Google has rolled out a brand-new feature in the U.S. called Preferred Sources which is a tool designed to give searchers more control over the news and information they prefer to see while searching. Through the Preferred Sources tool, searchers can now prioritize specific websites or news outlets you trust. When you search for news topics, results from your chosen sources will show up more prominently in the Top Stories carousel and may even appear in a dedicated “From your sources” section.
This marks a big shift in how Google is giving searchers more influence over their search experience. Instead of leaving it solely to algorithms, you now have a say in which voices rise to the top.
How Preferred Sources Works
Using Preferred Sources is pretty straightforward if you already regularly use Google:
- Search for a trending topic as you normally would.
- Look for the star icon next to the Top Stories section.
- Click the star to open a menu where you can add sources by name or URL.
- Refresh your search results, and your selected sources will appear more prominently.
Note: You can add as many sources as you like, and Google reports that most early users add at least four.
Why Google Launched Preferred Sources
Google says this feature is designed to:
- Improve trust in news results by letting users highlight outlets they prefer.
- Cut through clutter and spam, which has grown alongside AI-generated content pushed by Google’s AI Overview.
- Offer personalization without blocking out other perspectives. You’ll still see a range of sources, just with your preferred ones boosted.
What This Means for Your Marketing
Preferred Sources isn’t just a convenience for readers; it has real implications for brands and marketing teams, including:
- Brand Visibility: If your company publishes thought leadership content or newsworthy updates, being added as a preferred source by your audience means your content could appear at the very top of Google’s news results.
- Trust & Authority: This is a chance to deepen your relationship with customers. By encouraging your audience to mark you as a preferred source, you position your brand as a trusted authority in your industry.
- Content Strategy: It puts even more weight on creating timely, relevant, and authoritative content. High-value blogs, PR announcements, and industry insights are now more likely to surface directly to your audience.
- Customer Engagement: You can actively promote “Add us as a Preferred Source on Google” in newsletters, campaigns, and social media, turning search into another channel for ongoing engagement.
The brands that move early to integrate Preferred Sources into their marketing strategy will gain a competitive edge in visibility and trust.
Ready to take your search engine marketing and content strategy to the next level? Contact Katava Marketing today for expert guidance and strategies tailored to your business goals.
