In the past, Google has been ambiguous about the factors and ranking signals that make up its organic ranking algorithm. However, on May 27th, a data leak disclosed 2,596 GitHub modules with 14,014 attributes (think of them as named ranking factors) to the SEO world, providing some insight into the logic behind the algorithm.
Recently, former Google employee Rand Fishkin leaked an extensive set of confidential Google documents. These documents provide an unprecedented behind-the-scenes look at some of the most important factors Google’s search algorithm uses to rank websites. While Google has long been guarded about disclosing precise ranking signals, this leak pulled back the curtain on systems like “SiteAuthority,” “NavBoost,” and others that incorporate metrics Google has previously denied or downplayed.
The leak confirmed many factors search marketers have often emphasized, like the value of backlinks, keyword optimization, author expertise/authority, and content freshness, do indeed carry significant weight. However, it also revealed that Google tracks more user data, such as Chrome browsing activity and click signals, than previously acknowledged.
The Significance is Two-Fold
- It validates many of the white-hat SEO best practices and strategies that ethical firms like ours have prioritized around optimizing content, pursuing links, cultivating authoritative brands/creators, and consistently publishing fresh material. These remain wise investments.
- It exposes Google’s lack of transparency and the inconsistencies between its public statements and actual ranking systems. This has eroded trust and forced the industry to reevaluate the conventional wisdom around Google’s operations and motivations.
Ultimately, this leak provides a rare glimpse under the hood while reinforcing the importance of prioritizing excellent user experiences, high-quality content, and sustainable SEO tactics rather than chasing short-term ranking hacks. As thought leaders in digital marketing, Overdrive’s philosophy remains steadfastly aligned with properly interpreting and capitalizing on confirmed ranking factors.
Key Hidden Ranking Factors Revealed
- Content Freshness—Google tracks content publishing dates to determine freshness and how frequently a site is updated with new material. Maintaining a steady cadence of new content is advantageous.
- On-Page Optimization—Having your target keywords in critical spots like the title tag and closely matching the search query still boosts relevance. Comprehensive on-page optimization remains crucial.
- Author Signals—The expertise, authority, and reputation of the authors behind your content carry much weight. Highlighting credentials can benefit you and build brand advocates.
- Backlinks—The number and diversity of your inbound links from high-quality sites remain extremely important ranking factors. Organic links obtained from content promotion, PR, and developing linkable assets should continue to be a focus in building your digital footprint.
While some of the leaked details around systems like “SiteAuthority” and “NavBoost” were unexpected, they align with Overdrive’s overall SEO approach of pursuing holistic strategies that focus on providing an outstanding user experience.
“SiteAuthority” refers to an SEO concept that assesses the overall “strength” or authority of a particular domain, like the concept of PageRank. “NavBoost,” also known as “Glue,” helps determine which websites are most relevant and should appear at the top of search results. It analyzes user data to understand how people interact with websites, considering factors such as:
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- How long do they stay on a page
- How they navigate through the site
- Whether they click on the site and stay there for a while
- Click-through rates
- User actions
- Site quality
- Pertinence
- Context
While the specifics of these systems were previously unknown, their underlying principles align with the emphasis on providing a great user experience, which has long been a best practice in the SEO community.
Rather than relying solely on Google’s official messaging, it is prudent to focus on objective data, experimentation and demonstrated best practices in the areas mentioned above. By prioritizing user experience and continuously optimizing based on real-world data, businesses can ensure their websites remain relevant and visible in search results.
Overdrive will continue to study the leaked information and factor the insights into our content and SEO strategies for driving more qualified organic traffic. As always, creating high-quality content that thoroughly answers searcher queries should be the top priority.
Our Commitment to Ethical, Future-proof SEO Practice
At Overdrive, we have always adhered to a “white hat” SEO philosophy that prioritizes creating an outstanding user experience aligned with Google’s mission. While some of the revelations in the leaked documents were unexpected, the core signals highlighted – backlinks, on-page optimization, authority of content creators, and consistent publishing of fresh content –were validating, as they are fundamental pillars of our SEO approach. These leaked documents also showcase that the SEO strategies employed by Overdrive to drive more qualified organic traffic are ethical, sustainable, and firmly rooted in webmaster best practices.
As the digital landscape continually shifts, Overdrive continues to review and refine our digital marketing practices to stay ahead of emerging trends. Our commitment to our clients remains to provide strategic guidance that protects online visibility and brand reputation through techniques that create value for human users – just as Google intends.
Contact Overdrive Search Experts to learn how we can help you stay on-trend with generative search.
