It’s been a rough couple of months for Google. The documents released in the big DOJ antitrust trial (amongst other revelations) shed light on search and display ads, confirming much of what we advertisers have suspected for some time now. Namely, a steady increase in ad prices without higher returns, in part due to Google’s Randomized Generalized Second-Price (RGSP). Noticeably absent, however, was any mention of poor display placements and the difficulty restricting spammy partner sites.

Yesterday’s leak of Google’s API documentation gave even more revelations. And once again, they confirm information on content, links, and user interactions that impact rankings, which Google has long denied, but we’ve all suspected for some time now.

A few key takeaways:

  • Google’s ‘NavBoost’ system measures clicks to impact rankings. The search, click, and time on page (long clicks) are among Google’s strongest ranking signals.
  • Chrome data is used to influence page quality scores.
  • Backlinks, which get clicked, are essential to ranking, even if they are no-follow.
  • Google tracks the dates on pages (freshness is very important)
  • Nav Demotion hurts pages with poor navigation and UX issues
  • Google is tracking average weighted font size.

While many of these findings contradict Google’s claims, it does feel good to be proven right that good content, author expertise, site experience, and high-quality backlinks are the best formula.

Through our work at XD Lab, we’ve often had to steer clients away from dubious SEO claims, promising “high-quality backlinks,” “competitive domination,” and quick fixes like “just add this script.” Convincing clients, especially those in the C-suite, that a commitment to solid design principles, expert copywriting, and optimized code is indispensable. The flashy promises of instant ranking dominance often overshadow the foundational work required for sustainable success. However, it’s crucial to emphasize that these core elements (now confirmed by Google’s internal documents) drive long-term performance and credibility.