I’m far from being Google’s biggest fan. In fact, I have a well-deserved reputation as a vocal critic. But I believe my criticisms come from a position of fairness and balance.
When Google does something good, I also want to highlight it. This is one of those occasions. what do I see Google tries to do this for news and publishingand I am almost perfectly in tune with their vision.
In the middle of AI disruption and Google’s deluge of announcements in recent years, you may have missed a common thread among the search giant’s many new features.
Let’s take a look at some of the shiny new toys Google is giving publishers and see if you can spot the trend:
1. Favorite Sources
First announced in August 2025 and deployed globally in April 2026this mechanism allows users to select specific publishers that they want to see more of in Google results.
When a user then performs a Google search that displays a Top Stories box and their favorite publisher has a story relevant to that query, the user will see that publisher’s story in the Top Stories box.
Since May 2026, Preferred Sources also offers divided into AI previews and AI modethereby providing more visibility to a user’s preferred publishers across all search surfaces.
2. Search profiles
The newest toy in the arsenal, Search profiles are profile pages dedicated to publishers and creators with a significant number of subscribers (100,000+ subscribers).
Through this profile page, a user can choose to follow the publisher or creator and is more likely to see their content in the Discover feed.
3. Subscription Binding
With Subscription Bindinga publisher can associate its subscription data with its subscribers’ Google accounts.
Once linked, a user will see the contents of their subscription more prominently in Google search results and the Discover feed in a “From your subscriptions” panel.
This increased visibility of a user’s subscribed content also applies to AI Previews and AI Mode.
Not the traffic. Loyalty
The common theme among these new features is obvious: Google is building an audience retention ecosystem.
There is no denying the harsh truth: Google traffic is harder to find. While Google Zero is a myththere is certainly less traffic to bypass.
However, despite the convulsions in the publishing industry, AI has not caused the collapse of traffic – this only accelerated it.
Google has been clear about its intentions for nearly two decades. You should don’t chase clicks. You should not write content just to acquire traffic. You shouldn’t produce cheap journalism to get a few extra high-bounce, low-engagement visits to your website.
Over the past 20 years, Google has replaced this type of cheap content in its search results with direct answers. Information about sports matches can be found directly on Google SERPs. Basic information is provided in code snippets and knowledge panels. Address details are displayed in map packs.
None of this is new. The writing has been on the wall all this time. Generative AI simply allowed Google to put the final nail in the coffin of churnalism. AI Summaries make churnalism obsolete.
These new features that Google offers us are not intended to replace this traffic. None of these toys will make those visits cheap.
What they will offer is greater exposure to an already loyal audience. Google opens its ecosystem to publishers who already have highly engaged readers.
Features for engaged readers
Think about the type of user who will set you as a favorite source in Top Stories. The type of user who will click the Follow button on your search profile. The type of user who will subscribe to your site.
These are not cheap tours. These are not high bounce clicks.
These are users who buy into your product, who want to read your journalism, who want to consume what you publish.
These features are intended for users already convinced by your production. They already understand and appreciate your value as a publisher.
The path forward is clearer than ever. Don’t chase clicks – chase loyalty. Don’t produce cheap churnalism – produce original, high-quality content. Don’t use traffic as your primary KPI – focus on engagement and retention.
Do all this and Google is your ally. This will help you retain your loyal readers. It will give you the tools to maximize engagement and retention. It will show your content to your subscribers wherever possible.
There is no confusion about what publishers need to do to survive, and even thrive, in the age of AI. If you’re still unsure, you’re either willfully ignorant or you’re so entrenched in your “traffic first” mentality that you probably deserve to lose.
Original sin
None of this devalues “original sin,” as AG Sulzberger says in his excellent speech at the WAN-IFRA World News Media Congress 2026. AI relies on the greatest flight humanity has ever known.
But you can’t put the genie back in the bottle. AI is here to stay. We’re going to have to live with it.
And the survival strategy because a post-AI publishing world has never been more evident.
More resources:
This article was originally published on SEO for Google News.
Featured image: hmorena/Shutterstock
