The Top 6 Revelations from the Google Document Leak

(Updated August 1, 2024)

The SEO world has been abuzz with revelations from the massive leak of Google’s internal documents about how the search engine works.

It’s been two months now, and these documents – which were accidentally revealed publicly – offer unprecedented insights into the intricate workings of Google’s search algorithms. From the confirmation of long-speculated ranking factors to the introduction of previously unknown metrics, this leak provides a comprehensive look at how Google determines the relevance and ranking of web pages.

We’ll delve into the best and top takeaways from those leaked documents – coming from a place of experience with our own clients – exploring the critical metrics and factors that influence search rankings. We’ll cover everything from the importance of user clicks and engagement to the role of backlinks and site authority (aka Domain Authority).

We’ll also cover how to optimize for each ranking factor from the search engine document leak.

Whether you’re an SEO professional or a website owner looking to improve your site’s visibility, understanding these insights will be crucial for staying ahead in the competitive search landscape.

 

 

(Optional: watch the overview video and come back for more in-depth optimization guides)

 

 

Inside Google’s Recent Document Leak: the Secrets of Google Search’s Algorithm

Now that time has passed by a bit and we’ve had time to digest and analyze a ton of client data, here are the top 6 revelations from the Google Document Leak:

 

 

1. User Clicks are a Major Ranking Factor (leaked doc reveals).

The leaked documents reveal that Google heavily relies on user clicks to rank pages. Metrics like “goodClicks,” “badClicks,” and “lastLongestClicks” indicate how user interactions affect rankings. To optimize, focus on improving user engagement through high-quality, relevant content and strong calls to action that encourage users to stay longer on your site.

 

What is the goodClicks metric (from the Google Document Leak)?

goodClicks represent positive user interactions with search results. This metric includes clicks that lead to a user spending a significant amount of time on a webpage, indicating that the content was relevant and useful. GoodClicks suggest that the user found what they were looking for and engaged deeply with the content.

How to Optimize for goodClicks:

• • • Create High-Quality Content: Ensure your content is informative, engaging, and directly answers the user’s query.
    • Improve On-Page Experience: Enhance the user experience with fast loading times, easy navigation, and a mobile-friendly design.
    • Use Engaging Media: Incorporate videos, infographics, and interactive elements to keep users engaged.

What is the badClicks metric (from the Google Document Leak)?

badClicks refer to negative user interactions, such as when a user quickly returns to the search results after clicking on a link (also known as pogo-sticking). This behavior indicates that the content did not meet the user’s expectations or needs. High rates of badClicks can signal to Google that the page is not relevant or of low quality, potentially leading to lower rankings.

How to Minimize badClicks:

• • • Match User Intent: Ensure that your content aligns with what users are searching for and provides the information they need.
    • Improve Content Quality: Avoid clickbait titles that do not deliver on their promise, and provide clear, valuable content.
    • Enhance Usability: Make sure your website is user-friendly, with clear headings and easy-to-find information.

What is the lastLongestClicks metric (from the Google Document Leak)?

lastLongestClicks measures the duration users spend on a webpage after clicking from search results and before returning to the search engine. This metric is used to identify successful search sessions, where users find the content useful and stay on the page for a longer time.

How to Optimize for LastLongestClicks:

• • • Deep, Valuable Content: Create comprehensive content that covers the topic in depth, keeping users engaged for longer periods.
    • Structured Layout: Use headings, subheadings, and bullet points to make content easy to read and navigate.
    • Internal Linking: Provide internal links to related content, encouraging users to stay on your site longer.

 

The Common Steps to Optimize for Click Metrics

1. Understand User Intent: Conduct thorough keyword research to understand what users are looking for and create content that meets their needs.
2. Focus on User Experience: Ensure your website is fast, mobile-friendly, and easy to navigate.
3. Regularly Update Content: Keep your content fresh and relevant by regularly updating it with new information and insights.
4. Monitor Analytics: Use tools like Google Analytics to track user behavior on your site and identify areas for improvement.

 

 

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2. SiteAuthority Metric is Real (from the Google Document Leak)!

Despite Google’s previous denials, the leaked documents confirm the existence of a “siteAuthority” (AKA domain authority, AKA domain ranking) metric. This measures a website’s overall authority and influences its ranking. To improve your site’s authority, create high-quality, topic-relevant content and gain backlinks from reputable sites. Building a recognizable and trusted brand outside of Google search is also crucial​.

We talk a lot with clients about their digital ecosphere when we discuss SEO to try and explain that their authority is more than just their site, it’s all of their owned and earned media.

 

5 Ways to Optimize for Google’s SiteAuthority Metric

The recent Google document leak has confirmed the existence of the “siteAuthority” metric, which measures the overall authority and trustworthiness of a website. Here are five actionable strategies to optimize for this crucial ranking factor:

 

1. Build High-Quality Backlinks

Backlinks from reputable and relevant websites significantly boost your site’s authority. Focus on earning links from authoritative sources within your niche. Guest posting, digital PR, and creating shareable, valuable content are effective ways to attract high-quality backlinks.

• • Tip: Prioritize link-building efforts from well-established websites with high domain authority.

 

2. Create Expert and Authoritative Content

Develop content that showcases your expertise and authority on a subject. Detailed guides, in-depth articles, and research-backed posts help establish your site as a reliable source of information.

• • Tip: Regularly update your content to maintain its accuracy and relevance, reinforcing your authority over time.

 

3. Enhance User Experience (UX)

A positive user experience encourages visitors to stay longer and engage more deeply with your content, signaling to Google that your site is trustworthy. Optimize your site for fast loading times, mobile-friendliness, and easy navigation.

• • Tip: Use tools like Google’s PageSpeed Insights to monitor and improve your site’s performance.

 

4. Engage on Social Media

While social signals alone do not directly influence rankings, they help increase your content’s visibility and the likelihood of earning backlinks. Share your content on social media platforms to reach a wider audience and encourage engagement.

• • Tip: Create engaging, shareable content tailored to your audience’s interests and the platform’s best practices.

 

5. Establish a Strong Brand Presence

A recognizable and reputable brand is more likely to be trusted by both users and Google. SEO + Branding is a thing (it’s actually a huge thing). Consistent branding across your website, social media, and other platforms helps build your brand’s authority.

• • Tip: Participate in industry events, webinars, and podcasts to increase your brand’s visibility and authority.

 

 

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3. Optimize for User Behavior (from the Google Document Leak).

The leak shows Google uses data from its Chrome browser (this browser is the future of cookieless data gathering), including click data, dwell time, and bounce rates, to inform rankings. To optimize for this, ensure your website offers an excellent user experience with fast loading times, easy navigation, and engaging content that meets user expectations. Monitor your site’s performance using tools like Google Analytics to understand and improve user behavior metrics.

 

5 Ways to Optimize Your Website for User Behavior

Optimizing for user behavior is essential to improve your website’s search rankings and user experience. Here’s a concise listicle on how to achieve this:

 

1. Conduct a Conversion/User Experience (UX) Audit

Start by evaluating your website’s current performance to identify areas for improvement. Analyze user behavior metrics like bounce rates, session duration, and conversion rates to understand how visitors interact with your site.

• • Tip: Use tools like Google Analytics, Hotjar, or Crazy Egg to gather detailed insights and heatmaps on user interactions.

 

2. Analyze Target Audience User Journey

Understand your target audience’s journey from the moment they land on your site to the point of conversion. Map out the typical pathways and identify any barriers or friction points that may hinder a seamless user experience.

• • Tip: Create user personas and journey maps to visualize and optimize each step of the user’s interaction with your site.

 

3. Enhance Mobile Usability

With a significant portion of web traffic coming from mobile devices, ensuring your site is mobile-friendly is essential. Use responsive design to provide a seamless experience across all screen sizes.

• • Tip: Test your site’s mobile usability with Google’s Mobile-Friendly Test and make necessary adjustments to improve mobile navigation and readability.

 

4. Create Engaging Content

High-quality, relevant content keeps users engaged and encourages longer session durations. Focus on creating valuable content that addresses your audience’s needs and interests.

• • Tip: Use various content formats like blogs, videos, infographics, and interactive elements to cater to different user preferences.

 

5. Optimize Navigation and Internal Linking

A well-structured site with intuitive navigation helps users find information quickly and reduces frustration. Ensure your site’s navigation is clear and logical, and use internal links to guide users to related content.

• • Tip: Regularly review and update your site’s navigation structure and internal links to improve user flow and engagement.

 

 

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4. Exact Match Domains Devalued (from leaked doc).

The leaked documents suggest that Google continues to devalue exact match domains (EMDs).

It used to be that people would buy domains with top keywords as part of the domain – e.g. bestgrapesoda.com (“Grape Soda” being the top keyword).

Instead of relying on a domain name that matches a keyword, focus on creating valuable, high-quality content that addresses user needs. Choose a memorable, brandable domain name and build your content strategy around relevance and user satisfaction​

 

 

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5. Fresh External Links are Better Than Old: Keep Your Content and Backlinks Updated.

According to the leak, Google favors links from newer pages over those from older content. This means regularly updating your content and acquiring fresh backlinks can enhance your SEO performance. Focus on content freshness and link-building strategies that attract new links, such as publishing current, relevant articles and engaging with new industry trends​.

 

5 Ways to Optimize External Links and Keep Content Updated

Keeping your content and external links fresh is crucial for maintaining a high SEO ranking. Here are five actionable strategies to achieve this:

 

1. Regularly Audit Your Backlinks

Conduct regular backlink audits to ensure your links are still relevant, high-quality, and working. Remove or disavow any low-quality or spammy links that may harm your SEO.

• • Tip: Use tools like Ahrefs, SEMrush, or Moz to monitor your backlink profile and identify any problematic links.

 

2. Update and Republish Content

Refresh your existing content with updated information, new insights, and current statistics. Republishing updated content can improve its performance and attract new backlinks. Identify high-performing posts that have become outdated and update them with the latest information. Then, promote the updated content to attract fresh engagement.

 

3. Create Evergreen Content

Focus on creating evergreen content that remains relevant over time. This type of content consistently attracts traffic and backlinks, providing long-term SEO benefits. Write about timeless topics and ensure the content can be easily updated with minimal effort.

 

4. Build Relationships for Link Building

Develop relationships with influencers, bloggers, and industry leaders to earn high-quality backlinks. Engaging in collaborations and digital PR can help you acquire valuable links. Network at industry events, participate in online communities, and reach out for link sharing / guest posting opportunities.

 

5. Monitor and Update Internal Links

Ensure your internal linking structure is up-to-date and links to relevant, current content. Regularly check for broken links and replace them with fresh, high-quality links. This is called your internal link profile. Not sure what a link profile is? Check out our article about healthy link profiles.

 

 

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6. Social Proof and Organic Social Media Management Signals.

While the leaked documents did not explicitly state that organic social media signals directly influence rankings, it highlighted the value of social proof. Encouraging social sharing of your content can lead to increased visibility and potentially attract high-quality backlinks. Engaging content that performs well on social media platforms can amplify your brand’s authority and relevance, indirectly benefiting your SEO efforts through enhanced link acquisition​

 

5 Steps to Optimize Social Proof and Organic Social Signals

Organic social media signals can increase brand visibility and attracting high-quality backlinks(invaluable for your brand, products, or services). Here’s how you can leverage social proof and social signals to enhance your digital presence:

1. Create Shareable Content

Craft content that resonates with your audience and encourages sharing. Focus on current trends and topics that are popular within your niche to increase shareability. Use engaging formats such as infographics, videos, and interactive posts that are likely to be shared on social media platforms.

2. Engage with Your Audience

Actively interact with your followers on social media by responding to comments, participating in discussions, and sharing user-generated content. Use social listening tools to monitor mentions of your brand and join relevant conversations. This engagement can boost your content’s visibility and credibility.

3. Leverage Influencer Partnerships

Collaborate with influencers and industry leaders to amplify your content’s reach. Influencers can help your content gain traction and attract new followers, enhancing your social proof. Choose influencers whose audience aligns with your target market for maximum impact.

4. Use Social Proof on Your Website

Display social proof elements such as testimonials, user reviews, and social media mentions on your website. Incorporate social media widgets and live feeds to show real-time engagement. This can build trust and encourage visitors to engage more with your content.

5. Monitor and Analyze Social Metrics

Regularly track your social media performance using analytics tools to understand what content works best. Pay attention to metrics like shares, likes, comments, and the engagement rate to gauge success. Use this data to refine your strategy and focus on creating more of what resonates with your audience.

 

 

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What To Do With the Information from the Google Search Data Leak

The recent Google document leak has provided invaluable insights into the intricacies of Google’s search algorithms.

 

Here’s a summary of the top impacts we’re seeing to clients:

1. Align Content with User Intent

2. Optimize for SiteAuthority

3. Focus on User Behavior

4. Stop Purchasing a million domain names just for keyword play.

5. Maintain Fresh Content and Links

6. Enhance Social Proof and Leverage Social Signals

 

And Finally, Here’s a List of the First Steps you Should Take to Analyze and Optimize Your own Digital Presence:

 

1. Conduct a UX and Conversion Audit: Regularly analyze your site’s user experience and conversion metrics to identify areas for improvement.
2. Analyze User Journeys: Map out user journeys to understand and optimize the path users take on your site.
3. Improve Mobile Usability: Ensure your site is mobile-friendly and provides a seamless experience across all devices.
4. Build a Social Calendar: Like an Editorial Calendar, but for social posts, plan and integrate social with everything you do.
5. Create and Update Evergreen Content: Focus on content that remains relevant over time and update it regularly.
6. Build High-Quality Backlinks: Engage in consistent link-building efforts, focusing on quality over quantity.

 

 

And if you don’t want to worry about, or tackle all of these menacing Google issues yourself… reach out to the Google Doc Leak Experts »