What Recent Google Documents Confirm About SEO
In the fast-changing world of search engine optimization (SEO), separating fact from fiction can be a daunting task. SEO is more about educated guessing than most of us will ever let on to our clients.
As a digital marketing agency, we understand the importance of staying ahead of the curve and debunking persistent myths that could hinder our client’s online success.
Recently, a leak of Google’s internal Search API documents has shed light on some long-standing SEO misconceptions, providing valuable insights for businesses of all sizes. Rand Fishkin just published an article entitlted, “An Anonymous Source Shared Thousands Of Leaded Google Search API Documents With Me Everyone In SEO Should See Them”
Clearly, he didn’t name it for brevity, but admittedly, the article seemed pretty earth shaking in the nerdy world of SEO since this content gives us a glimpse of what’s behind the iron Google curtain. But, then again, Google has been tight lipped about this document and there are even questions as to its validity. Still, all SEO nerds have an obligation to their clients to figure out for themselves if there’s value here or not.
One of the most significant revelations from this leak is the confirmation that Google’s algorithms have become increasingly sophisticated in understanding natural language and user intent. This means that outdated practices like keyword stuffing and meta keyword abuse are not only ineffective but can actually harm your search rankings.
But, honestly, we knew that already.
Despite that, there is some interesting stuff here.
The Confirmation Of Things We Already Knew
From what we’ve seen from the leaked documents, there is some deeply technical (we mean SUPER nerdy) stuff along with some things we were already pretty confident about. Here’s what we already knew:
Keyword Stuffing Is Really Really Bad
For years, the SEO community was divided on the effectiveness of keyword stuffing – the practice of cramming as many keywords as possible into website content. Considered a “black hat” tactic, most SEO nerds today understand that this tactic can work for a brief while, but doing this can get your client’s site thrown out of the index and can get you sued.
The leaked documents reveal that Google’s algorithms have evolved to detect and penalize this tactic, recognizing it as an attempt to manipulate search results rather than provide valuable content.
Instead of focusing on keyword density, the emphasis should be on creating high-quality, informative content that addresses the specific needs and queries of your target audience. This aligns with Google’s mission to deliver the most relevant and helpful search results to users.
Meta Keywords: A Relic of the Past
Another thing that the leaked document confirmed was how useless meta keywords are. These are HTML tags that allow website owners to specify keywords they believe are relevant to their content. However, the leaked documents confirm that Google has not used meta keywords for ranking purposes in over a decade.
While meta keywords may still have some limited utility for internal site organization or other niche applications, they should no longer be a primary focus of your SEO strategy. Instead, concentrate your efforts on optimizing other on-page elements, such as title tags, headings, and the content itself, to effectively communicate your relevance to search engines.
The Importance of User Experience
One of the key takeaways from the leaked documents is the increasing emphasis Google places on user experience (UX). Factors such as page load speed, mobile-friendliness, and overall site usability are now critical components of the search ranking algorithms.
This means that businesses must prioritize creating a seamless and engaging experience for their website visitors, regardless of the device they are using. Optimizing for UX not only improves your search rankings but also enhances user satisfaction, which can lead to increased conversions and customer loyalty.
The Rise of Artificial Intelligence (AI) in SEO
Another significant revelation from the leaked documents is the growing role of artificial intelligence (AI) in Google’s search algorithms. As AI technology advances, search engines are becoming better at understanding the context and intent behind user queries, rather than relying solely on keyword matching.
We’ve seen Google take one step further with the recent launch of AI Overview which has gotten seriously negative reviews.
There is definitely irony surrounding the launch of AI Overview (formerly SGE). Ever since Open AI’s partnership with Bing, Google has been in a panic to incorporate AI directly into the search results. Some experts have even declared AI Overview was launched in a panic out of a fear of losing search market share to Bing. However, the numbers suggest that Bing hasn’t gained a ton of market share and Google hasn’t lost much
The irony is that Google’s launch of a product people don’t seem to want out of a desire to “keep up with the Jones'” and maintain market share could be the very thing that chases users over to Bing and other AI search engines.
Regardless, this development underscores the importance of creating content that provides genuine value and addresses the specific needs of your target audience. By leveraging AI-powered tools and techniques, such as natural language processing and machine learning, you can optimize your content to align with user intent and improve your search visibility.
The Importance of E-A-T
One crucial aspect highlighted in the leaked Google documents is the emphasis on E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness). Google’s algorithms are now better equipped to evaluate the credibility and authority of website content and its creators.
To improve your E-A-T score, consider the following strategies:
- Showcase the expertise and credentials of your content creators, whether through author bios, certifications, or other credibility signals.
- Build authority by earning high-quality backlinks from reputable sources within your industry. Get your content published in as many reputable places as possible.
- Cultivate trust by maintaining transparency, providing accurate information, and fostering a positive online reputation.
- Focus on creating high-quality, engaging content that keeps users on the page longer and drives more “successful” clicks from search results.
By prioritizing E-A-T, you can demonstrate to search engines that your content is reliable, authoritative, and deserving of higher rankings.
The Importance of Technical SEO
While the leaked documents primarily focus on content and user experience, it’s essential not to overlook the technical aspects of SEO.
Factors such as site architecture, structured data implementation, and crawlability can significantly impact your search visibility.mConduct regular technical SEO audits to identify and address issues that may be hindering search engine crawlers from effectively accessing and indexing your website. Implement best practices for site structure, URL structure, and schema markup to enhance your technical SEO performance.
The Role of Local SEO
For businesses with a physical presence or those targeting specific geographic areas, local SEO should be a top priority. The leaked documents highlight Google’s increasing emphasis on providing relevant and localized search results.
Optimize your website for local SEO by claiming and maintaining accurate business listings on platforms like Google My Business, incorporating location-specific keywords and content, and encouraging customer reviews and ratings. These efforts can significantly improve your visibility in local search results, driving more foot traffic and local customers to your business.
Top Takeaways From The Leaked Document
Here is what the leaked documents tell us about how Google ranks your business website. Much of what’s below is directly opposed to what Google reps have been telling us for a long time now. That’s what makes all of this so juicy.
Here are the takeaways:
- Google uses click data and user engagement signals like dwell time to rank pages, contradicting their previous denials of using such “click-centric” signals.
- Google considers factors like subdomain separation, website age, and “sandboxing” new sites when ranking, despite publicly denying these practices.
- Google employs whitelists for certain verticals like travel, COVID-19, and politics to manually boost or suppress results. This is a huge deal since Google has denied suppressing conservative views before and this tidbit reveals the power the search engine yields around election influence.
- Google heavily weighs brand signals and entity understanding when ranking content.
- Link signals like PageRank and relevance remain very important ranking factors.
How To Apply These Lessons to Your Business
Now that we’ve gotten a glimpse, it’s time to explore how you can apply these lessons to improve the ranking of your website. Here are some actionable steps you can take:
Conduct a Content Audit
Evaluate your existing website content to identify areas that may be suffering from outdated SEO practices, such as keyword stuffing or irrelevant meta keywords. Prioritize updating or removing this content to align with current best practices.
Develop a Content Strategy
Create a comprehensive content strategy that focuses on producing high-quality, informative, and engaging content that addresses the specific needs and queries of your target audience. Leverage keyword research tools to identify relevant topics and phrases, but prioritize natural language and user intent over keyword density.
Optimize for User Experience
Conduct a thorough analysis of your website’s user experience, including page load speed, mobile responsiveness, and overall usability. Implement necessary improvements to ensure a seamless and engaging experience for your visitors, regardless of the device they are using.
Embrace AI and Machine Learning
Stay up-to-date with the latest advancements in AI and machine learning technologies, and explore how you can leverage these tools to optimize your content for better search visibility. Consider investing in AI-powered content creation and optimization tools to streamline your SEO efforts.
Monitor and Adapt
SEO is an ever-evolving landscape, and what works today may not be effective tomorrow. Continuously monitor your website’s performance, industry trends, and search engine algorithm updates. Be prepared to adapt your strategies accordingly to maintain a competitive edge in the search rankings.
Build Your Brand
Based upon these documents, branding is still highly relevant but not in the typical sense. When it comes to Google, it’s important to build a strong, reputable brand presence outside of just Google search through things like PR, social media, and off-site content.
Backlinks Still Matter
Despite Google’s own admission that they don’t consider backlinks as important as they once did, getting high quality links from sites with more authority is still an effective SEO strategy. Earn high-quality, relevant backlinks from authoritative industry sources to improve your site’s perceived expertise and authority.
The leaked documents provide unprecedented insights into how Google actually ranks content, highlighting the importance of user signals, branding, authority, and technical optimization over outdated tactics like keyword stuffing
The Importance of Continuous Learning and Adaptation
As the leaked documents demonstrate, search engine algorithms are constantly evolving, and what may be considered best practices today could become obsolete tomorrow. It’s crucial to stay informed about the latest developments in the SEO industry and be willing to adapt your strategies accordingly.
Invest in ongoing education and professional development, whether through industry publications, conferences, or online courses. Continuously monitor your website’s performance, search engine algorithm updates, and emerging trends to ensure that your SEO efforts remain effective and aligned with the latest best practices.
Gone are the days when SEO was all about “getting one over on Google” to get your site on page one of the search results. Now, the goal of quality SEO professionals is to work on making your website “page one worthy.” This has been the proper paradigm now for many years. These documents confirm this.
By embracing the latest best practices, you can position your business for long-term success in the digital landscape. Remember, the key to effective SEO is providing genuine value to your target audience while aligning with search engine guidelines and priorities.
At Make It Loud, our team of digital marketing experts stays ahead of the curve, ensuring that our clients benefit from the most up-to-date and effective SEO strategies. Contact us today at 678.325.4007 to learn how we can help you achieve outstanding search visibility for your business.
Cliff Tillery, MBA is the Chief Operating Officer and SEO Director at Make It Loud which is a digital marketing firm located outside of Atlanta Georgia. More than 15 years ago, he started search engine optimization at this award-winning agency and has taught digital marketing skills to interns and new employees, business owners at the Gwinnett Chamber of Commerce, the Gwinnett Entrepreneur Center, and other groups.
