Episode #71: How Google Ranks Pages
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Episode #71: How Google Ranks Pages
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For 25 years, an entire industry has believed that somewhere inside Google is a formula — and if you could just find it, you'd win. Sworn testimony from Google's federal antitrust trial says otherwise.
Google's own Search VP testified under oath about a system called Navboost — one that tracks how real people behave toward a search result (clicks, hovers, scrolls, return visits) and holds that data for thirteen months to keep adjusting rankings. There's no shortcut around thirteen months of real human approval.
A separate survey of 1,000 marketers shows the same principle at work in AI search: citations are spread across nine content formats, with no single type dominating. Listicles lead at 22%, but comparison and alternative pages — the content type that shows up at the highest-intent moment in the buyer's journey — capture just 2.5% of citations, the lowest share of any format.
In this data-only episode, Jeff Payne connects the two findings into one lesson: both search and AI reward sustained, real usefulness across multiple formats — not a trick, and not a single-format bet.