Google employs a massive team of quality raters across the globe to help it assess its search results. The data Google gathers from its search quality raters is used to improve algorithms, ensuring that only the most useful and relevant pages show up in the first page of search results.
Why is this important?
In a remarkable show of transparency, Google actually makes its search quality rater guidelines available to the general public. That’s right, the same company whose make-or-break algorithm updates are cloaked in secrecy shares nearly 170 pages detailing exactly what their search quality raters are instructed to do. While quality raters do not directly influence search engine results pages (SERPs) or a site’s ranking, we can look at this document to determine what Google wants from a website — and what they don’t want, too.
The Quality of Some Pages Matters More Than Others
“Your Money or Your Life” sounds like an especially grim gameshow, but it’s the term Google uses for pages with higher stakes than others: pages that can impact a user’s happiness, health, finances, or safety. These pages are held to a search quality higher standard than other types of content.
The takeaway here is that if the site you run or perform SEO for is in one of these categories, you’re going to have to mind your Ps and Qs. Per Google’s quality rater guidelines, Your Money or Your Life (YMYL) pages include:
- News and Current Events
- Civics, Government, and Law
- Health and Safety
- Groups of People (i.e., information about racial, ethnic, and social groups that could be potentially used to discriminate)
There’s also an Other category, in which raters are instructed to use their own discretion — these include nutrition, housing information, job search topics, and education. Recent algorithm changes have been hitting sites hard for proving themselves unreliable through the YMYL lens. Alternative medicine, for example, was seriously downgraded in the SERPs last fall, with science-based health sites including articles vetted by medical professionals taking their place.
Expertise, Authoritativeness, and Trustworthiness (E-A-T)
Remember Google Plus? It may have proven completely worthless, but it did give us insight into Google’s shift in focus to evaluating not just the content on the page, but the person or people creating it. E-A-T matters across the board, but not surprisingly, it matters more for YMYL sites. E-A-T means:
- An article about Multiple Sclerosis should be written or reviewed by a physician or nurse, not someone touting a vegan diet as a cure.
- News articles should be written by a journalist using proper grammar and come from a legitimate website, not a mysterious .news domain of unknown origin.
- Science content should come from people or organizations with experience in the field and reflect scientific consensus. (Sorry, flat-earth enthusiasts.)
- Financial, legal, home remodeling, and parenting topics must also be well-researched and written by trustworthy sources.
Even content on hobbies should be written by people with expertise. In short, Google is raising the bar in order to eliminate content farms. It also impacts those of us in the SEO field, who often use freelance writers to create a wide variety of content for an even wider variety of clients. It’s important to have your clients read and vet anything produced by a ghostwriter before it gets posted so it bolsters your client’s E-A-T score, rather than harming it.
Reputation and customer reviews are two other factors that are weighed when determining E-A-T—anyone offering professional services should send out reminders to clients asking them to write reviews because Google instructs its quality raters to look at these, which means that Google’s algorithms are also looking at these factors.
Supplementary Information Is Important
Related to this last point, search quality raters also are told to visit other pages on a website in order to make their evaluations. Transparency is critical here — an “About Us” page should not be vague, but crystal clear about the business being run and the team behind it. There should be a contact page on every website — and it should have actual contact information, not just a form to fill out.
This, too, is weighed differently for YMYL pages. Per Google’s search quality rater guidelines:
“If a store or financial transaction website just has an email address and physical address, it may be difficult to get help if there are issues with the transaction.”
The takeaway here is that even email and a physical address may not be enough to satisfy Google in some circumstances. You (or your client) should be comfortable putting it all out there if they have a YMYL page and they want to rank well in the SERPs.
Content (Is Still) King
Content is king. It is still king. It will always be king.
Ultimately, Google’s goal has been the same since it began: to make money. And how does Google make money? By delivering users the best content to meet their needs. The days of hiring people in far-flung places to write a garbled blog post about conveyor belts for $5 are over. SEO isn’t about tricks; it’s not about gaming the system.
Many people in our field spend a lot of time fretting about algorithms and jump on every SEO trend they read about. The danger in this is that as soon as you start implementing some shiny new strategy, Google catches on and adjusts its algorithm and the rankings plummet. You start feeling like a hamster on a wheel, but it doesn’t have to be that way. Read Google’s search quality rater guidelines and see what they look for and do those things. Without good content, none of the other SEO techniques you use will matter.
The Bottom Line
What does Google want in a website? High-quality content from reliable sources. Accuracy matters, but so does the quality of writing. User experience should be good, sites should be viewable and usable on mobile, and if a website has ads, they should not render a site unusable. Take a step back and evaluate each page on a site and ask yourself if you’d find it helpful before you release it into the world.
Want more tips to improve your SEO? Click here to grab a copy of our Ultimate SEO Checklist.