Google ‘Preferred Sources’: What Is It and What Does It Mean for Your Site?

Google search doesn’t stand still for long – and hot on the heels of the AI Mode launch, yet another new feature is on its way to users in the US and India.

Currently offered as an experimental Search Labs feature, Preferred Sources isn’t yet available to users in the UK – but if users in the US and India respond positively, there’s a good chance it’ll be rolled out to other countries across the globe.

So, what is ‘Preferred Sources’?

This new (and currently experimental) feature allows users to customise their search experience by selecting preferred news sources.

If you have the feature enabled and search for a news-related query, Google will then try to display results from your list of preferred websites before displaying articles from other sites, essentially giving them priority in the SERPs.

What does this mean for brands?

Yes, Preferred Sources is experimental for now – but it’s potentially indicative of a wider shift towards personalisation in search. Alongside the launch of this new feature, Google released an article promoting some of the existing customisation features it offers. Could there be more to come in terms of personalisation as search continues to evolve? We think so.

As search becomes more and more customisable, brands will need to do more to stand out and build a loyal, devoted audience. As we’ve previously seen with the arrival of E-E-A-T, trustworthy, authoritative content from experienced writers who know their stuff is the key to long-term success in the SERPs. And it’s about to get even more important as search becomes more customisable.

Ultimately, ‘Preferred Sources’ is yet another opportunity for growth. Get your content strategy right, and you might find it easier to get clicks without having to rank at the top of the SERPs (provided you have a loyal audience, of course).

What do you need to do to adapt to this change?

Although Preferred Sources isn’t yet integrated into Google Search worldwide, there’s every chance that could happen. Here’s how you can take full advantage of it:

• Polish your tone of voice and make sure that all of your content is on-brand. Your goal is to build an audience that appreciates the way your content is written, not just the information that’s contained within it.
• Make sure you’re aware of the latest trends and consider creating more newsworthy content alongside evergreen pieces.
• Embed Google’s E-E-A-T principles into every piece of content you create to build loyalty and strengthen readers’ trust in your brand.
• Brand recognition is vital here, so make sure you distribute your content effectively and get as many eyes on it as possible. The more people recognise your brand (even if it’s through social posts and not Google search), the more likely they are to pick your site as a preferred source.