Google tests preferred sources in Top Stories for personalized news feeds
Google's new Labs experiment allows users to star favorite news sources, potentially reshaping how publishers compete for visibility in search results.
Google announced on June 26, 2025, the launch of a new Search Labs experiment called "Preferred Sources" that enables users to customize which news outlets appear prominently in Top Stories sections. The feature, currently available in English across the United States and India, marks a significant shift toward user-controlled news curation within Google's search ecosystem.
The experimental feature allows users to select preferred news sources by clicking a starred icon positioned to the right of the Top Stories header. Users can then choose their preferred publications from sites actively publishing fresh content. According to Google's announcement, "You'll start to see more of the latest updates from your selected sites in Top Stories when they have new articles or posts that are relevant to your search."
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Summary
Who: Google, targeting English-speaking users in the United States and India, with implications for news publishers globally seeking increased search visibility.
What: A Search Labs experiment called "Preferred Sources" allowing users to star favorite news outlets for increased visibility in Top Stories sections, representing a shift toward user-controlled news curation.
When: Announced June 26, 2025, currently available in the experimental phase through Google's Search Labs platform.
Where: Available in English language markets in the United States and India, with potential for broader geographic expansion based on testing results.
Why: Google aims to provide more customized search experiences while maintaining content diversity, responding to user demands for personalized news consumption amid broader changes in search traffic patterns and increasing competition from AI-powered alternatives.
The technical implementation differs from Google's traditional algorithmic approach to news ranking. Selected sources receive clear labeling and appear alongside other Top Stories results rather than replacing them entirely. This creates a hybrid model where user preferences influence but do not completely override Google's automated content selection systems.
The announcement follows ongoing challenges that smaller publishers face with Google News visibility. According to analysis published on PPC Land, Google's Helpful Content Update has limited visibility for original reporting from emerging digital publishers, even when their stories receive widespread citation from major media outlets.
Industry experts have identified significant implications for news publishers. Glenn Gabe, posting on social media platform X on June 27, 2025, noted the feature's importance for building audience relationships: "Super interesting and shows how important it is to build an audience, a brand, a strong reputation." The observation highlights how the feature could benefit publishers with established readership bases.
The personalization approach contrasts with Google's automated news ranking systems that typically prioritize factors including source authority, content freshness, and breaking news speed. According to technical documentation analyzed on PPC Land, Google's current ranking formula assigns each article a score based on previous performance and source credibility, giving established news brands significant advantages in search visibility.
The timing of the announcement coincides with broader changes in Google's approach to search traffic distribution. Senior Google executives confirmed in March 2025 that the company is pivoting away from its traditional role of directing traffic to external websites. The Head of Search Elizabeth Reid acknowledged that the iconic Google search bar will become "less prominent over time" as voice and visual search technologies gain adoption.
Testing within Search Labs provides Google with controlled user feedback before potential broader deployment. Search Labs serves as an experimental platform where Google evaluates new features before deciding on wider implementation. The limited geographic availability suggests Google is monitoring user adoption patterns and engagement metrics in specific markets.
The feature's structure requires active user participation, distinguishing it from Google's typically passive personalization approaches. Users must manually select preferred sources rather than relying on Google's algorithmic interpretation of browsing behavior and search history. This explicit preference system could provide more reliable signals about user interests compared to inferred preferences.
For news publishers, the feature represents both opportunity and challenge. Organizations with loyal readership could benefit from increased visibility when users star their publications. However, the system may amplify existing disparities between established news brands and emerging digital publishers who lack extensive audience bases.
The implementation includes specific requirements for source selection. According to Google's documentation, users can only select sources "if a site is publishing fresh content." This criterion suggests Google maintains quality controls over which publications qualify for user selection, potentially limiting the feature's accessibility for smaller or less frequently updated news sources.
The announcement comes as Google faces increased scrutiny over its influence on news distribution. Recent analysis suggests that AI-powered search alternatives could challenge Google's dominance by 2030, particularly as traditional search traffic patterns shift toward conversational AI interfaces.
Technical details reveal the feature's integration with existing Google News infrastructure. According to the announcement, preferred sources appear "in addition to other results in Top Stories" rather than replacing standard algorithmic selections. This approach maintains content diversity while accommodating user preferences.
The geographic limitation to English-language markets in the United States and India provides Google with diverse testing environments. These markets represent different news consumption patterns and publisher landscapes, offering insights into how cultural factors might influence user adoption of news personalization features.
Industry reactions have emphasized the strategic importance of audience development. Multiple digital marketing professionals have noted that success with the feature depends on publishers' ability to educate their existing readership about the starring functionality. This requirement places additional marketing responsibilities on news organizations beyond content creation.
The feature's potential impact extends beyond individual publisher visibility to broader questions about information diversity in search results. User-driven source selection could lead to increased filter bubble effects, where individuals primarily consume news from a limited set of preferred outlets. Google's decision to maintain algorithmic sources alongside user preferences may partially address these concerns.
Google's announcement did not provide specific timelines for potential broader deployment or metrics that would determine the experiment's success. The company's approach of testing features in Search Labs before wider implementation suggests any full rollout would depend on user adoption rates and engagement data from the current testing markets.
The development occurs against the backdrop of ongoing changes in Google's news product offerings. In April 2024, Google restricted new publications from manually creating pages in Publisher Center, transitioning to automated publication page creation. These changes reflect Google's broader shift toward algorithmic content management across its news ecosystem.
For publishers considering strategy adjustments, the feature emphasizes the importance of direct audience relationships. Organizations that successfully encourage their readership to utilize the starring functionality could gain competitive advantages in news search visibility. However, the experiment's limited scope means publishers should approach any strategic changes cautiously until broader deployment patterns emerge.
The preferred sources experiment represents Google's latest attempt to balance automated content curation with user control over information consumption. As news consumption patterns continue evolving alongside technological capabilities, the feature's performance in Search Labs will likely influence Google's broader approach to news personalization and publisher relationships.
Timeline
- June 26, 2025 - Google announces Preferred Sources experiment in Search Labs for English users in US and India
- June 27, 2025 - Industry experts on social media highlight potential impact for publishers
- April 25, 2024 - Google restricts new publications in Publisher Center, transitioning to automated creation
- March 24, 2025 - Google executives confirm shift away from traditional web traffic direction
- January 8, 2025 - Analysis reveals challenges for smaller publishers with Google News visibility despite original reporting
- February 16, 2025 - Technical analysis published revealing Google's news ranking system implementation details