Google recently expanded its Preferred Sources feature beyond earlier tests in the U.S. and India. It is now rolling out more broadly for English-language users worldwide, with additional languages coming later.
This means searchers can mark (or “star”) the outlets they trust in the Top Stories area, and Google will show more content from those chosen sites when it’s relevant.
Why should business owners care? Because this change nudges search from pure algorithmic signals toward user choice. When a person selects your site as a preferred source, Google reports they click through to it about twice as often on average – a meaningful increase for any content-driven business.
Google also announced Spotlighting subscriptions, which highlights articles from publications users already subscribe to (first in Gemini, then in search features like AI Overviews and AI Mode). For businesses with paid content or loyal readers, that’s another path to visibility.
Simple, practical steps to make this work for you
- Ask your loyal readers to “star” your site. A tasteful reminder in your newsletter or site footer can nudge the habit.
- Keep publishing fresh, relevant content – Preferred Sources favours outlets that update regularly.
- Treat subscribers as a priority. Spotlighting makes subscription relationships more valuable for discovery.
This update doesn’t replace good SEO (search engine optimisation), but it does add a new layer: how users feel about your brand now shapes what they see later. For businesses that earn trust and stay consistent, that’s a win, and an easy lever to pull.
For any assistance on enhancing your website’s GEO (generative engine optimisation) and SEO performance, get in touch with the team at Engage Web today.
- Google to introduce preferred sources within search - December 15, 2025
- Google tests combination of conversational search with AI overviews - December 8, 2025
- Google’s AI summaries are now showing ads - December 2, 2025
