Google algorithm leak reveals search engine secrets

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On May 27, 2024, an unprecedented leak was confirmed that shook the world of SEO (Search Engine Optimization): thousands of pages of internal Google documents containing details about the company's search algorithm were released online. This historic event, dubbed the “Google Algorithm Leak,” exposed long-kept secrets about how the world's most popular search engine works and sparked a whirlwind of questions about the future of online search.

How was the Google algorithm leak?

The leak consisted of approximately 2,600 pages of Google API documentation containing 14,014 attributes that detail how the company’s search algorithm works, including ranking criteria, ranking signals, and metrics used to evaluate the quality of websites. The documents, which date from 2017 to 2023, provide a comprehensive look behind the scenes at the search engine and reveal how Google uses a variety of factors to determine which websites appear in search results.

When and how did the leak happen?

You documents were leaked and made available on an online forum frequented by SEOs and digital marketing experts, GitHub. The origin of the leak was attributed to Erfan Azimi by Mic King, renowned professional of SEO international and would have been initially shared with the former SEO professional Rand Fishkin, co-founder of SparkToro, a company specializing in audience research.

Fishkin published an article on the company blog, detailing the algorithm leak in detail, as did King, who detailed the documentation on his company's blog, IPullRank and posted on his X profile (ex-Twitter), a video where Azimi explains about the leak:

Is the documentation really authentic?

Some former Google employees were contacted to evaluate the documentation, but they did not confirm that they had access to these documents while they were there. On the other hand, the general analysis is that the information is authentic, but that it would need more context to be used in its entirety.

From the same point of view, the Google did not deny the veracity of the document, simply stating that the information is incomplete and that the algorithm is constantly changing.

Impact of the leak

The Google algorithm leak had a significant impact on the world of SEO, generating a series of consequences:

• Greater transparency: The leak gave SEO professionals a clearer view of how the algorithm works, which could help them optimize their sites more effectively. On the other hand, it showed that Google representatives have long been providing false information about how the algorithm actually works.
• Algorithm changes: Furthermore, Google has announced that changes are being made to the algorithm constantly, which leads us to believe that we should continue to study and analyze ranking factors.

What does the leak reveal about Google's algorithm?

The leaked documents reveal that Google's algorithm is a complex system that considers a wide range of factors to rank websites, even more than previously thought. In this way, it shows what data Google collects from web pages, indicating some items that seem to be more relevant to the search engine.

But what caught the most attention in the documentation was the fact that public statements from Google representatives about the algorithm are actually different from what is being seen.

Chrome data usage:

Despite publicly denying it, the documents indicate that Google uses data from the Chrome browser to evaluate the quality of pages, including loading time, user experience and browsing behavior.

CTR and time:

Contrary to what was previously thought, click-through rates (CTR) and the time users spend on a page are indeed taken into account when ranking websites.

Authorship signatures:

Some of the documents appear to show that authorship signatures are a ranking metric, something Google previously denied, saying they do not impact rankings.

Website Authority Metric:

Confirming the suspicions of many SEOs, the documents prove the existence of an internal “site authority” metric, used to determine the ranking of pages. Thus, this metric considers backlinks, reputation and audience engagement.

Classifiers for sensitive topics:

The leaked documents indicate that Google uses specific classifiers to deal with sensitive topics. These classifiers are responsible for analyzing the content of web pages and identifying possible biases in the content. Based on this analysis, the algorithm can adjust the ranking of websites, taking into account the identified content, which raises concerns about the neutrality of Google's search algorithm.

Whitelists of trusted sites:

In contrast to the claim of impartiality, the documents indicate that Google maintains lists of “trusted” sites in sensitive areas such as health and finance, prioritizing them in search results, so-called whitelists.

Sandbox for new sites:

Contrary to official statements, the documents reveal the existence of a “sandbox” for new sites, where they may have difficulty ranking well initially, while Google evaluates their quality and reliability.

NavBoost and human evaluators:

The “NavBoost” system is used to assess the relevance and quality of websites, while human evaluators still play a crucial role in analyzing and refining the algorithms.

Page limit:

Google Search may restrict the number of pages or posts from a website that appear in search results.

Deprioritized content:

Content with irrelevant links, pornography or that generates user dissatisfaction may have its visibility reduced in search results.

Version history:

Google keeps a history of all versions of each indexed page, but only looks at the 20 most recent changes when evaluating links.

Site Age:

The longevity of a website on the internet (evaluated by the “hostAge” command) is an important factor for its ranking.

EEAT Guideline:

Google has been vague, to say the least, about how the EEAT (Experience, Expertise, Authority, and Trustworthiness) guidelines apply to websites. While it claims the guidelines are only intended to improve user experience, there are indications that they are also used to rank pages.

TWIDDLERS – Dynamic Algorithm Adjustments:

A crucial aspect of the leak is “TWIDDLERS,” adjustable parameters that allow Google to quickly and accurately modify the weighting of ranking factors. This ensures that the most relevant and high-quality results are displayed to users in a constantly changing environment.

What to do next?

With Google’s algorithm leak, SEOs need to adapt to stay ahead of the curve. Here are some tips for what to do next:

• Keep learning: Google's algorithm is constantly evolving, so it's important to keep learning about the latest changes and updates.
• Stay updated: It's important to keep up with Google's latest news and announcements about the algorithm.
• Focus on quality: SEOs should focus on creating high-quality content and providing a good user experience.
• Optimize for mobile devices: It is essential to ensure that your websites are optimized for mobile devices.
• Build quality backlinks: Focus on building quality backlinks from other reputable websites.
• Monitor the ranking: Monitor your websites ranking in Google search results.
• Use SEO tools: There are several SEO tools available that can help SEOs optimize their websites for Google's algorithm.

Conclusion

Google’s algorithm leak is an unprecedented event with far-reaching implications for the future of online search. SEOs need to stay informed about algorithm changes and adapt their strategies accordingly. Transparency and open communication between Google and the SEO community are essential to ensuring a fair and equitable future for online search.

In addition to the above tips, SEOs should also consider the following:

• Participate in online forums and communities: There are several online forums and communities where SEOs can discuss the Google algorithm and exchange ideas.
• Follow SEO experts: There are several SEO experts who publish content online and offer courses and consulting services.
• Test and experiment: The best way to learn about Google's algorithm is by testing and experimenting with different SEO techniques.

By following these tips, SEOs can stay ahead of the curve and ensure their websites rank well in Google search results.

Image: Freepik