One of the most valuable marketing tactics is search engine optimization (SEO), and the only search engine that really matters is Google.
Unfortunately, Google is notoriously tight-lipped about how its all-important algorithm works, making it hard to craft a guaranteed-to-win SEO strategy.
That all changed, though, when Google's internal documents about SEO were leaked on March 13th, 2024.
These documents not only show that public statements Google has made about its algorithm conflict with reality, but they also give marketers a rare glimpse "behind the curtain" to understand how the search engine works.
This is the first (and possibly only) time we've seen the company's inner workings.
With that in mind, let's break down five critical takeaways from the Google algorithm leak and what they could mean for your marketing strategy.
5 Actionable Tips From the Google Algorithm Leak
Top of Page Matters Most
It comes as no surprise to learn that Google ranks pages based on how easy it is for users to find what they need. If the information a user is looking for is at the top of a page, that page will rank higher than one that has the info buried in the middle or at the bottom.
This means that marketers and businesses must front-load the content of a landing page or blog post.
Rather than parsing out details and forcing users to scroll, it's better to get to the point and add clarity or context further down the page. For example, if someone is searching for the best security system, a review page should have the #1 pick at the top of the page and the review underneath.
Quality Over Quantity of Backlinks
Backlinks have always been a cornerstone of Google rankings. The idea is that creating a network of backlinks strengthens the page's index ranking, boosting its position in search results.
However, while some marketers try to flood pages with tons of backlinks, it's clear that that tactic could backfire. Google rates the quality of a backlink over anything else. So, a couple of links to high-authority domains are worth more than a dozen links to different, lower-quality websites.
Click Data Can Affect Rankings
Just because a page ranks in the top spot on a search result doesn't mean it will always stay there. In fact, if you click on different links, Google will reorder the data based on your activity.
For example, if the top links have a high bounce rate, that data may lower their ranking. If users instead click and stay on the #4 link, it may refresh as the top ranking if the user searches for the same keyword again.
But what does this mean for marketers and business owners? It means engagement and bounce rates matter more than ever before. Overall, you want content that makes users "stick" to your page. The lower your bounce rate, the faster you might be able to boost your rankings of different keywords.
Keep Content Fresh
While "evergreen" content is designed to last forever, Google pays attention to the publishing date of specific pages. So, if you have a high-ranking page that hasn't been updated in a while, it could lose out to newer, more recently published content, even if your page is technically more relevant or valuable.
This means you should routinely update and republish older content. If nothing else, try to update at least part of the content to make it clear that it's a new version and not a copy/paste.
Focus on Building Domain Authority
Since the leak confirmed that domain authority does matter, focus on building content that positions your website as an authority within your niche. While this should have always been a primary objective, it's nice to know that Google actually pays attention to it when ranking search results.
Some of the best ways to build domain authority include:
- Guest posting on other sites (for backlinks)
- Posting highly valuable information
- Maintaining strict quality standards
- Making it easy for other pages to cite your content
Why Google's Algorithm Leak Matters
One of the main problems with SEO marketing is that it's hard to tell which tactics work the best. Because Google doesn't share information with anyone, you must use a "trial and error" approach to each adjustment.
Unfortunately, this process takes time, and every time Google updates its algorithm, you might have to start over.
While Google will likely make changes because of the leak, the information released can help marketers and businesses understand how the algorithm really works.
One of the most significant findings from the leak is that internal data directly contradicts what Google has publicly claimed in the past.
For example, Google denied that domain authority mattered. The reason for this denial was to discourage people from boosting a domain's authority and then selling it to the highest bidder. Now that it's clear Google does rank sites according to their authority, this practice will likely resume.
Overall, this leak illustrates that Google may say one thing but do another. So, it's best to take any updates or claims with a grain of salt and rely on actual data instead.
Get Help Boosting Your SEO Marketing
While this leak may have provided valuable insight into SEO marketing, implementing these changes takes time and energy. If you're struggling to keep up, let our team handle the details for you. Not only can we help supercharge your SEO strategy, but we can also help you develop and refine other digital marketing methods like social media, video content, and more. Contact us today to get your marketing working for you.
