Author: Paul J. Bruemmer
Thanks to my friend Dixon Jones at InLinks, you won't have to sift through a multitude of verbose SEO experts' publications, which often include their bios, qualifications, promotions, ads and other irrelevant information.
Google's leaked list of 14,000 API item calls running internal scoring algorithms has now become a searchable database, and below are a few highlights.
SEOs can now look up any of these items to check if they are mentioned in the leaked documents. Thank you Dixon.
Bypass the noise and search for yourself.
Side Note: AI on Search
One recurring theme is the impact of AI on Search and SEO. Experts are currently delving deeper into researching and analyzing this impact.
One recent quote from a Google researcher I respect, "AI chatbots and generative AI models are beginning to fulfill search needs, potentially reducing traffic to traditional search engines by 25%." Source: Kopp
Although there's still some debate about whether the influence of AI in the SEO field is overrated, I recommend staying informed and up-to-date on this topic. Be cautious of the many new AI SEO pitches; instead, conduct thorough research and support your decisions with case study results before fully committing.
No Silver Bullets
- Validation of SEO Theories is likely to be the single largest benefit derived from the leak.
- Many SEOs have speculated about how Google ranks websites, myself included. The leaked information has helped validate some of these theories, providing a more solid foundation for SEO strategies.
- The leak revealed how Google assigns internal names and considers various factors, offering a clearer picture of the search engine's inner workings. Source: Kopp
- As mentioned above, in the leaked list of 14,014 API item calls, the term "Entity" appears 1,054 times. It indicates that Google pays significant attention to entities—distinct pieces of information or concepts—in their algorithms.
- To take this further, by searching the leak document for the term "Topic," everyone can observe that Google emphasizes understanding the content's core ideas and simplifying them into fundamental concepts within their knowledge graph (hint: knowledge graph). This helps Google better understand and categorize the information on the web.
- Diving deeper, full disclosure I haven't taken the time to dig-in, but here are six related terms when referring to the "Topic" example, such as structured data or semantic markup.
- Schema
- Microdata
- RDFa (Resource Description Framework in Attributes)
- JSON-LD (JavaScript Object Notation for Linked Data)
- Ontology
- Vocabulary
Extensive research would be required to fully utilize the searchable master list provided. I choose these terms because they are frequently used in the context of organizing and annotating data, which helps enhance search engines' understanding and retrieval of information. This suggests they could provide further insights.
Take Aways
There has been skepticism about the leaks practical application and relevance however, in my candid opinion it is always good SEO to validate the numerous theories out there.
Insights from the leak can provide SEOs with better informed decisions regarding which aspects of their websites to focus on and optimize, potentially improving their search rankings.
Highlights from the Infamous 2024 Leak
- The leak provided concrete evidence of the importance of Backlinks as a key ranking factor. However, there will continue to be debate over whether backlinks should remain a top-three ranking factor. Hint: perhaps a different type of link not commonly considered will surface to become an influencer. IMHO, SEO's should consider optimizing Entities.
- "The leak highlighted the importance of careful data handling, which is crucial for maintaining search engine compliance and avoiding penalties" Source: Kopp
- The leak showed that these user signals play a role in how Google assesses the relevance and quality of web pages. Signals such as click-through rates (CTR), dwell time, and bounce rates, were validated.
- The leak corroborated the idea that content quality and freshness are critical components of Google's ranking algorithm. Regularly updated content and high-quality, relevant information are prioritized in search results.
- The importance of mobile-friendly websites was confirmed.
- The leak confirmed that page speed and other technical SEO aspects, such as proper indexing and crawlability, are important ranking factors. Faster websites provide a better user experience and are thus ranked higher.
- The concept of E-A-T was validated, emphasizing the need for websites to demonstrate expertise, authoritativeness, and trustworthiness to rank well. This is particularly important for YMYL (Your Money or Your Life) pages, such as those offering medical, legal, or financial advice.
Recommended Reading
Quantum Supremacy: How the Quantum Computer Revolution Will Change Everything ~ by Michio Kaku.
Interesting Google Patents for SEO in 2023
Sign Up
Keep updated on SEO strategy and tactics