Technology

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But how exactly Google ranks websites has long been a mystery, pieced together by journalists, researchers, and people working in search engine optimization.

Now, an explosive leak that purports to show thousands of pages of internal documents appears to offer an unprecedented look under the hood of how Search works — and suggests that Google hasn’t been entirely truthful about it for years.

“While I don’t necessarily fault Google’s public representatives for protecting their proprietary information, I do take issue with their efforts to actively discredit people in the marketing, tech, and journalism worlds who have presented reproducible discoveries.”

Fishkin told The Verge in an email that the company has not disputed the veracity of the leak, but that an employee asked him to change some language in the post regarding how an event was characterized.

The pervasive, often annoying tactics have led to a general narrative that Google Search results are getting worse, crowded with junk that website operators feel required to produce to have their sites seen.

The US government’s antitrust case against Google — which revolves around Search — has also led to internal documentation becoming public, offering further insights into how the company’s main product works.

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