The world of search engine optimization (SEO) was recently shaken by a massive leak of Google's internal documents. Over 2,500 pages detailing more than 14,000 attributes that Google measures or can measure as part of its algorithm were accidentally published online. This revelation has left many marketers and SEO professionals questioning what they thought they knew about Google's ranking factors.
The leak provides an unprecedented look into how Google's search algorithm works. It reveals that Google hasn't been entirely open about what goes into its algorithm over the past few years. While we now know more about what Google can measure, we still don't know how much weight these factors carry in determining search rankings.
In this article, we'll explore seven surprising things that Google can measure, according to the leaked documents. We'll also discuss what these revelations mean for your SEO strategy.
The story behind the leak
Before going into the details, it's important to understand how this information came to light. An automated bot on Github accidentally published documentation from Google Search's Content Warehouse API. Rand Fishkin, the CEO of SparkToro and a well-known figure in the SEO community, was contacted by an anonymous source about these documents.
Initially, Google remained silent as many news outlets reported on the leak. However, on May 29, Google finally confirmed the authenticity of the documents. This confirmation has lent credibility to the information contained within, making it a valuable resource for SEO professionals and marketers alike.
Seven Surprising Google Measurements:
1. Domain authority
For years, Google has consistently stated that it doesn't consider domain authority when ranking individual pages. The company has maintained that each page is evaluated on its own merits, regardless of the overall quality or reputation of the site it belongs to. However, the leaked documents tell a different story.
Mike King of iPullRank, a respected voice in the SEO community, notes,
"In reality, as part of the Compressed Quality Signals that are stored on a per document basis, Google has a feature they compute called 'siteAuthority'."
This revelation suggests that the overall quality and reputation of a website do indeed play a role in how individual pages are ranked.
Given this information, SEO strategies should focus on building a strong, reputable website overall. This includes creating a well-structured, user-friendly website with clear site hierarchy, easy navigation, and fast loading times. Producing high-quality, authoritative content across the entire site becomes even more crucial, as does building credible backlinks and maintaining consistent branding across all online platforms.
2. Clicks and engagement
Google has long denied that user behavior, such as clicks on search results, influences rankings. The company has maintained that this would be too easily manipulated and wouldn't provide a fair ranking system. However, the leaked documents reveal that Google measures clicks in various ways, including "badClicks," "goodClicks," "lastLongestClicks," and "unsquashedClicks."
This aligns with recent revelations from the Google antitrust trial about the importance of click quantity and quality in rankings. Specifically, it was revealed that Google's Navboost system, which is based on click quantity and quality, is "one of the important signals" in ranking sites.
In light of this, SEO strategies should prioritize improving click-through rates and user engagement. This involves crafting compelling title tags and meta descriptions, targeting high-intent queries, and ensuring that content delivers on the promise of its title and description. Improving overall site user experience and creating comprehensive, helpful content that thoroughly answers user queries are also crucial.
As Mike King says,
"A focus on driving more qualified traffic to a better user experience will send signals to Google that your page deserves to rank."
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3. Content freshness
The documents reveal that Google pays close attention to content publication and update dates. It looks at dates in the byline (bylineDate), URL (syntacticDate), and on-page content (semanticDate). This suggests that Google values fresh, up-to-date content.
To leverage this insight, SEO strategies should incorporate regular content audits and updates. This involves setting up a schedule to review existing content, especially for topics that change frequently. Updating old content with new information, such as recent statistics, updated examples, or new developments in the field, can help maintain content freshness. Using a content calendar to plan updates around significant industry dates or events can also be beneficial. Adding a "last updated" date to content and creating new content regularly can further signal to Google that a site is active and current.
4. Change history
Interestingly, the leaked documents reveal that Google keeps track of changes made to pages over time. It can recall up to 20 previous versions of a URL when analyzing it. This suggests that Google isn't just looking at the current state of content, but how it has evolved over time.
This revelation highlights the importance of making meaningful updates to content. Instead of making small, frequent changes, SEO strategies should focus on substantial updates that truly improve the content. When updating content, it's important to add new information, expand on existing points, or address new developments in the topic. Caution should be exercised when changing publish dates without updating the content itself, as Google may be able to detect this and it could potentially harm credibility.
5. Originality
For pages with little content, Google assigns an "OriginalContentScore." This suggests that shorter content needs to be more unique and authentic to perform well in search results.
For SEO strategies involving shorter content, ensuring high originality becomes crucial. While AI can be a useful tool, it should be used to augment human creativity, not replace it. Conducting original research or surveys, sharing personal experiences or case studies, and offering fresh perspectives on common industry topics can all contribute to higher originality scores. Studying competitors to find content gaps that can be filled with unique expertise is also a valuable approach.
As Mike King notes, "Thin content is not always a function of length." It's about providing unique value, regardless of word count.
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6. Site size and age
The documents mention factors related to site size (like "smallPersonalSite") and age (like "hostAge"). This seems to confirm the existence of the so-called Google "Sandbox" for newer, smaller sites, which many SEO professionals have long suspected exists despite Google's denials.
For new or small sites, this information underscores the importance of patience in SEO strategies. Building a strong foundation with a well-structured, fast, and user-friendly site is crucial. Creating high-quality, valuable content from the start helps establish site credibility over time, even if it doesn't rank immediately. Building brand presence outside of search through social media, email marketing, and other channels can help drive traffic and build awareness while the site builds authority.
As Rand Fishkin notes,
"For small and medium businesses and newer creators/publishers, SEO is likely to show poor returns until you've established credibility, navigational demand, and a strong reputation among a sizable audience."
7. Chrome user data
The documents reveal that Google tracks the number of views from Chrome browsers for both individual pages and entire domains. Given Chrome's dominant market share (66% globally and even higher in the U.S.), this data could significantly influence rankings.
While it's not possible to control which browser visitors use, SEO strategies can focus on creating content and experiences that users love, regardless of how they find the site. Optimizing sites for Chrome becomes particularly important, given its market dominance. Creating engaging content that encourages users to spend time on the site and return for repeat visits can send strong signals to Google about the site's value.
Conclusion
While these revelations about Google's algorithm are fascinating, they don't fundamentally change the core principles of good SEO. The most important lesson is that creating high-quality, user-focused content is still the best strategy. As Mike King puts it, "Thin content is not always a function of length." What matters most is providing value to your audience.
It's also worth remembering that Google's algorithm is constantly changing. The factors mentioned in these leaked documents may not all be actively used in ranking decisions, and their importance could change over time.
For marketers and website owners, the main lesson is to stay flexible and keep focusing on what truly matters: creating a great user experience. While it's important to stay informed about SEO best practices, don't lose sight of your primary goal – serving your audience with valuable, engaging content.
