If you thought SEO was all about satisfying an algorithm, Google just added another dimension: user loyalty.
Google has introduced a new feature called Preferred Sources, currently rolling out in the the U.S. and India, which lets users select which publishers they want to see more of in search result news sections.
Once users choose preferred sources, those sites show up more often in Top Stories, and in a new “From your sources” box.
This shift is subtle but powerful. Instead of only optimizing for Google’s ranking signals, publishers now have to think about convincing readers to opt in to seeing their content more often.
Is Preferred Sources Available in South Africa?
As of now, Google’s announcements indicate the feature is live only in the U.S. and India.
Multiple South African tech media sites report that Google “will soon expand globally — including to South Africa.”
So while it’s not confirmed yet in SA, the expectation is that it’s coming. (If that happens, local publishers need to be ready.)
Why This Matters to Publishers & Content Creators
1. Visibility depends on user choices, not just Google’s algorithm
Even if your SEO is excellent, if readers don’t mark your site as preferred, Google may not prioritize it in their news feed.
2. Loyalty becomes a ranking signal
This change shifts some power to user behavior. Your audience has to choose you, not just the algorithm.
3. “Discoverability via Top Stories” could shrink
As more users filter content via preferred sources, more sites that aren’t opted in may see diminishing returns from Google’s “Top Stories” placements.
4. It raises the bar for engagement and trust
Encouraging users to pick you as a preferred source demands stronger brand presence, real value, and trust.
What You Should Do Right Now
✅ Start asking readers to “star” or add you as a preferred source
Add CTAs in:
- Posts (e.g. “If you like what you’re reading, add us as a Preferred Source”)
- Newsletters
- Footers or site banners
Make the process easy; maybe even include a short guide or screenshot.
✅ Build deeper loyalty
- Offer exclusive content
- Engage more with your readers
- Provide consistent quality so that they want to choose you
✅ Prepare your content for news visibility
Continue strong SEO, fast loading, mobile friendliness, structured data, etc. Preferred Sources is an additive factor — not a replacement for good fundamentals.
✅ Monitor for rollout in South Africa
Keep an eye on Google announcements and local SEO news. Once the feature is live in SA, test it with your own brand and see whether users can “prefer” your site.
✅ Consider professional help
This kind of shift is tricky. An outside SEO + AI strategy that accounts for both algorithmic and behavioral signals can give you an advantage.
