Google adds 'Preferred Sources' button for publishers to counter AI search traffic loss

Google is giving publishers a new interactive tool to counter the traffic losses they attribute to AI-powered search features. Publishers can now embed a 'Preferred Sources' button on their websites, allowing readers to designate them as a preferred source across Google Search, Discover, and Google News.

The feature builds on Google’s May rollout of Preferred Sources within its AI experiences, including AI Mode and AI Overviews, as well as the Top Stories section. Google reports that users have already selected over 345,000 unique sources through this method since its initial introduction.

According to Google, users are twice as likely to click through to a preferred source when it is available, a claim that suggests potential traffic benefits for publishers who adopt the button. The company framed the tool as a way to help readers find links from sources they know and trust when interacting with AI-driven search or news features.

In addition to the Preferred Sources button, Google announced upcoming customization features for readers. These include the ability to refine the Discover feed in the Google app using natural language commands via the three-dot menu, as well as customization options for audio daily briefings in the Google News app for Android users.

The move reflects broader industry trends, as top social media apps have also introduced user-controlled algorithms to fine-tune content recommendations. Google’s initiatives aim to mitigate the impact of AI-powered search on traffic-dependent publishers by giving users more direct influence over the sources and content surfaced to them.