Google adds a preferred-source control as publishers lose AI-era traffic

Google is adding a button that lets readers make a publisher a preferred source across Search, Discover, and Google News. TechCrunch reports the feature is meant to help publishers regain visibility as AI-driven search experiences send fewer clicks to the open web.

The change gives readers more direct influence over which outlets appear in Google surfaces. For publishers, that could help loyal audiences find their work more often, though it does not solve the broader traffic decline caused by AI summaries and changing search behavior.

The feature is best understood as a distribution tool rather than a full business fix. Publishers still face the larger question of how to earn attention and revenue when search results increasingly answer questions without requiring a click.