What is Google's Preferred Sources?

Google’s Preferred Sources feature is a shift toward personalization on search – but can help publishers build audience loyalty. Here’s what else to know

Feb 23, 2026

Hello, and welcome back. Jessie here, back from a week of crushing hockey-related losses for us Canadians — but, also sewing lots on a new quilted jackets project. You win some, you lose some. The good news: both involved snacks and good pals.

This week: A look at Google’s Preferred Sources feature, a clear shift toward personalization on search that also offers publishers an opportunity to build audience loyalty. We explain what it is, how it works and why it’s just a small piece of the audience engagement strategy.

Community call: Thanks to the ~50 people who joined our 2026 winter Community Call! Check out the recording of the call and transcript of the conversation.

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THE 101

What is the Preferred Sources feature?

In August 2025, Google rolled out a new personalization feature for organic search results called Preferred Sources. At the time, Google’s Duncan Osborn called it a way for users to “stay up to date on the latest content from the sites you follow and subscribe to.”

It is a subtle shift toward increased personalization and user-controlled curation in Google’s ecosystem.

Preferred Sources is available globally for English-language search queries that trigger a Top Stories box. It is also only available for domain-level and subdomain-level sites (i.e., newssite.com or canada.newssite.com, but not subfolder (i.e., newssite.com/hockeyblog).

Google will often surface a dedicated “From your Sources” box populated exclusively by websites the user has preferred. Publishers can appear in both the traditional Top Stories box and “From your Sources” on the same query (like below).

*For the search term “trump tariffs,” The Globe and Mail — which is set as my preferred source — appears in both Top Stories and the From your sources box.*

Why does Preferred Sources matter?

With the increased visibility of AI on search and zero-click features threatening the ranking opportunities on Google Search, Preferred Sources is a welcome addition to help sites increase their visibility and build audience loyalty.

For users, it’s a way to get more of what they like — and less of what they don’t — on search.

The path to long-term success as a publisher continues to be a focus on building a loyal on-site audience of readers who engage with and actively seek out your content.

Preferred Sources is just one tactic within the broader audience engagement portfolio to build loyalty.

Retention tactics like newsletters, push notifications, regular popular franchises/series episodes, as well as off-site efforts like increasing followers on Apple News, YouTube optimization, or podcasts are all crucial. This is a small but helpful tactic for publishers to employ.

*Google’s Source preference directory page, where users can select sites they want to see more often.*

When users select a publication from the “Source preferences” directory, it makes those sites more likely to appear in their Top Stories when it has a page relevant to the query. There’s no limit to the number of sites a user can select, and users will continue to see content from other websites.

Users can also add a source directly from search results, by clicking the icon (next to the Top Stories label) and choosing from the search box.

*Users can add a source from the pop up.*

To access the feature, users must be logged in; for logged-out users, there’s a “Sign in to customize” prompt next to the Top Stories label. It appears that ‘Sign in to customize’ language was added earlier this month.

*Google is encouraging users to sign in for further customizations to their search results.*

THE 201

What to make of Preferred Sources

To make use of Preferred Sources, the first step is alerting readers to the existence of the feature and encouraging them to add your publication.

This can be done as an article on-site (like the Wired, Guardian and Strategist example below), along with messaging in newsletters and on social media (for example, creating and pinning a post on X, Instagram, Reddit and Bluesky). This promotional content should also include a direct call to action with a link.

*Many websites have written ‘How to add us as a preferred source’ articles including Wired, The Guardian and NYMag.*

Consider asking known authors — key columnists or top editors — to promote the feature on their own social media platforms, too (as the EIC of the Toronto Star has below).

The Toronto Star’s editor-in-chief posted a LinkedIn message explaining how readers can employ the feature.

Many websites have also added Add or Follow buttons directly on the article page template. Adding the follow link in the website footer could also be useful.

It’s inconclusive how effective these articles are at converting readers. People are not searching “How to make XSITE my preferred source on Google.” Instead, the primary driver is more likely to be that in-article CTA prompt. Google has guidance on this functionality.

*The Guardian (left) and Tom’s Guide (right) have ‘Add us’ buttons on article pages or in the footer of their website.*

Google has not provided an easy way to track the number of users who currently prefer your website. It’s also not possible to filter in Google Search Console for the number of views that arrived because a user clicked from a preferred site placement.

In August 2025, Google was asked about analytics for the feature. In response, Rajan Patel, the vice-president of engineering for Google Search, said, “We’re looking into this.”

However, sites can track the number of clicks to on-page prompts and articles.

The bottom line: Preferred Sources is an off-site tactic engagement tactic. But ultimately, it is just that: a tactic. Implement it as part of a wider brand- and audience-building strategy which aims to drive loyalty to your publication.

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