Recently, Google has published things to know about Google Search Quality Guidelines on the Google Research blog to evaluate the search results of Google, particularly for both the Google Assistant and the voice search results. The content and dynamic works similarly to the web search quality guidelines. The only differences are the means and manner of evaluating the responses. First, there is no screen when evaluating the results. Instead, you will use the Google Assistant to evaluate the voice responses.
Search Quality Evaluator Guidelines Defined
First of all, what does Google update the Search Quality Evaluator Guidelines? The second question is what makes it important for SEO, web design, and marketing? The known fact about Google is the employment of 10,000 Search Quality Evaluators to check the organic search engine results manually. These people are ordinary consumers and not highly trained engineers. Google has asked the raters to guarantee that the answers given are satisfactory. Satisfactory means the platform was able to meet the criteria.
Information Satisfaction: The answer should meet the needs of the user. The substance should be timely and relevant.
Length: If the displayed answer is too long, the users can easily scan it visually to locate the relevant one. This is not possible with the voice answers. Therefore, it is very important to ensure to provide helpful information. In other words, information that is enough, not too much or too little.
Elocution: The spoken answers should have prosody and proper pronunciation. Enhancements in text-to-speech generation, such as Tacotron 2 and WaveNet, are rapidly reducing the human performance gap.
Formulation: A poorly structured or composed written answer is much easier to understand than an ungrammatical spoken answer. Therefore, more care has to be given importance in ensuring the correctness of every grammar.
Who Are the Raters of Google Search Quality Guidelines and What Do They Do?
Google contracts 10,000 search quality raters to evaluate its search results. Google will provide the raters the actual searches that happen on Google. As soon as the search is done, they are asked to rate the quality of pages appearing in the top results. This is why they are called quality raters. However, there is a strict guideline to follow. First, the quality raters should not alter the results directly. He or she should mark the listing as low quality. Such rating will not cause the page to lose ranking or be banned.
The data will not be banned because it will be used as a basis to improve the search algorithms of Google. An algorithm is an automated system of the ranking pages. Sooner or later, the data made by quality rater might be helpful on low-quality pages. Quality raters make use of a 200-page set of guidelines instructing them on the means and manner in assessing website quality. It is also used to know whether the results they reviewed will meet the needs of those who search.
Determining Page Quality
Page Quality is a criterion or standard that the raters assign to pages that come up top in Google search queries. It is the responsibility of the raters to determine whether the pages have low or high page quality according to the website’s quality. The purpose is to know whether it complies the purpose and if that purpose properly meets the requirements or standards of the search they performed. The overall page quality rating scale of Google has five levels: Lowest, Low, Medium, High, and Highest. The raters will evaluate using the slider.
Identifying Page Type and Purpose
Before the PQ rating, it is important that raters should determine first the purpose and importance of the pages they are evaluating. They should ask whether or not the page created:
To allow the users to download or exchange files
To share multimedia
To express different opinions
To share social or personal information
To sell products or services
To create brand awareness
To share their stories or information related to the topic
As soon as they have determined the purpose of the page, they should be able to evaluate how well the page complies or meets with this purpose in connection with the question that was made.
Evaluating for Authoritativeness, Trustworthiness, and Expertise
All aspects of a page are evaluated for Authoritativeness, Trustworthiness, and Expertise. When the raters evaluate a specific page, he or she should see to it that the contents were written by the people or organizations with accreditation or expertise. The same standard or criteria goes for other pages. When it comes to legal advice, they should come from the idea of legal professionals. Highly technical topics should require proof of expertise. Of course, some topics do not need any formal expertise. The good thing about these pages is that Google has also recognized them. For example, home remodeling, parenting, personal life experiences, and restaurant reviews can be attributed to people with good experience, as long as their content is comprehensive, detailed, and actionable.
Page Quality Rating Guidelines Designed for Mobile
One of the newest additions to the updated Search Quality Guidelines from Google is the rating of page quality guidelines designed for mobile. When the rater rates for mobile, the first step is to determine and understand the needs of every single mobile user. This means that such a task should be done conveniently and quickly. In that sense, raters are given a task to rate the page quality designed for mobile based on how well the query is being answered subject to the limitations of mobile’s user. When the rater evaluates the page quality rating designed for desktop, the raters should see to it if there are comprehensive and detailed results.
According to Google, guidelines should be given to Google Assistant because many people today utilize an eyes-free technology. Therefore, Google has created algorithms and machine learning to make the voice responses as fluent and as concise as possible.