Connect with us


The Essential Guide To Using Images Legally Online



The Essential Guide to Using Images Legally Online

The information in this article is not intended to and does not constitute legal advice. Only your attorney or your organization’s counsel can provide assurances that the information contained herein – and your interpretation of it – is applicable or appropriate to your particular situation.

Images are an essential component of online content – and it’s obvious why. Images aren’t just pretty—they’re powerful marketing tools that help you stand out.

They pique your audience’s attention, enhance your messaging, and significantly enhance the appeal and effectiveness of your content.

Whether you’re creating a social media post, a webpage, an ebook, a blog post, or something else, adding visuals goes a long way in improving the overall user experience.

However, you can’t just pull images off the internet and use them – and it’s your responsibility to determine if and how you can use the image without breaking the law.

If you violate copyright law – even accidentally – you can face serious consequences. Many online platforms, such as Google and YouTube, have copyright policies that streamline copyright claims and enforcement actions. Often, a minor violation will result in receiving a DMCA notice and the content being removed or demonetized. However, if a violation is egregious or impactful enough, you could face heavier consequences such as hefty fines, court trials, and, in extreme cases, even jail time.

In this article, we’ll explore how you can navigate these murky waters to ensure that you’re using images impactfully and legally online.

What Is Copyright Law?

Copyright law is complex and dynamic, and it requires a careful approach to using images online – especially in the wake of tech advancements like generative AI.

Every image – whether you find it on Google, social media, or a stock photo site – gains copyright as soon as it’s created, and it’s up to you to discern whether or not you have the legal right to use it.

Copyright is designed to protect the creative works of authors, photographers, artists, and other creators. It gives them the exclusive rights to use, distribute, and modify their creations.

Without such laws, creators would have few defenses against individuals and corporations alike simply stealing their work and using it for whatever purposes they desire.

And while the foundational principle of copyright remains unchanged, the landscape around these laws is always evolving.

A recent example of this is the CASE Act of 2020, which created a small claims solution to make it easier for creatives to make copyright complaints without the need for long, expensive legal battles.

This goes to show how important it is to understand and respect copyright law, as its goal is to balance the interests of creators with the need for the public to have access to creative works.

What Is Fair Use?

Another thing you should be familiar with if using images online is the fair use doctrine.

The doctrine of fair use is a legal principle in U.S. copyright law that allows limited use of copyrighted work without requiring permission in certain cases and circumstances. Some of these cases include commentary, criticism, news reporting, or educational purposes.

“Transformative” use of an image can also constitute fair use – which means altering the original visual in such a way that it takes on a new meaning, message, or expression and can include parody.

A search engine showing an image you searched for is an example of fair use.

Teachers and news organizations also have certain protections under fair use for how they use copyrighted material.

Fair use is very nuanced, but the main factors involved in determining whether something is fair use are:

  • The purpose and character of the use: Do you want to use the image for commercial or non-commercial purposes? Are you a non-profit organization, a customer packaged goods (CPG) brand, or a journalistic organization?
  • The nature of the copyrighted work: Is it a photograph or an art piece?
  • The amount and substantiality of the portion used: Are you using a small piece of the work or all of it? Is what you’re using considered the “heart” of the image or whatever it represents?
  • The effect of the use on the potential market: By using this image, are you potentially negatively impacting the market value of the original?

Given all of these factors, you should carefully consider whether fair use might apply to an image you would like to use online.

Fair use is not guaranteed protection and you may want to consult your general counsel before relying on it. If a policy for using copyrighted works doesn’t already exist in your organization (for example, editorial guidelines for a news organization) and the stakes of using a copyrighted work don’t necessitate the expense of consulting a lawyer, then you should not use content you don’t have explicit rights to.

General Guidelines For Using Images Online

As we’ve already established, anybody using images online has a responsibility to abide by copyright laws in order to avoid legal issues.

As part of this, you should understand that even if images online seem “free,” they might have hidden restrictions based on how they’re used, where they’re shared, and the purpose of using them.

When using images online – especially for commercial/marketing purposes – you should always:

  • Obtain proper licenses or permissions where required. As part of this, make sure to get signed releases for any images using trademarks, logos, identifiable people, or other private entities.
  • Respect any terms of use associated with said images.
  • Be careful when making fair use determinations. If you’re unsure, seek legal advice.
  • When in doubt, seek permission directly from the copyright owner. This is the safest way to use an image, and we would recommend taking this path whenever possible.

And, of course, ensure you stay informed on the latest developments in copyright law, especially as it pertains to your own activity.

Now, let’s get more specific on the types of images you can use online, and best practices for how to put them to use (or not).

1. Public Domain Images (a.k.a. ‘No Copyright’ Images)

Images in the public domain are free to use without any copyright restrictions.

This is because one of the following things is true:

  • The copyright has expired.
  • The work never had a copyright, to begin with.
  • The copyright holder released the work into the public domain, thereby waiving their right to copyright.
  • The image is a U.S. work published before January 1, 1929.

That last bullet is why you’ll often hear about certain works “entering the public domain” each year.

Generally, public domain images don’t require citation or permissions, making them a very useful resource when you’re looking for easy-to-use visuals.

But be careful; make sure you verify that the image is indeed in the public domain before using it.

Copyright-free images will have the Public Domain Mark 1.0 or the CC0 1.0 Universal Public Domain Mark, and you can obtain them on sites like Wikimedia Commons and Flickr Commons.

2. Creative Commons Images

Another great (and free) source of visuals is images with Creative Commons licenses.

Creative Commons is a non-profit organization that provides licenses allowing creators to make their works available to the public while retaining some control over their use.

This means, images under Creative Commons licenses are available for use, but with specific conditions based on the license type.

While some licenses allow for commercial use and even modifications to the original image, others do not – and often, you’re required to provide attribution for the original creator.

There are six different types of Creative Commons licenses that range in terms of how permissive they are and their requirements – but for marketing purposes, they essentially fall into two categories:

  • Those that allow commercial use.
  • Those that don’t.

Commercial use is defined as use that is “primarily intended for commercial advantage or monetary compensation.”

That compensation, however, can be direct or indirect. So, if you’re using an image in a blog post or on a webpage affiliated with a for-profit company, the use is considered commercial. This would also apply to social media content.

To that end, we would recommend only using Creative Commons photos that are allowed for commercial use – especially if you work for a for-profit company.

Beyond that, photos with a CC license can have other stipulations you must adhere to, including:

  • Attribution: This license lets others distribute, remix, tweak, and build upon the creator’s work as long as they credit the creator for the original creation.
  • Attribution-ShareAlike: This license lets others remix, tweak, and build upon the creator’s work as long as they credit the creator and license their new creations under the identical terms.
  • Attribution-No Derivatives: This license allows for the redistribution of an image as long as the image remains unchanged and is credited to the creator.

As you search through the Creative Commons website, you can filter your search to find images that can be used commercially and/or modified.

3. Stock Photos

Stock photos have long been a favored image resource for marketers, and it’s not hard to see why. They’re a high-quality, convenient solution that often caters to commercial use cases.

Stock photo websites give you access to a massive offering of professional quality images that address almost any need or situation you can think of.

Creators can partner with stock photo companies to license their works to anyone willing to pay their licensing fee.

Buying a license for a stock photo (or paying for a subscription to the stock photo service itself) gives you free rein to use the photo in any way prescribed by the licensing agreement.

That last part is important. Stock photos still come with stipulations, and there are different licenses that apply to different images. These include, among others:

  • Royalty-Free (RF) – The most common license type, this gives you the ability to use the photo multiple times across different platforms with just one initial purchase.
  • Rights-Managed (RM) – With this license, you get more specific usage rights based on the duration, geography, and how you’re distributing the image. Typically more expensive than RF, but it can be possible to secure exclusivity, meaning you’re the only one who can use that image in that way for a specific period.
  • Editorial Use – This license applies to images that are intended solely for journalistic or newsworthy purposes – not commercial use. So, while a writer could use this photo for a newsletter or a blog, a brand could not use it for a Facebook ad, or a corporate homepage. This is typically reserved for images that feature recognizable products or brands, celebrities, events, etc.

Stock photos are a great option for using images online – just be sure to always read the licensing agreement thoroughly.

4. Your Own Images

As far as using images legally online, this is always going to be your best option.

Creating your own images is a straightforward and simple way to avoid copyright infringement and ensure you’re not upsetting any creators out there.

If you’re the photographer, then there’s no danger of violating any copyright – because you own it. You have the flexibility to use the image as you wish, alter it, and distribute it anywhere, for as long as you like.

Plus, the photos will be entirely original, which can go a long way in engaging your audience and setting you apart from the crowd.

Don’t have a fancy camera on hand? Don’t worry. Thanks to advances in smartphone camera technology and accessible photo editing apps and software, you can easily create high-quality photography without spending a bunch of money on a DSLR.

To make your pictures look professional, make sure to consider lighting and background framing.

Alternatively, you could hire outside help like a photographer or designer – just make sure the contract grants you exclusive rights to ownership, use, and distribution of the photos.

And don’t forget to get signed releases from any individuals who might appear in your images.

5. Social Media Images (Only With Permission)

If you’re looking for compelling visual content, chances are you’re looking at social media. With a wealth of imagery to choose from, social media presents tempting opportunities for marketers looking to spiff up their brand messaging.

But beware: Images posted on social media platforms are copyrighted by the original creator who uploaded them – and they require permission from that owner to be legally used.

It’s vital to act responsibly and secure explicit consent from creators if you plan to use their content.

Giving credit to the original owner via a tag or comment is also best practice – and while some consider that to be enough, I recommend always seeking explicit permission first, especially as a brand.

If you use social media content without permission, it could result in legal action – and the legal fees and final judgment could be crippling.

Always err on the side of caution, and research the terms and conditions of the platform you’re using.

Let’s say you have a customer who posted an amazing image of your product on Instagram, and you’d like to use it – sending a simple direct message (or leaving a comment) asking for permission is quick and easy and will protect you – and chances are you’ll get a yes.

It’s worth noting that using native tools to reshare images in-platform is typically okay. That means that you can go ahead and retweet something, or share a photo to your Instagram Story that tagged your brand, just make sure to credit the creator.

Similarly, remixes and duets on platforms like TikTok are more flexible, as the creator implicitly gives permission for their content to be adapted when they enable those features.

But remain mindful of the content itself, the terms of the platform, and the intentions of the original creator.

6. AI-Generated Images

Due to the meteoric rise of generative AI over the past few years, there’s been a surge in AI-generated images.

Now, you can use tools like DALL-E, Midjourney, and ChatGPT to create visual content using only a simple prompt – and this brings up a lot of questions (and debates) around the legality, copyright, and authorship of AI-created content.

There’s no crystal clear answer for you here. This is an issue that is actively evolving, and regulations and policies are certain to keep developing.

[Editor’s note:] SEJ does not recommend publishing content outputs from generative AI models, including images. Some platforms may offer liability protection, such as Shutterstock, which trains a specific model on proprietary images. But always read the fine print, understand how the models are trained, and consult a legal professional.

7. GIFs

The internet loves GIFs.

But while GIFs abound throughout online content, that doesn’t mean their use is legal. In reality, it’s a confusing landscape without clear guidelines.

For one thing, it can be argued that GIFs fall under the doctrine of fair use, which I covered above.

You could claim GIFs are used for commentary, criticism, or parody.

You could also argue that GIFs are a “transformative” use of the original work, as a brief, looping clip of something is not representative of the entire piece of content – and, therefore, doesn’t undermine the value of the work as a whole.

Still, this does not constitute blanket permission.

Technically, if you wanted to be operating entirely without risk, you would need written releases from the copyright holder of the original work and the people who appear in the GIF. That sounds like a lot of effort for something that will probably amount to a dead end.

You could get away with it, but why risk it?

Our official recommendation is to simply avoid using GIFs. That way, you can avoid the possibility of getting slapped with a cease and desist order – or worse.

That said, if you insist on using GIFs, here are a few quick tips:

  • Create your own GIFs from content you own or have permission to use. With some simple design work, or help from online tools, you can convert your existing content into custom GIFs that you can use to your heart’s content. This is the only way I would confidently recommend leveraging GIFs in your marketing.
  • Understand copyright law and fair use. Before deciding to use a GIF, consider the four factors of fair use – purpose and character of the use, nature of the copyrighted work, amount and substantiality of the portion used, and the effect of the use on the potential market for the copyrighted work.
  • Source from reputable platforms. Some platforms like Giphy have existing licensing agreements with content creators and copyright owners, making their GIF libraries generally safe to use. However, you should still review each platform’s terms of use and licensing agreements before making the call.

Proceed at your own risk.

In Summary

Images are an essential part of online content.

As such, marketers will inevitably need to use them in their digital marketing efforts – and it’s important to understand how to do so legally and responsibly.

By keeping yourself informed on the latest legal developments, developing an understanding of copyright licenses, and practicing due diligence before leveraging images online, you can create compelling and engaging visual content without the risk.

More resources: 

Featured Image: VectorMine/Shutterstock

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address


Google’s Search Algorithm Exposed in Document Leak



The Search Algorithm Exposed: Inside Google’s Search API Documents Leak

Google’s search algorithm is, essentially, one of the biggest influencers of what gets found on the internet. It decides who gets to be at the top and enjoy the lion’s share of the traffic, and who gets regulated to the dark corners of the web — a.k.a. the 2nd and so on pages of the search results. 

It’s the most consequential system of our digital world. And how that system works has been largely a mystery for years, but no longer. The Google search document leak, just went public just yesterday, drops thousands of pages of purported ranking algorithm factors onto our laps. 

The Leak

There’s some debate as to whether the documentation was “leaked,” or “discovered.” But what we do know is that the API documentation was (likely accidentally) pushed live on GitHub— where it was then found.

The thousands and thousands of pages in these documents, which appear to come from Google’s internal Content API Warehouse, give us an unprecedented look into how Google search and its ranking algorithms work. 

Fast Facts About the Google Search API Documentation

  • Reported to be the internal documentation for Google Search’s Content Warehouse API.
  • The documentation indicates this information is accurate as of March 2024.
  • 2,596 modules are represented in the API documentation with 14,014 attributes. These are what we might call ranking factors or features, but not all attributes may be considered part of the ranking algorithm. 
  • The documentation did not provide how these ranking factors are weighted. 

And here’s the kicker: several factors found on this document were factors that Google has said, on record, they didn’t track and didn’t include in their algorithms. 

That’s invaluable to the SEO industry, and undoubtedly something that will direct how we do SEO for the foreseeable future.

Is The Document Real? 

Another subject of debate is whether these documents are real. On that point, here’s what we know so far:

  • The documentation was on GitHub and was briefly made public from March to May 2024.
  • The documentation contained links to private GitHub repositories and internal pages — these required specific, Google-credentialed logins to access.
  • The documentation uses similar notation styles, formatting, and process/module/feature names and references seen in public Google API documentation.
  • Ex-Googlers say documentation similar to this exists on almost every Google team, i.e., with explanations and definitions for various API attributes and modules.

No doubt Google will deny this is their work (as of writing they refuse to comment on the leak). But all signs, so far, point to this document being the real deal, though I still caution everyone to take everything you learn from it with a grain of salt.

What We Learnt From The Google Search Document Leak

With over 2,500 technical documents to sift through, the insights we have so far are just the tip of the iceberg. I expect that the community will be analyzing this leak for months (possibly years) to gain more SEO-applicable insights.

Other articles have gotten into the nitty-gritty of it already. But if you’re having a hard time understanding all the technical jargon in those breakdowns, here’s a quick and simple summary of the points of interest identified in the leak so far:

  • Google uses something called “Twiddlers.” These are functions that help rerank a page (think boosting or demotion calculations). 
  • Content can be demoted for reasons such as SERP signals (aka user behavior) indicating dissatisfaction, a link not matching the target site, using exact match domains, product reviews, location, or sexual content.
  • Google uses a variety of measurements related to clicks, including “badClicks”, ”goodClicks”, ”lastLongestClicks” and ”unsquashedClicks”.
  • Google keeps a copy of every version of every page it has ever indexed. However, it only uses the last 20 changes of any given URL when analyzing a page.
  • Google uses a domain authority metric, called “siteAuthority
  • Google uses a system called “NavBoost” that uses click data for evaluating pages.
  • Google has a “sandbox” that websites are segregated to, based on age or lack of trust signals. Indicated by an attribute called “hostAge
  • May be related to the last point, but there is an attribute called “smallPersonalSite” in the documentation. Unclear what this is used for.
  • Google does identify entities on a webpage and can sort, rank, and filter them.
  • So far, the only attributes that can be connected to E-E-A-T are author-related attributes.
  • Google uses Chrome data as part of their page quality scoring, with a module featuring a site-level measure of views from Chrome (“chromeInTotal”)
  • The number, diversity, and source of your backlinks matter a lot, even if PageRank has not been mentioned by Google in years.
  • Title tags being keyword-optimized and matching search queries is important.
  • siteFocusScore” attribute measures how much a site is focused on a given topic. 
  • Publish dates and how frequently a page is updated determines content “freshness” — which is also important. 
  • Font size and text weight for links are things that Google notices. It appears that larger links are more positively received by Google.

Author’s Note: This is not the first time a search engine’s ranking algorithm was leaked. I covered the Yandex hack and how it affects SEO in 2023, and you’ll see plenty of similarities in the ranking factors both search engines use.

Action Points for Your SEO

I did my best to review as much of the “ranking features” that were leaked, as well as the original articles by Rand Fishkin and Mike King. From there, I have some insights I want to share with other SEOs and webmasters out there who want to know how to proceed with their SEO.

Links Matter — Link Value Affected by Several Factors 

Links still matter. Shocking? Not really. It’s something I and other SEOs have been saying, even if link-related guidelines barely show up in Google news and updates nowadays.

Still, we need to emphasize link diversity and relevance in our off-page SEO strategies. 

Some insights from the documentation:

  • PageRank of the referring domain’s homepage (also known as Homepage Trust) affects the value of the link.
  • Indexing tier matters. Regularly updated and accessed content is of the highest tier, and provides more value for your rankings.

If you want your off-page SEO to actually do something for your website, then focus on building links from websites that have authority, and from pages that are either fresh or are otherwise featured in the top tier. 

Some PR might help here — news publications tend to drive the best results because of how well they fulfill these factors.

As for guest posts, there’s no clear indication that these will hurt your site, but I definitely would avoid approaching them as a way to game the system. Instead, be discerning about your outreach and treat it as you would if you were networking for new business partners.

Aim for Successful Clicks 

The fact that clicks are a ranking factor should not be a surprise. Despite what Google’s team says, clicks are the clearest indicator of user behavior and how good a page is at fulfilling their search intent.

Google’s whole deal is providing the answers you want, so why wouldn’t they boost pages that seem to do just that?

The core of your strategy should be creating great user experiences. Great content that provides users with the right answers is how you do that. Aiming for qualified traffic is how you do that. Building a great-looking, functioning website is how you do that.

Go beyond just picking clickbait title tags and meta descriptions, and focus on making sure users get what they need from your website.

Author’s Note: If you haven’t been paying attention to page quality since the concepts of E-E-A-T and the HCU were introduced, now is the time to do so. Here’s my guide to ranking for the HCU to help you get started.

Keep Pages Updated

An interesting click-based measurement is the “last good click.” That being in a module related to indexing signals suggests that content decay can affect your rankings. 

Be vigilant about which pages on your website are not driving the expected amount of clicks for its SERP position. Outdated posts should be audited to ensure content has up-to-date and accurate information to help users in their search journey. 

This should revive those posts and drive clicks, preventing content decay. 

It’s especially important to start on this if you have content pillars on your website that aren’t driving the same traffic as they used to.

Establish Expertise & Authority  

Google does notice the entities on a webpage, which include a bunch of things, but what I want to focus on are those related to your authors.

E-E-A-T as a concept is pretty nebulous — because scoring “expertise” and “authority” of a website and its authors is nebulous. So, a lot of SEOs have been skeptical about it.

However, the presence of an “author” attribute combined with the in-depth mapping of entities in the documentation shows there is some weight to having a well-established author on your website.

So, apply author markups, create an author bio page and archive, and showcase your official profiles on your website to prove your expertise. 

Build Your Domain Authority

After countless Q&As and interviews where statements like “we don’t have anything like domain authority,” and “we don’t have website authority score,” were thrown around, we find there does exist an attribute called “siteAuthority”.

Though we don’t know specifically how this measure is computed, and how it weighs in the overall scoring for your website, we know it does matter to your rankings.

So, what do you need to do to improve site authority? It’s simple — keep following best practices and white-hat SEO, and you should be able to grow your authority within your niche. 

Stick to Your Niche

Speaking of niches — I found the “siteFocusScore” attribute interesting. It appears that building more and more content within a specific topic is considered a positive.

It’s something other SEOs have hypothesized before. After all, the more you write about a topic, the more you must be an authority on that topic, right?

But anyone can write tons of blogs on a given topic nowadays with AI, so how do you stand out (and avoid the risk of sounding artificial and spammy?)

That’s where author entities and link-building come in. I do think that great content should be supplemented by link-building efforts, as a sort of way to show that hey, “I’m an authority with these credentials, and these other people think I’m an authority on the topic as well.”

Key Takeaway

Most of the insights from the Google search document leak are things that SEOs have been working on for months (if not years). However, we now have solid evidence behind a lot of our hunches, providing that our theories are in fact best practices. 

The biggest takeaway I have from this leak: Google relies on user behavior (click data and post-click behavior in particular) to find the best content. Other ranking factors supplement that. Optimize to get users to click on and then stay on your page, and you should see benefits to your rankings.

Could Google remove these ranking factors now that they’ve been leaked? They could, but it’s highly unlikely that they’ll remove vital attributes in the algorithm they’ve spent years building. 

So my advice is to follow these now validated SEO practices and be very critical about any Google statements that follow this leak.

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading


Google Search Leak: Conflicting Signals, Unanswered Questions




Google Search Leak: Conflicting Signals, Unanswered Questions

An apparent leak of Google Search API documentation has sparked intense debate within the SEO community, with some claiming it proves Google’s dishonesty and others urging caution in interpreting the information.

As the industry grapples with the allegations, a balanced examination of Google’s statements and the perspectives of SEO experts is crucial to understanding the whole picture.

Leaked Documents Vs. Google’s Public Statements

Over the years, Google has consistently maintained that specific ranking signals, such as click data and user engagement metrics, aren’t used directly in its search algorithms.

In public statements and interviews, Google representatives have emphasized the importance of relevance, quality, and user experience while denying the use of specific metrics like click-through rates or bounce rates as ranking-related factors.

However, the leaked API documentation appears to contradict these statements.

It contains references to features like “goodClicks,” “badClicks,” “lastLongestClicks,” impressions, and unicorn clicks, tied to systems called Navboost and Glue, which Google VP Pandu Nayak confirmed in DOJ testimony are parts of Google’s ranking systems.

The documentation also alleges that Google calculates several metrics using Chrome browser data on individual pages and entire domains, suggesting the full clickstream of Chrome users is being leveraged to influence search rankings.

This contradicts past Google statements that Chrome data isn’t used for organic searches.

The Leak’s Origins & Authenticity

Erfan Azimi, CEO of digital marketing agency EA Eagle Digital, alleges he obtained the documents and shared them with Rand Fishkin and Mike King.

Azimi claims to have spoken with ex-Google Search employees who confirmed the authenticity of the information but declined to go on record due to the situation’s sensitivity.

While the leak’s origins remain somewhat ambiguous, several ex-Googlers who reviewed the documents have stated they appear legitimate.

Fishkin states:

“A critical next step in the process was verifying the authenticity of the API Content Warehouse documents. So, I reached out to some ex-Googler friends, shared the leaked docs, and asked for their thoughts.”

Three ex-Googlers responded, with one stating, “It has all the hallmarks of an internal Google API.”

However, without direct confirmation from Google, the authenticity of the leaked information is still debatable. Google has not yet publicly commented on the leak.

It’s important to note that, according to Fishkin’s article, none of the ex-Googlers confirmed that the leaked data was from Google Search. Only that it appears to have originated from within Google.

Industry Perspectives & Analysis

Many in the SEO community have long suspected that Google’s public statements don’t tell the whole story. The leaked API documentation has only fueled these suspicions.

Fishkin and King argue that if the information is accurate, it could have significant implications for SEO strategies and website search optimization.

Key takeaways from their analysis include:

  • Navboost and the use of clicks, CTR, long vs. Short clicks, and user data from Chrome appear to be among Google’s most powerful ranking signals.
  • Google employs safelists for sensitive topics like COVID-19, elections, and travel to control what sites appear.
  • Google uses Quality Rater feedback and ratings in its ranking systems, not just as a training set.
  • Click data influences how Google weights links for ranking purposes.
  • Classic ranking factors like PageRank and anchor text are losing influence compared to more user-centric signals.
  • Building a brand and generating search demand is more critical than ever for SEO success.

However, just because something is mentioned in API documentation doesn’t mean it’s being used to rank search results.

Other industry experts urge caution when interpreting the leaked documents.

They point out that Google may use the information for testing purposes or apply it only to specific search verticals rather than use it as active ranking signals.

There are also open questions about how much weight these signals carry compared to other ranking factors. The leak doesn’t provide the full context or algorithm details.

Unanswered Questions & Future Implications

As the SEO community continues to analyze the leaked documents, many questions still need to be answered.

Without official confirmation from Google, the authenticity and context of the information are still a matter of debate.

Key open questions include:

  • How much of this documented data is actively used to rank search results?
  • What is the relative weighting and importance of these signals compared to other ranking factors?
  • How have Google’s systems and use of this data evolved?
  • Will Google change its public messaging and be more transparent about using behavioral data?

As the debate surrounding the leak continues, it’s wise to approach the information with a balanced, objective mindset.

Unquestioningly accepting the leak as gospel truth or completely dismissing it are both shortsighted reactions. The reality likely lies somewhere in between.

Potential Implications For SEO Strategies and Website Optimization

It would be highly inadvisable to act on information shared from this supposed ‘leak’ without confirming whether it’s an actual Google search document.

Further, even if the content originates from search, the information is a year old and could have changed. Any insights derived from the leaked documentation should not be considered actionable now.

With that in mind, while the full implications remain unknown, here’s what we can glean from the leaked information.

1. Emphasis On User Engagement Metrics

If click data and user engagement metrics are direct ranking factors, as the leaked documents suggest, it could place greater emphasis on optimizing for these metrics.

This means crafting compelling titles and meta descriptions to increase click-through rates, ensuring fast page loads and intuitive navigation to reduce bounces, and strategically linking to keep users engaged on your site.

Driving traffic through other channels like social media and email can also help generate positive engagement signals.

However, it’s important to note that optimizing for user engagement shouldn’t come at the expense of creating reader-focused content. Gaming engagement metrics are unlikely to be a sustainable, long-term strategy.

Google has consistently emphasized the importance of quality and relevance in its public statements, and based on the leaked information, this will likely remain a key focus. Engagement optimization should support and enhance quality content, not replace it.

2. Potential Changes To Link-Building Strategies

The leaked documents contain information about how Google treats different types of links and their impact on search rankings.

This includes details about the use of anchor text, the classification of links into different quality tiers based on traffic to the linking page, and the potential for links to be ignored or demoted based on various spam factors.

If this information is accurate, it could influence how SEO professionals approach link building and the types of links they prioritize.

Links that drive real click-throughs may carry more weight than links on rarely visited pages.

The fundamentals of good link building still apply—create link-worthy content, build genuine relationships, and seek natural, editorially placed links that drive qualified referral traffic.

The leaked information doesn’t change this core approach but offers some additional nuance to be aware of.

3. Increased Focus On Brand Building and Driving Search Demand

The leaked documents suggest that Google uses brand-related signals and offline popularity as ranking factors. This could include metrics like brand mentions, searches for the brand name, and overall brand authority.

As a result, SEO strategies may emphasize building brand awareness and authority through both online and offline channels.

Tactics could include:

  • Securing brand mentions and links from authoritative media sources.
  • Investing in traditional PR, advertising, and sponsorships to increase brand awareness.
  • Encouraging branded searches through other marketing channels.
  • Optimizing for higher search volumes for your brand vs. unbranded keywords.
  • Building engaged social media communities around your brand.
  • Establishing thought leadership through original research, data, and industry contributions.

The idea is to make your brand synonymous with your niche and build an audience that seeks you out directly. The more people search for and engage with your brand, the stronger those brand signals may become in Google’s systems.

4. Adaptation To Vertical-Specific Ranking Factors

Some leaked information suggests that Google may use different ranking factors or algorithms for specific search verticals, such as news, local search, travel, or e-commerce.

If this is the case, SEO strategies may need to adapt to each vertical’s unique ranking signals and user intents.

For example, local search optimization may focus more heavily on factors like Google My Business listings, local reviews, and location-specific content.

Travel SEO could emphasize collecting reviews, optimizing images, and directly providing booking/pricing information on your site.

News SEO requires focusing on timely, newsworthy content and optimized article structure.

While the core principles of search optimization still apply, understanding your particular vertical’s nuances, based on the leaked information and real-world testing, can give you a competitive advantage.

The leaks suggest a vertical-specific approach to SEO could give you an advantage.


The Google API documentation leak has created a vigorous discussion about Google’s ranking systems.

As the SEO community continues to analyze and debate the leaked information, it’s important to remember a few key things:

  1. The information isn’t fully verified and lacks context. Drawing definitive conclusions at this stage is premature.
  2. Google’s ranking algorithms are complex and constantly evolving. Even if entirely accurate, this leak only represents a snapshot in time.
  3. The fundamentals of good SEO – creating high-quality, relevant, user-centric content and promoting it effectively – still apply regardless of the specific ranking factors at play.
  4. Real-world testing and results should always precede theorizing based on incomplete information.

What To Do Next

As an SEO professional, the best course of action is to stay informed about the leak.

Because details about the document remain unknown, it’s not a good idea to consider any takeaways actionable.

Most importantly, remember that chasing algorithms is a losing battle.

The only winning strategy in SEO is to make your website the best result for your message and audience. That’s Google’s endgame, and that’s where your focus should be, regardless of what any particular leaked document suggests.

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading


Google’s AI Overviews Shake Up Ecommerce Search Visibility




Google's AI Overviews Shake Up Ecommerce Search Visibility

An analysis of 25,000 ecommerce queries by Bartosz Góralewicz, founder of Onely, reveals the impact of Google’s AI overviews on search visibility for online retailers.

The study found that 16% of eCommerce queries now return an AI overview in search results, accounting for 13% of total search volume in this sector.

Notably, 80% of the sources listed in these AI overviews do not rank organically for the original query.

“Ranking #1-3 gives you only an 8% chance of being a source in AI overviews,” Góralewicz stated.

Shift Toward “Accelerated” Product Experiences

International SEO consultant Aleyda Solis analyzed the disconnect between traditional organic ranking and inclusion in AI overviews.

According to Solis, for product-related queries, Google is prioritizing an “accelerated” approach over summarizing currently ranking pages.

She commented Góralewicz’ findings, stating:

“… rather than providing high level summaries of what’s already ranked organically below, what Google does with e-commerce is “accelerate” the experience by already showcasing what the user would get next.”

Solis explains that for queries where Google previously ranked category pages, reviews, and buying guides, it’s now bypassing this level of results with AI overviews.

Assessing AI Overview Traffic Impact

To help retailers evaluate their exposure, Solis has shared a spreadsheet that analyzes the potential traffic impact of AI overviews.

As Góralewicz notes, this could be an initial rollout, speculating that “Google will expand AI overviews for high-cost queries when enabling ads” based on data showing they are currently excluded for high cost-per-click keywords.

An in-depth report across ecommerce and publishing is expected soon from Góralewicz and Onely, with additional insights into this search trend.

Why SEJ Cares

AI overviews represent a shift in how search visibility is achieved for ecommerce websites.

With most overviews currently pulling product data from non-ranking sources, the traditional connection between organic rankings and search traffic is being disrupted.

Retailers may need to adapt their SEO strategies for this new search environment.

How This Can Benefit You

While unsettling for established brands, AI overviews create new opportunities for retailers to gain visibility without competing for the most commercially valuable keywords.

Ecommerce sites can potentially circumvent traditional ranking barriers by optimizing product data and detail pages for Google’s “accelerated” product displays.

The detailed assessment framework provided by Solis enables merchants to audit their exposure and prioritize optimization needs accordingly.


What are the key findings from the analysis of AI overviews & ecommerce queries?

Góralewicz’s analysis of 25,000 ecommerce queries found:

  • 16% of ecommerce queries now return an AI overview in the search results.
  • 80% of the sources listed in these AI overviews do not rank organically for the original query.
  • Ranking positions #1-3 only provides an 8% chance of being a source in AI overviews.

These insights reveal significant shifts in how ecommerce sites need to approach search visibility.

Why are AI overviews pulling product data from non-ranking sources, and what does this mean for retailers?

Google’s AI overviews prioritize “accelerated” experiences over summarizing currently ranked pages for product-related queries.

This shift focuses on showcasing directly what users seek instead of traditional organic results.

For retailers, this means:

  • A need to optimize product pages beyond traditional SEO practices, catering to the data requirements of AI overviews.
  • Opportunities to gain visibility without necessarily holding top organic rankings.
  • Potential to bypass traditional ranking barriers by focusing on enhanced product data integration.

Retailers must adapt quickly to remain competitive in this evolving search environment.

What practical steps can retailers take to evaluate and improve their search visibility in light of AI overview disruptions?

Retailers can take several practical steps to evaluate and improve their search visibility:

  • Utilize the spreadsheet provided by Aleyda Solis to assess the potential traffic impact of AI overviews.
  • Optimize product and detail pages to align with the data and presentation style preferred by AI overviews.
  • Continuously monitor changes and updates to AI overviews, adapting strategies based on new data and trends.

These steps can help retailers navigate the impact of AI overviews and maintain or improve their search visibility.

Featured Image: Marco Lazzarini/Shutterstock

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading