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How Google Search Really Works: Discoveries from a Google Leak

How Google Search Really Works: Discoveries from a Google Leak


It's great to finally understand the inner workings of the Google algorithm. It's also good to have confirmed some doubts, cleared up some misconceptions, and gained a new understanding of how search works. I personally believe there is a clear, achievable, and repeatable way of ranking websites that can generate profits for years to come.

In that sense, there’s never been a better time to do SEO.

What surprised me the most was the emphasis on anchor text, click data, and topical authority. I knew all of these were relevant to the Google algorithm, but the sheer amount of data covering each one really highlighted their importance.

And yes, other than links, I believe NSR (Normalized Site Rank) is probably the most powerful ranking factor because it affects everything related to your website; from link strength to content ranking.

I was surprised to see such an emphasis on topical authority, which is a really big deal. The site is carefully focused and has an emphasis on relevant content.

I really enjoy (and appreciate) the extra effort the search team makes to protect people from negative SEO, remove personal information from the web, and help smaller websites. I also really appreciate that they look for original content.

Conversely, I was surprised at how many penalties could pile up if a site didn't follow Google's ideals. Double or triple penalties are not good.

I can understand why Pagerank doesn't want to share that they use seed sites… and I can certainly understand why they don't want the SEO community to know how much Chrome visits affect their sites.

Fortunately, many of the core signals are relatively difficult to fake.

Anyone who reads this paper to the end will have an incredible advantage when it comes to ranking online.

From knowing exactly how to structure your site with topical content, to optimizing individual pages of content with entities, exposure rate (freshness), link building from high-quality sources with relevant anchor text…

We've got the ultimate recipe for Google searches. Speaking of recipes…




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