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Thought I’d weigh in on the Google leak having had a few days to review it. I've seen plenty of posts with a lot of info but not much practical advice, so here's a few (6) concise takeaways and how we'll be adapting our SEO approach as an agency going forward: 1️⃣ Click data matters 📊 Previously, click data was thought to have minimal impact. The leak reveals it significantly influences rankings. We'll be implementing A/B tests across titles and descriptions to improve click-through rates (CTR). 2️⃣ Site authority is key 🌐 It wasn’t confirmed that Google used site-wide authority metrics. The leak shows “siteAuthority” impacts overall site ranking. This doesn’t necessarily change our approach; we will continue to develop holistic content strategies and pursue high-authority backlinks. 3️⃣ Chrome data utilisation 🔍 SEOs were unaware of the extent Google used Chrome data. The leak confirms its influence on rankings, highlighting user experience metrics. We will continue to optimise page load times, ensure mobile-friendliness, and enhance site navigation. Again, no real change in approach here. 4️⃣ Content freshness is crucial 📝 SEOs knew freshness was a factor but not the specifics. Google uses multiple date-related metrics to evaluate content freshness. We already have resource ring-fenced on a monthly basis to keep key pages up to date for clients so it's good to have this validated as a strategy. We will continue this practice, refreshing old posts with new information and updating key ranking pages with re-optimised content. 5️⃣ Detailed link evaluation 🔗 We all knew links were important but lacked detail on evaluation. The leak shows metrics on link diversity and relevance, with low-quality links potentially ignored altogether. We’ll continue to acquire backlinks from reputable websites through our digital PR activity, but we can maybe start running campaigns to specifically target certain domains where we know average domain authority is high i.e. university and charity sites. Obviously continuing to target the big news sites as well. It could also be worth exploring more ways to create ongoing relationships with the most relevant websites in each niche to ensure we're consistently generating links with high relevancy scores. 6️⃣ Brand presence is essential 📣 The direct impact of brand recognition on SEO was unclear. The leak highlights the importance of building a strong, recognisable brand. An omni-channel approach is potentially the key here and reinforces the point that marketing shouldn’t be a single channel strategy. Display and PPC will naturally improve brand visibility over time, so should probably be considered for clients expecting to see significant results through SEO alone. #SEO #GoogleLeak #Marketing #SEOTips
