What Google’s internal documentation really reveals—and what almost no one’s talking about. The SEO industry blew it.

When Google’s internal documentation leaked, we had access to an unprecedented 14,000 attributes—raw insight into how Google stores, evaluates, and might rank information. It could have been a turning point. But instead of digging deep, most SEOs rushed to confirm their biases, cherry-picked a handful of points, and moved on.
This talk does what others didn’t. Johan will walk you through 10 detailed technical learnings from the leak—based on methodical exploration, not hype. Expect evidence, clear explanations, and a few surprises that challenge what you thought you knew.
Questions we’ll address:

• Does the position of a link affect ranking?
• How many links does Google really count, and where?
• What gets stored in the index—and why that matters more than you think.

Johan is known for going deeper than most. With a career spanning dozens of industries and business models, he brings a pragmatic mindset and a hunger to understand how things truly work, not just how they’re blogged about. This talk is for advanced SEOs ready to ditch hot takes and start learning like engineers.