Maximising Traffic via Google’s Top Stories

Google has recently released updated guidance for news publishers on how to increase traffic via its Top Stories feature by using the Preferred Sources programme. The new documentation, published on Google Search Central, provides detailed advice on steps that publishers can take to appear more prominently in Top Stories results and reach a wider audience.

Top Stories is a feature designed to highlight breaking news and timely content, allowing readers to access the latest developments quickly. It not only features national and global news but also showcases local stories relevant to specific regions. As a result, both the speed of publishing and the relevance of the content are crucial factors for ranking well.

Google notes that freshness is an important ranking signal for Top Stories. Articles that are recently published or updated are more likely to appear, meaning that publishers must prioritise timely reporting and regular updates. Sites that consistently provide breaking news have a better chance of being featured prominently in this section.

While structured data is not a strict requirement for Top Stories, Google encourages publishers to use Schema.org Article markup. This allows Google to better understand the content of each page, including its topic, publication date, author, and other metadata. Correct implementation of structured data can help improve visibility and ensure that articles are accurately represented in search results.

It is important to note that ItemList structured data, often used for carousel-style displays, does not affect ranking in Top Stories. While the feature may appear visually similar to other Google carousels, the underlying data structure for carousels does not influence which news items appear in Top Stories.

Google has also expanded information about its Source Preferences tool, which is part of the Preferred Sources programme. This tool allows users to select their preferred news sources, giving them greater control over what appears in their Top Stories feed. Currently, the tool is available only for English-language web pages worldwide.

Publishers that are already listed in the Source Preferences tool can leverage this by using deep links to encourage users to select their website as a preferred source. By doing so, publishers can build a loyal audience, increase engagement, and improve the likelihood that their content appears more frequently in Top Stories.

To implement deep linking, Google provides a simple URL format: “https://google.com/preferences/source?q=Your_Website’s_URL”. For example, a site such as “example.com” would use the link “https://google.com/preferences/source?q=example.com”. This allows users to navigate directly to the Source Preferences page for that site and select it as a preferred source.

Including these deep links in social media posts, newsletters, email campaigns, and other promotional channels can encourage users to actively add a website as a preferred source. The more users who select a site, the stronger the site’s potential visibility within Top Stories.

Freshness, relevance, and clarity remain key factors for ranking in Top Stories. Google encourages publishers to focus on creating well-written, accurate, and timely content that addresses current news events. Sites that fail to maintain consistent quality or timeliness may see lower visibility over time.

With competition for attention in search results becoming increasingly fierce, taking advantage of every tool Google provides is more important than ever. Features such as Preferred Sources, structured data, and timely updates give publishers additional ways to stand out in Top Stories. Even small improvements, such as correctly marking up articles or promoting deep links, can lead to measurable increases in traffic.

Monitoring performance is also essential. Publishers should regularly review which articles appear in Top Stories, how much traffic they generate, and how engagement levels vary by topic. Google frequently updates its algorithms and ranking signals, so staying informed and adjusting strategies is crucial for long-term success.

Beyond driving traffic, inclusion in Top Stories can enhance a publisher’s brand recognition and authority. Being featured prominently in Google search results often increases trust among readers, signalling that a site is reliable and authoritative. This can have lasting benefits beyond immediate clicks, including higher engagement and repeat visits.

Publishers should also consider the overall user experience on their websites. Ensuring that pages load quickly, are mobile-friendly, and provide clear navigation can complement efforts to rank in Top Stories. A positive user experience may improve click-through rates and reduce bounce rates, further strengthening a site’s performance in search results.

As organic traffic becomes harder to secure, leveraging features like Top Stories and Preferred Sources is increasingly important for news websites. Those who adapt quickly to Google’s recommendations, and who prioritise high-quality, timely content, are likely to see the greatest benefits in both visibility and audience engagement.

Finally, Google’s latest guidance underlines the importance of strategic content planning. By combining timely publishing, structured data, deep linking through the Source Preferences tool, and careful monitoring of performance, news publishers can maximise the opportunities provided by Top Stories and build a more engaged, loyal readership over time.

In conclusion, publishers aiming to increase traffic through Top Stories should focus on producing fresh, accurate content, implementing proper structured data, and actively encouraging readers to select their site as a preferred source. These measures, when applied consistently, can help maximise visibility, attract more clicks, and strengthen long-term audience engagement.