7 SEO Caveats for SMBs: Insights From the Google API Leak

7 SEO Caveats for SMBs: Insights from the Google API Leak

Before we uncover the attributes behind the leaked documents, here are 7 caveats small and midsize businesses (SMBs) need to know.

1. Incomplete SEO Factors in the API Documents.

Although the Google leaked documents contain 14,004(!) attributes that Google tracks, these documents are likely incomplete regarding all factors and systems that impact search engine optimization (SEO).

For example, we did not see mentions of Google Business Profile (GBP) attributes. Google likely uses other systems besides the ones in the leaked document to define its search return pages.

2. Some API Documents Described SEO and Chrome, and Some Did Not.

Not all  14,0004 document attributes concern Chrome and search engine return pages (SERPs).

SMBs should understand that some document attributes describe characteristics of other Google products, such as YouTube.

3. Attributes vs. Algorithm Factors.

An attribute is a feature Google tracks; it is not necessarily an algorithm factor.

We liken it to an ingredient. Just because an ingredient is in your pantry doesn’t mean you use it daily in a recipe—or ever use it.

We can’t be sure that ANY ingredient (attribute) is in the ultimate algorithm “recipe.”

4. Relative Importance and Weights of the Algorithm Attributes.

Although tracked attributes and algorithm factors are not necessarily identical, many of the attributes in the API documents DO appear to be factors that Google tweaks to one extent or another for the search algorithm.

In other words, many of these “ingredients” (attributes) appear to be used in Google’s recipes.

However, we don’t know the comparative weights of each attribute.

Continuing the recipe analogy, the algorithm may include flour and salt, but we don’t know the relative proportions of each. Does the algorithm include a “pinch” of an attribute or several pounds?

5. Twiddling.

Furthermore, as we have long known, Google changes its algorithm at least five times daily and regularly makes more major changes.

Additionally, we now know that Google uses a “twiddler.” Twiddlers tweak factors up and down. This is a new word for SEOs. Perhaps because search marketing needs more jargon. (joking)

6. Still the Flavor of the Day?

The documents seem to have been used for search as recently as March 2024. But this is just one moment in time.

We don’t know which factors Google may have changed since the leak. In other words, has Google altered the recipe? The ingredients?

Additionally, we know that Google had several major ranking updates since this time. This included a March spam update and a CORE update incorporating the so-called “helpful, people-first” content update. The March updates devastated many SMBs.

Moreover, the leaked Google API documents noted that Google had already “deprecated” some attributes—they are no longer being tracked (aka removed from the recipe). Others are scheduled to be deprecated.

7. More Attribute Updates to Come.

Finally, 14,004 attributes are a LOT to review. Moreover, most SEOs focus on enterprise businesses. We will be culling through insights for weeks to come and shedding light on how SMBs may be impacted.

Next up:

Part 2: SMB SEO Validation: Our Proven Tactics Confirmed by Google Leak

Nancy Burgess