Google has introduced a new feature called Preferred Sources in the United States and India, allowing users to personalize the news content they see in the Top Stories section of search results. This update, rolled out on August 13, enables users to select their favorite media outlets, which will then appear more frequently in their news feed.
When a search is linked to current events, Top Stories showcases recent articles from sources Google deems relevant and trustworthy. With the new feature, an icon shaped like a star now appears next to the Top Stories header. By clicking it, users can choose their preferred outlets and, after refreshing the page, see more stories from those sources. An additional “From your sources” section will also be displayed.
There is no cap on the number of sources a user can select. During early testing via Search Labs, over half of participants chose four or more outlets, and preferences set during this phase have been retained for the official rollout.
How Google identifies “trusted sources”
Google also recommends domains it considers reliable and high quality. An analysis of 15,000 suggested domains by SEO expert Olivier de Segonzac revealed a strong presence of institutional and non-profit sites (.org, .gov, .edu), making up about 22% of the list. The data also showed a notable inclusion of local and regional media, international outlets, and a mix of niche forums alongside major platforms.
Implications for publishers and SEO
For large media organizations, this feature could boost visibility, as they may appear in Top Stories both through Google’s algorithm and via user preferences. Niche publishers, however, may need to put in extra effort to secure their place — by producing high-quality content, encouraging readers to select them as preferred sources, maintaining strong audience engagement, and building a consistent editorial brand.
While technical SEO remains essential, Preferred Sources could shift strategies toward strengthening direct relationships between publishers and audiences. Currently available only in English in the United States and India, the feature could expand to other markets, including France, if testing proves successful.
