Guess what? Links matter! .. and Google just confirmed it (sort of)

Leaked Documents Highlight the Crucial Role of Links in Ranking Algorithm

Back in May, the digital marketing industry was buzzing with the news of a massive leak – thousands of pages of alleged internal Google documentation detailing their search ranking algorithm. Yes, you read that right! This leaked documentation, shared by Erfan Azimi with Rand Fishkin and subsequently analyzed by industry experts, including Mike King, offered a never-before-seen glimpse into the mysterious world of Google’s ranking factors. Among the many revelations, one thing became crystal clear: links still rule rankings. But it’s not just any link that matters –– the quality, diversity, and user engagement they drive all play a crucial role.

Why we care: This leak offers invaluable insights into how Google’s ranking algorithm operates, a goldmine for SEOs. It’s expected to be one of the biggest stories in the history of SEO and Google Search, comparable to the Yandex Search ranking factors leak of 2023.

What happened: Thousands of documents from Google’s internal Content API Warehouse were released on March 13 on GitHub by an automated bot called yoshi-code-bot. These documents were shared with Rand Fishkin, SparkToro co-founder, and reviewed by Michael King, iPullRank CEO.

What the Google Leak means for Your SEO Strategy

The leak exposes the intricate nature of Google’s ranking algorithm, a behemoth comprised of 2,596 modules and a staggering 14,014 attributes. While the exact weighting of each factor remains a mystery, it underscores Google’s multifaceted approach to search rankings. Let’s delve deeper into two key areas: links and User Engagement.

Links: Quality Over Quantity

We want to say, ‘we told you so’! At AdLift, we have always emphasized the importance of high-quality links from reputable sites. And Google just confirmed this. Its not about amassing a whole ton of irrelevant backlinks. The leak specifically mentions quality and relevance ( again, a told you so moment!) So, PageRank and link diversity remain crucial, highlighting the importance of earning backlinks from authoritative sources that align with your content.

User Engagement: The New Metric

Clicks are no longer just clicks. The leak introduces metrics like “goodClicks,” “badClicks,” and “lastLongestClicks,” revealing that user behavior significantly impacts rankings. This shift emphasizes the need for high-quality, engaging content that keeps users glued to your site. User experience (UX) becomes paramount, requiring SEO strategies to prioritize both links and a fantastic UX.

Chrome Data and Whitelisted Domains

Chrome Data: A New Revelation

Google previously downplayed the role of Chrome data in rankings. The leak contradicts this, confirming that Chrome user data influences search results. This reinforces the importance of UX – fast loading times, intuitive navigation, and engaging content are essential for SEO success.

Whitelisted Domains: Potential Bias Concerns

The leak reveals Google whitelists specific domains, particularly for sensitive topics like elections and COVID-19. While aiming to ensure reliable information, this practice raises concerns about potential bias and transparency in Google’s ranking process.

Building Credibility: Authorship and Content Quality

Authorship: Building Credibility

The leak suggests Google values author identification, treating them as entities within the system. This implies that Google assesses content creator expertise. Leveraging established authors or subject matter experts can potentially improve your rankings. Highlighting author credentials and detailed bios enhance content credibility. This isn’t really something new since Google has time and again spoken about how following E-E-A-T guidelines and writing content from the user perspective is what is going to help you rank.

Content Quality: The Freshness and Originality Factors

The leak emphasizes fresh, original content. Google considers various date-related attributes to assess content freshness, with links from newer content deemed more valuable. Originality is also scored, with both short and long-form content needing substance to rank well. Date-related attributes underscore Google’s emphasis on fresh content. Google looks at byline dates, URL dates, and on-page content dates to assess content currency. Fresh links from new pages are considered more valuable. Regularly update your content and acquire new backlinks to stay relevant.

What you can do: You need to regularly update your content and focus on originality to stay ahead. Ensure your content is not only fresh but also original and substantial to achieve high rankings. High-quality, unique content that addresses user queries effectively is more likely to rank well.

Demotions and Small Site Boosts

Demotions: Avoiding Pitfalls

Content can be demoted for various reasons, including irrelevant links and low-quality reviews. The documents highlight triggers like poor navigation, exact match domains, and bad reviews.

What you can do: Ensure a user-friendly site design and avoid these pitfalls to maintain good rankings.

Small Sites: Potential Ranking Boosts

The leak hints at potential ranking boosts for smaller websites and blogs. While the exact impact remains unclear, it suggests that high-quality, niche sites can compete with larger players by adhering to SEO best practices and delivering valuable content.

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Key Highlights from the Leak: A Summary

• Clickstream Data and Chrome Usage: Google uses click data like “long clicks” to inform rankings. Chrome data provides an unbiased view of website traffic, further influencing rankings. Ensure a good user experience and a strong brand.
• Site Authority: Google uses a “siteAuthority” signal to assess new pages, similar to Domain Authority. This suggests Google approximates rankings based on domain-level metrics if specific page-level scores are unavailable. Additional site-level ranking signals are hinted at, but their details remain unclear.
• Branded Search Metrics: The leak reveals that Google considers the ratio of branded search volume to links. Sites with many links but low branded search volume might be flagged. This ratio is connected to how Panda and potentially the Helpful Content Update (Baby Panda) operate, emphasizing the importance of building a strong, recognizable brand.
• Demotions and Penalties: Product review sites and those with poor navigation may face demotions due to low-quality content or user experience issues. The documentation also highlights penalties for exact match domains, emphasizing the need for high-quality, user-friendly site design.

Industry Implications and Future Actions

This leak validates long-held AdLift SEO theories while introducing new areas to explore. Here’s how you can move forward:

• Maintain User Focus: Don’t abandon user experience in the pursuit of rankings. Prioritize creating high-quality content that keeps users engaged.
• Embrace Quality Over Quantity: Focus on earning high-quality backlinks from relevant and authoritative sources. Building a strong brand presence will also benefit your SEO efforts.
• Stay Updated: The SEO landscape is constantly evolving. Keep an eye on industry news and updates related to the leak and Google’s response. Analyze the leaked documents further to glean deeper insights.
• Test and Refine: SEO is an ongoing process. Test different strategies, observe user behavior, and adapt your approach based on the results.

The Google leak has shaken the SEO world, but at AdLift, we’re here to help you navigate the changes. This unprecedented glimpse into Google’s ranking algorithm reinforces what we’ve been saying all along: high-quality content, user engagement, and strategic link building are the cornerstones of SEO success. So get in touch with the AdLift SEO experts and start ranking today!