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The biggest findings in the Google Search leak

Google logo with colorful shapes
Illustration: The Verge

One thing right off the bat: the Google Search algorithm has not leaked, and SEO experts don’t suddenly have all the answers. But the information that did leak this week — a collection of thousands of internal Google documents — is still huge. It’s an unprecedented look into Google’s inner workings that are typically closely guarded.

Perhaps the most notable revelation from the 2,500 documents is that they suggest Google representatives have misled the public in the past when discussing how the biggest gatekeeper of the internet assesses and ranks content for its search engine.

How Google ranks content is a black box: websites depend on search traffic to survive, and many will go to great lengths — and great expense — to beat out the…

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