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Insights from Google's Leaked SEO Documents

Have you ever wondered how Google decides which websites appear at the top of the search results page? Yesterday leaked documents were released and have shed some light on Google's search ranking process. These documents have reiterated much of what we know and while Google is refusing to comment on the leak at this time, here's a rundown of the overall content.

Key Ranking Factors from the Google Leak


Backlinks from high-quality websites are still a major ranking signal. Focus on creating valuable content that other websites will want to link to naturally.

Pro Tip: Guest blogging on reputable websites in your niche is a great way to earn high-quality backlinks.



Google rewards websites with high-quality, informative content that addresses the search intent of the user. Regularly publish fresh content that is relevant to your target audience.

Pro Tips: 

  • Conduct keyword research to identify topics that your target audience is searching for.

  • Write unique content with an interesting perspective.

  • Update old content (making sure to update the publish date, Google is looking at that!)


User Clicks

Google takes into account how users interact with search results. If users click on your website frequently from the search results page, it's a positive signal to Google that your content is relevant and valuable.

Pro Tip: A/B test your title tags and meta descriptions to optimize click-through rates (CTRs) from the search results page.



Google considers the expertise of the author and the website when ranking content. Build your website's reputation as a trusted source of information in your field.

Pro Tip: Contribute guest articles to well-respected publications in your industry. Encourage authors to include their bios with links to their websites.


Additional Pro Tips

  • Optimize your website's technical SEO to ensure that Google can easily crawl and index your content.

  • Use social media to promote your content and drive traffic to your website.

  • Monitor your website's analytics to track your SEO progress and identify areas for improvement.

Need Help With Your Overall Website Strategy? Download our FREE Website Checklists!

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Final Thoughts

While these leaked documents from Google help us understand how they prioritize websites, search engine optimization (SEO) is still a matter of experimentation. But here's some things that will almost always be true - By focusing on creating high-quality content, earning backlinks from reputable websites, and optimizing your website for user clicks, you'll increase your website's visibility in search results.

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