On Monday, internal documents were leaked that describe what factors Google Search takes into account when ranking and displaying web results.
The documents were handed over to subsequently advertised by Rand Fishkin of SparkToro, a software company. Fiskin previously worked in the search engine optimization (SEO) industry.
This “Google API Content Warehouse” contains internal API documentation that explains to employees how the various components that generate search results work. There are over 2,500 pages in total. Some describe older systems, but the documentation appears to be current.
Based on what has been posted, it appears that Google has made it publicly available, presumably by accident, via GitHub as of March 27th. The explanatory documents were withdrawn on 7 May. However, since it was indexed by a third-party service during this period, a copy remains available even after Google has removed it.
While this data shows what factors Google Search may consider when ordering search results, it does not reveal how important/”weight” each factor is to the final ranking.
People in the SEO community trying to adapt to changes in Google Search rankings and appearing higher on the page may find this data useful. After reviewing this documentation, they allege which contradicts what Google has said publicly about how search works.
Google has yet to publicly comment on this leak.
The company announced its last big update to Search in March with the goal of showing more genuine content that is “useful.” Their core ranking systems were updated to determine if a page was “built for search engines rather than people.”
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