Google is rolling out a new feature that allows users to personalise their news experience by selecting which outlets they want to see more frequently in the Top Stories section of Search.
The feature, called Preferred Sources, launched on Tuesday in the United States and India, with wider availability expected over the coming days – including in South Africa.
A More Personalised News Experience
Preferred Sources enables users to choose one or more trusted publications they’d like to prioritise when Google surfaces news results.
When a selected outlet has fresh, relevant coverage of a topic being searched, it will appear more prominently in a newly introduced “From your sources” section within Top Stories.
“The goal is to help you stay up to date on the latest content from the sites you follow and subscribe to,” said Duncan Osborn, Product Manager at Google.
Despite the added personalisation, Google emphasises that Top Stories will remain diverse, continuing to highlight a mix of outlets to ensure a range of perspectives.
How To Use Preferred Sources
To activate the feature:
- Search for a current news topic
- Tap the three-dot icon next to the “Top Stories” header
- Search for and select your preferred news outlets
- Refresh the page to see updated results
Users can update their selections at any time.
Those who participated in early Labs testing will find that their saved preferences carry over automatically.
Why It Matters
For readers, Preferred Sources offers a simple way to cut through noise and focus on news from outlets they trust.
During early testing, over half of participants selected four or more sources, indicating a desire for tailored content while maintaining variety.
For publishers, the feature presents a direct path to visibility for loyal readers.
News organisations can now encourage subscribers and followers to add their site as a preferred source, increasing their chances of appearing in personalised search results when they publish relevant content.
Google has released support documentation to help publishers guide audiences through the setup process and promote the new capability.
A Step Toward More Customisable Search
Preferred Sources is part of Google’s broader effort to give users greater control over their search experience, without compromising on the breadth of information or viewpoints available in Top Stories.
For publishers, the update underscores the importance of building loyalty and retention through consistent, quality coverage, newsletters, and user engagement strategies.
As the news ecosystem continues to evolve, Preferred Sources may prove to be a key tool for both readers and journalists looking to make meaningful connections through search.
Why The South African website should be one of your ‘Preferred Sources’
First established in 2003, The South African has evolved to become one of the most-read websites in South Africa.
We bring you the latest breaking news updates, from South Africa and the African continent.
The South African is an independent, no agenda and no bias online news disruptor that goes beyond the news and behind the headlines. We believe what sets us apart is that we deliver news differently. While we hold ourselves to the utmost journalistic integrity of being truthful, we encourage a writing style that is acerbic and conversational, when appropriate.
The South African has evolved rapidly and is ranked among the largest online news publications in South Africa by the IAB.
Having started as a print edition targeting expats in the United Kingdom, The South African is now run entirely online with our largest readership footprint based in South Africa.
We are independently owned by a private company with no affiliation to any other media group (or political party or religious organisation) and funded mainly through advertising revenue.
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