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Google has started trialling a new feature called “Preferred Sources”, aimed at giving users more control over the news content they see in search results. This latest experiment lets individuals customise their Top Stories carousel by choosing news outlets they prefer.

At present, the feature is being tested in the United States and India via Google’s Search Labs. While still in its early stages, the update could mark a significant change in how users interact with news content through the search engine.

Importantly, Preferred Sources won’t replace the standard algorithmically curated Top Stories. Instead, the chosen publishers will appear alongside the usual results, giving readers a mix of personalised and general content.

This dual approach means that while Google’s algorithm still determines much of what’s shown, users now have the option to ensure their favourite outlets are more prominently featured when they search for news.

For publishers, this change presents both challenges and opportunities. On one hand, it reinforces the need to build strong audience relationships. Loyal readers who select a publisher as a preferred source could drive increased visibility for that outlet.

On the other hand, smaller or less-established news sites might struggle if they’re not among users’ selected sources, potentially reducing their exposure in the Top Stories section.

From a search visibility standpoint, this new feature adds another layer of complexity. SEO professionals and digital marketers may need to adapt strategies, placing more emphasis on brand recognition and trust to remain top of mind with audiences.

It’s also worth noting that this personalisation does not extend across all search features—only the Top Stories carousel is affected for now. The rest of the search results page remains unchanged and driven by Google’s broader algorithmic systems.

If rolled out globally, Preferred Sources could signal a broader shift towards user-personalised search experiences, echoing similar trends across social platforms and content recommendation engines.

While it’s too early to determine the full impact, media outlets might consider encouraging loyal readers to select them as a Preferred Source, perhaps through calls to action or awareness campaigns.

As users experiment with the feature, Google will likely gather data on engagement, relevance, and satisfaction to inform any future rollout decisions or changes to its search interface.

Ultimately, the success of Preferred Sources may hinge on how many users take the time to customise their settings—and whether they see real value in doing so.

Publishers who already invest in audience engagement, loyalty programmes, or niche reporting may be better positioned to benefit from this personalisation experiment.

For now, marketers and publishers alike will be watching closely to see if the feature expands beyond its test markets and what it might mean for the evolving search landscape.

If you’re in the digital news or SEO space, this is a development worth monitoring—especially as the search experience becomes more tailored to individual preferences.

How It Works

Users who choose to participate in Google’s Preferred Sources experiment will notice a new starred icon within the Top Stories carousel. This small symbol serves as an entry point to a customisation menu where individuals can select their favourite news outlets.

Once a source is selected, articles from that publisher are more likely to feature in the Top Stories section—provided they are relevant to the search query. These preferred entries will appear with a star icon next to the site name, making them easily identifiable.

However, it’s important to note that these starred sources won’t override Google’s algorithmic choices. The standard Top Stories results will still be displayed alongside any user-preferred selections.

In some cases, Google may introduce an additional carousel labelled “From your sources” beneath the primary Top Stories feed. This secondary section would offer further visibility for articles published by a user’s preferred outlets, supplementing the overall news experience.

This feature is part of Google’s ongoing effort to give users more influence over the type of content they see, particularly in response to growing concerns around trust, relevance, and content personalisation.

A Broader Shift Toward Personalization

Google’s Preferred Sources feature is an extension of its existing personalisation tools. These tools already allow users to highlight content they frequently visit and to receive updates based on previous search activity.

To ensure users still have full control over their experience, Google offers an option labelled “Try without personalisation” at the bottom of the search results page. This feature helps maintain transparency, giving users the choice to view results without any influence from their customised settings.

What This Means

This new feature from Google could prove beneficial for publishers, particularly those with a strong, loyal readership who are likely to mark them as preferred sources.

On the other hand, smaller or recently established outlets might find it more challenging to gain visibility. If users tend to favour well-known names, newer publishers may struggle to stand out in the Top Stories carousel.

Ultimately, the experiment underscores just how crucial brand recognition has become. Building direct relationships with audiences and maintaining a steady flow of fresh, relevant content will be more important than ever for publishers aiming to stay competitive.

Looking Ahead

This new initiative is part of Google’s wider effort to strike a balance between algorithm-driven discovery and greater personalisation for users.

Although it’s currently still in the testing phase, the feature indicates that Google is looking into ways to give users more control over the news content they see—while still keeping its core ranking systems in place.

If the Preferred Sources feature becomes more widely available, it could significantly impact how publishers and marketers approach their visibility strategies on Google Search. Consistently appearing in user-selected feeds may become just as vital as traditional SEO efforts.