Google’s search algorithm is a key force on the internet, influencing which sites succeed or fail and shaping online content. Despite its importance, the specifics of how Google ranks websites have long been unclear, with only partial information available through journalists and SEO experts.

A recent leak of 2,500 pages of internal Google documents now offers an unprecedented look into the workings of Google Search, raising concerns about the company’s transparency. Google has yet to comment on the authenticity of these documents.

SEO expert Rand Fishkin claims the documents were provided by a source aiming to challenge what they see as misleading information from Google about how its algorithm works. The documents detail Google’s search API and the data accessible to employees, but they don’t definitively prove the exact methods used for ranking sites. Instead, they offer insights into the types of data Google collects and how it might impact search priorities.

The leaked material covers various aspects, including how Google handles sensitive topics like elections, its approach to smaller websites, and potential discrepancies between public statements and internal practices. For example, while Google has stated that Chrome data isn’t used for rankings, the documents suggest otherwise.

Another debated point is the role of E-E-A-T (experience, expertise, authoritativeness, and trustworthiness). Google has claimed that E-E-A-T is not a ranking factor, but the documents indicate that Google collects author data from pages, which may influence rankings indirectly.

The leak, coupled with ongoing US government scrutiny of Google, provides rare insight into the company’s secretive practices. SEO experts like Fishkin argue for a more critical evaluation of Google’s public claims, urging a shift from uncritical acceptance to deeper analysis of the company’s statements.