Google adds publisher follow button to boost traffic amid AI search decline

Google has introduced a new feature allowing readers to mark specific publishers as preferred sources across its Search, Discover, and Google News platforms. The move gives publishers a direct tool to build loyal audiences within Google's ecosystem. This comes as AI-powered search experiences increasingly answer queries without directing users to external websites, reducing referral traffic for many publishers. By letting users follow preferred outlets, Google aims to help publishers maintain a more consistent readership despite the broader shift toward AI-generated results.