moment of brand intent.
Want help strengthening your Google Brand Profile and tightening the data behind it?
Request Demo Get Pricing