What the Google Search leak means for SEO content
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SEOers, wake up! Leaked Google documents have given us an unprecedented look inside Google Search and its ranking algorithms. These documents unveil some of the most critical elements Google uses to rank content. This leak is set to be one of the biggest stories in the history of SEO and Google Search, offering invaluable insights for SEO practitioners.
The significance of the leak
For years now, SEOs have speculated, tested and debated the intricacies of Google’s ranking algorithms. This leak provides a rare glimpse into the inner workings of Google Search, confirming and clarifying several long-held beliefs and practices in the SEO community.
What the leak reveals: in brief
The leaked documents indicate that as of March 2024, Google’s Content API Warehouse contained 2,596 modules with 14,014 attributes. These modules represent various ranking features, though the documents do not specify how these features are weighted. Here are some key takeaways from the leak:
Twiddlers: These are re-ranking functions that adjust the information retrieval score of a document or change its ranking.
Demotions: Content can be demoted for reasons such as link mismatches, user dissatisfaction signals, product reviews, location, exact match domains and adult content.
Change history: Google keeps a copy of every version of every page it has indexed, using the last 20 changes of a URL when analysing links.
Links matter: Well, obvs! Link diversity and relevance remain crucial, with PageRank still alive and well within Google’s ranking features.
Clicks matter: Google measures successful clicks using various metrics like badClicks, goodClicks, lastLongestClicks and unsquashedClicks.
Brand matters: Building a notable, popular, well-recognised brand is crucial for improving organic search rankings.
Entities and site authority: Google stores author information and uses something called “siteAuthority,” which can impact a site’s overall ranking.
Chrome data: Google uses data from its Chrome browser for search ranking.
Whitelists: Certain domains, especially those related to elections and COVID-19, are whitelisted.
Implications for SEO practices
The leak confirms several key points that have long been debated within the SEO community. Here’s a breakdown of what this means for your SEO content strategy:
1. Building a brand
This leak emphasises that brand matters more than anything else. Building a notable and popular brand outside of Google search can significantly improve your organic search rankings. This means investing in your brand’s online and offline presence, engaging with your audience and establishing a strong brand identity.
2. The importance of links
Links have always been a cornerstone of SEO and this leak reaffirms their importance. However, it’s not just about getting any links; it’s about obtaining diverse, relevant and high-quality links. Ensure that your link-building efforts focus on acquiring links from authoritative and relevant sources.
3. Clicks and user intent
Successful clicks are crucial for ranking well. This means creating content that not only attracts clicks but also satisfies user intent. Understand what your audience is looking for and provide comprehensive, valuable content that meets their needs. Focus on improving the user experience to drive more qualified traffic to your site.
4. Content freshness
Content freshness matters. And now it’s not just your freelance copywriter saying that! Regularly updating your content ensures that it remains relevant and valuable to your audience. This can help maintain or improve your rankings over time. Google’s ability to track changes highlights the importance of keeping your content up-to-date.
5. Diversifying traffic
Diversifying your traffic sources is essential. Relying solely on Google for traffic can be risky. Build a robust presence across various platforms and channels to drive traffic from multiple sources. This not only helps in improving your search rankings but also reduces dependency on a single source.
Actionable steps for SEOs
Based on the insights from the leaked documents, here are ten actionable steps to enhance your SEO strategy:
Write great, original content: Focus on creating high-quality, unique content that provides real value to your audience. Need a copywriter? Get in touch.
Satisfy user intent: Understand and fulfil the needs of your audience through your content.
Distribute content for links: Actively promote your content to acquire relevant and authoritative links.
Ensure link relevance: Focus on getting links from sources that are relevant to your content and industry.
Focus on link traffic: Seek links from websites that drive traffic, not just for SEO value.
Diversify traffic sources: Build a presence on various platforms and drive traffic from multiple sources.
Build your brand: Invest in building a strong and recognisable brand both online and offline.
Enhance site authority: Improve your site’s overall authority through high-quality content and ethical SEO practices.
Regularly update content: Keep your content fresh and up-to-date to maintain its relevance and value.
Be patient and persistent: SEO is a long-term game. Consistently apply these practices to see significant results in the coming months.
The Google Search leak has provided invaluable insights into the ranking algorithms that power the world’s most popular search engine. For SEOs, this leak is a goldmine of information that confirms several long-held beliefs and offers new areas to focus on. By building a strong brand, acquiring diverse and relevant links, satisfying user intent and maintaining content freshness, you can enhance your SEO strategy and achieve better rankings.
If you’re looking for a freelance SEO copywriter to help keep your content fresh, get in touch today.
