Google launches ‘Preferred Sources’ button to help publishers win back AI-era traffic

Google has begun rolling out a new interactive button that lets readers mark their favorite news sources directly on publisher websites, a move aimed at helping media companies recover traffic lost to AI-powered search features. The ‘Preferred Sources’ button, announced Thursday, allows users to indicate they want to see more content from a particular publisher across Google Search, Discover, and Google News.

How the Preferred Sources feature works

The button is designed to be embedded by publishers on their own sites, giving readers a simple way to add that outlet to their list of preferred sources. This follows Google’s initial launch of Preferred Sources in May, which was available in AI Mode, AI Overviews, and Top Stories. As of May, Google reported that users had already selected over 345,000 unique sources through the method.

Readers can also manage their preferences by visiting Google’s source preferences page and searching for a publisher by name or website. Once a source is selected, Google says it will appear more frequently in the user’s search results, Discover feed, and Google News. According to Google’s earlier studies, users are twice as likely to click through to a preferred source when it appears.

Why this matters for publishers

The launch comes as publishers face significant traffic declines attributed to the rapid adoption of AI-generated answers in search results. By giving readers more control over the sources they see, Google is attempting to address the concerns of media companies that have seen their referral traffic drop. The tool is part of a broader effort to offer publishers ways to maintain visibility and engagement in an AI-driven search landscape.

Additional customization features

Alongside the Preferred Sources button, Google announced that readers will soon be able to customize their Discover feed using natural language commands. By tapping the three-dot menu on any post, users can tell Google what they’d like to see more or less of, allowing the feed to adjust in real-time. Android users will also be able to personalize their audio daily briefings in the Google News app.

Conclusion

Google’s introduction of the Preferred Sources button and enhanced feed customization reflects a growing acknowledgment that AI features have disrupted the traffic ecosystem. While the tools offer a potential lifeline for publishers, their effectiveness will depend on adoption by both readers and publishers. As the media landscape continues to evolve, these features may become a key component in helping trusted news sources maintain relevance and reach.

FAQs

Q1: How do I add a publisher as a preferred source?
You can visit Google’s source preferences page and search for a publisher by name or website, or click the Preferred Sources button on the publisher’s site if they’ve embedded it.

Q2: Will this affect my search results?
Yes, selecting a preferred source will make that publisher’s content appear more frequently in your Google Search results, Discover feed, and Google News.

Q3: Is the Preferred Sources button free for publishers?
Google has not announced any fees for embedding the button. It is part of the company’s broader effort to support publishers in the AI era.