Google Rolls Out “Preferred Sources” in Search: What This Means for Publishers

Google is once again reshaping how readers discover news and information — this time by giving users more direct control over which publishers and outlets they want to see in their results.

The company has announced the roll-out of Preferred Sources, now available in the U.S. and India for English-language searches.

This update is part of Google’s ongoing response to mounting concerns around degraded Search experiences, AI summaries crowding out publishers, and user calls for more personalized and trustworthy results.

What is “Preferred Sources”?

With this new feature, Google will allow users to directly tell Search which outlets they want to see more frequently. Once enabled:

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• A “+” (star) button will appear next to the Top Stories section in Search.

• Users can add their favorite publishers, blogs, or news sites to a personal list.

• Once selected, these outlets will appear more often in both:

  • Top Stories
    

  • A new dedicated section labeled From Your Sources
    

• Users can manage or update their list anytime.

Official announcement from Google

Why Is Google Doing This?

The move seems designed to:

• Restore trust in Search by putting choice back in users’ hands.

• Address concerns around AI-generated overviews pushing publishers down.

• Encourage personalized discovery while keeping users within Google’s ecosystem.

What This Means for Publishers

While Preferred Sources seems like a win for readers, for publishers, it introduces both opportunities and challenges.

• Opportunity: Loyal audiences now matter more than ever

If readers star your publication as a preferred source, you’ll gain consistent visibility in search results. This makes brand loyalty and direct trust-building more critical than ever.

• Risk: Marginalization of smaller publishers

Smaller publishers or emerging voices may find it harder to get discovered if users only follow “major brands.” Without nurturing a strong reader relationship, their chances of being included in Preferred Sources lists may drop sharply.

• Challenge: Risk of ideological echo chambers

Experts have warned of the dangers of personalised news leading to echo chambers. By surfacing only preferred outlets, users may be less exposed to diverse perspectives and alternative viewpoints.

Action Points for Publishers

With Google handing more power to users, publishers must adapt. Here are some steps to consider:

1. Educate your audience
   

   • Publish guides, in-app messages, or newsletter banners nudging readers to add your publication as a Preferred Source.

   • Example: Similar to how outlets encourage users to “add to Google News favorites,” this can be a clear call to action.

2. Reinforce brand loyalty
   

   • Invest in reader-first strategies: newsletters, communities, exclusive content, and interactive sections.

   • Strong audience connections will now directly translate into sustained Search visibility.

3. Diversify beyond Google traffic
   

   • Continued reliance on Search alone is risky. Publishers must strengthen direct audience channels such as apps, social, newsletters, and podcasts to balance traffic sources.

4. Monitor SEO + performance impacts
   

   • Watch your Google Search Console data closely for shifts in impressions and clicks attributed to Top Stories.

   • Additional reading: Google Search Console guide.

Looking Ahead

The launch of Preferred Sources signals Google’s intent to personalise Search experiences in a significant way. For publishers, this is both a wake-up call and an opportunity:

• A wake-up call — reliance on algorithmic discovery is fading; personalisation is becoming the gatekeeper.

• An opportunity — engaged audiences can now actively vouch for your brand within Search, amplifying your reach among the right readers.

As the balance of power shifts further toward user choice, publishers who invest in trust, credibility, and direct communities will come out stronger.

Key Takeaway for Publishers

Preferred Sources is more than a “feature” -  it’s a signal that audience loyalty is becoming a direct driver of visibility in Google Search. Publishers who succeed in getting readers to consciously “choose” them will be best placed to thrive in the next phase of search-based discovery.