Google has started testing a new “Preferred Sources” feature within its Top Stories section, allowing users to customize which publications they see more often for trending news topics. This experiment, currently in testing, could reshape how news content is surfaced and consumed.
What Is the “Preferred Sources” Feature?
The Preferred Sources option appears as a star icon or preference setting alongside articles in the Top Stories carousel or news section. When users select a publication as a preferred source, Google’s news results may prioritize more stories from that publication in their feed.
This feature is designed to give readers greater control over the news outlets they follow, potentially improving relevance and satisfaction.
Why It’s Game-Changing
For publishers and marketers, Preferred Sources offers direct benefits:
- Enhanced visibility: Your site shows up more consistently in Top Stories for users who prioritize your content.
- User loyalty: Readers can customize their news intake, increasing engagement and brand affinity.
- Publisher advantage: Early adopters—such as news publishers and bloggers—gain a solid edge in search exposure.
How to Enable & Use It
- Perform a search on Google for a trending news topic.
- Click the star icon beside the Top Stories section.
- Select your favorite websites for playback in your personalized news feed.
- Results refresh with your preferred sources elevated in visibility.
Publishers should encourage readers to add them by providing direct links or prompts within content.
How It Works
- User Selection – Readers can tap to mark a news outlet as preferred.
- Personalized Results – Google’s system will then highlight more content from those chosen outlets in Top Stories.
- Dynamic Updates – Preferences can be changed anytime to reflect evolving interests.
| Insight | Implication |
|---|---|
| Personalized Top Stories | Users see content that matters to them—more relevant & trusted |
| Direct control to users | Builds loyalty, retention, and brand association |
| Opportunity for publishers | Boost visibility without pay, ads, or SEO battles |
| Importance of fresh content | Stay updated and compelling to remain included |
Why This Matters for Publishers
For news publishers, this change could have a direct impact on visibility in Google’s Top Stories:
- Stronger Audience Loyalty – If users prefer your publication, you’ll appear more often in their results.
- Increased Click-Through Rate (CTR) – Familiar and trusted brands are more likely to get clicks.
- Quality Over Quantity – Producing trustworthy, high-quality news could encourage more users to select your site as a preferred source.
What It Means for SEO and Digital Marketing
This feature ties into Google’s broader move toward personalized and trust-based search experiences. For digital marketers and SEO professionals, this could mean:
- Brand Recognition Is Key – Consistently appearing as a reputable source could drive repeat traffic.
- E-E-A-T Factors Will Matter Even More – Expertise, Experience, Authoritativeness, and Trustworthiness remain central.
- Audience Engagement Will Drive Discovery – Encourage readers to actively prefer your content.
Action Plan for News Websites
If you run a news or content-heavy site, here are steps you can take:
- Enhance Content Quality – Prioritize accuracy, depth, and original reporting.
- Build Brand Loyalty – Encourage subscriptions, app installs, and newsletter sign-ups.
- Improve Technical SEO – Fast loading times, structured data, and mobile-friendly layouts remain crucial.
- Engage Readers Directly – Use CTAs to ask readers to choose your site as their preferred source.
Final Thoughts
The “Preferred Sources” feature marks another step toward user-controlled personalization in Google Search. Publishers that focus on credibility, engagement, and strong brand identity will be best positioned to benefit when this rolls out more widely.
