A supposed leak of Google Search API documentation has sparked a fierce debate within the SEO community, with some claiming it proves Google is cheating and others urging caution in interpreting the information.
As the industry struggles with allegations, it’s crucial to balance Google’s statements with the perspectives of SEO experts to understand the bigger picture.
Leaked documents and Google's official statement
For years, Google has consistently maintained its position that certain ranking signals, such as click data and user engagement metrics, are not used directly in its search algorithms.
In public statements and interviews, Google representatives emphasize the importance of relevance, quality, and user experience, while denying the use of specific metrics such as click-through rate or bounce rate as ranking-related factors.
However, the leaked API documentation seems to contradict these statements.
It includes references to features such as “goodClicks,” “badClicks,” “lastLongestClicks,” impressions and unicorn clicks, which are associated with systems called Navboost and Glue, and which Google Vice President Pandu Nayak confirmed in his Justice Department testimony were part of Google's ranking system.
The document also alleges that Google uses Chrome browser data to calculate several metrics across individual pages and domains, suggesting that a Chrome user's entire clickstream is leveraged to influence search rankings.
This contradicts Google's previous statements that Chrome data isn't used for organic search.
Origin and authenticity of the leak
Erfan Azimi, CEO of digital marketing firm EA Eagle Digital, claims to have obtained the documents and shared them with Rand Fishkin and Mike King.
Azimi claims he spoke with a former Google search employee who confirmed the veracity of the information, but declined to go on the record due to the sensitivity of the situation.
The origins of the leak remain unclear, but several former Googlers who have reviewed the documents say the leak appears to be genuine.
Fishkin said:
“The next important step in the process was to verify the authenticity of the API Content Warehouse documentation, so I reached out to a few ex-Googler friends and shared the leaked documentation with them to ask for their input.”
Three former Googlers responded, with one saying, “This has all the hallmarks of an internal Google API.”
However, the veracity of the leaked information remains open to debate in the absence of direct confirmation from Google, which has yet to publicly comment on the leak.
It's worth noting that no former Google employee has confirmed in Fishkin's article that the leaked data came from Google Search, only that it appears the leak originated from within Google.
Related: Google data leak uncovered
Industry Outlook and Analysis
Many in the SEO community have long suspected that Google's official statements may not be telling the truth, and the leaked API documentation only strengthens those suspicions.
Fishkin and King argue that if the information is accurate, it can have a huge impact on your SEO strategy and your website’s search optimization.
Key takeaways from the analysis include:
- Navboost and click usage, CTR, long clicks vs short clicks, and user data from Chrome appear to be some of Google’s strongest ranking signals.
- Google employs safelists around sensitive topics like COVID-19, elections, and travel to control which sites appear on them.
- Google uses quality raters’ feedback and ratings not only as a training set but also in its ranking system.
- Click data influences how Google weights links for ranking purposes.
- Traditional ranking factors like PageRank and anchor text are losing influence compared to more user-centric signals.
- Building your brand and generating search demand is more important than ever to your SEO success.
However, just because something is listed in the API documentation doesn't mean it's used to rank search results.
Other industry experts urged caution in interpreting the leaked documents.
They point out that rather than using this information as an active ranking signal, Google may use it for testing purposes or only apply it to certain search verticals.
There are also questions about how much weight these signals will have relative to other ranking factors, and the leak doesn't provide full context or algorithmic details.
Google leaks are inherently interesting, but don't let them drag you back into a manipulation mindset. Stay focused on the product and the user experience. It's a long game.
— Greg Bernhardt 🐍🌊 (@GregBernhardt4) May 28, 2024
My take on the leaked Google API documentation: it’s interesting from an academic point of view, but not enough to encourage you to take a different view than we do. @seoclarity Meet your client's needs better than what we already recommend.
— Mark Traphagen 🏳️🌈 (they/them) (@marktraphagen) May 28, 2024
My take on the leaked documents.
I don't know if this is for production or testing, my guess is that it's mainly for testing potential changes.
I don't know what's used for the web or other areas, some may just be used for Google Home, news, etc.
I do not understand…
— Ryan Jones (@RyanJones) May 28, 2024
It's also unclear whether this is for Google Search or Google Cloud Documents Search.
The API seems selective. I don't think the algorithm runs this way. What if an engineer wants to skip the quality checks all together? This seems like if you want to build a content warehouse app…
— David Quaid (@DavidGQuaid) May 28, 2024
Unanswered questions and future implications
As the SEO community continues to analyze the leaked documents, many questions still need to be answered.
In the absence of official confirmation from Google, the veracity and context of the information remains open to debate.
The main open questions are:
- How much of this documented data is actively used to rank search results?
- What is the relative weight and importance of these signals compared to other ranking factors?
- How have Google's systems and use of this data evolved?
- Will Google change its public messaging and be more transparent about its use of behavioral data?
As the debate over the leak continues, it is wise to approach the information with a balanced and objective mindset.
Accepting the leaks as true without question or ignoring them completely are both short-sighted responses, but the reality is probably somewhere in between.
Potential impacts on SEO strategies and website optimization
It is highly inadvisable to act on the information shared from this so-called “leak” without verifying whether it is an actual Google search document.
Additionally, even if the content was derived from a search, the information is a year old and may have changed. Any insights gained from the leaked documents should not be considered actionable right now.
With that in mind, the full impact is still unknown, but here's what we can glean from the leaked information:
1. Focus on user engagement metrics
If click data and user engagement metrics are direct ranking factors, as the leaked documents suggest, then there will likely be a focus on optimizing for these metrics.
This means crafting compelling titles and meta descriptions to increase click-through rates, making your pages load quickly, providing intuitive navigation to reduce bounces, and strategically linking to keep users engaged with your site.
Driving traffic through other channels like social media and email also helps generate positive engagement signals.
However, it’s important to note that optimizing user engagement shouldn’t come at the expense of creating reader-centric content – gaming engagement metrics are unlikely to be a sustainable long-term strategy.
Google has consistently emphasized the importance of quality and relevance in its public statements, and based on leaked information, this appears to remain a key focus going forward: engagement optimization should support and enhance quality content, not replace it.
2. Potential Changes in Link Building Strategy
The leaked documents contain information about how Google handles different types of links and how they affect search rankings.
This includes details on anchor text use, categorizing links into different quality hierarchies based on traffic to the linking page, and the likelihood that links will be ignored or demoted based on various spam factors.
If this information is accurate, it can influence how SEO professionals approach link building and what types of links they prioritize.
Links that actually encourage click-throughs are likely to be weighted more heavily than links on pages that are rarely visited.
The fundamentals of good link building still apply: create link-worthy content and look for natural, editorially placed links that build genuine relationships and drive qualified referral traffic.
The leaked information doesn't change this basic approach, but it does offer some additional nuances to be aware of.
3. Focus on building brand and driving search demand
According to the leaked documents, Google appears to use brand-related signals and offline popularity as ranking factors, which could include metrics such as brand mentions, brand name searches, and overall brand authority.
As a result, your SEO strategy is likely to focus on building brand awareness and authority through both online and offline channels.
Possible tactics include:
- Secure brand mentions and links from authoritative media sources.
- Invest in traditional PR, advertising and sponsorship to build brand awareness.
- Drive brand search through your other marketing channels.
- Optimize search volume for branded and non-branded keywords.
- Build a passionate social media community around your brand.
- Establish thought leadership through original research, data and industry contributions.
The goal is to make your brand synonymous with your niche and build an audience that will seek you out directly. The more people who search for and engage with your brand, the stronger your brand signal can be in Google's system.
4. Adapting to industry ranking factors
According to the leaked information, Google may use different ranking factors and algorithms for different specific search verticals, such as news, local search, travel, and e-commerce.
In these cases, your SEO strategy may need to be tailored to each vertical’s unique ranking signals and user intent.
For example, local search optimization might focus on elements such as Google My Business listings, local reviews, and location-specific content.
Travel SEO can focus on collecting reviews, optimizing images, and providing booking/pricing information directly on your site.
News SEO requires a focus on timely, newsworthy content and optimized article structure.
The basic principles of search optimization still apply, but understanding the nuances of your specific vertical based on leaked information and real-world testing can give you a competitive advantage.
Based on leaked information, it looks like a vertical-specific approach to SEO could be advantageous.
Conclusion
The leak of Google API documentation has sparked a lively debate about Google's ranking system.
As the SEO community continues to analyze and discuss the leaked information, it's important to remember a few key points.
- The information has not been fully verified and lacks context; it is premature to draw any definitive conclusions at this stage.
- Google's ranking algorithms are complex and constantly evolving, so even if completely accurate, this leak is only a snapshot in time.
- The fundamentals of good SEO – creating high-quality, relevant, user-centric content and promoting it effectively – apply regardless of the specific ranking factors applied.
- Real-world testing and results will always be needed before theory can be built on incomplete information.
What to do next
As an SEO professional, the best course of action is to stay informed about leaks.
Because the details of the document are unclear, it is not advisable to consider the lessons learned as actionable.
The most important thing is to remember that chasing algorithms is a losing battle.
The only successful SEO strategy is making your website the best result for your message and your audience. That's Google's end goal, and that's what you should be focused on, regardless of what certain leaked documents suggest.