Marketing Junto - Why The Google Algorithm Leak Matters

The recent leak of internal Google documents, give the public revealing details about the company's search ranking algorithms. (Google has said they are legit.)

I've heard quite a few tech pundits, including Tom Merritt, who is my favorite of all of them, downplay the leak.

What gets me is that many of these "pundits" have NO IDEA what the heck they're talking about when it comes to search engine optimization. They're tech pundits not SEO/Marketing pundits for a reason.

This leak matters for a number of reason. And a big one is that they've denied for so many years certain aspects of the algorithm that many of us marketers/SEOs have known were in fact true. An example is Dwell Time. That's the time that a person stays on one page before dropping off. It might result in a bounce if they didn't visit any other page, but it's significant because that page held their attention for a longer period of time. Google has denied this was a factor in rankings.

Rand Fishkin, formerly of Moz and now of Sparktoro, has a great 11 minute video that everyone should watch on this.

I know many will ask why Google should give up their special sauce. I'm not advocating for them to do that, but to outright lie brings up credibility issues.

The media is going to have a field day with this.

The leak is important for many reasons. Some of which are:

1. Transparency and Honesty Concerns
   The leak suggests that Google may have been dishonest or lacking in transparency about certain factors influencing its search rankings. This contradicts the company's public statements and raises questions about its credibility and trustworthiness.
2. Potential Confirmation of Long-Suspected Ranking Factors
   The documents appear to confirm the importance of factors like domain authority, link metrics, content freshness, page titles, and user engagement signals (ex. clicks) in Google's ranking algorithms. While many of these were already suspected by SEO professionals, the leak provides potential validation.
3. Insights into Personalization and Vertical-Specific Algorithms
   The leak suggests that Google may use different ranking factors for specific verticals like local search, e-commerce, and news. It also hints at the potential use of personalization data, such as Chrome browser history, in ranking results.
4. Impact on SEO Strategies
   If the leaked information is accurate, it could lead to shifts in how SEO professionals optimize websites and content for better Google rankings. Factors like link building, content freshness, and on-page optimization may take on renewed importance. Now I know people are saying that lots of this data is old. True, but it can still be used and analysed.

The proof of the validity of the leak has been confirmed by Google. This leak has sparked significant discussion within the SEO community.

The leak highlights the ongoing tension between Google's desire to protect its algorithms and the demand for transparency from businesses and users relying on its search engine.

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The Latest From The Entrepreneur's Enigma Podcast

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Web Jawn

• Pinterest Expands Inclusion Fund With Shopify Partnership
  Again, I'm shocked that Pinterest is still a thing. I guess I'm not the demographic. Either way this partnership with Shopify is a great one.
• Google Is Removing Its Chat Option From Business Listings
  Interesting move. I wonder if no one actually used it. I certainly didn't.
• LinkedIn Shares Insights Into the Use of AI in Marketing [Infographic]
  Worth looking at. Interesting insights.
• How SEO moves forward with the Google Content Warehouse API leak
  Good follow up from Mike King, of iPullRank, on where SEO goes from here.
• Google responds to leak: Documentation lacks context
  Of course the search giant is going to say that. Why don't they stop being cagey and enlighten us.
• Report: Apple and OpenAI have signed a deal to partner on AI
  Not surprised. I don't think Microsoft should feel the threat, but I think Google should and will.
• Meta caught an Israeli marketing firm running hundreds of fake Facebook accounts
  Hand in the cookie jar. Not surprised that a government or company associated with a government is using social to steer the narrative. I'm sure Hamas is doing the same thing, but haven't gotten caught yet.
• AI is the thorn in Salesforce’s side
  AI is a thorn in a lot of companies' sides. Google is telling people to put glue on pizza and worse!
• AI Needs to Earn Our Trust Before It Can Deliver on Its Promises
  There's is a large assumption that people trust AI right now. I agree I don't think this is true.
• TweetDeck for Threads Is Finally Available for All: How to Organize Your Feed
  So needed! Glad it's out for everyone! Have you tried it? Now they just need to allow us to curate lists of people we actually want to follow and get updates on.
• Google's AI Overviews Will Always Be Broken. That's How AI Works
  Well that's worrisome.
• An interview with the most prolific jailbreaker of ChatGPT and other leading LLMs
  An interesting piece.
• Unveiling the Google Search API Leak: A Comprehensive Database of Ranking Signals
  Check this out! H/t to Glenn Gabe for telling me about this.
• Spotify Is Screwed
  Scary that it's so precarious for Spotify. This is a good piece from Wired on what's going on. I do have to admit the headline is a bit click-baity.
• You Think You Know How Misinformation Spreads? Welcome to the Hellhole of Programmatic Advertising
  This is terrifying and worrisome to say the least.
• Google Warns: Sites That Are Inaccessible On Mobile Will Not Be Indexed
  You've been warned. If you're site is only Desktop and doesn't render on mobile, you're behind the times. Get on it!

Great Podcast

https://aiinside.show

Huge fan of Jason Howell and Jeff Jarvis. Their insights and coverage of AI is great and their chemistry is fun to listen too and informative. I might have recommended this show before, but it's worth another mention.

I Was On The Remarkable Marketing Podcast

I was on the Remarkable Marketing Podcast with Eric Eden. We had a great chat about AI, AI's effect on Google Search, so much more! Have a listen!

That's It For This Week! Keep Rocking It!

-Seth

Connect with me online: https://shrtn.vip/sgid