Google has introduced a new Preferred Sources button that allows publishers to give readers a simple way to indicate that they want to see more content from their website across Google’s platforms.

The feature arrives as publishers face growing concerns about declining referral traffic as AI-powered search tools increasingly provide answers directly within search results.

A New Way for Readers to Choose Trusted Publishers

The Preferred Sources button can be added directly to a publisher’s website. When readers select it, they are effectively telling Google that they consider that publication a trusted source.

Content from a preferred publisher can then receive greater visibility when it is relevant to searches and stories appearing across Google Search, Discover and Google News.

Readers can also select preferred publications through Google’s source preferences page by searching for the name or website of a publication.

Why Google Is Introducing the Feature

The relationship between search engines and publishers is changing rapidly.

Google’s AI Overviews and AI Mode can now answer many questions directly on the search results page. While this can make information easier for users to access, publishers have raised concerns that fewer people may click through to the original websites.

The Preferred Sources feature gives publishers another way to encourage readers to actively choose their content.

Google says more than 345,000 unique sources have already been selected by users since the feature was initially introduced.

The company also says previous research found that users were twice as likely to click on a preferred source when one was available.

Publishers Could Benefit From More Targeted Visibility

For websites that rely heavily on organic search and news traffic, being selected as a preferred source could become an important way of maintaining visibility.

Rather than relying entirely on Google's ranking systems to determine which publications users encounter, readers can signal which sources they trust and want to see more often.

This could be particularly valuable for publishers competing for attention in an environment increasingly shaped by AI-generated answers.

Google Is Also Changing Discover Personalisation

The company is introducing another update aimed at giving users more control over their content recommendations.

Google says users will soon be able to personalise their Discover feeds using natural language.

Instead of manually changing multiple settings, users will be able to use the three-dot menu on content and tell Google what they want to see more or less of.

Google can then use those instructions to adjust recommendations.

More Personalisation Coming to Google News

Google is also expanding personalisation options within Google News.

Android users will soon have more control over their personalised audio briefings, including the ability to influence the subjects covered in their daily news updates.

What This Means for Publishers

The Preferred Sources feature may not completely solve the traffic challenges created by AI-powered search, but it gives publishers another tool for maintaining a direct relationship with their audience.

As search engines increasingly become answer engines, publishers are looking for new ways to ensure readers continue discovering and visiting their original content.

Google's latest update effectively gives loyal readers a stronger voice in determining which publishers they want Google's systems to prioritise for them.