Leaked Google documents spill the secrets behind its mighty search engine

What you need to know

  • Rand Fishkin of SparkToro received and published documents detailing Google Search’s internal APIs, search ranking factors, and Google’s data collection practices.
  • Some leaked information contradicts Google’s public statements about search algorithms and ranking factors.
  • The documents were accidentally made public on GitHub from March 27 to May 7 and later indexed by a third-party service.

A massive leak of what seems to be thousands of internal documents offers a rare glimpse into the inner workings of Google Search, suggesting that Google may have been misleading the public about its search engine operations for years.

The documents were handed over to Rand Fishkin of SparkToro, a software company, who then made them public. Fishkin, a seasoned SEO expert with over a decade of experience, says a source gave him 2,500 pages of documents, hoping to debunk the “lies” Google employees had said about how the search algorithm actually works (via The Verge).

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