Originally at https://searchenginewatch.com/2016/04/06/webpromos-qa-with-googles-andrey-lipattsev-transcript/

As we reported at the end of March, Andrey Lipattsev, the Search Quality Senior Strategist at Google Ireland revealed the three most important ranking signals used by Google. 

These are content, links and RankBrain (although that last one is “hotly contested” and the list doesn’t have an order).

This information was uncovered during an excellent live Q&A from WebPromo, which also featured Rand Fishkin from Moz; Ammon Johns, the Managing Director at Ammon Johns & Co.; Eric Enge, CEO at Stone Temple Consulting; and the whole thing was hosted by WebPromo’s Anton Shulke.

We’ve partnered with Anton to bring you a transcript of the entire one-hour long Q&A.

As you can imagine, it’s a very lengthy read. We have trimmed it for any repetition or digressions, but there was so much brilliant chat between the group that we’ve decided to keep it in its 7,000+ word form.

The discussion covers:

Removal of PageRank toolbar
Click-through-rates as a ranking signal
Google’s top ranking signals
Machine learning vs spam
The state of SEO outside of the US and Western Europe,
New mobile friendly update

Now set aside half-an-hour, pour a cup of coffee and enjoy.

A massive thank you to our staff writer Rebecca Sentance, who spent a huge portion of her day transcribing this video.

Removal of the PageRank toolbar

Ammon Johns: Why remove the PageRank toolbar if PageRank is still a part of Google’s ranking algorithms – which of course, we all believe it is – even if it wasn’t used on its own?

Andrey Lipattsev: I get it. And it’s a really good question – I promise you I do have a couple of answers, which I hope are reasonable – but let me ask you a question back. Why do you think it was useful in the first place? Why was it a good thing to have?

Ammon: When it was still being updated it helped me give a rough idea of what the crawl pr…

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