Secrets of Google's Ranking System Revealed
Leaked documents were discovered from the Content Warehouse API, revealing the inner-workings of Google search.
Earlier this month, Rand Fishkin was contacted by someone who gained access to documents from Google's API Content Warehouse. These served as training materials for Google team members for technical documentation surrounding the APIs. Together with Michael King, they analyzed the documents and provided us with some of the most useful insights.
1. User Engagement is King (and Queen)
Google prioritizes content that keeps users engaged. High click-through rates and positive user signals are Google gold! Craft captivating virtual tours, high-quality photos, and detailed listings with clear calls to action to boost clicks and climb the rankings. (#UserEngagement #ApartmentSEO)
2. Build Brand Authority By Investing in Original, High-Quality Content
While Google values E-E-A-T (Expertise, Experience, Authoritativeness, and Trustworthiness), brand recognition and user interaction seem to hold more weight. Focus on building a strong social media presence (YouTube, Facebook, etc.) to generate referral traffic and positive user signals back to your website. (#SiteAuthority #ContentMarketing) . (#SiteAuthority #ContentMarketing) This means positive reviews, resident testimonials, and a strong social media presence can significantly impact your search visibility.
3. Patience is a Virtue for New Websites
Don't get discouraged if your new website experiences slow initial growth. Google's "sandbox" period is a reality. Plan your SEO strategy for the long term.
4. Chrome Data is Your Secret Weapon
Contrary to past claims, Google uses Chrome browsing data to gather clickstream information, which helps determine the most popular and important URLs on a website. This data influences features like sitelinks and page rankings. Optimizing your site for Chrome can potentially boost your SEO.
5. Tweaks and Re-Ranking
Google employs additional algorithms that operate after the primary search algorithm. These algorithms fine-tune rankings based on factors such as content freshness and user behavior. Regularly update your content to maintain freshness. Offer informative blog posts on finding the perfect apartment, neighborhood guides, and tips for navigating the rental process. Regularly update your listings with new photos, highlight upcoming events or amenities, and showcase any recent renovations.
6. Understanding Demotions
Your team should be aware of several common "demotion" factors. Anchor mismatch occurs when listing descriptions don't match search queries. Location demotions happen when a more relevant local listing exists. Make sure your listings are optimized with relevant keywords and don't forget to target the specific neighborhoods/areas where your apartments are located.
7. Content & Backlinks
The SEO Pillars Remain: High-quality content and a diverse backlink profile are still SEO cornerstones. Create unique, informative content that directly targets your chosen keywords. There's also an "OriginalContentScore" that scores content based on its originality.
8. Title Tags Still Reign Supreme
The "titlematchScore" discovery confirms title tags remain crucial for SEO. Optimize your titles for relevance and clarity! It's important to note that just because an attribute is included in the documentation doesn't necessarily mean it's a direct ranking factor. However, this leak provides the biggest glimpse into Google's search algorithm ever, offering valuable insights for apartment marketers.
The Takeaway: SEO Fundamentals Still Apply
This information, along with the SEO tips above, show that Google is likely employing factors such as clicks, positive online reputation, content freshness, and targeted keywords. By focusing on creating high-quality, user-friendly content you can significantly improve your website's ranking and attract more potential residents.
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