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Page Quality Rating: Most Important Factors Considered by Google. Part 2


In the previous article, we wrote about Quality standards and factors which are taken into consideration by Google when ranking websites. In this article, we will continue this topic and will tell you about Low-Quality factors and how Google recognizes the websites of the poor quality.

Low-Quality Website Factors
Poor quality pages are also created for a specific purpose. And often this goal is right - the benefit and value for the user. Lack of necessary information in sufficient volume, competence, experience, knowledge of the author in the subject reduces the quality of the page.

Key factors of poor-quality pages:

Low level of knowledge and competence in the matter
The page does not achieve the stated goal due to the lack of:

  • knowledge and experience of the author of the content in question - for example, a person tells how to fill out a tax return, but he himself never did it
  • the site is not an authoritative source in this topic - for example, filling out a tax return on a culinary site
  • the main content is not trustworthy - for example, the product payment page uses an insecure connection

Poor quality of the main content
Poor quality content is obtained as a result of the fact that the author did not spend enough time, effort, knowledge on its creation.

  • page title does not match the main content
  • the page title uses exaggeration, shocking techniques to force the user to click on the result in the search results
  • the material is superficial and often about nothing

Insufficiency of the main content
The main content does not reveal the topic, does not help the user solve the problem, does not fully describe the issue. An example is an article in the encyclopedia about World War II, in 2 short paragraphs.

Distracting Advertising
Advertising alone is not a sign of poor page quality. Some ads block the main content, block access to the main content, use too active animation to attract the attention of users.

If advertising on a page actively distracts the user's attention or closes the main content, then such a page is automatically rated low, regardless of the quality of the main content.

A pop-up window with a clearly marked “close” button does not cause a low rating. However, if such windows are difficult to close, the user cannot access the main content, the advertisement scrolls along with the page, then the page gets a low rating.

A negative factor also becomes the content of advertising (especially of a sexual nature). Shocking ads also reduce the rank of the page.

Mixed or negative site reputation
If there are negative reviews and references in a negative context about the site, owner or author of the content, this becomes a reason for lowering the page’s rating.

For financial and medical pages, even a few negative reviews cause a low rating, since higher quality standards apply to these pages.

Insufficient information about the company, site owner or author of the content
The amount of information about the site, company, the author is determined by the purpose of the page. The more serious the page, the more information is required.

For example, online stores and payment accepting pages require a high level of user confidence. The more information about the site, the higher the confidence of visitors. Email and a physical address alone are not enough to gain credibility.

Google requires sufficient information on the following pages:

  • customer support
  • contacts
  • about company, site, owner, content author

Pages of the lowest quality
Pages of the lowest quality meet one or more of the following criteria:

The page is useless
Pages of the lowest quality are not always conceived in order to mislead users. Often they are created with the noble purpose of providing users with information, but due to a lack of knowledge, experience, desire and other factors, they do not achieve their goal.

Illiterate, incomprehensible content or its complete absence becomes the cause of critically poor quality.

Lack of knowledge, experience, competence
A critically low rating is used in cases where the content author not only lacks knowledge and experience in the topic, but when there are complete illiteracy and irresponsibility.

Lack of core content
Each page is created in order to provide the user with its main content. Pages with:

  • completely missing the main content
  • the volume of the main content is so small that it can be neglected
  • are rated as critically poor quality pages.

Critically poor quality of the main content
The content, on the creation of which was spent little effort, time and knowledge so the page becomes useless.

Critically low are rated pages whose content is:

  • framed scornfully
  • so complicated in reading, viewing, interacting that a person cannot page

Also, the lowest rating will be given to a page whose layout is violated, display in the browser or some functions do not work due to insufficient knowledge or experience of the creator.

(!) In creating content, be guided by the interests and benefits for the reader. Content may be of interest to you, but it is absolutely useless for a site visitor.

Plagiarism of the main content
One of the ways to quickly get content without investing effort, time, knowledge and experience is copying from other sources.

Copying is understood as full or partial borrowing without proper modifications in order to add value to the user.

What is considered copied content:

  • The content is completely copied from a certain source - it is possible to completely copy the text of one page, partially copy the text or parts of the text and combine them on one page, completely copy the texts of different pages and combine them on one page.
  • Partially modified content means replacing a word, rearranging sentences and words within a single sentence, replacing one word with a synonym throughout the text, and so on
  • Content copied from a dynamically changing source (search results page, for example).

Auto-generated content
The option of reproducing the main text by automatically creating multiple copies is another way to create content effortlessly.

Annoying advertising
A critically low rating goes to sites whose ads:

  • scrolls along with the page, it is almost impossible to turn it off
  • takes users to another site and does not offer the option to return to the previous one or go to the next page of the site

Lack of information about the company, site, owner, content author
The complete lack of information about the company, site, owner or author of the content automatically reduces the rating to a critical minimum.

Abandoned or hacked site
Abandoned sites over time cease to achieve their goals due to outdated content and crashes due to incompatibility with newer versions of browsers. Such sites are useless to visitors.

Potentially Dangerous Pages
These pages include:

  • incitement to violence
  • instructions for terrorist acts
  • the propaganda of suicide or mutilation
  • violent demonstration or violence scene

Malicious Pages
These are pages that:

  • request personal data for no reason
  • receive passwords from social accounts using phishing
  • offer malware downloads or link to similar pages

Negative reputation
It is determined by the prevailing number of negative reviews in independent sources.

Misleading users
These are pages that:

  • offer untrustworthy content
  • offer information contrary to generally accepted standards
  • copy the design of other pages in order to be mistaken for another site
  • clones of social accounts
  • offer materials solely for the purpose of manipulating the opinions of visitors
  • offer fake reviews about a product or service
  • hide real owners or creators

To assess the quality of the site is critically important:

  • have a clear page goal
  • information about the site, company, owner, content author - add maximum information to the main page, about us, to your contacts. Offer images of a team and their short bio.
  • E-A-T level - you have to understand the topic, otherwise, you won’t get high positions in the results
  • quality content
  • the reputation of the site, company, author - this is what you can control and change. Never leave negative reviews unattended; working with and answering to reviews increases confidence in the eyes of other users.

And a few more recommendations:

  • do not publish non-related content - this automatically depreciates the page in the eyes of users and search engines
  • do not use shocking headlines - this is clickbait, you can be punished for it
  • check the accuracy of materials, ease of design and presentation
  • make sure that the volume of advertising does not exceed the volume of the main content, do not use aggressive advertising banners
  • do not publish useless materials for the sake of expanding the semantic core
  • do not try to mislead the algorithm by adding “authors” to the materials
  • do not copy content if you use materials from another site, modify them so that borrowing does not violate copyright law.


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