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What DOJ Docs Just Revealed About How Google Ranks Websites

And Why It Matters for Business Owners, Marketers, and Content Creators

Thanks to newly released court documents from the U.S. Department of Justices case against Google—and a detailed technical summary by Brett Tabke of Search Engine World—we now have rare insight into the actual systems Google uses to rank websites. This is the first time in years that we’ve seen such a direct confirmation of how Google’s search engine stack really works.

If you own a website or rely on search traffic, this is worth understanding. Here’s the breakdown—no technical background needed.

Google’s Ranking Stack: A Combination of Old-School Logic and Modern AI

  1. PageRank: The Foundation

PageRank is Google’s original system for ranking websites, and yes—it’s still very much in use. This system evaluates how many other websites link to a page and how authoritative those linking websites are. Think of it like votes of confidence: the more credible sites link to yours, the more trustworthy Google considers your content.

What this means for your website ranking: Earning backlinks from respected websites is still a major factor in getting higher search visibility.

  1. Navboost: The Human Signal

Navboost isn’t about links—it’s about people. Specifically, what users click on, how long they stay on a page, and whether they return to Google to click something else. Navboost collects over a year’s worth of user behavior data and uses it to adjust rankings.

What this means for your website ranking: If users consistently choose your page and engage with it, Navboost rewards you with better rankings—even if your page doesn’t have the most links. Essentially, Google watches what people do. If your content makes people happy, you’ll move up.

  1. RankEmbed: AI That Understands Meaning

RankEmbed is part of Google’s shift toward using machine learning. It’s a deep-learning model that creates “embeddings,” or numerical representations of web pages and search queries. These embeddings help Google understand context and meaning—not just keywords.

What this means for your website ranking: RankEmbed helps Google know that a page about “sneakers for jogging” is relevant to someone searching “best running shoes.” That means keyword matching is no longer enough—your content has to genuinely address user intent. Essentially, RankEmbed helps Google match pages to searches even when the words don’t exactly match.

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Other Key Parts of Google’s Search Stack

Q*: An internal quality score. While the exact formula is secret, it helps Google evaluate how useful and relevant a page is.

Twiddlers: These are adjustments Google makes after initial rankings—tweaking results for freshness, diversity, spam filtering, etc.

Chrome Data: Despite earlier denials, the documents confirm that Google does use data from the Chrome browser, like site popularity and visit duration, as part of its ranking considerations.

What this means for your website ranking:  Google’s ranking systems are no longer just about matching keywords. Here’s what actually moves the needle now:

  • Earn quality backlinks (PageRank still counts)
  • Create content people want to click and stay on (Navboost rewards engagement)
  • Write content that answers real questions (RankEmbed rewards relevance and context)
  • Update your site and keep it fresh (Twiddlers filter out stale results)

This is no longer theory, we have supporting documents!

These insights aren’t guesses—they come directly from internal documents submitted in a federal antitrust case. For the first time, we know for sure that user behavior, AI, and classic link-building all work together inside Google’s ecosystem.

If you’re running a website in 2025, now is the time to double down on content quality, real engagement, and technical clarity. That’s the formula Google is rewarding.

Picture of <span style="font-size:20px;">by</span> Fevi Yu
by Fevi Yu

SEO Consultant since 2008

Fevi Yu is a seasoned SEO consultant, digital agency founder, and the visionary behind the Basic Website Package—an innovative web and SEO solution crafted for business owners aiming for immediate results. She’s also the creator of the Unlimited WP Maintenance Package, which provides comprehensive WordPress support to enhance website performance and ensure long-term success. This article was written with the assistance of generative AI for enhanced clarity and precision.

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Aneth Coloma

Social Media Manager

Aneth is our Social Media Manager. She’s a creative-technical hybrid with almost 10 years of experience in digital marketing with a focus on social media. From writing to design, she can handle all aspects of social media content creation and her ability to analyze social media insights can help grow a brand’s online presence. She takes initiative, drives results, and stays current with evolving trends.

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