Doubts Emerge Over Alleged Google Data Leak via @sejournal, @martinibuster

Many SEOs are coming to the conclusion that the alleged Google data leak was not a leak, did not contain ranking algorithm secrets, was five years out of date and it did not show anything new. While that’s not how everyone feels about it, SEOs in general don’t tend to agree about anything.

As SEJ reported yesterday, there were signs that this was not a ranking algorithm data dump and that there were many unanswered questions.

Our take about the alleged leak was:

“At this point in time there is no hard evidence that this “leaked” data is actually from Google Search… and not related in any way to how websites are ranked in Google Search.”

At this point we have more information and many SEOs are saying that the information is not an algorithm data dump.

Some SEOs Urged Caution

While many in the search community were quick to accept the claims of a data leak at face value, others who care about actual facts cautioned to slow down and think first and to be open minded to all possibilities.

Tweet By Ex-Googler Pedro Dias

Ryan Jones was the first to offer a modest note of caution, advising people in a tweet to view the information objectively and without preconceived ideas.

Ex-Googler Pedro Dias tweeted:

“Have no issues with the shared data. And advising caution on the interpretation of some items.”

Pedro followed up with another tweet to explain why he couldn’t comment on specifics:

“I can only speak for me. I think you understand why I can’t just correct specific items. What I’m saying is that context is needed and room should be given for interpretation.”

Someone tweeted that Pedro’s response didn’t add anything to the discussion.

Pedro responded:

“I didn’t say that. All I’ve been saying is please be careful jumping to conclusions. If you think that’s not helpful, than I’m sorry.”

The ex-Googler later tweeted about the importance of having discussions:

“Let’s remind everyone:
– It’s healthy to bring logical arguments to a discussion.

– It’s not healthy to expect everyone to buy opinions without discussing. Especially when it comes from data sources lacking context.”

Search marketing expert Dean Cruddance tweeted:

“There isn’t anything that gives away the secret sauce.”

To which ex-Googler Pedro Dias responded:

“100%
But the impact of this, fuels a lot of tinfoil hattery and simplistic takes on search, which is suboptimal.

In the end, I believe it’s more detrimental than beneficial. Not for the information it contains, but by how it’s gonna be spun and interpreted.”

This SEO Is Not Buying It

As the day passed more and more SEOs began openly doubting the leak. Twenty-year search marketing expert Trevor Stolber (LinkedIn profile) posted his observations about the alleged leak, indicating that he wasn’t “buying it.”

Some of what he posted on LinkedIn:

• “It’s from a deprecated code base (still very interesting – but old and not used)
• It’s not actually from their ranking algorithm, it is an API used internally
• We already knew most of the things that are in there
• Good production code documentation would specify ranges and values – I see none of that here
• Google doesn’t use DA (Domain Authority) – DA is an analog to PR (Page Rank) which was Google’s stand-out differentiator – I am not sure why so much attention is being paid to these nuances.”

Kristine Schachinger, another SEO who I personally know to be an expert, commented in that discussion that the information in the so-called leak dated from 2019.

“I have been reading the raw dump and they are all dated 2019 and there is literally nothing you can gather from 90% of the pages — I so agree. “

Others in that discussion openly questioned if it was actually a leak and most everyone agreed that there was nothing new in it and advised it was better to focus on Google’s new AI Overviews, particularly because AI doesn’t follow ranking factors.

This Was Not A Leak?

Out of all the people in SEO, the person who can most be described as the father of modern SEO is Brett Tabke. He is the founder of PubCon search marketing conference and also the founder of WebmasterWorld, which in the early days of SEO was the largest and most important SEO forum in the world. Brett is also the person who coined the acronym SERPs (for search engine results pages).

Brett devoted five hours to studying the data leak and then posted his observations on Facebook.

Among his observations (paraphrased):

• This is not a leak
• There is zero in it that’s directly algorithm related but rather they are API calls.
• He found nothing that points to how any of the data could be used as part of a ranking algorithm.

Ash Nallawalla, an enterprise SEO with over 20 years experienced commented:

“Like I said a few times, it is merely an API document with a list of calls and not an algo code dump. At the most, we can learn some more internal Google terminology.”

Google Data Leak: Where Are The Facts?

It’s sinking in within the SEO community that this wasn’t the Google algorithm data leak that some expected it to be. In fact, it wasn’t even a leak by a Googler. And far from being algorithm secrets many are agreeing that there is nothing new in there and that it’s just a distraction.

Google Data Leak Clarification via @sejournal, @martinibuster

Over the United States holidays some posts were shared about an alleged leak of Google ranking-related data. The first posts about the leaks focused on “confirming” beliefs that were long-held by Rand Fishkin but not much attention was focused on the context of the information and what it really means.

Context Matters: Document AI Warehouse

The leaked document shares relation to a public Google Cloud platform called Document AI Warehouse which is used for analyzing, organizing, searching, and storing data. This public documentation is titled Document AI Warehouse overview. A post on Facebook shares that the “leaked” data is the “internal version” of the publicly visible Document AI Warehouse documentation. That’s the context of this data.

Screenshot: Document AI Warehouse

@DavidGQuaid tweeted:

“I think its clear its an external facing API for building a document warehouse as the name suggests”

That seems to throw cold water on the idea that the “leaked” data represents internal Google Search information.

As far we know at this time, the “leaked data” shares a similarity to what’s in the public Document AI Warehouse page.

Leak Of Internal Search Data?

The original post on SparkToro does not say that the data originates from Google Search. It says that the person who sent the data to Rand Fishkin is the one who made that claim.

One of the things I admire about Rand Fishkin is that he is meticulously precise in his writing, especially when it comes to caveats. Rand precisely notes that it’s the person who provided the data who makes the claim that the data originates from Google Search. There is no proof, only a claim.

He writes:

“I received an email from a person claiming to have access to a massive leak of API documentation from inside Google’s Search division.”

Fishkin himself does not affirm that the data was confirmed by ex-Googlers to have originated from Google Search. He writes that the person who emailed the data made that claim.

“The email further claimed that these leaked documents were confirmed as authentic by ex-Google employees, and that those ex-employees and others had shared additional, private information about Google’s search operations.”

Fishkin writes about a subsequent video meeting where the the leaker revealed that his contact with ex-Googlers was in the context of meeting them at a search industry event. Again, we’ll have to take the leakers word for it about the ex-Googlers and that what they said was after carefully reviewing the data and not an informal comment.

Fishkin writes that he contacted three ex-Googlers about it. What’s notable is that those ex-Googlers did not explicitly confirm that the data is internal to Google Search. They only confirmed that the data looks like it resembles internal Google information, not that it originated from Google Search.

Fishkin writes what the ex-Googlers told him:

• “I didn’t have access to this code when I worked there. But this certainly looks legit.”
• “It has all the hallmarks of an internal Google API.”
• “It’s a Java-based API. And someone spent a lot of time adhering to Google’s own internal standards for documentation and naming.”
• “I’d need more time to be sure, but this matches internal documentation I’m familiar with.”
• “Nothing I saw in a brief review suggests this is anything but legit.”

Saying something originates from Google Search and saying that it originates from Google are two different things.

Keep An Open Mind

It’s important to keep an open mind about the data because there is a lot about it that is unconfirmed. For example, it is not known if this is an internal Search Team document. Because of that it is probably not a good idea to take anything from this data as actionable SEO advice.

Also, it’s not advisable to analyze the data to specifically confirm long-held beliefs. That’s how one becomes ensnared in Confirmation Bias.

A definition of Confirmation Bias:

“Confirmation bias is the tendency to search for, interpret, favor, and recall information in a way that confirms or supports one’s prior beliefs or values.”

Confirmation Bias will lead to a person deny things that are empirically true. For example, there is the decades-old idea that Google automatically keeps a new site from ranking, a theory called the Sandbox. People every day report that their new sites and new pages nearly immediately rank in the top ten of Google search.

But if you are a hardened believer in the Sandbox then actual observable experience like that will be waved away, no matter how many people observe the opposite experience.

Brenda Malone, Freelance Senior SEO Technical Strategist and Web Developer (LinkedIn profile), messaged me about claims about the Sandbox:

“I personally know, from actual experience, that the Sandbox theory is wrong. I just indexed in two days a personal blog with two posts. There is no way a little two post site should have been indexed according to the the Sandbox theory.”

The takeaway here is that if the documentation turns out to originate from Google Search, the incorrect way to analyze the data is to go hunting for confirmation of long-held beliefs.

What Is The Google Data Leak About?

There are five things to consider about the leaked data:

1. The context of the leaked information is unknown. Is it Google Search related? Is it for other purposes?
2. The purpose of the data. Was the information used for actual search results? Or was it used for data management or manipulation internally?
3. Ex-Googlers did not confirm that the data is specific to Google Search. They only confirmed that it appears to come from Google.
4. Keep an open mind. If you go hunting for vindication of long-held beliefs, guess what? You will find them, everywhere. This is called confirmation bias.
5. Evidence suggests that data is related to an external-facing API for building a document warehouse.

What Others Say About “Leaked” Documents

Ryan Jones, someone who not only has deep SEO experience but has a formidable understanding of computer science shared some reasonable observations about the so-called data leak.

Ryan tweeted:

“We don’t know if this is for production or for testing. My guess is it’s mostly for testing potential changes.

We don’t know what’s used for web or for other verticals. Some things might only be used for a Google home or news etc.

We don’t know what’s an input to a ML algo and what’s used to train against. My guess is clicks aren’t a direct input but used to train a model how to predict clickability. (Outside of trending boosts)

I’m also guessing that some of these fields only apply to training data sets and not all sites.

Am I saying Google didn’t lie? Not at all. But let’s examine this leak objectionably and not with any preconceived bias.”

@DavidGQuaid tweeted:

“We also don’t know if this is for Google search or Google cloud document retrieval

APIs seem pick & choose – that’s not how I expect the algorithm to be run – what if an engineer wants to skip all those quality checks – this looks like I want to build a content warehouse app for my enterprise knowledge base”

Is The “Leaked” Data Related To Google Search?

At this point in time there is no hard evidence that this “leaked” data is actually from Google Search. There is an overwhelming amount of ambiguity about what the purpose of the data is. Notable is that there are hints that this data is just “an external facing API for building a document warehouse as the name suggests” and not related in any way to how websites are ranked in Google Search.

The conclusion that this data did not originate from Google Search is not definitive at this time but it’s the direction that the wind of evidence appears to be blowing.

Featured Image by Shutterstock/Jaaak

Google Search Leak: Conflicting Signals, Unanswered Questions via @sejournal, @MattGSouthern

An apparent leak of Google Search API documentation has sparked intense debate within the SEO community, with some claiming it proves Google’s dishonesty and others urging caution in interpreting the information.

As the industry grapples with the allegations, a balanced examination of Google’s statements and the perspectives of SEO experts is crucial to understanding the whole picture.

Leaked Documents Vs. Google’s Public Statements

Over the years, Google has consistently maintained that specific ranking signals, such as click data and user engagement metrics, aren’t used directly in its search algorithms.

In public statements and interviews, Google representatives have emphasized the importance of relevance, quality, and user experience while denying the use of specific metrics like click-through rates or bounce rates as ranking-related factors.

However, the leaked API documentation appears to contradict these statements.

It contains references to features like “goodClicks,” “badClicks,” “lastLongestClicks,” impressions, and unicorn clicks, tied to systems called Navboost and Glue, which Google VP Pandu Nayak confirmed in DOJ testimony are parts of Google’s ranking systems.

The documentation also alleges that Google calculates several metrics using Chrome browser data on individual pages and entire domains, suggesting the full clickstream of Chrome users is being leveraged to influence search rankings.

This contradicts past Google statements that Chrome data isn’t used for organic searches.

The Leak’s Origins & Authenticity

Erfan Azimi, CEO of digital marketing agency EA Eagle Digital, alleges he obtained the documents and shared them with Rand Fishkin and Mike King.

Azimi claims to have spoken with ex-Google Search employees who confirmed the authenticity of the information but declined to go on record due to the situation’s sensitivity.

While the leak’s origins remain somewhat ambiguous, several ex-Googlers who reviewed the documents have stated they appear legitimate.

Fishkin states:

“A critical next step in the process was verifying the authenticity of the API Content Warehouse documents. So, I reached out to some ex-Googler friends, shared the leaked docs, and asked for their thoughts.”

Three ex-Googlers responded, with one stating, “It has all the hallmarks of an internal Google API.”

However, without direct confirmation from Google, the authenticity of the leaked information is still debatable. Google has not yet publicly commented on the leak.

It’s important to note that, according to Fishkin’s article, none of the ex-Googlers confirmed that the leaked data was from Google Search. Only that it appears to have originated from within Google.

Industry Perspectives & Analysis

Many in the SEO community have long suspected that Google’s public statements don’t tell the whole story. The leaked API documentation has only fueled these suspicions.

Fishkin and King argue that if the information is accurate, it could have significant implications for SEO strategies and website search optimization.

Key takeaways from their analysis include:

• Navboost and the use of clicks, CTR, long vs. Short clicks, and user data from Chrome appear to be among Google’s most powerful ranking signals.
• Google employs safelists for sensitive topics like COVID-19, elections, and travel to control what sites appear.
• Google uses Quality Rater feedback and ratings in its ranking systems, not just as a training set.
• Click data influences how Google weights links for ranking purposes.
• Classic ranking factors like PageRank and anchor text are losing influence compared to more user-centric signals.
• Building a brand and generating search demand is more critical than ever for SEO success.

However, just because something is mentioned in API documentation doesn’t mean it’s being used to rank search results.

Other industry experts urge caution when interpreting the leaked documents.

They point out that Google may use the information for testing purposes or apply it only to specific search verticals rather than use it as active ranking signals.

There are also open questions about how much weight these signals carry compared to other ranking factors. The leak doesn’t provide the full context or algorithm details.

The Google leaks are inherently interesting, but don’t let it make you slide back into the manipulation mindset. Keep focusing on product and user experience. That is the long game.

— Greg Bernhardt 🐍🌊 (@GregBernhardt4) May 28, 2024

My take on the leaked Google API documentation: Interesting from an academic POV, but nothing that would cause me to recommend anything different to our @seoClarity clients than what we already recommend.

— Mark Traphagen 🏳️‍🌈 (they/them) (@marktraphagen) May 28, 2024

My take on the leaked docs.

We don’t know if this is for production or for testing. My guess is it’s mostly for testing potential changes.

We don’t know what’s used for web or for other verticals. Some things might only be used for a Google home or news etc.

We don’t know…

— Ryan Jones (@RyanJones) May 28, 2024

We also don’t know if this is for Google search or Google cloud document retrieval

APIs seem pick & choose – that’s not how I expect the algorithm to be run – what if an engineer wants to skip all those quality checks – this looks like I want to build a content warehouse app for…

— David Quaid (@DavidGQuaid) May 28, 2024

Unanswered Questions & Future Implications

As the SEO community continues to analyze the leaked documents, many questions still need to be answered.

Without official confirmation from Google, the authenticity and context of the information are still a matter of debate.

Key open questions include:

• How much of this documented data is actively used to rank search results?
• What is the relative weighting 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 using behavioral data?

As the debate surrounding the leak continues, it’s wise to approach the information with a balanced, objective mindset.

Unquestioningly accepting the leak as gospel truth or completely dismissing it are both shortsighted reactions. The reality likely lies somewhere in between.

Potential Implications For SEO Strategies and Website Optimization

It would be highly inadvisable to act on information shared from this supposed ‘leak’ without confirming whether it’s an actual Google search document.

Further, even if the content originates from search, the information is a year old and could have changed. Any insights derived from the leaked documentation should not be considered actionable now.

With that in mind, while the full implications remain unknown, here’s what we can glean from the leaked information.

1. Emphasis On User Engagement Metrics

If click data and user engagement metrics are direct ranking factors, as the leaked documents suggest, it could place greater emphasis on optimizing for these metrics.

This means crafting compelling titles and meta descriptions to increase click-through rates, ensuring fast page loads and intuitive navigation to reduce bounces, and strategically linking to keep users engaged on your site.

Driving traffic through other channels like social media and email can also help generate positive engagement signals.

However, it’s important to note that optimizing for user engagement shouldn’t come at the expense of creating reader-focused 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 the leaked information, this will likely remain a key focus. Engagement optimization should support and enhance quality content, not replace it.

2. Potential Changes To Link-Building Strategies

The leaked documents contain information about how Google treats different types of links and their impact on search rankings.

This includes details about the use of anchor text, the classification of links into different quality tiers based on traffic to the linking page, and the potential for links to be ignored or demoted based on various spam factors.

If this information is accurate, it could influence how SEO professionals approach link building and the types of links they prioritize.

Links that drive real click-throughs may carry more weight than links on rarely visited pages.

The fundamentals of good link building still apply—create link-worthy content, build genuine relationships, and seek natural, editorially placed links that drive qualified referral traffic.

The leaked information doesn’t change this core approach but offers some additional nuance to be aware of.

3. Increased Focus On Brand Building and Driving Search Demand

The leaked documents suggest that Google uses brand-related signals and offline popularity as ranking factors. This could include metrics like brand mentions, searches for the brand name, and overall brand authority.

As a result, SEO strategies may emphasize building brand awareness and authority through both online and offline channels.

Tactics could include:

• Securing brand mentions and links from authoritative media sources.
• Investing in traditional PR, advertising, and sponsorships to increase brand awareness.
• Encouraging branded searches through other marketing channels.
• Optimizing for higher search volumes for your brand vs. unbranded keywords.
• Building engaged social media communities around your brand.
• Establishing thought leadership through original research, data, and industry contributions.

The idea is to make your brand synonymous with your niche and build an audience that seeks you out directly. The more people search for and engage with your brand, the stronger those brand signals may become in Google’s systems.

4. Adaptation To Vertical-Specific Ranking Factors

Some leaked information suggests that Google may use different ranking factors or algorithms for specific search verticals, such as news, local search, travel, or e-commerce.

If this is the case, SEO strategies may need to adapt to each vertical’s unique ranking signals and user intents.

For example, local search optimization may focus more heavily on factors like Google My Business listings, local reviews, and location-specific content.

Travel SEO could emphasize collecting reviews, optimizing images, and directly providing booking/pricing information on your site.

News SEO requires focusing on timely, newsworthy content and optimized article structure.

While the core principles of search optimization still apply, understanding your particular vertical’s nuances, based on the leaked information and real-world testing, can give you a competitive advantage.

The leaks suggest a vertical-specific approach to SEO could give you an advantage.

Conclusion

The Google API documentation leak has created a vigorous discussion about Google’s ranking systems.

As the SEO community continues to analyze and debate the leaked information, it’s important to remember a few key things:

1. The information isn’t fully verified and lacks context. Drawing definitive conclusions at this stage is premature.
2. Google’s ranking algorithms are complex and constantly evolving. Even if entirely accurate, this leak only represents a snapshot in time.
3. The fundamentals of good SEO – creating high-quality, relevant, user-centric content and promoting it effectively – still apply regardless of the specific ranking factors at play.
4. Real-world testing and results should always precede theorizing based on incomplete information.

What To Do Next

As an SEO professional, the best course of action is to stay informed about the leak.

Because details about the document remain unknown, it’s not a good idea to consider any takeaways actionable.

Most importantly, remember that chasing algorithms is a losing battle.

The only winning strategy in SEO is to make your website the best result for your message and audience. That’s Google’s endgame, and that’s where your focus should be, regardless of what any particular leaked document suggests.

Google Is Now Indexing EPUB Files via @sejournal, @martinibuster

Google announced that it is now indexing .epub documents, a format commonly used to print books for e-readers. Google is already showing EPUB books in the search index.

EPUB File Format

EPUB is an XML-based eBook publishing format based on a standard developed by the International Digital Publishing Forum, which in 2016 was subsequently merged with the World Wide Wide Web Consortium (W3C). The goal of the merger was to bring together electronic book publishing with the Internet so that they would mutually enrich each other.

Google Indexing EBUB Content

The intent of merging e-publishing with the Internet aligns with Google’s decision to index (and at some point presumably rank) EPUB content. The only surprise should be that it took eight years to do so. The changelog notes that EPUB file format was added to Google’s documentation of indexable file types and offers no other details.

Google’s official changelog offers a matter of fact notation:

“Adding epub to indexable file types

What: Added EPUB to the list of indexable file types.

Why: Google Search now supports epub.”

Does Google Rank EPUB Content?

I did a site:search for EPUB content, noted the title of a scientific research about eating contaminated fish in Lake Ontario (“Consumption of Contaminated Lake Fish and Reproduction”) that was hosted on the journals.lww.com domain.

I next searched for that document in the regular search using the exact match keyword phrase and a variation of the keyword phrase (“Consumption of Contaminated Fish in Lake Ontario”) and Google didn’t surface the EPUB document but it did surface the webpage that contained the download to the EPUB document.

Screenshot Of EPUB Download Page

Google’s official indexable file type documentation only notes that the listed filetypes are indexable. At this time it’s fair to say that Google isn’t ranking EPUB documents but Google will surface them with a filetype:epub search.

Read Google’s official documentation:

File types indexable by Google

Featured Image by Shutterstock/Simple Line

Google’s AI Overviews Shake Up Ecommerce Search Visibility via @sejournal, @MattGSouthern

An analysis of 25,000 ecommerce queries by Bartosz Góralewicz, founder of Onely, reveals the impact of Google’s AI overviews on search visibility for online retailers.

The study found that 16% of eCommerce queries now return an AI overview in search results, accounting for 13% of total search volume in this sector.

Notably, 80% of the sources listed in these AI overviews do not rank organically for the original query.

“Ranking #1-3 gives you only an 8% chance of being a source in AI overviews,” Góralewicz stated.

🗞️ Google AI overviews vs. eCommerce 🗞️

We just finished analyzing 25k eCommerce queries.

TL;DR

– 16% of queries return AI-overview (previously SGE)

– 13% of search volume from search goes through AI overviews

– 80% of sources don’t rank organically for the query (!)

-… pic.twitter.com/x0ehihIaee

— Bartosz Góralewicz (@bart_goralewicz) May 22, 2024

Shift Toward “Accelerated” Product Experiences

International SEO consultant Aleyda Solis analyzed the disconnect between traditional organic ranking and inclusion in AI overviews.

According to Solis, for product-related queries, Google is prioritizing an “accelerated” approach over summarizing currently ranking pages.

She commented Góralewicz’ findings, stating:

“… rather than providing high level summaries of what’s already ranked organically below, what Google does with e-commerce is “accelerate” the experience by already showcasing what the user would get next.”

Solis explains that for queries where Google previously ranked category pages, reviews, and buying guides, it’s now bypassing this level of results with AI overviews.

This: “80% of AI overview sources don’t rank organically for the query” from 25K e-commerce queries that @bart_goralewicz analyzed.

This is what I’ve seen happening too because most of the AI overviews for product related queries are “accelerators”: rather than providing high… https://t.co/UFT2wTG2ht pic.twitter.com/i5neMpALl6

— Aleyda Solis 🕊️ (@aleyda) May 22, 2024

Assessing AI Overview Traffic Impact

To help retailers evaluate their exposure, Solis has shared a spreadsheet that analyzes the potential traffic impact of AI overviews.

I’ve updated my Google AI Overviews (AIO) Traffic Risk Impact Assessment Sheet to make it easier to:

1. Assess the before/after AIO CTR/traffic gap
2. The type of results/pages featured in AIO
3. Prioritize content optimization actions accordingly

Check it out 👀👇… pic.twitter.com/JFejUcaIni

— Aleyda Solis 🕊️ (@aleyda) May 26, 2024

As Góralewicz notes, this could be an initial rollout, speculating that “Google will expand AI overviews for high-cost queries when enabling ads” based on data showing they are currently excluded for high cost-per-click keywords.

An in-depth report across ecommerce and publishing is expected soon from Góralewicz and Onely, with additional insights into this search trend.

Why SEJ Cares

AI overviews represent a shift in how search visibility is achieved for ecommerce websites.

With most overviews currently pulling product data from non-ranking sources, the traditional connection between organic rankings and search traffic is being disrupted.

Retailers may need to adapt their SEO strategies for this new search environment.

How This Can Benefit You

While unsettling for established brands, AI overviews create new opportunities for retailers to gain visibility without competing for the most commercially valuable keywords.

Ecommerce sites can potentially circumvent traditional ranking barriers by optimizing product data and detail pages for Google’s “accelerated” product displays.

The detailed assessment framework provided by Solis enables merchants to audit their exposure and prioritize optimization needs accordingly.

Featured Image: Marco Lazzarini/Shutterstock