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Google Antitrust Trial: Key SEO Insights

The ongoing Google antitrust trial has revealed some invaluable nuggets of SEO knowledge that shed light on the inner workings of the search giant. Here are four key takeaways that every SEO enthusiast should be aware of:

1) Google’s Three Pillars of Ranking

Google's ranking algorithm is built on three fundamental pillars that determine a website's position in search results:

  • The Text: What the web page conveys about itself.
  • Link Anchors: How the rest of the web refers to the page.
  • User Interactions: How users and searchers react to the page based on their interactions.

User interactions have taken center stage in ranking. Actions such as clicks, attention given to a result, swipes on carousels, and even new search queries entered by users play a pivotal role in determining a page's ranking. This significant influence of user interactions was previously speculative but now stands confirmed.

2) Google’s Understanding of Text

Surprisingly, Google's understanding of textual content is relatively minimal. However, the search giant excels in comprehending how people react to content. Google's ranking "magic" primarily stems from the ongoing two-way dialogue it maintains with users. As users interact with search results, their actions serve as valuable lessons that enhance Google's understanding of the digital world. Google meticulously logs these interactions and deciphers patterns to continuously improve search quality.

3) The Importance of Logging & Ranking

Logging user behaviors and interactions is not just a passive activity. It is a crucial and dynamic component of Google's ranking and search systems. Google heavily relies on these logs to construct and enhance various ranking algorithms. The information gleaned from user interactions is indispensable in refining the search experience.

4) Google's 18 Aspects for Search Quality

Google's evaluation of search quality and ranking is a multifaceted process. The search giant considers 18 critical aspects when determining how well a page should rank. These aspects include:

  • Relevance to the query searched
  • Page quality
  • Popularity
  • Freshness
  • Localization
  • Language
  • Centrality
  • Topical diversity
  • Personalization
  • Web ecosystem
  • Mobile friendliness
  • Social fairness
  • Optionalization
  • Demotions for adult phrases
  • Demotions for spam
  • Authority
  • Privacy
  • Spell correction

These aspects collectively contribute to Google's complex ranking algorithm, ensuring that search results are as relevant and high-quality as possible.


The insights emerging from the Google antitrust trial provide a deeper understanding of how Google's search engine functions. User interactions, the dynamics of logging, and the various aspects contributing to search quality underscore the complexity of SEO and the importance of optimizing your online presence to align with these principles.

Stay tuned for further developments in the Google antitrust trial, as they continue to reveal intriguing insights into the world of SEO and online search.


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