In-Depth Analysis Of Google Algorithm Leak And What It Means For Business

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In-Depth Analysis Of Google Algorithm Leak And What It Means For Business

The SEO industry is currently in a state of shock as approximately 2,500 internal Google documents detailing their ranking algorithm have been leaked and are now publicly available. I haven’t managed to go through everything myself, but I’ve done a lot of reading and listening to various experts and here’s where I’m at so far.

One of the positives is that many of the hints and tips for different ranking factors overlap with each other. This means we won’t need to learn a whole new set of skills. However, there are quite a few new bits of terminology to get our heads around. This will likely signal the end of some of the old placeholder words we’ve been using for decades.

What Exactly Happened?

How Did the Leak Occur?

On March 13, an automated bot named yoshi-code-bot accidentally released thousands of internal Google documents on GitHub. This was not a deliberate leak but rather a result of an error in Google’s automated tooling process. The bot, which typically handles routine commits and updates, inadvertently tagged these sensitive documents with an Apache 2.0 open-source license, making them publicly accessible. These documents provided an unprecedented glimpse into the intricate workings of Google’s ranking algorithm, revealing details that had been closely guarded by the tech giant.

Initially, the release went unnoticed amidst the vast sea of GitHub repositories. However, the magnitude of this oversight was soon realised when SEO experts began to take notice. The documents, containing data that Google tracks and possibly uses in its ranking algorithm, are a goldmine for the SEO and digital marketing industries. They offered a rare peek behind the curtain at one of the most consequential systems shaping the internet today. SEO consultants like me, all over the world, are taking some very deep dives to learn what we can from this.

Who Discovered the Leak?

The credit for discovering this treasure trove of information goes to SEO specialist Erfan Azimi of EA Digital Eagle. During a routine check of GitHub repositories, Azimi stumbled upon the inadvertent commit made by the automated bot. Recognising the significance of the documents, he quickly shared his findings with prominent figures in the SEO community.

Rand Fishkin, co-founder of SparkToro and Mike King, CEO of iPullRank, were among the first to dive deep into the content of these documents. Fishkin and King meticulously analyzed the information, publishing their insights and sharing the revelations with the wider SEO community. Their analyses highlighted the contradictions between Google’s public statements and the internal workings revealed by the documents, sparking widespread discussion and further investigation into Google’s search ranking processes.

This discovery has led to a whirlwind of revelations about Google’s secretive processes, offering valuable insights that could reshape SEO strategies and improve understanding of how Google’s search algorithm functions.

Why Should Businesses Care?

Impact on SEO Strategies

For businesses, understanding Google’s ranking algorithm is like finding the Holy Grail of SEO. This leak offers unprecedented insights that can help refine SEO strategies, improve search rankings and ultimately drive more traffic to your website. It’s a game-changer for anyone involved in digital marketing.

Relevance to Online Marketing

The leaked documents provide clarity on several key factors that influence rankings. From link importance to content freshness, these insights can help businesses tailor their online marketing efforts to align more closely with Google’s ranking criteria. In a world where online visibility can make or break a business, this information is invaluable.

What Are the Key Findings From the Leak?

Ranking Features and Attributes

The documents reveal that Google’s ranking algorithm comprises 2,596 modules with 14,014 attributes. whilst the exact weighting of these features remains unspecified, their existence alone provides a treasure trove of data for SEO professionals like us to dissect and utilise.

The Role of Twiddlers and Demotions

Twiddlers are re-ranking functions that adjust the information retrieval score or change the ranking of a document. Content can be demoted for various reasons, including mismatched links, user dissatisfaction and more. Understanding these factors can help businesses avoid common pitfalls.

Demotion Factors Explained

Google can demote content for several reasons. If a link doesn’t match the target site or if SERP signals indicate user dissatisfaction, your content could be pushed down in rankings. Other demotion factors include the quality of product reviews, relevance to location, the presence of exact match domains and even inappropriate content.

How Important Are Links According to the Leak?

Link Diversity and Relevance

Despite ongoing debates in the SEO community, the leaked documents confirm that link diversity and relevance are still critical ranking factors. Link diversity refers to having backlinks from a variety of sources. It’s not enough to have numerous links; they need to come from different domains, each with their own authority. Imagine each backlink as a vote of confidence. When these votes come from diverse and reputable sources, it signals to Google that your content is trustworthy and authoritative.

Relevance is another crucial factor. Links should come from websites related to your industry or content topic. For instance, a backlink from a respected tech blog is far more valuable for a technology company than a link from an unrelated food blog. This contextual relevance helps Google understand the nature of your content and its value within a specific niche.

PageRank’s Continued Importance

PageRank, despite being an older concept, is still very much alive within Google’s ranking algorithm. PageRank, a fundamental component of Google’s algorithm since its inception and it’s basically what made Google different from all the other search engines. I remember the demise of the PageRank Toolbar and Google’s insistence that it’s not important. However, it appears to be particularly important for a website’s homepage, which acts as the central hub of your site’s link equity. Ensuring your homepage attracts high-quality backlinks can significantly boost your entire site’s SEO performance.

Actionable Insights for Businesses

Given these revelations, businesses should adopt a strategic approach to link-building. Here are some practical tips:

  • Prioritise quality over quantity by focusing on obtaining links from high-authority sites rather than merely increasing the number of backlinks. A single link from a reputable source can be more beneficial than multiple links from low-authority sites.
  • Foster relationships by building relationships with industry influencers, bloggers and journalists. This can lead to natural backlinks from authoritative sites within your niche.
  • Create link-worthy content by developing content that others want to link to. This could include in-depth guides, original research, infographics and high-quality videos. The more valuable and unique your content, the more likely it is to attract backlinks.
  • Diversify your link profile by ensuring that your backlinks come from a variety of domains. This diversity signals to Google that your content is valued across different contexts and audiences.
  • Regularly monitor your backlink profile using tools like Google Search Console and third-party SEO tools. Identify and disavow any low-quality or spammy links that could harm your rankings.

The Link Correlation Debate

It’s fair to say that as an SEO industry, we’ve always suspected the importance of links. However, doubts creep in when we’re constantly told that links aren’t as crucial anymore. The leaked documents provide a sense of validation. They confirm that the correlations we observe between links and rankings are not just coincidences; there is a causative relationship.

whilst it’s true that Google has evolved and now considers numerous other factors, links remain a foundational element of its ranking algorithm. This means that even as you focus on other aspects of SEO, such as content quality, user experience and technical optimisation, you should not neglect the importance of a strong, diverse and relevant backlink profile.

Click Metrics and Their Significance

Ever wondered how those little clicks on your website impact your Google rankings? Well, successful clicks are more important than you might think. Google’s algorithm is like a detective, constantly scrutinising user interactions to rank content. It uses various click metrics to determine the quality and relevance of your content. Let’s dive into the world of clicks and uncover their significance.


First, let’s talk about badClicks. These are the interactions where users click on your site but quickly realise it’s not what they were looking for. Imagine a user searching for “best coffee shops” and landing on a page about gardening tools. They’ll likely hit the back button in a heartbeat. This quick exit tells Google that your page didn’t meet the user’s expectations. Too many badClicks can signal that your content isn’t relevant or engaging, which can hurt your rankings.


On the flip side, we have goodClicks. These are the golden nuggets of user interaction. When someone clicks on your site, finds it useful and sticks around, it’s a goodClick. Maybe they read through your article, click on a few internal links, or even make a purchase. GoodClicks indicate that your content is valuable and relevant to the user’s query. The more goodClicks you get, the better it is for your SEO, as Google sees this as a positive signal.


Then there’s lastLongestClicks. Think of these as the conversations at a party that hold your attention the longest. When a user’s last interaction with your site before leaving is a lengthy one, it’s considered a lastLongestClick. This metric is powerful because it shows that your content kept the user engaged for an extended period. Google values these long interactions as they suggest that your content is highly engaging and valuable.


Lastly, let’s discuss unsquashedClicks. These are the raw, unfiltered clicks that haven’t been adjusted or normalised in any way. They give a real-time snapshot of user engagement without any smoothing or adjustments. Google looks at unsquashedClicks to get an unvarnished view of how users are interacting with your content. It’s like getting the raw footage of a film before any editing – you see the real story of user behaviour.

Why Are These Metrics Important?

So, why should you, as a business owner or marketer, care about these metrics? Because they directly influence your search rankings. High-quality, engaging content that keeps users clicking around signals to Google that your site is worth promoting. On the flip side, if users are bouncing off your page faster than a rubber ball, it might be time to rethink your content strategy.

Making the Most of Click Metrics

Here are a few tips to make the most of these click metrics:

  • Create engaging content by keeping your content relevant, interesting and valuable. Answer questions, solve problems and keep it engaging.
  • Improve user experience by ensuring your site is easy to navigate. A user-friendly design can keep visitors clicking.
  • Use tools like Google Analytics to track user behaviour. See what’s working and what’s not and adjust your strategy accordingly.
  • Encourage interactions by adding elements that encourage users to stay longer. This could be related articles, videos, or interactive elements like quizzes.

By focusing on reducing badClicks, increasing goodClicks and encouraging lastLongestClicks, whilst keeping an eye on unsquashedClicks, you can enhance your SEO efforts and boost your search rankings. So, keep those clicks coming and watch your site climb the search rankings!

What Does the Leak Reveal About Brand Importance?

Ever wondered why some brands always seem to top search results, no matter the query? The leaked documents shine a light on the importance of brand recognition in Google’s algorithm. It turns out, that building a recognisable brand isn’t just good for business – it’s crucial for SEO. Let’s break down why brand recognition is your golden ticket to higher search rankings.

Building a Recognisable Brand

First off, let’s talk about why brand recognition is so important. Picture your brand as a celebrity at a red carpet-event. The more well-known and liked they are, the more cameras (or in this case, search engines) will flock to them. The documents reveal that Google values brands that are popular and recognisable. This means if people know your brand and trust it, Google is more likely to push your content to the top of search results.

So, how do you build a brand that’s the talk of the town? It’s all about consistency and visibility. Here are some actionable tips:

  • Regularly publish high-quality content that resonates with your audience. Whether it’s blog posts, videos, or infographics, ensure your content reflects your brand’s voice and values.
  • Don’t just post – engage. Reply to comments, join conversations and use social media to build relationships with your audience. Think of it as hosting a continuous digital networking event.
  • Partner with influencers who align with your brand. Their endorsement can introduce your brand to a wider audience and build credibility. It’s like getting a celebrity to endorse your product – instant trust!
  • Share your brand’s story. People connect with stories more than products. Highlight your journey, values and what makes you unique. Think of your brand as the protagonist in a captivating story.
  • Ensure your brand’s message and aesthetics are consistent across all platforms. Your website, social media and offline presence should all sing the same tune. It’s like wearing a perfectly coordinated outfit – it just makes sense.
  • Participate in local events, sponsor community activities, or support local causes. Building a strong local presence can significantly enhance your brand recognition.

Impact on Search Rankings

Now, let’s dive into how a strong brand impacts your search rankings. When Google sees that users frequently search for your brand, click on your site and engage with your content, it takes this as a sign that your site is trustworthy and authoritative. It’s like getting a stamp of approval from your audience.

A strong brand sends a clear signal to Google: “Hey, people love us!” This not only boosts your search rankings but also increases your site’s visibility. Imagine your website as a shop on a busy high street. The more people recognise your brand, the more foot traffic you get and the higher your sales. Similarly, higher search rankings mean more visitors to your site, which can ultimately boost your bottom line.

Brand Building Activities

Investing in brand-building activities is essential. Think of your brand as a garden. You need to nurture it, water it regularly and ensure it gets enough sunlight to grow. 

Here are some more actionable tips:

  • Create content that is not only high-quality but also optimised for search engines. Use relevant keywords naturally within your content to improve visibility.
  • Develop interactive content like quizzes, polls and webinars. This not only engages your audience but also encourages them to spend more time on your site, signalling to Google that your content is valuable.
  • Use email campaigns to keep your audience engaged. Share updates, exclusive content and personalised offers. An engaged email list can drive consistent traffic to your site.
  • Encourage satisfied customers to leave positive reviews. These not only build trust but also influence local SEO. Think of reviews as word-of-mouth recommendations in the digital age.
  • Focus on getting backlinks from reputable sites. Guest blogging, partnerships and high-quality content can attract these valuable links. It’s like having respected individuals vouch for you.

By implementing these strategies, you’re not just building a brand; you’re constructing a digital fortress that stands strong in the ever-competitive world of search rankings. In the end, it’s all about making your brand the go-to choice for your audience – and Google.

How Are Entities and Author Information Used?

Let’s dive into the juicy details of how Google uses entities and author information. It’s like peeling back the layers of an onion, but without the tears—just pure, actionable insights.

The Role of Site Authority

First up, site authority. Google has long denied using a specific “siteAuthority” score, but the leaked documents beg to differ. Turns out, Google does keep tabs on site authority. Think of it as your site’s reputation score. The higher it is, the more Google trusts your site, just like how you trust your favourite café to get your coffee order right every morning.

So, how do you boost this elusive score? It’s all about building a robust, authoritative site. Here are some tips:

  • Consistently produce high-quality, original content that provides real value to your audience. No one likes reading fluff, not even Google.
  • Earn backlinks from reputable sites. Think of these as votes of confidence. The more you have from high-authority sites, the better your reputation.
  • Encourage user interaction through comments, shares and likes. The more engaged your audience, the more authoritative your site appears.
  • Keep your content fresh. Regular updates signal to Google that your site is active and relevant.

The Importance of Authorship

Next, let’s talk about authorship. Google doesn’t just stop at evaluating your site; it goes deeper by looking at the authors behind the content. Imagine a library where each book is judged not only by its cover but also by who wrote it. That’s what Google does with author information.

Here’s how you can leverage authorship to boost your rankings:

  • Highlight your authors’ credentials and expertise. Especially for Your Money Your Life (YMYL) content like health or finance, demonstrating author expertise is crucial. It’s like having a PhD write your medical advice—instant credibility.
  • Include detailed author bios on your site. Make sure to list qualifications, experience and links to other reputable works. This not only builds trust with your readers but also with Google.
  • Create dedicated author pages. These should link to all the articles written by the author, showcasing their contributions and expertise. Think of it as a portfolio for your writers.
  • Google uses entity recognition to associate content with its authors. Make sure your author information is consistent and structured. Use schema markup to help Google understand who your authors are and why they’re credible.
  • Encourage guest posts from well-known figures in your industry. This can elevate your site’s authority by association. It’s like having a celebrity endorsement for your brand.

By focusing on site authority and authorship, you’re not just playing by Google’s rules—you’re acing the game. Think of your site as a well-oiled machine, where every part, from content to authorship, works together to create a seamless, authoritative presence online. And remember, in the world of SEO, trust and credibility are your best friends. So, get out there and start building!

What About Chrome Data?

Google’s ranking algorithm has always been shrouded in mystery, much like the secret recipe for Coca-Cola. But the recent document leak has pulled back the curtain a bit, revealing some intriguing details, especially about Chrome data. So, how does Google use data from its popular browser and what does this mean for privacy?

How Google Utilises Chrome Data

The leaked documents show that Google doesn’t just rely on its search engine data; it taps into the vast reservoir of information gathered from the Chrome browser. Imagine Chrome as a diligent note-taker, recording your every interaction with websites. This data is then fed into Google’s ranking algorithm. One of the standout modules mentioned is “ChromeInTotal.” This module indicates that user interactions on Chrome significantly influence search rankings.

Think about it: every click, scroll and time spent on a page provides Google with insights into user behaviour. If users frequently visit and spend a lot of time on a particular page, Google might infer that the content is valuable, thus boosting its ranking. It’s like a popularity contest where the cool kids get to sit at the top of the search results.

But why does this matter? Well, for one, it highlights the importance of creating engaging, user-friendly content. If your site can captivate visitors, you’re more likely to climb the search rankings. But it’s not all sunshine and rainbows. This deep dive into user data raises some serious privacy concerns.

Implications for Privacy and Data Use

Using Chrome data to fine-tune search rankings certainly makes the algorithm smarter, but it also nudges us into a grey area of privacy. With great power comes great responsibility and Google needs to tread carefully here. The idea that every action taken on Chrome can affect search rankings means that vast amounts of personal data are being harvested and analysed.

For businesses, this means being extra cautious about how you handle user data. Transparency is key. Let your users know what data you’re collecting and why. It’s not just about ticking a compliance box; it’s about building trust. People are more likely to engage with your site if they feel their privacy is respected.

Additionally, staying updated with privacy regulations is crucial. Laws like GDPR in Europe and CCPA in California are stringent about data usage and user consent. Non-compliance can lead to hefty fines and a tarnished reputation. So, make sure your data practices are squeaky clean.

Are There Any Surprises in the Freshness Factor?

Freshness in Google’s ranking algorithm is like the secret ingredient in a Michelin-starred recipe – it makes all the difference. Understanding the intricacies of how freshness impacts rankings can give businesses a significant edge. Let’s dive deeper into what this really means for your SEO strategy.

Evaluating Content Freshness

When we talk about content freshness, we’re not just talking about a recent publish date. Google employs a sophisticated approach to determine the freshness of content. It evaluates three key elements: bylines, URLs and on-page content. Google checks the publication date in the bylines to see if the article was recently published or updated. URLs with dates can also signal freshness. For instance, a URL containing “2024” can indicate that the content is recent. However, on-page content is perhaps the most critical factor. Google analyses the content itself to determine if the information presented is up-to-date. This includes checking for recent statistics, current events and any changes or updates made to the content.

Imagine Google as a diligent historian, cross-referencing dates, verifying facts and ensuring that the content is still relevant in the current context. Regular updates to your content can send strong signals to Google that your site is active and continuously providing current information.

Impact Of Freshness On Rankings

Historically, Google’s emphasis on freshness can be traced back to the Caffeine update in 2010, which enabled Google to index content faster. This was followed by the Freshness update in 2011, which aimed to provide more relevant results by prioritising fresh content. Another key concept here is QDF, or Query Deserves Freshness. Introduced by Google, QDF determines whether certain queries demand fresh content. For instance, if there’s a sudden spike in searches for “new iPhone release,” Google will prioritise the most recent and relevant information about the iPhone.

But why does this matter so much? Let’s consider a few examples. A blog post about “SEO trends” written in 2018 might still be relevant, but an article updated in 2024 will likely contain more current strategies, reflecting the latest algorithm changes and industry practices. Google wants to serve its users the most recent and relevant information, which means newer content often gets a ranking boost.

To leverage freshness effectively, update old content regularly. Don’t let your evergreen content gather dust. Revisit your top-performing articles and refresh them with new data, updated insights and recent examples. This not only improves their relevance but also signals to Google that the content is still valuable. Adding timely content is also crucial. Create content that responds to recent events or trends in your industry. For example, an article on the latest Google algorithm update can attract significant traffic and engagement.

Using a content calendar can help you plan regular updates for your content. This could involve setting quarterly reviews for key articles to ensure they remain current. Additionally, leveraging structured data can help Google understand the date and relevancy of your content better. Use schema markup to indicate when an article was published and last updated.

Think of your website as a dynamic library. If the books (content) are never updated, they become outdated and less useful. Regularly revisiting and refreshing your content is like adding new editions to those books, keeping your library (website) relevant and valuable. By maintaining a commitment to content freshness, businesses can enhance their SEO efforts, ensure higher user engagement and sustain their rankings in the ever-evolving landscape of Google search. Remember, in the race for search engine dominance, freshness is not just a factor – it’s a necessity.

How Do Small Sites Fare in the Algorithm?

Navigating the digital landscape as a small site can feel like trying to shout over the roar of a crowd. But guess what? Even the smallest voices can be heard if they’re saying something worth listening to. Google’s algorithm doesn’t just favour the big players; there’s room for everyone at the table, provided you know the rules of the game.

Special Considerations for Small Sites

Here’s the scoop: Google has a soft spot for small personal sites. According to the leaked documents, there’s a feature specifically for these underdogs. This feature, potentially adjusted by something whimsically called Twiddlers, means small sites can indeed hold their ground against the giants. But how? It’s all about focusing on quality and relevance. Think of it like David versus Goliath, where a well-aimed stone (quality content) can make a big impact.

Potential Boosts and Demotions

Small sites might receive a leg up or a slap down based on various factors. It’s like being on a seesaw, where the balance can tip either way. For instance, Google might boost a small site if it’s providing unique, high-quality content that’s particularly relevant to user queries. On the flip side, if the content is thin or lacks relevance, those Twiddlers might just twiddle your site down a notch or two.

Understanding these dynamics is crucial. Imagine running a cosy bookshop. If you stock your shelves with rare, sought-after titles (quality content), people will come to you, even if you’re not a big chain. But if your shelves are filled with outdated or irrelevant books, customers will head elsewhere. Google operates on a similar principle.

What Should Businesses Do Now?

So, what’s the game plan? Adaptation is key. First off, small businesses should focus on building a diverse link profile. Think of links as votes of confidence. A variety of high-quality links can signal to Google that your site is trustworthy and valuable.

Next, double down on high-quality content. Quality content is your golden ticket. It’s not just about churning out posts but providing real value. Share your unique insights, tell compelling stories and offer solutions to your audience’s problems. This is your chance to shine and show Google that your site deserves to be up there with the best.

User experience shouldn’t be an afterthought either. Make sure your site is user-friendly. Fast loading times, intuitive navigation and mobile optimisation are all part of a stellar user experience. If visitors enjoy their time on your site, Google takes note.

Leveraging Key Insights for Better Rankings

Armed with these insights, it’s time to refine your SEO efforts. Prioritise brand-building. A recognisable, trusted brand can significantly boost your rankings. Think of it as building a reputation in your community – the better your reputation, the more people trust and visit you.

Keep your content fresh. Regular updates signal to Google that your site is active and up-to-date. This is like regularly redecorating your shop window to attract passers-by.

Lastly, leverage Author expertise. Show off the credentials of your content creators, especially for YMYL (Your Money Your Life) content. Google loves content that’s backed by experts, much like a bookshop gaining credibility by having renowned authors endorse it.


I’ve got to say, after two decades in this industry, I am blown away, excited and a little bit overwhelmed. Overwhelmed that I’m having to learn a new language to describe a lot of things I knew were happening and existed, but also some things that I didn’t know and only suspected.

This is a fantastic time to be an SEO. Google has confirmed this is a genuine leak and I can’t help wondering why this has happened now. Could it be related to AI advancements? Could it be intentional to help improve the SEO industry? Or is it just a genuine mistake? These are intriguing questions that add another layer of complexity to this revelation.

One caveat should be placed on all this analysis, of course: it’s out of date. Who knows what has changed since these documents were written or what’s around the corner? The SEO landscape is constantly evolving and staying ahead of the curve requires continual adaptation and learning.

However, the leaked Google documents provide invaluable insights into the factors influencing search rankings. By understanding and implementing these insights, businesses can enhance their SEO strategies, achieve better search rankings and ultimately drive more traffic to their websites.

So, stay adaptable, keep learning and continue to refine your approach in the ever-evolving world of SEO. This leak, whether a blessing in disguise or a mere oversight, offers a golden opportunity to peek behind the curtain and see the mechanisms driving the search engine giant. Embrace it, use it and let it propel your SEO efforts to new heights.

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