The recent unprecedented leak of an internal Google document titled “Content API Warehouse,” comprising 2,500 pages, has revealed many previously unknown details about how Google ranks websites in its search results. Experts have confirmed the document’s authenticity.
Initially, Google did not comment on the situation. However, on Wednesday evening, the company sent The Verge a letter confirming the legitimacy of the leak. The document contains a significant amount of technical information, primarily intended for developers and SEO specialists, notes NIXsolutions.
SEO expert Rand Fishkin received this document from an anonymous source and conducted a thorough analysis with other leading SEO specialists, reports Mashable. Their analysis confirmed the document’s authenticity and revealed intriguing details about Google’s use of Chrome browser data and user clicks to rank pages, a practice the company previously denied.
Key Findings from the Document
The leaked document highlights several particularly interesting points:
- Use of Clickstream Data: Google uses clickstream data from Chrome browser users to determine which pages to show in search results. Previously, the company had denied that Chrome data was involved in rankings.
- Labeling of Small Personal Sites: For reasons unknown, Google specifically labels “small personal sites.” SEO expert Mike King of iPullRank noted this fact, raising more questions than answers. The document mentions a special flag assigned to these sites, but it is unclear how Google defines “small” or “personal” websites or why this flag is used. It remains a mystery whether the flag helps boost or degrade these sites in search rankings.
- User Clicks and Ranking: The document confirms that user clicks play a more significant role in ranking than previously acknowledged. One key factor is the ratio of short clicks (quick exits) to long clicks. It appears Google relies heavily on user behavior for its search rankings.
- Impact of Exact Match Domains: Contrary to popular belief, exact match domain names may negatively impact search rankings as Google views them as potential spam.
- White Lists for Certain Topics: For topics like COVID-19, politics, and tourism, there are “white lists” of sites that can appear in searches. All new sites on these topics must be manually approved.
Implications and Ongoing Updates
These revelations suggest that Google may not have been entirely transparent about its ranking algorithm. The leak has clarified many previously controversial issues about how the search engine operates. We’ll keep you updated as more information becomes available.