I have this theory.
I think Google Search is slowly going to turn more and more into YouTube’s algorithm.
What I mean by “YouTube’s algorithm”
YouTube’s algorithms are characterized by heavy personalization and recommendations based on current interests, trends, and click-through. If you click on one video about the 2021 GameStop fiasco and watch it all the way through, you are likely going to get 10 more similar videos the next day.
Funny enough, I know a few friends who have opted to ALWAYS go into YouTube as ‘incognito.’ Not because they had anything to hide, but because they thought the algorithm was way too strong and addictive.
YouTube even took it a step further and tried to copy TikTok’s short-form with YouTube Shorts, with wide success.
Why I think Google Search is heading this way
My theory is that the Google Search team will slowly and continually push harder and harder in this direction.
Some SEOs might say, “Well, DUH. Of course they are going to push more into personalization and use your search history to create better search results. Haven’t they been doing that for the last 15 years?”
But my theory goes deeper than that.
Prediction #1: Google.com becomes a feed
I think when you go to Google.com, you are not going to be met with a simple search bar. You will be met with an auto-refreshing feed of articles you are likely interested in, based on your interests and behavior.
Google has already experimented with this on Android with Google Discover and Google News, with lots of success.
It is basically tracked behavior turned into news and article feeds that get delivered where their user base already is.
Maybe, a better term here would be “TikTokification of Google.” Where high-engagement articles become like the version of short-form videos on platform like TikTok.
A never-ending feed of articles & news of stuff that excites and interests you.
Prediction #2: Search results look like “subscriptions”
And if you do send out a Google search, I think you will increasingly get your favorite sources, like your “YT subscriptions,” as the first results. Or, at the very least, you will see results that are weighted toward the sources you already trust and engage with.
In August 2025, Google began pushing users into selecting their source preferences.
See: https://www.google.com/preferences/source
Just like your YouTube subscription list, you can start curating your feed with your favorite sources of information.
Why this matters for publishers
What I am seeing here is the beginning of a subscription feature inside Google. And I see this as a massive opportunity for bloggers, companies, and publications.
The questions I’m thinking about
Questions I am asking myself are:
How do I become the preferred source for a large audience?
What ways can you drive more click-through into getting people to add you as a preferred source?
What tools are going to come out that track your total source preferences overall?
My bet on where this goes
And similar to how YouTube is more likely to recommend videos from established sources that users already prefer, I expect Google to start preferring high-preference websites over low-preference websites.
I expect this to become a new signal, like a backlink or referring domain, especially as brands and entities become more and more central to how search results are decided.
What do you think?
What are your thoughts about this theory?
Is there an untapped opportunity here for publishers, bloggers, and company blogs?
And, sure to crush that like button & add my newsletter as a preferred source on Google.
-Aaron
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