Google says leaked documents related to search algorithm are real
Google has verified the authenticity of 2,500 leaked internal documents that outline the data it collects and potentially uses in its search ranking algorithm. The documents were first exposed by SEO experts Rand Fishkin and Mike King. These papers offer an unprecedented, albeit unclear, glimpse into one of the web's most influential systems. Google spokesperson Davis Thompson urged caution when making assumptions about Search based on these leaked documents which contain "out-of-context, outdated, or incomplete information."
Documents suggest Google's data collection practices
The leaked documents serve as an information repository, suggesting that Google collects data such as clicks and Chrome user information. Interestingly, company representatives have previously stated that these types of data do not contribute to ranking web pages in Google Search. However, it remains unclear which pieces of data detailed in these documents are actually used to rank search content.
Leak's impact on SEO and publishing industries
The leak is anticipated to have significant implications across the SEO industry, marketing, and publishing sectors. Google's decisions on search greatly influence businesses that rely on the web. This includes a wide range of entities from small independent publishers to restaurants to online stores. Consequently, an industry of people trying to decipher Google's algorithm has emerged.
Google's handling of sensitive topics
The leaked documents also delve into topics such as the kind of data Google collects and uses, which sites Google prioritizes for sensitive subjects like elections, and how Google manages small websites. Some information in the documents appears to contradict public statements made by Google representatives. This includes whether Chrome data is used in ranking at all, a point that has been repeatedly denied by company representatives but is mentioned in the leaked documents.
Questions raised about Google's ranking factors
The documents have raised questions about the role of E-E-A-T (experience, expertize, authoritativeness, and trustworthiness) in ranking. Google representatives have previously stating that E-E-A-T isn't a ranking factor. SEO expert Fishkin noted that he hasn't found much in the documents mentioning E-E-A-T by name. The leaked documents do not provide definitive proof of how Google's search algorithm works but offer an unfiltered look at a closely guarded system.
