Google Profiles - Helping Control Your Brand Online

We all search our name to see what shows up on Google, now we have the ability to influnece the results with Google Profiles.  It is an very interesting play for Google, everyone wants to control their personal brand and this allows Google to continue to get more of a foothold in the Social Media / Networking space.  The profile, at this point, is pretty simple. A basic bio, the ability to add images, contact info and links out to all of the other social networks, blogs and / or sites the user is affiliated with.  But you can imagine where they can take this.

One interesting feature is that Google, at least with the other Google products, suggest links that help with building your social graph, expanding on this with Open Social and the opening of Facebook Google could continue to evolve profiles as a kind of master dashboard for an individual online.  They would be able to drive this by the plain fact that the profile would show up high in search results giving it value to the user, hence answering the question why would I want to build another profile and provide information to Google.

Here is how they are showing profiles in the search results, although I haven't been able to replicate it yet.

Here is my profile http://www.google.ca/profiles/simonrodrigue and as you can tell from the way your name is included in the URL you don't wait to set yours up .