Google’s Search Secrets: Major Data Breach

The blog discusses Google’s response on the leaked documents revealing how it collects data to rank web pages, highlighting the sensitive nature of the disclosed information.


Recently, thousands of Google internal documents have leaked. The documents described how Google ranks websites based on user data, making them sensitive. The Verge reports that Google has confirmed the authenticity of the leaked documents. Google initially remained silent after the documents revealed how Google ranks websites on search.

SEO specialist Rand Fishkin, with over a decade of expertise, reported receiving 2,500 internal documents from a source. The source thought that this information could clarify Google employees’ search algorithm misconceptions. Fishkin claims these docs describe Google’s search API and employee access.

Findings from the Leaked Data

According to the leaked data, Google uses the amount of clicks to determine page ranks. However, Google continues to state the opposite. Some SEO experts from The Verge were the first to notice the leak. They emailed Google and asked for an answer. Following several queries, Davis Thompson, a Google spokesperson, acknowledged the leak and stated, “We would caution against making inaccurate assumptions about Search based on out-of-context, outdated, or incomplete information.”

Thompson also states that, “We’ve shared extensive information about how search works and the types of factors that our systems weigh while also working to protect the integrity of our results from manipulation.

Google’s search algorithm has long been a secret, but US Department of Justice antitrust lawsuit records and evidence have revealed its signals.

Google’s search selections affect everyone who does business online, from tiny publishers to restaurants and online companies.

Document AI Warehouse: Leaked Details

The leaked document refers to a public Google Cloud platform called Document AI Warehouse, which is designed to analyze, organize, search, and store data. Document AI Warehouse Overview is the name of this public document. According to a Facebook post, the “leaked” material is an “internal version” of the publicly available Document AI Warehouse content. This provides the context for the data.

That appears to challenge the idea that the “leaked” data includes internal knowledge about Google Search.

Our current understanding is that the “leaked data” is comparable to the content of the publicly accessible Document AI Warehouse page.

What is the Google Data Leak about?

Five major things to consider about the data leak:

  • The context of the leaked information is unclear. It’s uncertain if it pertains to Google Search or serves other purposes.
  • The purpose of the data seems to be twofold. It might have been utilized for actual search results or for internal data management and manipulation.
  • Ex-Googlers have not verified that the data is specifically tied to Google Search. They have only confirmed its association with Google.
  • It’s important to maintain an open mind. Seeking validation for preconceived notions often leads to finding them, a phenomenon known as confirmation bias.
  • There’s evidence indicating that the data is linked to an external-facing API designed for constructing a document warehouse.

Why is it a Worry for Google?

Google’s User Data Collection and Impact on SEO, Marketing, and Publishing.

  • Google claims to not collect extensive user data for search ranking.
  • Documents suggest Google’s data collection may impact SEO, marketing, and publishing industries.
  • Documents reveal Google’s push for sensitive topics and handling of small websites.

Google’s Search Algorithm and Ranking

Google has traditionally advocated “people-first content” that prioritizes readers and users over search engines. The motto is “EEAT”—expertise, authority, and trustworthiness. All of which is obvious. However, released papers reveal Google uses a different method. 

Several research publications’ analyses suggest many variables. These include domain authority, chrome data, clicks as a success metric, the author in the byline, and a potential sandbox for new sites to build search engine trust.

Google has previously denied using these variables. While Google wants to keep its main product’s secrets a secret, these documents reveal it’s been deceptive.

The recent leak of Google’s search algorithm secrets sent waves through the SEO world, especially when it comes to buying and building links. While some may see this as an opportunity to exploit loopholes, it’s important to remember that Google is constantly updating its algorithms and putting the user experience first. Buying or building poor quality links can backfire, potentially hurting your website’s ranking. Getting backlinks by focusing on high-quality content naturally remains the safest and most sustainable method for long-term SEO success.

Several other aspects listed in the documents are things we have previously been aware of:

  • Freshness of content is crucial.
  • Linking in and out to relevant content is important.
  • Branding and changing history influence visibility.
  • Demotion can occur for links that do not match the target and presence.
  • More content that Google likes increases visibility.

However, Google remains unwavering in its belief that the cited documents are either incomplete or misleading representations of Google Search work.


There is no proof that this “leaked” data originates from Google Search. The purpose of the data is somewhat unclear. It’s important to approach the data with an open mind, as much of it remains unverified. It is unclear if this is an internal search team document. As a result, this data may not be useful for SEO.

Recent findings from Services4Amazon highlight a concerning Google data leak. For Amazon SEO services, feel free to reach out to us directly. Additionally, our Amazon consultancy services stand ready to assist you further.