Google recently confirmed something search engine optimization (SEO) professionals have suspected for years. In a newly surfaced deposition from one of its engineers, we got a rare insight into how the search engine evaluates web pages and determines how to rank higher on Google Search.
It comes down to three core factors: Anchors, Body and Clicks.
These are now being referred to as the ABC ranking signals. They represent how Google looks at link text, on-page content and user engagement to determine which pages to push in the search results.
This blog breaks down what each of these signals means and what businesses should do in response to improve their visibility in search. We cover:
• What the Deposition Revealed About Google’s Systems
• What Are Google’s ABC Ranking Signals?
• How To Rank Higher on Google Search for the ABC Era
What the Deposition Revealed About Google’s Systems
Recent disclosures from a deposition in May offer a look into how Google’s search systems function. These insights confirm long-held suspicions within the SEO community and introduce new priorities for optimizing content and performing an accurate Google ranking check.
Among the key takeaways is confirmation of the “ABC” signals: Anchors, Body and Clicks.
“The revelations were eye-opening but not surprising. Google confirmed what many of us have long suspected: that user signals like clicks and engagement matter more than Google publicly admits,” said Ron Villoria, Demand Generation Lead SEO Strategist at Thrive Internet Marketing Agency.
“It reinforced that creating genuinely useful content and great experiences isn’t optional. It’s the strategy.”
Even though SEOs have had strong hunches about this for years, hearing it confirmed makes it clear that focusing on helpful content and a great user experience is the key to improving Google search ranking.
What Are Google’s ABC Ranking Signals?
The Google search ranking algorithm involves several moving parts, but at the core of determining how relevant a page is to a search query lies something known as the ABC signals. These three signals form the foundation of what Google calls T* or Topicality.
Topicality is Google’s initial score for how well a page matches the intent and content of a search query. While it’s just one piece of a much larger system, the ABC signals offer a more transparent window into how relevance is calculated and how businesses can use that insight to improve their Google ranking check results.
Anchors
The “A” in ABC stands for Anchors, referring to the anchor text used in links pointing to a given page. These links help Google understand the context of the destination page.
For example, if multiple reputable websites link to a page using terms like “SEO strategies for small businesses,” Google takes that as a strong signal about what that page covers.
The anchor text also plays a direct role in determining relevance. When the anchor text is descriptive and matches search terms, it strengthens a page’s topical alignment with those terms. This is especially important because these links often come from external sources, which adds a layer of credibility to the target page and directly supports Google search ranking performance.
Body
The “B” in ABC refers to the Body of the content or the actual text and terms found within a page. This is where Google evaluates whether the page content aligns with what the searcher is looking for.
The leaked documents reveal that the terms in the body of a document are critical in calculating topicality. Google’s systems weigh the presence of key terms and how well they match the language and focus of the query. This means that to rank in Google search results effectively, your content needs to speak directly to search intent.
However, this is not just a surface-level scan. The algorithm incorporates deep analysis, including semantic understanding and annotation, to fully assess a page’s meaning.
Clicks
The “C” in ABC stands for Clicks, or how users interact with search results.
One of the most telling signals is dwell time, or how long someone stays on a page before returning to the search results. If users click and stick around, it suggests the content meets their needs. But if they bounce back to the search results almost instantly, it signals the page may not be helpful or relevant.
This engagement data plays a direct role in how pages rank in Google search results. According to leaked documents, Google may even use Chrome data to better understand user behavior, making actual interaction a core part of ranking decisions.
This raises important questions about how data is collected and used.
“If Google uses Chrome data to rank sites, it raises big privacy questions. Users don’t expect their browsing to affect search results. But since it’s not confirmed, it’s best to avoid jumping to conclusions and spreading misinformation,” Villoria said.
While the full extent of Chrome’s role remains unclear, user engagement still matters. Pages that hold attention are far more likely to be rewarded in search results.
4 Tips on How To Rank Higher on Google Search for the ABC Era
With Google’s ABC signals confirmed as core components in evaluating relevance, businesses have a clear opportunity to update their SEO strategies.
Here’s how to adjust your approach to meet these standards.
1. Optimize Anchor Text With Purpose
Anchor text helps Google understand what the linked page is about. That means vague phrases won’t do you any favors. Instead, aim for anchor text that naturally fits within the surrounding content. This applies whether you’re linking internally or building backlinks from other sites.
Internal links should offer helpful context, guiding users and search engines. When contributing guest content or earning backlinks, you can suggest an anchor text that reflects the actual value of the linked page.
Anchor text has always been a crucial part of SEO, but the way marketers approach it has matured over time.
“Years ago, exact match anchors worked until the Penguin crackdown. Now, it’s all about keeping it natural and relevant. If the link feels helpful and makes sense in the flow of content, you’re doing it right,” Villoria said.
In short, good anchor text doesn’t try too hard. It just makes sense, and that’s exactly what Google is looking for.
2. Strengthen the Body of Your Content
Creating high-performing content today means going beyond surface-level optimization. It’s about delivering substance.
“Strong on-page content is focused on two primary areas: natural language and semantic depth. It needs to hone in on context, user intent and be semantically structured to serve humans and machines,” said Brandon George, Director of Content at Thrive Internet Marketing Agency.
“Your content needs to be focused on answering your customers’ most significant pain points and be helpful to them. Get as in-depth as you can to provide real, valuable information.”
But while depth and semantics have taken center stage, that doesn’t mean keywords are irrelevant.
“Keyword usage is still significant even in 2025. Google doesn’t necessarily need exact-match repetition because it can better interpret semantic relevance using natural language processing and machine learning.
But you still should use keywords and still try to get them in the first 100 words of the body content. Semantic relevance has enhanced keyword strategy but it hasn’t replaced it.”
If the goal is to rank in Google search results with consistency, businesses must:
• Start with intent and understand if users are researching, comparing or ready to take action.
• Use headings, bullet points and visual hierarchy to make content easy to scan and digest.
• Focus on depth and clarity rather than awkward keyword stuffing or superficial coverage.
• Answer specific questions your audience is likely to ask. Don’t make them hunt for the answer.
• Incorporate related phrases and entities naturally to help establish semantic relevance.
• Support claims with examples, data, or visuals to enhance credibility and engagement.
Strong on-page content offers meaningful answers and weaves in keywords with purpose. When you focus on being genuinely helpful, strong search performance follows.
3. Focus on Click Signals and User Engagement
Earning a top spot in search results is no longer enough. What matters just as much, if not more, is what users do after they click.
“Businesses should prioritize user engagement signals, like time on site, click-through rate and content satisfaction. That means shifting focus from just ranking to actually earning the click and keeping it,” Villoria said.
“Content needs to be more original, experience-driven and written by real people. On the technical side, performance and crawlability still matter, but they won’t make up for content that doesn’t resonate or convert.”
To put this into practice:
• Write accurate and compelling title tags and meta descriptions. Avoid clickbait, as promising something you can’t deliver will only drive users away.
• Optimize for speed and clarity. A fast, smooth experience helps users stay longer and engage more.
• Lead with value above the fold. Ensure the first thing users see connects clearly to their search and encourages them to keep reading.
• Focus on originality and real-world relevance. Content that feels generic or automated won’t hold attention, and Google can tell.
Ranking well means creating an experience people want to stay for. The better your page satisfies intent and earns attention, the stronger your search performance will be.
4. Audit and Improve Your Content Regularly
As Google’s systems become more sophisticated, this is the time to revisit your existing content and ensure it still delivers value. This is because regular content audits help you spot issues before they impact performance, and a periodic Google ranking check can guide which pages need the most attention.
Ask yourself:
• Is the information still accurate and helpful?
• Can the content be expanded with greater depth or clarity?
• Are all internal and external links still functional and relevant?
But how often should businesses revisit their content, especially in light of ongoing algorithm updates and competitive shifts?
“Businesses should review their high-traffic pages monthly, such as their homepage and service/product pages. For most other content, once quarterly or twice a year can suffice.
Also, Google’s algorithm is ever-evolving, and with those changes, you should review your content to make possible adjustments based on updates that could impact your search rankings.
Lastly, your competitors might have recently adjusted and improved their content, causing your rankings to drop. Thus, that could make it necessary for you to review and update your content to stay ahead of the competition,” George said.
The takeaway: Ongoing evaluation and updates are essential to maintain visibility and stay ahead in search.
Ready To Rank Smarter in the ABC Era?
Understanding Google’s ABC signals gives businesses a more straightforward path to improving visibility. However, applying these insights requires more than surface-level updates. It calls for a well-rounded approach that addresses content quality, site structure, user engagement and technical performance.
Thrive helps businesses turn search insights into action. Our SEO services improve search visibility with proven strategies backed by real data. If your site needs stronger messaging or more useful on-page copy, our content writing team creates content that answers questions and supports your business goals.
Technical performance is key to how your site is indexed and ranked. Our technical SEO experts handle everything from site speed and crawl errors to mobile usability. For a complete picture of where you stand, our SEO audits highlight gaps and opportunities that can improve results.
And if your site needs a better foundation, our web design team builds custom websites that load quickly and look professional across all devices.
So, let’s work together to improve your online presence. Contact us today.
