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Page Quality Rating: Most Important Factors Considered by Google. Part 1


Search engines have their own website quality standards. If the page does not meet the standard, all efforts to promote it will be in vain and will simply lose the budget. To avoid this, it is important to check the site for parameters that Google takes into account to determine the reliability, authority, and trustworthy of the site. In this article, we will mention a part of the checklist of parameters.

All the factors that Google uses in one way or another to determine the credibility of a page are outlined in the instructions to assessors on assessing the quality of sites. This is an official document by Google and is publicly available. The instructions are constantly updated and renewed. The latest edition from May 16, 2019, was used to compile the checklist.

Some information about the instructions
Search Quality Evaluator Guidelines, instructions for assessors on sites, describe the site verification algorithm for assessors.

Google assessors are employees who evaluate how suitable a site is as an answer to a search query. Assessors analyze the quality of the main and additional content, the reliability of the site, credibility, authors, the reputation of the site, the relevance of information and other factors.

Assessors' assessments do not directly affect the ranking of a particular site but are used to refine algorithms to make the delivery more accurate and high-quality and to exclude inappropriate answers that the algorithm itself cannot recognize.

Assessors become the human factor in the operation of the algorithm.

Google representatives constantly refer to instructions on issues when webmasters cannot understand why the position and traffic of the site have dropped.

We put all the factors that are called instructions into separate checklists: factors of high quality of a site, factors of the low quality of sites and factors of the critically low quality of sites. We recommend checking the site in all three parts and correcting the parameters.

1. High-Quality Website Factors

The Purpose of the Page
Each page has a purpose. The page is evaluated based on the goals of its creation. Google highlights the following page goals:

  • informing users on the topic
  • presentation of own thoughts and ideas for users
  • demonstration of images, photos, videos, other graphics
  • user entertainment
  • user education
  • sale of products or the provision of services (paid and free)
  • the opportunity to ask a question and get an answer (forums, microblogs, question and answer pages)
  • file upload (graphics, software, documents)

Pages created without a specific purpose to help users, as well as pages that spread hatred, intend to harm, mislead users, are rated as pages of the lowest quality.

Advice: Formulate the purpose of the page. If you do not understand or cannot explain the purpose of a particular page, remove it from the site.

The presence of the main pages
The main page should provide maximum information about what the user can get on the site. This is not only a text description but also data blocks of other pages (products from the catalog, snippets of articles/materials of other sections, reviews), the main and additional menus.

Page about the company, author or owner of the site - these pages should indicate who is responsible for the site, who creates the content.

The contact page should provide up-to-date information on how to contact the company, the site owner and content creator.

The search system checks not so much technical availability, but the volume and quality of information on these pages.

Site Reputation
The reputation of the site is evaluated according to users and their real experience with the site. Google evaluates two parameters of reputation: the site itself (the users' opinion on the site, its convenience, and usefulness) and the company, owner or author of the content.

The reputation of the site is estimated from the following sources:

  • user reviews on the site and on external resources
  • information from independent sources - news, expert opinions, events (for example, the news publication received an award - this fact indicates a good reputation)
  • quoting and mentioning of the site by experts and authoritative sources become signals of a strong positive reputation
  • independent ratings
  • Wikipedia
  • user forum discussions
  • blogs and news publications

What sources are not taken into account when assessing a site’s reputation

  • accounts of the company, owner, author on social networks
  • data from analysis tools (eg, Alexa rankings)
  • statistics data or the result of machine quantitative data processing
  • blog of the company, owner, author
  • data from the site itself - it is impossible to judge the site’s reputation from a text about the company, achievements or reputation without actual confirmation.

E-A-T (Expertise - Authoritativeness - Trustworthiness) - assessment of competence, authority, trust
For any pages created to help users, it’s important to evaluate the following criteria:

  • the expertise of the content author
  • authoritativeness of the author of the main content and the site itself
  • potential trust of the author, content and the site itself

E-A-T is assessed by the experience and position of the creator of the site/content. Materials about health should be created by a person with medical education, legal issues should be considered by a lawyer, financial recommendations should be given by a person with an economic education or relevant work experience.

It is also allowed to create content by a person who has sufficient personal experience in the matter. For example, a person constantly makes bank deposits, studies interest rates and offers, understands how interest is accrued on deposits and determines in practice which deposit is more profitable. To do this, you do not need to have specialized education or position. The content should be based on real experience.

The volume of the main content
The main content is what the analyzed page was created for. The main content includes:

  • text
  • graphics - videos and images
  • audio files
  • calculators, functions

The adequacy of the content is determined based on the purpose and theme of the page. For example, high-quality information pages should provide comprehensive, factually reliable information on a topic. Ideas must be clearly defined and explained.

High-quality product pages allow the visitor to quickly find the product, get the necessary information about the product and add it to the shopping bag.

There are no quantitative metrics of the sufficiency of content. 500 characters to describe a child’s game may be sufficient, but 5,000 characters to describe a historical event might be not enough.

The quality of the main content
The quality of the content is evaluated by how much time, effort and knowledge it took to create it.

Advertising refers to additional content and is not a signal of poor site quality. Moreover, Google points out that advertising can perfectly complement the user experience, be useful and valuable.

The webmaster can not always control the content of advertisements, but the site is still responsible for the advertising message.

About factors of the low quality of sites and factors of the critically low quality of sites, we will tell you in the next article. Subscribe on Crork Blog to learn more about the latest SEO trends, tendencies and news.

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