Google Leaked: Inside the Recently Exposed API
A significant leak recently rocked the world of search engine optimization (SEO), offering a behind-the-scenes look at Google's mysterious ranking system.
Google has always been secretive about how it ranks content. Nonetheless, the SEO industry has pieced together best practices from broad generalizations, such as Google's preference for "helpful, reliable, people-first content."
Then, in March 2024, a bot released thousands of internal Google documents on the code-sharing website GitHub. The leaked documents quickly made the rounds among SEO experts, who shared some initial insights. Here's a summary of those insights, including a basic explanation of the relevant technical bits.
What Is the Leaked Google Search Document?
The leaked internal documents are two lists containing raw code. One includes a type of code called attributes, which experts suggest could be elements of Google search algorithms. Algorithms determine how to rank a website based on the information Google collects about it.
SEO pros are still determining what the leaked documents might indicate about the search algorithm. Data suggests some of the leaked information may be outdated or incomplete, but many of the 14,000+ instructions appear relevant. The sooner SEO marketers start using those insights, the better.
Key Takeaways for SEO Marketers
The Google leaked documents have already given us valuable information about how search works. The available information mostly hints at what is and isn't relevant. Here are the factors deserving our attention.
The #1 Spot Is Fluid
If the leaked document tells us anything this early in the game, Google's ranking system is stunningly complex. There are more than 14,000 potential ranking features, each relating to a specific query aspect. The results page may look different to different users based on all of these factors.
Also, much depends on the user's search. As Google has already told us, a page only ranks if it's relevant to a search query. Given the many nuances of language and Google's commitment to search intent, similar searches can have different results.
You'll have a long wait if you measure success by ranking at the top of the page. Instead, aim for a high average ranking. Look at where you typically rank now for your target searches and set a realistic goal. Remember that reaching this goal will take time.
Attribute Priorities Are Still a Mystery
Some ranking features weigh more than others. The leaked code doesn't tell us anything about the weighting system — only that some search factors are probably part of it.
Take fresh content, for example. We know that Google prioritizes relevant content, but it also looks at topic authority or mobile friendliness. According to evidence from recent legal proceedings, all are significant ranking factors.
One notable exception is domain authority (DA), which is a website's overall reputation. Google used to tell SEO pros that DA wasn't an official ranking factor, but the leak includes multiple mentions of DA factors. As it turns out, reputation and credibility metrics do matter.
More Insight Is Coming
The leaked documents contain thousands of lines of code, and experts will need time to analyze and interpret them. So far, we've only pieced together a tiny percentage of what these thousands of lines of code can tell us. Follow SEO news and insights about the algorithm leak, search for "algorithm leak" a few times weekly, and check your news feed.
How Businesses Can Fight Back
Avoid Rank Drops
The leak exposed four critical mistakes that will hurt your score. Each relates to an aspect of result quality.
Poor Navigational Experience
The leaked documents strongly suggest that navigational experience is crucial to ranking. You'll rank better if users can easily find the information they need.
Enhance your navigational experience by
- Organizing the menu
- Adding wayfinding clues throughout the site
- Reducing the number of clicks necessary to move from one page to another
Location Identity Mismatch
The leaked documents include many attributes related to location. Google collects and stores information about your business's location and compares it to a searcher's location. If your stored location doesn't match the searcher's, Google will dampen your results. So, be sure your geographic data is accurate, especially with multiple locations.
Link-to-Site Mismatch
If Google's leaked documents indicate how search works, we must pay more attention to anchor text. Experts have found a full page of attributes describing how Google measures, analyzes, and interprets anchor text, the linked content that takes a reader to another page.
When you create an internal link or plant a backlink, protect the integrity of that connection. Make your anchor text as relevant as possible to the page the link points to so you get the credit you deserve.
User Click Dissatisfaction
The recent leak proves what SEO professionals have known for years: Google places immense value on user feedback. If users' clicks suggest a page isn't worthwhile, it's unlikely to rank well.
Offer a great user experience to protect yourself from demotions. Keep users on your page and engage with them; their actions will tell Google you're worth highlighting.
Experiment With Your Strategy
The existence of an overarching "right way" is one of the most inaccurate assumptions about search. With all the possible weightings of attributes, what works for one business could negatively affect another.
The best way to succeed is to experiment. Try different versions of your SEO strategy to see what works for your business and track the results.
Be Patient
When experts started weighing in on the leaked documents, they began talking about domain authority. The leak confirmed that a domain's reputation matters. The more reputation signals you have, the better your chances of ranking.
Focusing on your domain authority might help, but it takes time — sometimes more than you think you'll need.
Get Help From the Experts
The recent Google leak included a lot of important information about how search works and the factors the search giant considers. We're still learning about what that information means.
The best way to stay current is to work with an SEO and digital marketing expert like Optimize. We work closely with businesses to develop a customized marketing strategy geared to your business. To learn more about how Optimize can help your site stay strong, schedule a free consultation today.