The popular belief that Google uses around 200 factors to rank pages is now obsolete. Thanks to a spectacular leak, we now know that Google relies on no less than 14,000 factors. Here's a detailed look at the most striking discoveries and how they can transform your SEO strategy.
Google's misleading statements
For years, Google claimed certain factors did not influence page rankings. For example, in 2016, Google's Gary Illyes denied the importance of «Domain Authority.» However, this leak reveals that «Site Authority» is indeed a ranking factor. Similarly, Click-Through Rate (clicks) and Dwell Time have long been dismissed as insignificant by Google representatives. But the leaked documents show that these metrics are actually taken into account.
What are Google user signals and their importance?
CTR and Dwell Time
Contrary to Google's claims, CTR and Dwell Time are critical elements in evaluating a site's relevance. User behavior on search results pages (SERPs) and on the site itself can directly influence rankings. Google adjusts rankings based on clicks and user behavior, known as «Navboost.» Clicks are categorized into three types:
- Crushed clicks Short-lived clicks, often associated with spam.
- Short clicks Short clicks that can indicate a quick and relevant response.
- Long clicks: Long clicks, highly valued as they indicate relevant and engaging content.
«Good clicks» (meaningful clicks) and «long clicks» (long duration clicks) are positively correlated with a better ranking. This user behavior shows Google the relevance and real interest in a page.
The Sandbox isn't a myth!
The notion of a «sandbox» has long been controversial. Some thought it was a myth. However, documents indicate that there is an age-based factor that could very well correspond to this sandbox. This means that newer sites may be temporarily disadvantaged in rankings until they gain authority and trust.
What is the impact of Chrome traffic?
Chrome sessions and ranking
Another fascinating aspect is the impact of Chrome sessions on rankings. The number of sessions recorded by Chrome on a website is used as an important traffic signal. This confirms that the more visitors a site attracts via Chrome, the better its overall ranking will be. This creates a virtuous cycle where increased traffic improves rankings, thereby attracting even more traffic.
Real-time boost
«Real Time Boost» is a mechanism by which Google temporarily increases a site's ranking in response to a sudden traffic spike. This boost is often observed when techniques like pop traffic are used, showing that Google reacts in real-time to increased interest in a page.
How does Google's index organize sites for ranking?
The crawling and indexing system
Google uses a multi-tiered indexing system to organize web pages. There is the primary index, the secondary index, and the tertiary index. Each level of indexing represents a different degree of quality and importance. Pages in the primary index are those that are most frequently accessed and updated, while those in the tertiary index are rarely reviewed and stored on less performant disks.
The impact of indexing on links
A crucial fact revealed by this leak is that the value of links varies depending on the index in which the source page is located. For example, a link from a page in the primary index will have more value than a link from the secondary or tertiary index. This implies that links from high-authority sites, which are generally in the primary index, are much more powerful.
URL indexing settings
| Setting | Description |
|---|---|
| PageRankScore | Measuring the popularity of a URL. |
| PriorSignal | URL History in Google Index. |
| URLHistory | Follows the last 20 URL changes, thus influencing its stability and relevance. |
Ranking modulators
Twiddlers are specialized software components integrated into the Google search engine. These micro-programs are responsible for refining the ranking of search results by applying specific rules. They intervene at different stages of the search process, with some acting on raw results and others on enriched results. Their modular design allows Google to introduce new ranking logic without disrupting the entire system, thus offering great flexibility to continuously improve the relevance of results.
| Twiddler | Role |
|---|---|
| ImageHostCategorizer | Avoid overrepresentation of the same domain in image results |
| OfficialPageTwiddler | Promote the display at the top of authentic pages of known entities |
| DMCAFilter | Remove content flagged for copyright infringement |
Freshness and Quality Modulators
Google uses modifiers called «Twiddlers» to adjust rankings based on content freshness and quality. The «Freshness Twiddler” gives a boost to recent content, while the «Quality Boost» degrades the rankings of low-quality pages. This means that regularly updating with fresh, relevant content can help maintain good rankings.
Degradation factors
There are also degradation factors that can harm a page's ranking. For example, a poor CTR or bad user experience can lead to a drop in position. Additionally, pages with irrelevant link anchors or low-quality links can be penalized.
Domain name and theme
Google evaluates domains based on several factors to determine their quality and relevance.
| Factor | Description |
|---|---|
| hostAge | Indicate the date of Google's first discovery of the content, influencing the trust given to the site. |
| SiteAuthority | Evaluate the overall quality of the domain, affecting its ranking. |
| siteFocusScore | Measure the thematic specialization of the site; the more specialized a site is, the more likely it is to rank well in its niche. |
| SiteRadius | Calculate the distance of each content from the site's thematic specialization, favoring content that remains within the same theme. |
How does Google manage the quality of content and authors?
The importance of authors
Documents reveal that Google takes into account content authors. Authors who are recognized in the Knowledge Graph benefit from better ranking for their articles. This means that mentioning known and respected authors can increase the credibility and visibility of your content.
Does Google prioritize short or long content?
It's interesting to note that Google evaluates short content differently from long content. Short content is judged on its originality, meaning it must be unique and informative to rank well. On the other hand, long content is evaluated on the depth and quality of the information it provides.
Link and Anchor Management
Link speed
The speed at which a site acquires links is also taken into account. A sudden spike in link acquisition can be seen as spam, which can lead to a penalty. Therefore, it is important to acquire links naturally and regularly to avoid suspicion.
The devaluation of exact match
Exact match link anchors, while very effective in the past, are now slightly devalued. Google is looking to avoid manipulation and abuse of these anchors for a fairer and more natural ranking.
