What’s new
In its latest update, the Google Search team outlined a set of changes with one common goal: connect people more directly with specific sources and the “real web”. This shows up in Top Stories personalization, clearer visibility for subscription content, redesigned links inside AI answers, and a renewed focus on partnerships with publishers and news organizations.
Below is a practical breakdown of what’s changing and what it can mean for SEO, content strategy, and distribution.
- Preferred Sources — Top Stories personalization around trusted outlets.
- Subscriptions — subscription links surfaced in Gemini (later in AI Overviews/AI Mode).
- AI Mode — more inline links plus “why this link” context.
- Web Guide — faster and shown more broadly in the experiment.
- Partnerships — publisher pilots and new formats in Google News/Gemini.
Preferred Sources in Top Stories
Preferred Sources is a new setting that lets users choose outlets and sites they want to see more often in Top Stories. The idea is straightforward: help people quickly find content from sources they trust, and help websites strengthen audience relationships.
Google says people have already selected tens of thousands of unique sources (from local blogs to major publishers). After selecting preferred sources, users click through to those sites about twice as much on average.
The company also notes that the feature is rolling out globally (starting with English‑language users worldwide), with expansion to other supported languages planned.
Subscription links in Gemini (and later in AI Overviews)
Another update is designed to make subscription value more visible: Google is introducing highlights for links from news subscriptions. The goal is to make it easier to spot content from trusted publishers and to bring more attention to subscription‑based journalism.
Google also mentions prioritizing links from subscribed publications and showing them in a dedicated carousel. This capability is expected to arrive first in the Gemini app, followed by AI Overviews and AI Mode.
More links in AI Mode — plus “why this link matters”
Google says AI Mode will show more inline links, with updated link design to make them more useful. In addition, AI Mode responses will include short contextual introductions that explain why a link could be helpful to visit.
For websites, this is an important signal: Google is clearly trying to make AI‑driven clicks more intentional. Pages that offer the next level of depth should benefit — e.g., checklists, comparisons, primary sources, tables, templates, and step‑by‑step methodologies.
Web Guide: faster and broader
Google is also expanding the Web Guide experiment — a Search experience that uses AI to organize links into helpful topic groups, which can be especially useful for open‑ended, complex queries.
According to the update, Web Guide is now twice as fast, and Google is showing it on more searches in the All tab for people who opted into the experiment.
Publisher partnerships and the AI era
Google also highlights commercial partnerships that support certain product experiences — for example, extended display rights and content delivery via APIs. The company says it has partnered with 3,000+ publications, platforms and content providers in 50+ countries in recent years.
Now Google is piloting a new partnership program with news publishers globally to explore how AI can drive more engaged audiences. As part of this pilot, Google mentions experiments in Google News, including AI‑powered article overviews on participating publishers’ News pages and audio briefings. These features are expected to include clear attribution and link to articles.
Google also references partnerships with news organizations to bring real‑time information to results in the Gemini app.
What it means for websites, content, and SEO
- Source brand matters more. If Top Stories becomes more personalized, recognizable brands, consistent beats, and a clear editorial voice become stronger advantages.
- Subscriptions are a growth channel again. If subscription links are surfaced more prominently in Gemini/AI experiences, it’s worth investing in subscription flows (email, push, Telegram) and repeat‑reading mechanics.
- Create content people want to open. With more links and “why click” explanations, you need strong post‑click value: templates, interactive tools, real examples, original data, and practical steps.
- Keep metadata and transparency clean. Clear authorship, dates, sources, and correct markup help both users and systems understand your content.
Source
- Google Search (The Keyword): Supporting the web with new features and partnerships (10 Dec 2025).
Note: these features may roll out gradually and may not be available in every region or language at the same time.
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