Google Search 'secrets' revealed in massive leak, company confirms authenticity of documents

Google Search

Earlier this week, it was reported that thousands of internal documents from Google were leaked. The documents in question are sensitive in nature — especially for Google — as they outlined how the company collects user data to rank webpages. According to a report by The Verge, Google has confirmed that the documents have been leaked and are authentic. Initially, Google had stayed mum on the matter as the documents showed how Google ranks websites on Search.

As per the report, Rand Fishkin, an SEO expert with over a decade of experience, revealed that a source provided him with 2,500 pages of documents. The source hoped that by exposing these documents, they could debunk the misinformation allegedly spread by Google employees about the search algorithm. According to Fishkin, these documents detail Google's search API and the specific information accessible to its employees.

While confirming that documents were leaked, Google spokesperson Davis Thompson told The Verge“We would caution against making inaccurate assumptions about Search based on out-of-context, outdated, or incomplete information.” He further said that the company has “shared extensive information about how Search works and the types of factors that our systems weigh, while also working to protect the integrity of our results from manipulation.”

Why is it a worry for Google?

In the past, Google has maintained that it doesn’t collect user data extensive to rank webpages in Search. However, the documents suggest otherwise and are likely to have an impact on SEO, marketing and even publishing industries. Google has maintained that to rank webpages in Search it doesn’t rely on data like Chrome user data, clicks and more. Furthermore, the documents also suggests which sites Google pushes for sensitive topics like elections and how it deals with small websites.

Mike King, who is an SEO expert said in a blog post, that he takes “issue with their efforts to actively discredit people in the marketing, tech, and journalism worlds who have presented reproducible discoveries.” He said Google hadn’t outrightly lied but had been inaccurate in what it communicated.