Google Discover Evolution: New Short URLs with @Handles for Publisher Profiles
Streamlining the Publisher Experience in Google Discover
Google is currently experimenting with a significant update to how publisher profile pages are structured within Google Discover. In a move toward better branding and user accessibility, the search giant is testing the implementation of short URLs utilizing @handles, replacing the cumbersome, long-form alphanumeric strings that previously defined these pages.
From Complex Strings to Clean Handles
For a long time, Google Discover publisher profiles were characterized by incredibly long and complex URLs. These URLs often contained long tokens and tracking parameters that made them nearly impossible to memorize and unattractive to share on social media or in promotional materials. For example, a standard profile link could stretch for several lines of text, creating a poor user experience for both creators and their audiences.
The new testing phase introduces a streamlined format: profile.google.com/@handle. By utilizing a handle—similar to the naming conventions used on X (formerly Twitter) or Instagram—Google is making these profile pages more intuitive and professional.
Enhancing Brand Shareability and Loyalty
The primary benefit of this shift is the ease of sharing. For publishers, having a concise, branded URL allows them to direct their most loyal readers to their Discover profile with a simple link. This reduces friction and encourages users to follow their favorite content creators directly within the Google ecosystem.
Reports from industry observers, including Damien (@AndellDam), highlight that this is part of a broader rollout. Examples have already been spotted across various niches, from scientific websites in Turkey to major sports entities like the NBA and NFL. In some instances, publishers may even have the ability to select their own custom nicknames, further strengthening their brand identity.
Integration with Modern Social Networks
Beyond the URL structure, Google is also expanding the connectivity of these profile pages. Recent observations indicate that Threads has appeared in the list of integrated social networks for these profiles. This suggests that Google is aiming to turn these profile pages into comprehensive “hubs” where users can find all the official social touchpoints of a publisher in one centralized location.
What This Means for Digital Publishers
While this is currently a test, the implications for SEO and digital marketing are clear. Cleaner URLs are generally more trusted by users and easier to track in analytics. If this feature becomes permanent, publishers should prepare to claim their unique handles to ensure consistent branding across the web. As Google continues to refine the Discover experience, the bridge between a publisher’s external social presence and their Google profile is becoming shorter and more efficient.