Author: Olaf Kopp
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Google released an new version of the Quality Rater Guidelines on 16.November 2023. In this article you can find what’new in the QRG.
Contents
- 1 What are the Google Quality Rater Guidelines?
- 2 Whats new in the Quality Rater Guidelines 2023?
- 3 Summary of the Quality Rater Guidelines
- 4 Different Versions of the Quality Rater Guidelines
What are the Google Quality Rater Guidelines?
The Google Quality Rater Guidelines are a set of criteria that Google uses to guide human evaluators in assessing the quality of search results. These guidelines help ensure that the search results are of high quality, relevant, and useful to users. Here are the key aspects of these guidelines:
- Purpose of the Page: Evaluators are instructed to determine the main purpose of a page. This can include providing information, selling products, entertaining users, or any other specific purpose.
- Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T): This is a crucial factor in assessing the quality of a page, especially for YMYL (Your Money or Your Life) content, which includes topics like health, finance, legal issues, etc. High-quality pages must demonstrate expertise, authoritativeness, and trustworthiness.
- Content Quality and Amount: The guidelines emphasize the importance of high-quality content. This includes the accuracy, originality, thoroughness, and comprehensiveness of the content presented.
- Website Information and Reputation: The reputation of the website and the information about the creators of the content are also important. This involves checking reviews, expert opinions, news articles, and other credible sources of information about the site.
- User Experience: The overall user experience provided by the website, including its design, usability, and the safety of the user, is a significant factor.
- Needs Met Rating: This criterion assesses how well a page meets the needs of users based on their search queries. This includes considering the intent of the search and how effectively the content addresses that intent.
These guidelines are used by Google’s human raters to evaluate search results, but they do not directly impact search engine rankings. However, they provide insights into what Google considers high-quality content, which can indirectly influence how content is optimized for search engines.
Whats new in the Quality Rater Guidelines 2023?
The Google Quality Rater Guidelines from 2023 incorporate several updates and changes, aimed at maintaining relevance and effectiveness in assessing the quality of web pages and search results. The changes are as follow with some examples:
- Simplified Needs Met Scale Definitions: Added specific guidance for different types of Needs Met ratings.
Part 3: Need Met Rating Guideline
Rating Description A special rating category, which only applies to
certainqueriesandresults.AlloralmostallFullyMeets(FullyM)userswouldbeimmediatelyandfullysatisfiedbytheresultandwouldnotneedtoviewotherresultstosatisfytheirneed.HighlyMeets(HM)Veryhelpfulformanyormostusers.Someusersmaywishtoseeadditionalresults.ModeratelyMeets(MM)HelpfulformanyusersORveryhelpfulforsomeusers.Someormanyusersmaywishtoseeadditionalresults.SlightlyMeets(SM)Helpfulforfewerusers.Thereisaconnectionbetweenthequeryandtheresult,butnotastrongorsatisfyingconnection.Manyormostuserswouldwishtoseeadditionalresults.FailstoMeet(FailsM)Completelyfailstomeettheneedsoftheusers.Alloralmostalluserswouldwishtoseeadditionalresults.Pleasenotethatyoumayassignin-betweenratings.
13.1 Rating Result Blocks: Block Content and Landing Pages
Which part of the result do you rate?
Itdependsonboththequeryandtheresultblock:
13.1.1
QueryandUserIntentResultRatingFullyMeetsExplanationspecific, clear, and unambiguous. ●Alloralmostalluserswouldbecompletelysatisfiedbytheresult4usersissuingthatquerywouldnotneedadditionalresultstofullysatisfytheuserintent.Inotherwords,theFullyMeetsratingshouldbereservedforresultsthatarethe<completeandperfectresponseoranswer=sothatnootherresultsarenecessaryforalloralmostalluserstobefullysatisfied.
13.2.
specific, clear, and unambiguous. ●
Alloralmostalluserswouldbecompletelysatisfiedbytheresult4usersissuingthatquerywouldnotneedadditionalresultstofullysatisfytheuserintent.Inotherwords,theFullyMeetsratingshouldbereservedforresultsthatarethe<completeandperfectresponseoranswer=sothatnootherresultsarenecessaryforalloralmostalluserstobefullysatisfied.●
Theuserislookingforaveryspecificfactorpieceofinformationandtheresult block provides the information thoroughly, accurately, and clearly, and is from ahighqualitysource.Nootherresultswouldbeneeded.BeforeusingtheFullyMeetsratingforqueriesseekingaveryspecificfactorpieceofinformation,youmustcheckforaccuracyandconfirmthattheinformationissupportedbyexpertconsensuswheresuchconsensusexists.FullyMeetsmayapplyinothersituationsaswell.Askyourselfwhethertheresultblockaloneistheperfectandcompleteresultthatwouldfullysatisfyalloralmostallusers.Be conservative when using the Fully Meets rating.Whenindoubt,consideralowerrating.Note:Ifaresultblockisveryclosetobeingfullysatisfying,buttheblockalonemaynotbesufficientinordertofullysatisfyalloralmostallusers,aratingofHighlyMeets+maybeappropriate.SometimesyouhavetothinkabouthowspecifictheuserneedisandwillneedtomakeajudgmentcallonwhetheritisspecificenoughtopossiblyhaveaFullyMeetsrating.Query: [titanic imdb] The query has clear intent to go User Intent: Go to the IMDb to the IMDb page for Titanic. page for Titanic. Query:
[www.yahoo.c0m]EventhoughthisisanimperfectURLquery,it’scleartheuserUserIntent:GototheYahoowantstogototheYahoowebsite.website.
Query: [how to find Mac OS
completeandcorrectanswerversion]prominentlyintheresultblock,inawaythatiseasyforuserstoUserIntent:Findouthowtoread,andcomesfromahighlocatetheOSversionofaquality,authoritativesourceforMac.Appleproductinformation.TheresultblockFullyMeetstheuserneed.TheresultblockdisplaystheQuery:[new york city complete and correct answer population 2012] prominently in the result block, in a way that is easy for users to User Intent: Find theread4itFully Meets the user population of New York City need. back in 2012.
13.3.
Highly Meets medical and scientific information pages must represent well-established scientific/medical consensus unless the user is clearly seeking an alternative viewpoint.
Forallinformationpages,youmustcheckforaccuracyandconfirmthattheinformationissupportedbyexpertconsensuswheresuchconsensusexists.AquerycanhavemanyHighlyMeetsresults.HavehighstandardsfortheHighlyMeetsrating.Thisisespeciallyimportantforquerieswithmanyon-topicresults.interpretations,thinkabouthowlikelythequeryinterpretationisandhowhelpfultheresultis.●AveryhelpfulresultforadominantinterpretationshouldberatedHighlyMeets,becauseitisveryhelpfulformanyormostusers.SomequerieswithadominantinterpretationhaveaFullyMresult.●AveryhelpfulresultforacommoninterpretationmaybeHighlyMeetsorModeratelyMeets,dependingonhowlikelytheinterpretationis.●AveryhelpfulresultforaveryminorinterpretationmaybeSlightlyMeetsorlowerbecausefewusersmaybeinterestedinthatinterpretation.●TherearesomeinterpretationsthataresounlikelythatresultsshouldberatedFailsM.Wecallthese<nochance=interpretations.
This is the official website for Query: [trader joes] Trader Joe’s, which has
highlyauthoritativeinformationontheUserLocation:Charlotte,businesses’stores,promotions,NorthCarolinarecipes,news,etc.UserIntent:ThereareNote:Thisresultblockisnottwopossibleuserintents:FullyMeetsbecauseuserswhomostusersprobablywantwantinformationtovisitthestoretovisitanearbylocationorhavetodoabitofworktofindgotothewebsite.thatinformation4itis not
UserIntent:ThereareNote:Thisresultblockisnottwopossibleuserintents:FullyMeetsbecauseuserswhomostusersprobablywantwantinformationtovisitthetovisitthecardealershipdealershiphavetodoabitoforgotothewebsite.worktofindthatinformation4itisnotimmediatelyavailable.
User Intent: Find Note: This result block is not information about this Fully
Meets4eventhoughtherelibraryorgototheisawebsitelink,itisnotverywebsite.satisfyingforuserswhowanttogotothewebsitebecauseitisnotasinformativeasawebsearchresultblockwithatitle,snippet,andURL.Thereisonlyonelibraryintheuserlocation(Belmont,California).TheresultblockQuery:[belmontlibrary]showsinformationaboutthelibrary,andisespeciallyhelpfulUserLocation:Belmont,foruserswhowanttovisittheCalifornialocation.UserIntent:FindNote:ThisresultblockisnotinformationaboutthisFullyMeets4eventhoughtherelibraryorgototheisawebsitelink,itisnotverywebsite.satisfyingforuserswhowanttogotothewebsitebecauseitisnotasinformativeasawebsearchresultblockwithatitle,snippet,andURL.TheuserintentistoobroadtohaveaFullyMeetsresult.However,thisisTheQuery:[decemberists]Decemberists’officialwebsiteandhasalotofcontentincludingUserIntent:Learnmoretourdates,musicvideos,theabouttheband,Thelatestalbum,etc.TheresultisDecemberists.uniquelyauthoritativeandmostuserswouldbeverysatisfiedbythiswebsite.TheuserintentistoobroadtohaveaFullyMeetsresult.Query:[celine dion] However, this is Celine Dion’sofficialwebsiteandhasalotofUserIntent:Learnmorecontentincludingrecentnews,about the singer Celine Dion.videos,etc.Theresultisuniquelyauthoritativeandmostuserswouldbeverysatisfiedbythiswebsite.
- Modernized Examples: Focused on popular platforms and video formats, removing outdated examples.
- Expanded Rating Guidance: Specifically for forum pages.
- Consistent Language Updates: Across various sections.
- Refinement of Page Quality Rating: Focused on Main Content Quality, Website and Content Creator Reputation, and E-E-A-T.
14.0
Here is some guidance about assigning Needs Met and Page Quality ratings: ● Useless results should always be rated FailsM , even if the landing page has a high Page Quality rating. Useless is useless. ●
On-topic,helpful,butlowPageQualityresultsshouldgetlowerNeedsMetratingsthanon-topic,helpful,andhighPageQualityresults.TheNeedsMetscaleencompassesallaspectsof<helpfulness,=andmanyusersfindlowPageQualityresultslesshelpfulthanhighPageQualityresults.Yourratingsshouldreflectthis.●TheHMratingshouldbegiventohelpful,highPageQualitypagesthatareagoodfitforthequery.TheHMratingmayalsobeusedforresultsthatareveryhelpful,mediumquality,andhaveotherverydesirablecharacteristics,suchasveryrecentinformation.●TheHMratingmaynotbeappropriateifapagehaslowPageQualityorhasanyotherundesirablecharacteristics,suchasoutdatedorinaccurateinformation,orifitisapoorfitforthequery.WehaveveryhighstandardsfortheHMrating.●SMisoftenanappropriateratingforlowqualitybuton-topicpages.However,apagecanhavesuchlowPageQualitythatitisuselessfornearlyallqueries.GibberishpagesareagoodexampleofpageswithlowPageQualitythatshouldberatedFailsM.Anexceptiontothisisquerieswithclearwebsiteintent,wherethetargetwebsiteshouldberatedFullyMevenifthepagehaslowPageQuality.●Rememberthatifapagelacksabeneficialpurpose,itshouldalwaysberatedLowestPageQuality–regardlessofthepage’sNeedsMetratingorhowwell-designedthepagemaybe.PleasereviewSection4.1forasummaryofothertypesofLowestPageQualitypages.QueryandUserIntentResultBlockandLP,NeedsMetRating,PageQualityRatingExplanationNeedsMet:Thispagewouldbehelpfulforfewusers.PageQuality:Readthiscontentoutloud.ThearticleontheLPisshallowandunintentionallyhumorous.TheMChasfourparagraphsoftext,butitbasicallysaysthatelectriccarsuseQuery:[howdoelectricelectricityandhavetobecarswork]charged.ThepagealsolacksE-E-A-T.LowisanappropriateUserIntent:Findrating.informationabouthowelectriccarswork.NeedsMet:Thequeryaskshowelectriccarswork,butthearticleontheLPisaboutmobilityscooters.PageQuality:ThereisalotofhelpfulMConthelandingpageonWikipedia.org.ThepagehashighE-E-A-T.Medium+toHighisanappropriaterating.
QueryandUserIntentResultBlockandLP,NeedsMetRating,PageQualityRatingExplanation
15.2.3.
15.2.3NeedsMetRatingforClearp*rnIntentQueriesForveryclearp*rnintentqueries,assignaratingtothep*rnlandingpagebasedonhowhelpfulitisfortheuser.Eventhoughthereisp*rnintent,thepageshouldstillbeassignedap*rnflag.Donotsimplyrateallp*rnpagesforp*rnqueriesasMMorHM.Eventhoughthequeryisp*rnandtheresultisp*rn,thepagemustfitthequeryandbehelpfultogetahighNeedsMetrating.Pagesthatprovideapooruserexperience,suchaspagesthattrytodownloadmalicioussoftware,shouldalsoreceivelowratings,eveniftheyhavesomeimagesappropriateforthequery.QueryUserIntentLandingPageRatingp*rnFlag?[freeones],English(US)NavigatetotheFreeonesExample:
15.4.2
Videos are often an example where foreign language pages are helpful and desired. Think about user intent and what pages are good for users. If the query
<asks=foraforeignlanguagesong,band,film,sportingevent,etc.,thenavideoofthesong,band,film,sportingevent,etc.ishelpfulsinceitcanprobablybeunderstoodorenjoyedeventhoughitisinaforeignlanguage.Forthesetypesofqueries,foreignlanguageresultsareoftenexpected.Ifthevideoissomeonetalkingaboutthesong,band,film,orevent,theresultprobablycannotbeunderstoodorenjoyedandshouldbeassignedaFailsMratingandtheForeignLanguageflag.Note:IfyouareunabletoevaluatethePageQualityratingofaForeignLanguageresult,youdonotneedtoassignaPageQualityratingandcanleavetheslideratN/A.
16.0
16.0RatingQuerieswithMultipleInterpretationsandIntentsSomequeriesreallyonlyhaveonemeaning.Considerthequery[iphone],English(US).Theremaybedifferentuserintentsforthisquery(researchiPhones,buyaniPhone,gototheiPhonepageonApple’swebsite),butallusersarebasicallyreferringtothesamething:thephonemadebyApple,Inc.Somequeriestrulyhavedifferentpossiblemeanings.Considerthequery[apple],English(US).Someusersmaywanttofindmoreinformationonthecomputerbrandorthefruit.Werefertothesedifferentmeaningsasqueryinterpretations.WhengivingNeedsMetratingsforresultsinvolvingdifferentquery
17.0
because Discover is a popular credit card company. Query: [credit cards] Page
Quality:DiscoverisacompanywithUserIntent:UsersarehighE-E-A-Tthatoffersservicesforcreditprobablylookingtosigncards,banking,etc.withagoodreputation.upforacreditcardHigh+toHighestisanappropriaterating.online, or want to This page offers a list of top credit cards in research credit cards a variety of categories. before signing up.
- Refreshed YMYL (Your Money Your Life) Focus: Concentrated on high-accuracy topics to prevent significant harm.
2.3
2.3YourMoneyorYourLife(YMYL)TopicsPagesontheWorldWideWebareaboutavastvarietyoftopics.Sometopicshaveahighriskofharmbecausecontentaboutthesetopicscouldsignificantlyimpactthehealth,financialstability,orsafetyofpeople,orthewelfareorwell-beingofsociety.Wecallthesetopics<YourMoneyorYourLife=or YMYL.
13.3
13.3HighlyMeets(HM)AratingofHighlyMeetsisassignedtoresultsthatmeettheneedsofmanyormostusers.HighlyMeetsresultsarehighlysatisfyingandagood<fit=forthequery.Inaddition,theyoftenhavesomeorallofthefollowingcharacteristics:highquality,authoritative,entertaining,and/orrecent(e.g.,breakingnewsonatopic).InordertoreceiveaHighlyMeetsrating,informationpagessuchasencyclopediaarticlesandnewsarticlesmustbeaccurateandhighlycredible.Highly Meets medical and scientific information pages must represent well-established scientific/medical consensus unless the user is clearly seeking an alternative viewpoint.Forallinformationpages,youmustcheckforaccuracyandconfirmthattheinformationissupportedbyexpertconsensuswheresuchconsensusexists.AquerycanhavemanyHighlyMeetsresults.HavehighstandardsfortheHighlyMeetsrating.Thisisespeciallyimportantforquerieswithmanyon-topicresults.interpretations,thinkabouthowlikelythequeryinterpretationisandhowhelpfultheresultis.●AveryhelpfulresultforadominantinterpretationshouldberatedHighlyMeets,becauseitisveryhelpfulformanyormostusers.SomequerieswithadominantinterpretationhaveaFullyMresult.●AveryhelpfulresultforacommoninterpretationmaybeHighlyMeetsorModeratelyMeets,dependingonhowlikelytheinterpretationis.●AveryhelpfulresultforaveryminorinterpretationmaybeSlightlyMeetsorlowerbecausefewusersmaybeinterestedinthatinterpretation.●TherearesomeinterpretationsthataresounlikelythatresultsshouldberatedFailsM.Wecallthese<nochance=interpretations.
- Device Agnostic Language: To be applicable across all device types.
- General Minor Updates: Including language, examples, and fixing of typos.
These changes reflect Google’s ongoing efforts to improve the relevance and quality of search results, emphasizing the importance of content quality, authoritativeness, and user experience. The 2023 guidelines show a greater emphasis on modernization, with specific attention to popular platforms and video formats, and a simplified approach to Needs Met ratings. The 2022 guidelines focused more on broadening the applicability of the guidelines to various types of websites and refining the core pillars of Page Quality Rating.
Summary of the Quality Rater Guidelines
The Google Quality Rater Guidelines provide comprehensive instructions for evaluating the quality of web pages and search results. Here’s a detailed summary of the key sections:
- Introduction: The guidelines begin with an overview of the purpose of the document, emphasizing its role in improving search results by providing human feedback to Google’s algorithms.
- Understanding Webpages and Websites: This section instructs raters on how to evaluate a website’s purpose, its content, and the context of the information provided.
- Page Quality Rating: It delves into the criteria for assessing the quality of a page, focusing on factors like experience, expertise, authoritativeness, trustworthiness (E-E-A-T), and the quality of content.
- Needs Met Rating: This part focuses on how well a page meets a user’s search intent. It includes various scenarios and examples to illustrate different levels of user satisfaction.
- Understanding User Intent: The guidelines emphasize the importance of understanding what users are looking for when they perform a search and how this affects the evaluation of search results.
- Mobile User Needs: Given the increasing use of mobile devices for internet access, this section addresses the unique needs and challenges of mobile users.
- Additional Rating Tasks and Instructions: This segment covers various other tasks that raters may encounter, such as rating dictionary results, understanding the user location, and handling misspelled queries.
- Appendix and Additional Resources: The document concludes with an appendix that provides additional resources and explanations to assist raters in their tasks.
Throughout the document, the emphasis is on providing accurate, unbiased ratings based on the guidelines, with numerous examples and scenarios to guide raters in various situations. The guidelines also highlight the evolving nature of web content and the importance of staying current with new types of content and changing user behaviors.
Different Versions of the Quality Rater Guidelines
Here are different Versions of the QRG to download:
- Quality Rater Guidelines 2014
- Quality Rater Guidelines 2015
- Quality Rater Guidelines May 2017
- Quality Rater Guidelines July 2017
- Quality Rater Guidelines 2022
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About Olaf Kopp
Olaf Kopp is Co-Founder, Chief Business Development Officer (CBDO) and Head of SEO & Content at Aufgesang GmbH. He is an internationally recognized industry expert in semantic SEO, E-E-A-T, modern search engine technology, content marketing and customer journey management.As an author, Olaf Kopp writes for national and international magazines such as Search Engine Land, t3n, Website Boosting, Hubspot, Sistrix, Oncrawl, Searchmetrics, Upload … . In 2022 he was Top contributor for Search Engine Land. His blog is one of the most famous online marketing blogs in Germany. In addition, Olaf Kopp is a speaker for SEO and content marketing SMX, CMCx, OMT, OMX, Campixx...
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