In what's being called the most significant leak in Google's history, internal API documents detailing the company's search ranking algorithms were accidentally exposed on May 5th. The documents, confirmed by former Google employees and updated as recently as March this year, reveal 2,596 modules and 14,014 ranking factors that power the world's most influential search engine.
Google's Denials vs. The Leaked Reality
"We Don't Use Domain Authority" - SiteAuthority Parameter Exists
Google has consistently denied using any domain authority metric, dismissing third-party tools like Semrush and Ahrefs that measure domain authority (DA) and authority score (AS). However, the leaked documents contain a "siteAuthority" parameter that functions exactly as SEO professionals have long suspected - measuring the weight and authority of entire domains.
"Clicks Don't Affect Rankings" - NavBoost System Revealed
Despite public denials, the documents confirm Google's NavBoost system uses click data extensively to adjust rankings. Key parameters include:
- badClicks and goodClicks : Measures whether users find what they need from their first click or continue searching
- lastLongestClicks and lastGoodClicks : Tracks the longevity of positive click behavior
- unsquashedClicks : Normalizes data to prevent outliers from skewing results
"Sandbox Doesn't Exist" - HostAge Parameter Proves Otherwise
Google's John Mueller has repeatedly denied the existence of a "sandbox" period for new websites. The documents reveal a "hostAge" parameter that specifically addresses "fresh spam pages/sites," confirming that new domains face ranking limitations.
"We Don't Use Chrome Data" - ChromeInTotal Parameter Exposed
While Google claims Chrome browsing data doesn't influence search rankings, the "ChromeInTotal" parameter clearly tracks website popularity through Chrome usage metrics.
The Algorithm's True Nature Revealed
Author Authority Matters
Despite downplaying EEAT (Expertise, Authoritativeness, Trustworthiness), the documents include an "author" parameter that evaluates content creators' credibility, particularly for YMYL (Your Money Your Life) topics.
Algorithmic Demotions Target Poor Quality
The documents outline multiple demotion mechanisms:
- Anchor mismatch penalties
- SERP demotions based on user dissatisfaction
- Navigation experience downgrades
- Exact-match domain limitations
- Product review quality filters
- Location-based demotions
Backlinks Remain Crucial
Quality backlinks directly impact a page's indexing tier in Google's storage hierarchy (flash storage for important content, standard disks for less important material). The documents also reveal a "phraseAnchorSpamDays" parameter that identifies spammy links.
Historical Versions Matter
Google maintains approximately 20 historical versions of each page, similar to Wayback Machine archives, using them for content evaluation.
Additional Algorithm Insights
- New pages inherit their homepage's initial PageRank
- Homepage trustworthiness determines backlink value
- Bold text and underlining still provide ranking signals
- Content gets truncated in Mustang system - important information should appear early
- Short content can score well via "OriginalContentScore"
- Title-keyword matching remains important ("titlematchScore")
- Three date parameters evaluate content freshness
- Domain registration dates factor into new domain evaluation
- Video-heavy sites (50%+ pages) receive special treatment
- YMYL content has unique scoring mechanisms
Google's Silence Speaks Volumes
As the SEO community continues analyzing the documents, Google has maintained complete silence regarding the leak.
The Future of SEO
While the leak provides unprecedented insight into Google's algorithms, the fundamentals of SEO remain unchanged: quality content and superior user experience continue to be the most reliable ranking factors. The documents do suggest some tactical adjustments, such as emphasizing keyword placement in titles and strengthening author attribution, but the core strategy remains focused on serving users effectively.