Unpacking The Google Leaks: What You Need To Know

24th June 2024

Recent data leaks have unveiled some intriguing details about Google’s elusive search ranking algorithm. Given its well-guarded nature, it’s no wonder marketers are buzzing with speculation. Do these leaks confirm what we already know, or do they reveal something new?

Understanding the Google leaks

A source close to Google leaked thousands of Search API documents, shedding light on the extensive data they collect. Given Google’s secretive nature, it’s unsurprising that marketers are speculating about the implications of these leaks. While these documents provide a glimpse into Google’s operations and hint at its priorities, they don’t reveal a clear-cut ranking formula.

It’s crucial to understand that not every piece of data Google collects affects search rankings; some might be used minimally or not at all. For instance, while Google tracks the number of visitors using Chrome, this metric is unlikely to be a direct ranking factor. The documents mainly highlight storage details and internal processes rather than specific ranking algorithms. 

Marketers should scrutinise the information carefully, avoid jumping to conclusions based on incomplete or misleading data, and always consider the broader context.

Ranking factors: what truly counts?

The documents don’t clarify the weight of various ranking factors. For instance, while Google likely values the quality of backlinks highly, other factors, such as the font size of anchor text, might be deemed less significant. With over 14,000 data points mentioned, focusing on the most impactful ones is essential based on our experience as marketers.

Emphasising content quality

The leaked documents reinforce a fundamental truth: quality content is paramount. Although they didn’t reveal a precise ranking formula, they provided valuable insights.

• Relevance: Ensure your content hits the nail on the head for user queries. The leaks suggest keyword relevance is key. Know what your audience is searching for and tailor your content accordingly. Use keyword research tools to find popular search terms and questions, and then provide clear, direct answers that match user intent.
• Originality: Google loves fresh, unique content. Stand out by offering new perspectives or added value. Even common topics can shine with a fresh approach—through new data, unique viewpoints, or detailed guides. Interviews with experts can also enhance authority and authenticity.
• Comprehensiveness: Depth matters. Google favours thorough, in-depth content. Use subheadings, bullet points, and tables to improve readability and help users (and search engines) find information easily. Include related keywords and subtopics to showcase the breadth of your coverage.

We all know the algorithm has been rocked with the latest core update that focuses heavily on rewarding sites with helpful, rich and in-depth content. Many of our clients, including Norwich Glass Company and EASE, have seen a noticeable positive impact on their visibility in the SERPs following this recent update as a result.

Do links still matter?

Absolutely. The leaks indicate that links remain crucial ranking signals, even though we can’t be certain about specific details. It’s not just about having links; it’s about having the right links. Backlinks are crucial for SEO, acting like recommendations that boost your site’s authority and ranking. High-quality backlinks from reputable sites signal to Google that your content is valuable and trustworthy.

Here’s what you should be looking out for:

• Quality over quantity: High-quality backlinks from reputable sites signal to Google that your content is valuable and trustworthy. Create standout content, build relationships, and guest post on reputable blogs.
• Mix it up: Having a variety of backlinks shows that your site is popular on Google. Earn backlinks naturally through great content and strategic outreach. Avoid shortcuts like buying links or joining link farms.

User engagement

SEOs have long debated whether engagement factors impact Google rankings. While it’s still uncertain, the leaked documents suggest they likely do. Let’s break down the key elements.

• Click-through rate (CTR): A higher CTR indicates that your site is relevant to user queries. Optimise titles and meta descriptions and use action-oriented language to boost your CTR.
• Bounce rate: A lower bounce rate means users find your content engaging. Reduce bounce rate by creating engaging content, using clear headings, bullet points, and visuals, and including internal links.
• Dwell time: Longer dwell times indicate your content is informative and engaging. Increase dwell time by making content engaging and informative, using multimedia like videos and infographics, and ensuring good structure with practical examples and actionable advice.

Answering the big question

No one outside Google can fully access their algorithm or determine the context and recency of the leaked information. A good SEO strategy will likely include all of our suggestions above, regardless of the leaks. If you’ve been doing SEO right, this shouldn’t cause you to change your whole strategy. 

Key takeaways for marketers from the Google leaks

• A bit of old, a bit of new: The leaks confirm what we already know while offering some new insights. But don’t expect a magic formula for rankings.
• Context is king: Not all data Google collects impacts search rankings. Understanding the bigger picture is crucial.
• Quality trumps all: Great content wins the day. Focus on being relevant, original, and comprehensive to make your content shine.
• Backlinks still matter: Good quality backlinks from reputable sites are still important. It’s about quality, not quantity.
• Engage your audience: Click-through rates, bounce rates, and dwell times are likely key. Make your content engaging and user-friendly.
• Don’t jump to conclusions: Take the leaked info with a pinch of salt. Analyse carefully and stay context-aware.
• Stick to the basics: Keep following core SEO principles. Quality content, strong backlinks, and good user engagement will keep you on track.

For help with your digital marketing, trust the experts (that’s us). We stay on top of Google’s changes, ensuring your site remains optimised. Call us on 01603 859007 to speak with our friendly team today and get your online marketing strategy sorted.