Google’s new “Preferred Sources” feature is shaking up the digital publishing landscape. At Emplibot, we’ve analyzed this game-changing update rolling out in August 2025.
Publishers who secure a spot as a preferred source will gain a significant edge in visibility and traffic. This blog post outlines a practical 9-step checklist to help you become a Google Preferred Source and strategies to mobilize your audience for maximum impact.
What Are Google’s Preferred Sources?
The New Feature Explained
Google’s Preferred Sources feature, set to launch on August 12, 2025, will transform how users interact with news content in search results. This update empowers users to customize Top Stories by selecting their favorite news outlets, granting these sources priority placement in the Top Stories section.
How the Feature Functions
Users who search for news topics will notice a new icon next to Top Stories. A click on this icon presents a list of news sources to choose from. After selection, articles from these preferred sources will appear more frequently in Top Stories or in a dedicated “From your sources” section.
Early data from Google’s Labs users reveals that over half of the participants selected four or more preferred sources. This statistic indicates a strong user appetite for personalized news experiences.
Search Results and User Experience Impact
The introduction of Preferred Sources marks a significant shift in the search landscape. Users in the U.S. and India will experience a more tailored news feed, which could potentially increase engagement with their chosen outlets. This change aims to keep users better informed about the latest content from sources they trust or subscribe to.
For publishers, this update presents a double-edged sword. Those selected as preferred sources may enjoy a substantial boost in visibility and traffic. However, publishers not chosen might see a decline in their Top Stories appearances.
The Importance of Preferred Source Status
Becoming a preferred source should now top the priority list for publishers. Here’s why:
- Visibility Boost: Your content will feature more prominently in Top Stories, potentially leading to higher click-through rates.
- Trust Indicator: Selection as a preferred source strongly signals user trust and loyalty.
- Edge Over Competitors: With limited spots in the “From your sources” section, selection gives you a competitive advantage.
- Traffic Increase: More visibility in Top Stories typically translates to increased website traffic.
- Enhanced Brand Recognition: Regular appearances in users’ preferred sources can strengthen your brand’s recognition and authority.
Publishers who quickly adapt to these changes often reap the most significant benefits. Some early adopters of new Google features have experienced significant increases in search visibility within the first month.
Publisher Strategy Moving Forward
To capitalize on this update, publishers must focus on two key areas:
- Content Quality: Deliver high-quality, timely content that resonates with your audience.
- User Encouragement: Actively promote your outlet for selection as a preferred source.
The next chapter will provide a comprehensive checklist to help you secure your position as a preferred source in Google’s Top Stories. This actionable guide will cover everything from optimizing your content to mobilizing your audience.
How to Become a Google Preferred Source
Optimize Your Content for Top Stories
To increase your chances of selection as a preferred source, you must optimize your content for Google’s Top Stories. This process involves the use of proper schema markup, which helps Google understand and categorize your content.
Your articles should include NewsArticle structured data, which provides essential information about your content to search engines (such as headline, author, publication date, and a brief description). Google’s Structured Data Testing Tool can help you verify your markup’s correctness and completeness.
Maintain a Rapid Publishing Cadence
Google’s algorithms favor fresh, timely content, especially for news-related queries.
To meet this demand, establish a consistent publishing schedule. Try to produce at least 3-5 high-quality articles per day, with a focus on trending topics and breaking news in your niche. Tools like Google Trends can help you identify popular subjects and ensure your content remains relevant and timely.
Boost User Engagement Metrics
Google considers user engagement metrics when determining content quality and relevance.
To improve these metrics:
- Create compelling, in-depth content that answers users’ questions comprehensively.
- Use subheadings, bullet points, and images to break up text and improve readability.
- Include internal links to keep users on your site longer.
- Optimize your site’s loading speed to reduce bounce rates.
Enhance E-E-A-T Signals
Google places high importance on Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T) when evaluating content quality. To strengthen your E-E-A-T signals:
- Showcase author expertise with detailed bio pages and credentials.
- Cite reputable sources and link to authoritative websites.
- Regularly update your content to maintain accuracy and relevance.
- Encourage user reviews and testimonials to build trust.
The implementation of these strategies will not only improve your chances of becoming a Google Preferred Source but also enhance your overall search visibility and user experience. The next chapter will explore effective ways to mobilize your audience and encourage them to select your site as a preferred source.
How to Turn Readers into Preferred Source Advocates
Create a Compelling Value Proposition
We must clearly communicate the benefits of selecting your site as a preferred source. Highlight unique aspects of your content, such as exclusive interviews, in-depth analysis, or breaking news coverage. For example, if you’re a tech news site, emphasize your access to industry insiders or your track record of predicting trends accurately.
Implement Strategic On-Site Prompts
Place prominent calls-to-action (CTAs) throughout your website to encourage users to make you a preferred source. These CTAs should be visually appealing and strategically positioned. For instance, you could add a floating banner at the bottom of articles or a pop-up that appears after a user has spent a certain amount of time on your site.
A/B testing different CTA designs and placements can significantly improve conversion rates.
Leverage Email Marketing Campaigns
Email remains a powerful tool for engaging your audience. Launch a targeted email campaign to inform your subscribers about Google’s Preferred Sources feature and guide them through the process of selecting your site as a preferred source.
Segment your email list based on engagement levels and tailor your messaging accordingly. For highly engaged readers, emphasize the exclusive content they’ll have easier access to. For less active subscribers, focus on the convenience and personalized news experience they’ll gain.
Harness the Power of Social Media
Use your social media platforms to spread awareness about the Preferred Sources feature. Create eye-catching graphics or short videos explaining the benefits and process of selecting your site. Encourage your followers to share these posts, expanding your reach.
Consider running a social media contest where users who prove they’ve selected you as a preferred source enter to win prizes related to your niche. This approach can drive significant engagement and selections.
Offer Exclusive Incentives
Provide tangible benefits to users who make you a preferred source. This could include access to premium content, early access to articles, or entry into exclusive events or webinars. Make sure these incentives align with your audience’s interests and values.
Mobilize audiences to star your site by offering compelling reasons for loyal readers to see more of your coverage in Search.
Final Thoughts
Google’s Preferred Sources feature will transform digital publishing. Publishers who secure preferred source status will gain a significant advantage in visibility and traffic. This update presents a unique opportunity for publishers to strengthen their position in the competitive online news landscape.
The benefits of becoming a Google Preferred Source extend beyond increased visibility. Publishers will build stronger connections with their audience and establish their brand as a trusted authority in their niche. This enhanced exposure can lead to improved brand recognition, stronger user loyalty, and ultimately, a more robust bottom line for publishing businesses.
We urge publishers to act now and implement the strategies outlined in this post. At Emplibot, we offer a content marketing solution that can help streamline your efforts to become a preferred source. Our tool automates many aspects of content creation, allowing you to focus on delivering high-quality, timely content that resonates with your audience.
