We anticipated that balancing work and parenting during the half-term holidays would be challenging, but we never imagined we would be poring over 2,500 pages of leaked Google documents. This significant leak offers an unprecedented glimpse into the inner workings of Google Search, potentially revealing insights that have been long hidden from public view.

An Unexpected Insight into Google’s Search Algorithm

Google’s search algorithm is arguably the most influential system on the internet, shaping the visibility and presentation of websites and online content. Despite its significance, the precise workings of Google’s ranking process have long been shrouded in mystery, pieced together through the efforts of journalists, researchers, and search engine optimisation (SEO) professionals.

What the Leaked Documents Reveal

The leaked documents provide a detailed look into how Google’s search API functions and what information is available to its employees. According to Rand Fishkin, a veteran in the SEO industry, the source of these documents aimed to expose the discrepancies between Google’s public statements and its actual practices.

Key Insights from the Google Leak

Small Personal Sites/Blogs Attribute:

There’s an attribute that specifically marks small personal sites and blogs. The purpose of this attribute is unclear, but it could impact how these sites are ranked or categorised.

SiteAuthority Score:

Google uses a siteAuthority score to evaluate the credibility and authority of a website. Understanding how to improve this score can be crucial for ranking well.

NavBoost:

NavBoost primarily relies on click data, such as the longest click from the SERPs (the search result the user spent the longest time on) and the last good click (the last time someone visited your site and stayed). It tracks clicks over a 13-month period, highlighting the importance of engaging content that retains visitors.

Tracking Chrome Visits:

Google tracks user behavior across the web using data from Chrome visits. This data helps Google understand user interactions and preferences, emphasising the need for a positive user experience.

Twiddlers:

These are re-ranking algorithms that run between major updates and shift rankings in the SERPs. Keeping track of these changes can help creators adapt their strategies accordingly.

Over-Optimised Anchor Text:

Overuse of exact match anchor text, especially from third-party links, can trigger a spam demotion. Diversify your anchor text to avoid penalties.

Poor Navigation and Exact Match Domains:

Poor site navigation and the use of exact match domains can negatively impact your rankings. Ensure your site is easy to navigate and avoid over-reliance on exact match domains.

Version History:

Google stores at least the last 20 versions of your web pages. To achieve a “clean slate,” you might need to update your page more than 20 times. The extent of changes required to count as a new version is unclear.

Font Size and Text Weight:

Google tracks font size for links and the weight of text. Larger links are viewed more favorably, and bolded text is treated differently than normal text, which also benefits accessibility.

Keyword Stuffing Score:

Google has a score for keyword stuffing, so it’s crucial to avoid excessive keyword use in your content.

Domain Expiry Tracking:

Google tracks when domains expire, which can help detect and prevent expired domain abuse.

Video Site Classification:

If a site has videos on more than 50% of its pages, it is classified as a video site. The specifics regarding the need for videos to be indexed, their placement, or native uploading are unclear.

YMYL Content Ranking Score:

Your Money or Your Life (YMYL) content has its own ranking score, emphasising the need for accuracy and reliability in such content.

Gold Standard Attribute:

There is a “gold standard” attribute that seems to denote human-generated content, though the trigger for this attribute is unclear.

AI Overviews:

AI overviews are not mentioned in the document, indicating they might not play a significant role in current rankings.

Internal Links:

There is no clear mention of internal links as an attribute, suggesting they may not be a primary factor in ranking.

Whitelisted Topics:

Travel, Covid, and politics have whitelists, meaning content in these areas might need approval before being shared. It’s interesting that travel is the only non-YMYL niche included, possibly a remnant from Covid lockdowns.

These insights from the leaked Google documents highlight the importance of focusing on user experience, diversifying SEO strategies, and staying informed about Google's evolving algorithms. By understanding and adapting to these key points, content creators can enhance their content, improve their site rankings, and provide a better user experience.

Read our step-by-step guide on how to create user friendly content here.