There’s no question — it seems as if SEO has changed over the years, with constant updates and algorithm changes shaping how websites are ranked. Now, a recent leak of Google’s Content Warehouse API documentation reveals new insights that starkly contrast what people from Google have said about their content, links, and user interactions. In this article, we examine the implications of this leak, what it means for the future of search engine optimization, and how in reality nothing about SEO has changed.
They are who we thought they were!
The recent leaked Google docs reveal a massive amount of information about data stored for Google’s “ranking factors.” By examining these features, we can better understand the dynamics of algorithm changes and the ongoing debates about how websites are ranked.
Modules
There are 2,596 modules represented in the API documentation with 14,014 attributes (features) in the leaked documents. These modules are correlated to components of YouTube, Assistant, Books, video search, links, web documents, crawl infrastructure, an internal calendar system, and the People API.
Domain Authority
Google has consistently denied using “domain authority” as a ranking factor. However, the leaked docs show the existence of a feature called “siteAuthority.” While the specifics of how “siteAuthority” is calculated and used remain unclear, it undeniably plays a role in the ranking process.
Click Data and Rankings
Despite repeated denials from Google spokespeople, the API documentation confirms that systems like NavBoost and Glue use click and impression data to influence and adjust rankings. In fact, NavBoost is referenced 84 times throughout, indicating it’s already one of Google’s strongest ranking signals.
Sandbox Practices
Another critical insight is the confirmation of sandboxing practices through the “hostAge” attribute. Google has long denied the existence of a sandbox that segregates new websites based on age or trust signals. However, the documentation clearly shows that new or potentially spammy sites are sandboxed during serving time, impacting their visibility in search results.
Chrome Data Usage
Contrary to Google’s public assertions, the leaked documents reveal that data from Chrome is used in ranking algorithms. For instance, site-level measures of views from Chrome contribute to page quality scores and the generation of sitelinks. This reaches as far back as 2016 when a leaked internal presentation on the RealTimeBoost system showed Chrome data coming to search.
Twiddlers and Boosts
Twiddlers are re-ranking functions that adjust search results before they are presented to users. The documentation outlines several Boost systems, such as NavBoost and QualityBoost, that operate within this framework. These systems manipulate various features to enhance the relevance and quality of search results.
Implications for SEO
Despite the negative disclosures we’ve uncovered, it’s important to ask: are there any key changes that might impact SEO? The answer is yes, but surprisingly, despite these continuous updates and changes, nothing about SEO has changed fundamentally. This includes core aspects of SEO such as:
- Original high quality content still rules. The Panda algorithm uses reference queries from systems like NavBoost. This means that to rank well, content must drive successful clicks and attract diverse, high-quality links.
- Google explicitly tracks authorship. This means expertise and authority (E-E-A-T) are still important, despite their scoring difficulty.
- Algorithmic demotions like Anchor Mismatch and SERP Demotion are integral to maintaining high rankings and a good user experience.
- Links remain a vital aspect of SEO with various analytic metrics such as indexing tiers and link velocity available.
- Google’s systems prioritize content that remains relevant and authoritative over time. Uniqueness and popularity are still measured through user interactions which drives the longevity of content.
Oh, wait. Yes, a lot HAS changed…
SEO changes over the last year have been significant, influenced by updates from search engines like Google and Bing. Despite the increase in paid search and AI results, the core principles of SEO – high-quality, unique content and a strong user experience – continue to drive visibility and success with organic search results. That’s good news for those wondering why SEO doesn’t work for some websites.
At Caroff Communications, we get it. SEO can be tricky, but we have the expertise to tackle those challenges and boost your site’s performance. Let us help you navigate the ins and outs of SEO and get the results you’re looking for. Call us today!
