16 min read
Dec 23, 2021
Ranking FactorsWebsite Promotion
Blog / SEO Strategy / Page quality rating guideline
Search is an essential aspect of navigating the Internet, with Google alone processing over 3.8 billion queries daily. Such volume demands maximum efficiency to direct users towards the most relevant content possible.
To aid in this process, Google hires “Search Quality Raters” to provide feedback on selected pages and further improve the search experience. When evaluating a page, Quality Raters rely on the Google Quality Guidelines document.
The better the quality of the page, the more likely it will satisfy those sent there by Google. Therefore, by familiarizing yourself with the document’s key highlights, you can potentially increase the search profile for your web pages.
How General Page Quality Rating is Calculated
Google uses page quality ratings to achieve specific purposes. The key objective is to understand what a web page is trying to achieve, then assess if it may in any way be of negative impact to readers.
The rating follows a sliding scale that distinctly identifies nine levels of page quality, from lowest to highest. Raters will assign overall page ratings based on several factors.
What are High-Quality Pages?
The most desirable rating for web pages is “high-quality.” These are pages that comprehensively meet the needs of the audience. While objectives may vary, the overall outcome should be content that is “extremely satisfying” for consumption.
Pages such as these have a clear purpose: sharing an opinion, entertaining, or even selling a product. Along with content, there are other elements that contribute to the final rating, including;
- Page structure and design
- Reputation and authority of the website
- Social indicators
Anyway, to align your content with users’ expectations, make sure to read our complete guide on how to improve your UX writing.
What are Medium-Quality Pages?
Web pages that don’t meet the stipulated guidelines for a high-quality rating but still meet primary objectives are medium-quality. A medium-quality page may have its rating revised if it’s further improved.
What are Low-Quality Pages?
Given the main points that contribute to identifying pages as “high quality,” much of the opposite is true for low-quality pages.
At the top of the list for low-quality pages are those designed to spread hate, incite violence, are purposefully deceitful, or otherwise intentionally spread negativity. However, it’s essential to understand that it’s possible for a web page to be rated low quality even if there’s no potential negative impact.
There are many reasons for this, including main content that fails to deliver sufficient value to the intended audience. For example, content that lacks depth in coverage isn’t considered satisfying.
Other reasons include;
- Page titles designed for excessive impact (e.g., clickbait)
- Inability to clearly demonstrate E-A-T
- Excessive volume or poor placement of distractions such as ads
- Poor reputation or lack of information about the content creators
What Raters Inspect and Why
High-quality web pages have distinct characteristics that are considered “desirable” by Google. As a whole, web pages need to be well structured, serve a clear purpose, display elements of authority and trust, plus exercise caution in certain areas.
We can condense these requirements into five distinct areas of assessment;
- Purpose of page creation
- Content elements
- Your Money or Your Life (YMYL)
- E-A-T rating
- Website reputation
The most critical general understanding is that Google wants to send users towards relevant and helpful content. At the same time, it will steer users clear of harmful pages, including those inciting hate or with deceitful content.
1. Purpose of Page Creation
Everybody does something for a reason. The same applies to web pages; they exist for a reason. If you browse through Google, you’ll come across a wealth of information that helps to resolve the issues or problems plaguing the minds of many. In short, web pages must contain beneficial information.
That said, some pages aren’t friendly and have different intentions; they make money at the expense of others, cheat and scam people, or spread lies and deceit.
Google rewards web pages with helpful content targeted towards the needs of visitors. For example, pages that;
- Educate – One example of this would be tech websites sharing tutorials, guiding users in resolving problems, or addressing similar needs.
- Allows expression of opinion – Forums often provide an outlet for communities to express views helpful in gauging sentiment. These can work towards the understanding of needs and wants.
- Inform – News websites often have web pages containing valid and authentic updates about what’s happening.
- Support transactions – eCommerce is a booming industry, and web pages that focus on selling products/services are becoming more popular.
Google assesses how well a web page does in achieving its purpose. If you fail in this, your page automatically receives a low rating. On the other hand, if your web page successfully serves a clear beneficial purpose, you’ll go high up in the ranking factor.
No matter the nature of your site, always be clear and precise in what you wish to achieve. It must always benefit the users.
2. Content Elements
Web pages are nothing without content. That’s why it’s no surprise that Google places so much emphasis on the content itself. There are three different types of content :
This is the core of the web page. It contains all the content that helps the page achieve its purpose. Therefore, it’s no wonder that Google scrutinizes this part the most. Since this is the portion that the site’s webmaster directly controls, Google expects it to be of high quality.
A survey was done in November 2017 on 279 marketing influencers, and it found that 57% of the responding marketers claimed that on-page content was the most effective Search Engine Optimization (SEO) tactic. On-page refers to both the content and HTML source code of a page that can be optimized, whereas off-page refers to links and other external information.
As such, you have to put a lot of effort and focus on your main content to make sure that it’s consistently relevant and regularly updated.
At the same time, to identify and address your page’s on-site optimization errors easily and from one place, you can use SE Ranking’s On-Page SEO Checker tool.
As the name suggests, supplementary content is there to complement the main content. It serves the purpose of helping to improve theuser experience; footers, headers, sidebars, comment sections, media handles, internal links to other related articles and others. However, supplementary content doesn’t directly help the page achieve its purpose.
Make sure that your supplementary content isn’t over the top so that the main content still manages to shine through and remains crystal clear.
Anything that is sponsored or exists to make money on your web page falls under Ads or monetization. This is what keeps a quality website running. However, ads can affect your search ranking. They need to be high-quality, clearly segregated, and marked so that they don’t over-shine and distract your readers from the main topic at hand.
Google is always looking for relevant and high-quality content which satisfies the needs of the site visitors. Remember, you’re an expert in your field, so be sure to convey it clearly in your pages. Do so by having consistently high-quality and accurate information that is always updated.
As a result, your site’s visitors will enjoy visiting your site, and they’ll feel more at ease about making a decision about your product or service.
3. Your Money or Your Life (YMYL)
You may feel tickled when you first come across this. But you won’t be feeling the same after learning more about it. Google categorizes any page to be YMYL if it contains information that can potentially affect someone’s future and well-being, be it happiness, health, finances, or safety. As such, these types of pages are subjected to even stricter guidelines.
There are five market areas that fall into YMYL. So, if your site/web pages fall into one of these areas, you’ll want to pay extra attention to this section:
This applies to online bill payment and online banking sites, and any online stores or sites that accept orders and payment information. If you fall under any of these classifications, you need to ensure that the whole transaction process is highly secure, encrypted, and seamless.
These pages focus on financial information that provides financial advice regarding investments, taxes, retirement planning, loans, banking, or insurance, etc to people. Since such information determines a person’s future and happiness, having precise and accurate updated data to support your advice is crucial here.
There are many sites that provide health and medical information, including medical advice to the public. Google considers pages that cover other areas that go beyond standard medical conditions and pharmaceuticals, such as nutrition and niche health matters.
As such sites deal with people’s health, overall well-being, and safety, Google subjects these pages to stringent guidelines. So, if you fall in this category, you’re advised to have medical experts contribute to the content and include links to highly recognized medical boards. Having valid and authoritative data to support your content is a great help.
Google classifies all types of legal information and advice pages as YMYL. This also includes immigration, child custody, divorce, and even construction. Since such rules and regulations may often change with time, make sure you always update your pages and convey only the most updated legal advice to the readers.
News & Current Events
If you run an online news portal, especially more of the mainstream nature, you’ll have to make sure that whatever is posted is consistently accurate, updated, and with integrity. Nobody wants to read stale news; news from the day before becomes unimportant for most.
Also, nobody wants to read misleading news or news laced with malicious intentions.
Since what is reported can directly or indirectly impact people’s lives, it’s understandable that this category falls under YMYL. Tread carefully on the accuracy of what you’re sharing and the words used to convey meaning.
Of course, there’ll be tons of other pages that fall under YMYL that aren’t in any of the above categories. Just remember, as long as they house information that can somehow negatively impact the readers’ safety, happiness, health, or wealth, they’ll qualify.
Google repeatedly stresses the importance of holding YMYL sites to a higher standard than others. This is understandable since Google wants to protect its users. So, if Google comes across any pages that contain false information that have a negative impact, you can bet your bottom dollar, such pages will receive the lowest rankings ever.
So, to score highly against the rating criteria, you must never mislead your users; instead, your pages have to be filled with accurate, spot on and relevant content along with strong references to credible sources to back up your data. Roping in experts in the respective field to contribute is always the right move.
4. E-A-T rating (Expertise/Authoritativeness/Trustworthiness)
This refers to what most would think of as a website’s overall value. The following three questions are often on the minds of readers when reading your site:
- Is this site lacking in expertise?
- Does the site have enough authoritativeness?
- Is the site trustworthy?
E-A-T is especially important for, but not limited to, YMYL pages.
According to a survey done by Statista from 12th August to 14th September 2020 on 314 respondents, almost 20% of the senior-level communications and marketing professionals in the United States strongly agreed that users actually read their created content, while another 44% moderately agreed to it.
This pushes forward the need to develop high-quality ‘E-A-T’ content, as it helps with your website ranking, strengthens your brand reputation, and improves customer satisfaction.
Expertise – You Need to Show & Demonstrate This
You want to show your readers that your site has a great amount of expertise, whether it’s coming from you or contributors. So, in this case, it’s the content of the page being judged. Therefore, if a reader is searching for information on a certain medical condition, an in-depth research study on causes, impact, statistics, trial studies, etc., from a highly credible medical institution or government agency will be helpful.
Or it helps if your site houses a forum where exceptional members of the relevant area of expertise participate in answering queries from the public. This is a good move as it’s all about the context and addressing questions with the right expertise; the need is met.
Authoritativeness – You Need to Have This
This comes from the website’s perspective. The authority of the website comes from judging the authority of the content itself along with the domain. This comes from external factors such as the included links and their quality, brand mentions, citations, etc.
Demonstrating authority through links comes from relevance and quality, not quantity. Don’t clutter your site with an excessive number of them, especially if they aren’t beneficial. Strike a healthy and proper balance and include only the relevant external signals.
Trustworthiness – You Need to Build This
This comes from the readers themselves. When they peruse your website, they’ll start asking themselves if they can trust what they read on your site or if the content gives them a dodgy feeling instead. Again, the trust factor covers both the content and the domain.
Also, when your site is slow or has performance issues, users may take it as a sign that your site isn’t secure (being hacked, distributed denial-of-service (DDOS) attacks, etc). As such their trust in your site will drop.
For your web pages to have E-A-T, you need to:
- have content written by the respective experts with a thorough and deep understanding of the given topic
- showcase the expertise of all contributing authors (include their bios and credentials)
- include real-life experiences, for example with a disease; patients’ accounts could be very helpful
- cite all sources (reputable and credible)
- have review pages written by people who have actually used the products or services
- be a reliable platform and source of information trusted by other reputable sources in the same field.
5. Website Reputation
A website’s reputation is based on the experience of users and the opinion of experts in the related field. In short, this is judged based on how others look and think about your website, company, or business. This also includes the reputation of the content creator and the whole team. It’s the whole package.
For example, if you’re an IT company selling security solutions, it won’t bode well for you if your website suffers a security breach; your website’s reputation will plummet to the ground. As such, you need to make sure that your web pages are properly secured.
It’s worth noting that Google algorithms currently do not take into account customer reviews. At the same time, reviews do impact the website’s positions in local search.
By the way, to assess your website performance, you can use our Competitive Research tool. Here, you can find step-by-step instructions on how to analyze website performance with SE Ranking’s Competitive Research.
On top of that, to gauge a website’s reputation, search quality raters pay attention to reviews, references to your website or company, expert recommendations, news articles, even awards; all these must be credible.
Your website has to have a good reputation in order to do well in Google’s rankings. To find out about your website’s reputation, you can check your business’s score on credible and popular review sites to get a feel for the sentiment out there. Make sure you address all negative reviews and resolve them in a satisfactory manner.
Never remove negative comments or reviews on your website, as Google will penalize you for it. In short, always build a positive online reputation for your brand, business, and employees.
Google wants what users want. Google wants to meet their needs. That’s why Google’s Search Quality Rater Guidelines came about in the first place. This document is for human raters to help assess and finetune its algorithm better.
From these guidelines, you can find handy tips that will help you rank higher in the Search Engine Results Pages (SERPs). The above are six key areas for you to focus on so that Google can serve your pages higher in the search results. With all this in hand, you should be able to unlock your website’s full potential.
Ranking FactorsWebsite Promotion
A Page Quality (PQ) rating task consists of a URL and a grid to record your observations, in order to guide your exploration of the landing page and the website associated with the URL. Ultimately, the goal of Page Quality rating is to evaluate how well the page achieves its purpose.Which are the most important factors to consider when selecting an overall page quality rating? ›
Page Quality Rating: Most Important Factors
Here are the most important factors to consider when selecting an overall Page Quality rating: The Purpose of the Page. Expertise, Authoritativeness, Trustworthiness: This is an important quality characteristic.
📑 The Relationship between Page Quality and Needs Met. The Needs Met rating is based on both the query and the result. You must carefully think about the query and user intent when assigning a Needs Met rating. The Page Quality rating slider does not depend on the query.What are Google eat quality guidelines? ›
E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) is part of Google's Search Quality Rater Guidelines—the handbook that real people use to evaluate the quality of search results. These people are known as Quality Raters. And their feedback helps Google measure the success of its algorithm updates.What is the purpose of rating process? ›
Rating Process means the activities undertaken by EuroRating to carry out an analysis of financial reliability (credit risk) in order to assign a credit rating to a rated entity or to conduct other rating action; this shall also include approving such a rating and/or rating action and the subsequent rating monitoring.What would affect a pages quality? ›
Page Quality rating or PQ is a grade given by Page Quality raters who have the responsibility of evaluating “how well a page achieves its purpose”. Purpose of the content, author expertise, links, and brand citations all come into play while measuring the quality of a page.What are the 5 criteria that can be used to evaluate the quality of a publication? ›
Common evaluation criteria include: purpose and intended audience, authority and credibility, accuracy and reliability, currency and timeliness, and objectivity or bias. Each of these criteria will be explained in more detail below.What are three factors to consider when evaluating the quality of a website? ›
There are six (6) criteria that should be applied when evaluating any Web site: authority, accuracy, objectivity, currency, coverage, and appearance. For each criterion, there are several questions to be asked. The more questions you can answer "yes", the more likely the Web site is one of quality.How are page ratings determined? ›
A Page's rating is based on multiple sources, such as the reviews and recommendations people share about business Pages on Facebook. Only Pages that allow Recommendations may show a rating, and a Page may not have a rating if it hasn't received enough recommendations.What is the justification for giving a page quality rating of lowest? ›
The Lowest rating must be used for any of the following types of content on pages that could appear to be informational: Demonstrably inaccurate content. YMYL content that contradicts well-established expert consensus. Debunked or unsubstantiated conspiracy theories.
- Decide on what you want to do with the page. ...
- Think about search intent. ...
- Create unique content. ...
- Show expertise and trustworthiness. ...
- Work on your site reputation. ...
- Link to and from your page.
What Does Google E-A-T Stand For? Google's search quality evaluators consider these three factors – Expertise, Authority, Trustworthiness – relating to Google E-A-T.How does Google determine content quality? ›
Listed below are a few factors that Google uses to define quality content: Write content for your users not merely for search engines. Provide information people are actually looking for – don't mislead people by deceptive titles. If possible write expert-level content.What does Google consider low quality content? ›
This includes Adsense ads, banner ads, affiliate links, text link ads and every other advertisement placed in the above the fold section to encourage clicks and earn money. Low quality sites have very little text in the main copy of the page. The content is not concise and complete.What are the 3 basic purposes of a quality rating and improvement system? ›
A Quality Rating and Improvement System (QRIS) is a systemic approach to assess, improve, and communicate the level of quality in early and school-age care and education programs.What are the benefits of ratings? ›
- Reviews are more reliable than resumes. ...
- Ratings provide a clear scale for comparison. ...
- Ratings and reviews create transparency and accountability. ...
- Ratings and reviews reward good work, not time spent.
The Quality Score factors
There are three main factors that make up Quality Score: click-through rate (CTR), ad relevance and. landing page experience.
To do this, pay attention to the three factors that affect Quality Score - expected click-through rate (CTR), ad relevance, and landing page experience.What is high quality page content? ›
High-quality: Your site's content should be unique, specific and high-quality. It should not be mass-produced or outsourced on a large number of other sites. Keep in mind that your content should be created primarily to give visitors a good user experience, not to rank well in search engines.How can you evaluate information quality? ›
- When was the information published?
- Has there been any updates or revision to the information?
- Are the sources used by the author current or outdated?
- Is the information out-of-date for the topic?
- Generic instructions for reviewers.
- Rating schema.
- Clarity/Presentation. Structure.
- Soundness/Correctness. Correctness of statistics and data. Correctness of claims.
- Generality of results/claims.
When you use the following 5 important criteria -- Accuracy, Authority, Objectivity, Currency, and Coverage -- wading through the mass of information can be less confusing, and, you can be a better consumer of information.What are the three most important components of high quality web content? ›
From the headlines of your content to the structure of your sentences and the words you choose, each element is a component that determines how well your content will perform. Here, we'll be going over the 3 key elements of high-quality content: language, structure, and headlines.What are the three main characteristics of a good website page? ›
- A clear purpose.
- Quality content.
- Outstanding UX and UI.
- Great performance.
- Multi-device optimization.
- High security.
- Look for Established Institutions. The internet is full of websites that were started five minutes ago. ...
- Look for Sites with Expertise. ...
- Steer Clear of Commercial Sites. ...
- Beware of Bias. ...
- Check the Date. ...
- Consider the Site's Look. ...
- Avoid Anonymous Authors. ...
- Check the Links.
- Link Authority.
- Anchor Text.
- Link Relevancy.
- Social Shares.
- Brand Mentions.
- Google Business Profile.
Good day [Client's Name]! How was your experience with [Company Name]'s [products/services]? We are always happy to get feedback from our valued customers so that we can continue to improve our service. If you could spare two minutes of your time to write a review, we would be really grateful and very happy to read it.How does 5-star rating work? ›
The concept is simple: customers are asked to rate a product, service, or experience on a scale of 1 to 5 stars. The specific meanings of the 5-star rating scale labels may vary depending on the survey, but in general, ⭐⭐⭐⭐⭐ represent excellent or outstanding performance, while ⭐ points to a poor experience.How many 5-star reviews do I need to increase my rating? ›
How many reviews do you need to get five stars on Google? No set number of reviews is required to get a 5-star rating on Google. The rating is an average of all the individual ratings left by customers. The more ratings you receive, the more accurate and representative your overall rating will be.What is a low quality page? ›
Low-quality web pages can be one of three things: pages that don't contain much content (such as attachment pages in WordPress that are used as a placeholder for an image) pages that contain duplicate content. pages with poorly-written content.
The Importance of High-Quality Website Content
Quality content helps to attract the right audience to your website, engage them and work towards getting the user to take action on your website. If the user finds the content valuable, then they are more likely to share it.
We'll keep a record of warnings and restrictions on your account on your Account Status. Records like these expire one year after you receive them. We sometimes make mistakes.How do I know if I have a violation on Facebook? ›
We'll let you know when something you posted goes against our Community Standards or Community Guidelines. Usually, this notice appears in your Feed when you log into Facebook or in your feed on Instagram. You can also find it in your Support Inbox on Facebook or Support Requests on Instagram.How long do FB violations last? ›
Seven strikes: You'll get a one-day restriction from creating content, which includes posting, commenting, creating a Page, and more. Eight strikes: You'll get a 3-day restriction from creating content. Nine strikes: You'll get a 7-day restriction from creating content.What are the 4 SEO rank factors? ›
There are four factors that impact your SEO rankings: on-page, off-page, technical, and local SEO. Each of these components have a different purpose in proving that your website is not only helpful, but easy to navigate.What are three SEO principles? ›
- Google makes the rules. ...
- If they can't crawl it, they can't rank it. ...
- You can't rank without high-quality content. ...
- The user experience comes first. ...
- Keywords are important but they're not everything. ...
- Backlinks talk. ...
- Little SEO tactics can add up to a big boost in rankings.
- Organic traffic. You've probably heard that traffic is a vanity metric, but it's still one of the main reasons why businesses use content marketing. ...
- Social traffic and social media engagement. ...
- Average Time on Page. ...
- Number of generated leads. ...
- Number of conversions.
A higher Quality Score means that your ad and landing page are more relevant and useful to someone searching for your keyword, compared to other advertisers. You can use the Quality Score diagnostic tool to identify where it might be beneficial to improve your ads, landing pages or keyword selection.What is bad quality content? ›
Poor-quality content is generally material that does not serve much purpose for the audience. High-quality content is original, relevant, helpfulcontent. Poor-quality content is often produced quickly and in bulk in an attempt to improve the rankings of a website, but rarely works.Does Google prefer fresh content? ›
Fresh content refers to recently published, updated, or rewritten content. Google and its users appreciate fresh content because it's more likely to be accurate.
Thin content is on-page content that has little or no value to the visitor. This means content that is automatically generated, unhelpful affiliate content, content that has been stolen from other sites, or content on doorway pages. Basically, content that's just not useful.How does Facebook page rating work? ›
A Page's rating is based on multiple sources, such as the reviews and recommendations people share about business Pages on Facebook. Only Pages that allow Recommendations may show a rating, and a Page may not have a rating if it hasn't received enough recommendations.What is the meaning of quality rating? ›
Quality Rating System means the CMS system intended to inform consumers about the comparable quality of health care services provided by QHPs based on data reported in the means and manner required for Quality Improvement Reporting.What is page quality Facebook? ›
Anyone who has a role or Facebook access to your Page can visit Page Quality to see: Recent Community Standards violations. Content shared by your Page that's been rated by third-party fact-checkers. Intellectual property rights violations.Why is content rating important? ›
A content rating (also known as maturity rating) rates the suitability of TV shows, movies, comic books, or video games to this primary targeted audience. A content rating usually places a media source into one of a number of different categories, to show which age group is suitable to view media and entertainment.How can I improve my Facebook page rating? ›
- Enable Reviews for Your Facebook Page.
- Promote Your Page on Other Social Media Platforms.
- Embed Facebook Reviews on Your Website.
- Add a Facebook Review Widget.
- Send Email Invitations to Recent Customers.
- Write a Facebook Post Asking for Reviews.
- Ask for Reviews via Facebook Messenger.
- Create a Facebook Business page. ...
- Fill out all the information on your page. ...
- Verify your business with Facebook. ...
- Adding links back to your Facebook Page. ...
- Post timely and engaging posts. ...
- Reviews and testimonials.
- Create off-site, automated follow-up emails to send to customers. ...
- Add a Call To Action (CTA) button to your website asking for Facebook reviews. ...
- Encourage customers to 'check-in' to your business. ...
- Respond to every review you get.
Quality can be defined from different points of view, including: transcendent, product-based, user-based, manufacturing-based and value-based.What are the four levels of quality? ›
Total quality management (TQM) has evolved over four stages: quality inspection, quality control, quality assurance, and TQM (Dahl- gaard, Kristensen, and Kanji, 2002).
- Quality Management (QM)
- Quality Assurance (QA)
- Quality Control (QC)
We support almost all types of video files, but recommend using the MP4 format. Resolution should be 1080p or under. To optimize the quality of your videos, upload HD video.How long do Facebook page quality violations last? ›
If we remove multiple pieces of content at once, without notifying you at each removal, we may also count them as a single strike. All strikes on Facebook or Instagram expire after one year.What is the highest content rating? ›
NC-17. The NC-17 rating is the highest rating (even higher than the R-rating) that a film can be given, and it means the movie is for adults only (ages 18 and older) and no one age 17 or younger will be admitted. This rating, prior to 1990, was previously rated X.What content ratings tell you? ›
Content ratings are used to describe the minimum maturity level of content in apps. However, content ratings don't tell you whether an app is designed for users of a specific age. Ratings are typically based on a number of factors, including sexual content, violence, drugs, gambling, and profane language.