In a significant development for SEO professionals and digital marketers, a recently unsealed deposition from a Google engineer has provided rare insights into the inner workings of the search giant's ranking algorithms. This unprecedented glimpse behind the curtain, part of the ongoing U.S. antitrust lawsuit against Google, sheds light on how the company determines which websites appear at the top of search results.
The Foundation of Google's Ranking System Revealed
The deposition confirms what many SEO experts have long suspected: Google's search algorithm is a complex ecosystem of different signals and systems working in concert. What's particularly revealing is how these systems are developed and refined.
Hand-Crafted Signals: The Building Blocks of Rankings
Contrary to what the name might suggest, "hand-crafted" signals aren't manually assigned rankings for websites. Instead, they represent mathematically and statistically derived scores developed by Google's engineers. These signals are created using multiple data sources:
- Quality rater feedback
- User click behavior
- Engagement metrics
- Content analysis
Google's engineers tune these algorithms to generate ranking scores that determine which websites deserve prominent positions in search results. This process combines human expertise with automated data analysis to create reliable ranking mechanisms.
The Role of AI in Modern Search Rankings
Perhaps the most enlightening revelation from the deposition is confirmation of how deeply artificial intelligence is now embedded in Google's ranking systems.
eDeepRank: Google's LLM-Powered Ranking Signal
The deposition spotlights a system called eDeepRank, which leverages Large Language Models (LLMs) similar to BERT to understand content and queries at a deeper level. This system represents Google's advancement into more sophisticated content understanding:
- Uses transformer architecture to process language
- Breaks down LLM-based signals into interpretable components
- Allows engineers to understand why specific ranking decisions are made
- Improves transparency in AI-driven search rankings
This confirmation aligns with Google's public statements about incorporating AI into search but provides more specific details about how these technologies are implemented in practice.
PageRank: Still Relevant in Modern Search
Despite being Google's original breakthrough algorithm, PageRank hasn't disappeared into obsolescence. The deposition confirms that this link-based algorithm remains part of Google's ranking signal mix, though it has evolved considerably since its introduction.
How PageRank Works Today
Modern PageRank functions as a quality signal measuring the distance between websites and authoritative "seed" sites on specific topics. This creates a web of trust where:
- Sites closer to trusted sources receive higher authority scores
- PageRank serves as an input to the overall quality assessment
- The algorithm has been updated but retains its core function of analyzing link relationships
This revelation is particularly valuable for SEO professionals who have questioned the continued relevance of backlinks in Google's increasingly AI-driven ranking systems.
The Comprehensive Ranking Process
Based on the deposition and supporting information, Google's ranking process can be understood as a multi-layered system:
1. Query interpretation: Understanding what users are searching for, including intent analysis
2. Content matching: Identifying potentially relevant web pages
3. Quality assessment: Evaluating webpage trustworthiness and authority
4. Relevance scoring: Determining how well content answers the query
5. Final ranking: Combining hundreds of signals to create the search results page
This process involves constant refinement and testing, with engineers regularly examining search quality to improve results.
What This Means for SEO Professionals
These revelations offer several actionable insights for digital marketers:
Focus on Comprehensive Quality Signals
The deposition confirms that Google uses multiple quality signals that work together. Rather than focusing on individual ranking factors, websites should aim for excellence across:
- Content quality and relevance
- User experience metrics
- Technical performance
- Authority and expertise signals
Link Authority Remains Important
With PageRank confirmed as an ongoing component of ranking, building natural, authoritative links remains valuable. Focus on:
- Creating link-worthy content
- Building relationships with authoritative sites in your niche
- Earning links rather than building them artificially
Prepare for Increased AI Evaluation
As Google leans more heavily on LLMs for content evaluation, websites should:
- Create content that demonstrates genuine expertise
- Answer user questions comprehensively
- Focus on clarity and information density
- Ensure content fulfills the intent behind likely search queries
Limitations of the Disclosure
While revealing, the deposition doesn't disclose Google's complete ranking methodology. The testimony remains high-level, avoiding proprietary specifics about individual algorithms or their exact weighting in the ranking process.
The Future of Search Rankings
The deposition suggests Google is moving toward systems that combine traditional ranking signals with advanced AI models. This hybrid approach aims to improve both accuracy and explainability—allowing engineers to understand why certain ranking decisions are made.
For website owners and SEO professionals, this means continuing to focus on creating genuinely valuable content while staying informed about evolving best practices as search technology advances.
This rare look inside Google's ranking systems confirms some long-held SEO theories while providing new insights into how the search giant evaluates and ranks content. The revelations about hand-crafted signals, the continued relevance of PageRank, and the integration of LLM technology like eDeepRank offer valuable guidance for anyone looking to improve their search visibility.
As Google continues refining its algorithms, the fundamental goal remains unchanged: connecting users with the most relevant, useful, and trustworthy content that best answers their queries. Websites that align with this mission will continue to perform well in search results, regardless of algorithm adjustments.